Transcript Lecture 32.pptx

Advertising and Public Relations
An Overview of Module
Muhammad Waqas
Lecture 32
Introduction to Advertising
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Lecture 1
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Chapter Outline
I.
II.
III.
IV.
V.
VI.
VII.
VIII.
Chapter Key Points
What is Advertising?
Roles and Functions of Advertising
The Key Players
Types of Advertising
What Makes an Ad Effective?
The Evolution of Advertising
The Current Advertising Scene
Advertising’s Role in
Marketing
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Lecture 2
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Chapter Outline
I.
II.
III.
IV.
V.
VI.
What is Marketing?
The Key Players and Markets
The Marketing Process
How Agencies Work
International Marketing
The Dynamics of Modern Marketing
Advertising Role in Society
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Lecture 3-4
Chapter Outline
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I.
II.
III.
IV.
V.
Chapter Key Points
Advertising’s Social Role
Review and Regulation of Advertising
Advertising Ethics
Determining What is Ethical
How Advertising Works
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Lecture 5
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Chapter Outline
I.
II.
III.
IV.
V.
VI.
VII.
VIII.
IX.
Chapter Key Points
How Advertising Works as Communication
The Effects Behind Advertising Effectiveness
Perception
Cognition
The Affective or Emotional Response
Association
Persuasion
Behavior
4-9
How Advertising Works
(Continued)
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Lecture 6
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Chapter Outline
I.
II.
III.
IV.
V.
VI.
VII.
VIII.
IX.
Chapter Key Points
How Advertising Works as Communication
The Effects Behind Advertising Effectiveness
Perception
Cognition
The Affective or Emotional Response
Association
Persuasion
Behavior
The Consumer Audience
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Lecture 7
Chapter Outline
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I.
II.
III.
Chapter Key Points
How Does Consumer Behavior Work?
Cultural and Social Influences on Consumer
Decisions
IV. Psychological Influences that Motivate
Consumers
V. Behavioral Influences on Consumer Decisions
VI. The Consumer Decision Process
VII. Segmenting and Targeting
5-13
The Consumer Audience
(Continued)
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Lecture 8
Chapter Outline
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I.
II.
III.
Chapter Key Points
How Does Consumer Behavior Work?
Cultural and Social Influences on Consumer
Decisions
IV. Psychological Influences that Motivate
Consumers
V. Behavioral Influences on Consumer Decisions
VI. The Consumer Decision Process
VII. Segmenting and Targeting
5-15
Strategic Research
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Lecture 9
Chapter Outline
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I.
II.
Chapter Key Points
Research: The Quest for Intelligence and
Insight
III. Consumer Research
IV. Consumer Research Process
V. Uses of Research
VI. Research Methods Used in Advertising
Planning
VII. Choosing Research Methods
Strategic Research
(Continued)
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Lecture 9
Chapter Outline
Uses of Research
Research Methods Used in Advertising
Planning
III. Choosing Research Methods
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I.
II.
Strategic Planning
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Lecture 11
Chapter Outline
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I.
II.
III.
IV.
V.
Chapter Key Points
Advertising Strategy
Basic Strategic Planning Decisions
Account Planning: What Is It?
Planning for IMC
7-21
Strategic Planning
(Continued)
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Lecture 12
Chapter Outline
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I.
II.
III.
IV.
V.
Chapter Key Points
Advertising Strategy
Basic Strategic Planning Decisions
Account Planning: What Is It?
Planning for IMC
7-23
The Creative Side and
Message Strategy
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Lecture 13
Chapter Outline
Chapter Key Points
The Art and Science of Creative
Advertising
III. Creative Strategy
IV. Facets of Creative Strategy
V. Planning and Managing Creative Strategy
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I.
II.
12 – 25
The Creative Side and Message
Strategy
(Continued)
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Lecture 14
Chapter Outline
Chapter Key Points
The Art and Science of Creative
Advertising
III. Creative Strategy
IV. Facets of Creative Strategy
V. Planning and Managing Creative Strategy
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I.
II.
12 – 27
Selecting Message Appeals and
Picking Endorsers
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Lecture 15-16
Chapter Key Points
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• Types of Endorsers
• Endorser Attributes
• Advertising Appeals
Broadcast Media
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Lecture 17
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Chapter Outline
I.
II.
III.
IV.
V.
VI.
VII.
Chapter Key Points
Broadcast Media
Radio
Television
Film and Video
Product Placement
Using Broadcast Advertising Effectively
Broadcast Media
(Continued)
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Lecture18
Lecture Outline
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IV.
Television
Film and Video
Product Placement
Using Broadcast Advertising Effectively
Print and Out-of-Home Media
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Lecture 19-20
Chapter Outline
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I. Chapter Key Points
II. The Media Industry
III. Basic Media
Concepts
IV. Print Media
V. Newspapers
VI. Magazines
VII. Packaging
VIII. Out-of-Home
Advertising
IX. Directory
Advertising
X. Using Print
Advertising
Interactive and Alternative
Media
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Lecture 21-22
Chapter Outline
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IV.
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Chapter Key Points
Interactive Media
The Internet
Internet Advertising
E-Mail Advertising
Alternative and New Media
Copywriting
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Lecture 23-24
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Chapter Outline
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III.
IV.
V.
VI.
VII.
Chapter Key Points
Copywriting: The Language of Advertising
Copywriting for Print
How to Write Radio Copy
How to Write Television Copy
Writing for the Web
Copywriting in a Global Environment
Design and Production
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Lecture 25-26
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Chapter Outline
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VII.
Chapter Key Points
Visual Communication
Print Art Direction
Print Production
Television Art Direction
Broadcast Production
Effective Web Design
Public Relations
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Lecture 27-28
Chapter Outline
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III.
IV.
V.
Chapter Key Points
The Practice of Public Relations
Public Relations Planning
Public Relations Tools
Effectiveness and PR Excellence
17 - 43
Event Management
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Lecture 29
Chapter Outline
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Chapter Key Points
Introduction to Event Management
Size of Events
Types of Events
The Event Team
Concept and Design
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Lecture 30
Chapter Outline
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Chapter Key Points
Concept Development
Analyzing the Concept
Designing the Event
Logistics of the Concept
Event Marketing
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Lecture 31
Chapter Outline
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Event Marketing
Nature of Event Marketing
Process of Event Marketing
Protocols