About this course
Explains how brands are built and how advertising supports them. Topics include brand positioning and identity, brand architecture, developing a creative brief, choosing media across print, broadcast, outdoor and digital channels, working with advertising agencies, budgeting and scheduling campaigns, measuring advertising effectiveness and brand health, and keeping advertising within advertising codes and consumer protection rules.
Why this course
Businesses spend heavily on advertising without a clear brand position or a way to measure results, and much of that spend is wasted. Marketers who manage brands and campaigns with discipline get more from their budgets, brief agencies better and build brands customers recognise and trust.
What delegates will be able to do
By the end of the course, delegates will be able to
- Define a brand's positioning, personality and core promise
- Write a creative brief that an agency can work from
- Select a media mix suited to the target audience and budget
- Plan and schedule an advertising campaign with measurable objectives
- Assess campaign results and brand health using appropriate measures
Who should attend
Brand managers, marketing officers, advertising and communication staff, and business owners in private companies and SMEs who plan campaigns or manage agencies. Basic marketing knowledge is assumed.
How it is delivered
Facilitator-led sessions with brand case studies, critique of real advertisements, creative brief writing and group campaign planning. It is available as a public course, in-house at your premises, or as live virtual sessions. Duration and dates are confirmed in your quote, and in-house groups can have the examples and exercises fitted to their organisation.