Advertising Diploma

General Concepts of Advertising

Advertising strategies
Primary and selective advertising
Institutional advertising
Relationship of objectives of marketing and advertising
The advertising budget
Methods of financing the advertising budget
The creative process – unique selling proposition (USP)
The media
The campaign concept
The creative process in television
Production for TV
Evaluation of the TV commercial
The creation in the other media
Media strategy
Techniques of media planning
Digital technology and the future of the media

The Advertising Agency

History and evolution
Agency service organization
Fees and discounts

The Creative Process in Advertising

The creative attitude
Creative characteristics
Conditions for the creative process
Generation of ideas

Memory Mechanisms In Advertising

What is memory?
Perception
Immediate memory
Photographic memory (eidetic)
Short-term memory
Long-term memory
Categories of memory
Learning
Forgetfulness
Interference
Those “scripts”
Repetition and messages recall

Sales Promotion

Definitions
Merchandising
Functions
Working with distributors/middlemen
Contributing to the organization and operations
Promotion in point of purchase (P.O.P.)
Stimulating middlemen traffic
Cooperative advertising training middlemen’s salespersons
Incentivising middlemen’s salespersons
Stimulating consumers/users
Sampling
Prizes
Contests

Personal Sales

The evolution of the salesperson
Compensation of the salesperson
The process of the sale
Creative sale – reasons that drive buying
AIDA: Attention, interest, desire, action
How to develop a list of potential clients
Territory
Securing the interview
Effective interview
Objections, how to rebut them, closing the Sale
Selection and training of salespersons

The distributed goods
The function of distribution
Channels of distribution and their interrelation
The self-service outlet
Classifications of middlemen
Policies and strategies of distribution
Zoning (sales territories) / example of zoning