Essential Advertising

09:30 - 09:45 Coffee & Course Objectives

09:45 - 10:00 Introduction - The essential role of advertising and why most of it doesn’t work.

10:00 - 10:30 The Advertising Mix
(An overview of the who, what where, when and how)

10:30 - 11:30 Determining Advertising Objectives and Strategy (A review of how to set objectives and select from a range of strategic options.)

11:30 - 13:00 Delegates Advertising Review
(Delegates evaluate and review each others examples)

13:00 - 14:00 Lunch

14:00 - 15:00 How to brief and assess a media agencies performance - How to write an advertising brief
(The audience is essential; the proposition is everything – delegates prepare a brief for one of their own products/services)

15:00 - 15:30 How to judge creative work
(How to manage the creative development process. The essential ‘do’s’ and ‘don’ts)

15:30 - 16:30 Understanding the media market place
(How to cope with evolutionary changes in the media market place)

16:30 - 16:45 Summary & Action Plans Agreed

Benefits for the organisation

Get more response for the same budget or get the same response for less? By applying some or all of the techniques that this workshop covers, you will be able to make an informed choice.

Benefits for the individual

You will be equipped to plan and brief advertising and media agencies, understand the creative development process and ensure that excellence is achieved.By the end of the seminar you will be able to:

• Develop and implement more effective advertising strategies and tactics
• Create an effective advertising/marketing communications brief
• Provide a high degree of focus on the essence of the customer/consumer proposition
• Critique a variety of advertising campaigns and suggest improvements
• Apply sound judgement to creative submissions and media opportunities
• Recognise and harness the power of simplicity and relevance