Introduction to Advertising Course

Introduction to Advertising Course

This course highlights the increasing importance of consumers as the driving force in today’s advertising strategies,social media,and the Internet evolution/revolution. It also includes an increased IMC and brand.

This 60-hour course is delivered on-site in an instructor-led,class room setting. Prerequisites include:

  • Basic English skill, verbal and written
  • Some computer experience
  • Basic functional understanding of the Internet

Advertising & IMC: Principles and Practice, 10/E–Pearson Education

Upon completion of this hands-on course, students will be able to:

  • Identify basic principles of advertising and brand communication
  • Demonstrate strategic research and planning
  • Create promotions
  • Evaluate IMC effectiveness
Attendance/ Participation10%
In-class assignments30%
Projects30%
Exam30%

The passing grade is 70%.

Attendance Policy: 80% attendance for your entire program is required.

Principle: Back to Basics

Advertising

Brand Communication

Brand Communication and

Society

Principle: Be True to Thy Brand and Thy Consumer

How Brand Communication

Works

Segmenting and Targeting the

Audience

Strategic Research

Strategic Planning

Practice: Developing Break through
Ideas in the Digital Age

The Creative Side

Promotional Writing

Visual Communication

Principle: Media in a World of Change

Media Basics

Paid Media

Owned, Interactive, and Earned

Media

Media Planning and Negotiation

Principle: IMC and Total Communication

Public Relations

Direct Response

Promotions

The Principles and Practice of

IMC

Evaluating IMC Effectiveness


  1. Number of Trainees: 3 person
  2. Training Frequency: 60 hours in total, 6 hours at one time, once a week, schedule on every Monday.
  3. Training Duration: Jan 4, 2016 – Mar 18, 2016
  4. Delivery Method: Onsite training (send trainers to participants’ workplace)
  5. Tuition Cost: $200/hr (Total tuition $12,000)