Strategies for Effective Advertising

Overview

Good advertising requires hard work, careful planning and a clear vision of the environmental forces affecting the advertising landscape. This workshop combines a compelling presentation of the fundamentals of advertising with insightful coverage of the hottest topics and latest trends. Focused on practical applications, it introduces participants to the key principles of effective advertising by presenting concepts in the context of real advertising practice.

Target Audience

This workshop would be beneficial to:

  • Marketing Managers and Brand Managers
  • Communications Directors/Specialists
  • General Managers
  • Other Marketing Personnel responsible for developing and approving advertising and interfacing with ad agencies

Learning Objectives

After attending this workshop participants will possess a solid understanding of leading edge practices and trends in advertising and have answers to questions such as:

  • What new challenges do advertisers face in a Web 2.0 world?
  • How do I integrate the internet as part of my communication strategy?
  • How can I use advertising to position my company as socially responsible?
  • What lessons can be learnt from observing political advertisements and how can this benefit my brand?
  • How does a better understanding of consumer behaviour influence the type of advertising that I develop?
  • What emerging trends will change the way we advertise our products and the way consumers view the brands we advertise?

Methodology

The workshop format includes a dynamic blend of in-class projects and participant discussion designed to create the most productive learning environment. The small workshop size allows for greater interaction among participants and the facilitator, while the extensive use of ad copy examples and layouts across a wide range of industries provide valuable insights into practical applications of the advertising concepts being discussed.

Programme Outline

DAY 1:

SESSION ONE: ADVERTISING IN BUSINESS AND SOCIETY

  • The World of Advertising and Integrated Brand Promotion
  • Social and Ethical Dimensions of Advertising
  • Advertising Lessons from the Campaign Trail

SESSION TWO: INSIGHTS INTO ADVERTISING PROCESSES

  • Advertising and Consumer Behaviour
  • The Psychology Behind the Ad

SESSION THREE: OPEN FORUM

In this session, participants are encouraged to describe an advertising challenge that they face and solicit the views and opinions of how others in the workshop would approach the challenge. Discussion of specific challenges is purely on a voluntary basis and due to time restrictions there is no guarantee that all challenges will be discussed.

DAY 2:

SESSION FOUR: NEW MEDIA AND THE WAVE OF THE FUTURE

  • Advertising on the Small Screen
  • Leveraging WEB 2.0
  • Hidden Persuasion: "Subliminal" or "Stealth" Advertising

SESSION FIVE: SOCIAL MEDIA AND VIRAL MARKETING

  • Understanding the Power of the Herd
  • Interactivity and Integration

SESSION SIX: CHANGESTORMING

In this session, participants are encouraged to identify relevant material that they have been exposed to in the workshop and develop a preliminary plan of the changes they intend to make in their organisation. Participants are strongly encouraged to be as creative as possible in their thinking and explore off the wall options, even if those strategies may not be immediately implementable.

SESSION SEVEN: REVIEW AND CLOSING THOUGHTS

Facilitator: Dr. Barney Pacheco

Dr. Barney Pacheco has been a Marketing Lecturer in the Dept. of Management Studies for the past 13 years. His academic qualifications include a M.Sc. (Administration) from Concordia University and a PhD (Marketing) from the University of Colorado, Boulder. Barney has several years of experience in consumer behavior research and has most recently been awarded a University grant to investigate the marketing impact of rejection on consumer attitudes and long term purchase intentions. For the past 7 years he has also consulted with several Fortune 500 companies in the healthcare and financial sectors. Barney's background and training have provided him with the competence to use a wide variety of advanced analytical tools in research projects involving brand equity measurement, brand awareness and usage tracking, and customer satisfaction measurement and monitoring. His research on such topics as country-of-origin effects, perceptions of price fairness and memory and brand judgments have been published in professional marketing journals and presented at leading marketing conferences within North America.

Details

Date View Event Calendar
Time 8:30 pm – 4:30 pm
Duration 2 Days
Cost TT $3,000.00 (inclusive of training materials, refreshments and Certificate of Participation) 
Please note that prices are subject to change without notice.
Venue Arthur Lok Jack Graduate School of Business
Max Richards Drive,
Uriah Butler Highway, North West,
Mt. Hope

Contact

Tel: 645-6700
Fax: 662-1411

Coordinators:

Tamara Edwards - ext. 157
Jamie Kendall - ext. 155

E-mail:  openenrolment@lokjackgsb.edu.tt

Certification

Certificates will only be issued to participants who have attained a minimum attendance rate of 75% for the duration of the course.

Course Cancellation/ Reschedule Policy

Arthur Lok Jack GSB (ALJGSB) reserves the right to cancel training at any time. If ALJGSB cancels the training due to unforeseen circumstances beyond the control of ALJGSB, you are entitled to a full refund of the course fee, or your course fee can be credited toward a future training, based upon availability (providing payments have been made before original advertised date).

ALJGSB reserves the right to reschedule training at any time. If ALJGSB reschedules training due to unforeseen circumstances beyond the control of ALJGSB, the training will take place at the next available time. Participants will be informed via phone and/or e-mails.

 

  

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