Advertising & Public Relations
A thorough introduction to the types and aims of advertising and the advertising environment, and the purposes of public relations and its use and implementation for maximum benefit.
Description: A unique Program for anyone involved in, or aiming to enter, or who needs an understanding of the advertising and public relations world. All advertising, PR, sales and marketing managers, business owners, managers and sales staff need a good understanding of the types, functions and features of advertising, of media and agencies, and their role in promoting the products and services of an organization, and achieving profitable sales. Good public relations positively contributes to the overall impression held by customers and other stakeholders, and to the success of enterprises; therefore managers/administrators must be aware of the benefits of good PR, know how to manage, prepare and conduct effective PR programmes and campaigns, and how to manage PR companies and clients.
(1) Anybody enrolling for this Programme before 31st December 2023 will also be enrolled FREE for a Course on Leadership /Management; the only requirement is that you provide your personal email address to the College on enrolment.
(2) During the “Covid-19” (Corona) virus pandemic and in lock-down periods, affected Members may be allowed to take Assignments (home-based course work) instead of or in addition to sitting Examinations to complete the Programme; details can be provided on request after enrolment onto the Programme.
- Summary of major topics
- What is included
- Related courses
- Study & Career development
Module 1 - Advertising, Advertisers and Advertisements
- Advertising, its importance, ideas and products, features of advertising, the market, marketing
- Product advertising, direct action and indirect action advertising, primary and selective advertising
- Corporate advertising, political advertising, public service advertising, charity advertising
- Types of advertisers, the media: representatives, agencies, departments, support services
Module 2 - Advertising Media
- The wide variety of media, choices which advertisers must make, reaching specific markets
- Print media: newspapers, magazines, periodicals, supplements
- Direct mail advertisers, outdoor advertising, transit advertising, speciality advertising, point of sale advertising
- Broadcast media, radio, television, networks, commercials, sponsorship, cinema advertising
Module 3 - Advertising Agencies
- The functions of advertising agencies, client requirements, expertise
- Organisational structure of agencies, management, media, research print and other departments
- Creative development and production
- Agency account groups, earning revenue, commission and charges
Module 4 - Creating the Advertising Message
- Advertising copy, the written elements, copywriters, information copywriters need, product selling points
- Buyers and purchasers, consumers, commercial buyers, buying motives of consumers:
- The advertisement draft or outline copy, headlines, the body of the copy
- Copywriting style, wording, sentences, paragraphs, other elements, brands, trademarks, copyright, logos, themes
Module 5 - The Illustrated Advertising Message
- Illustrations and visuals, their purpose
- The layout of an advertisement, layout artists, art directors, styles of advertisement layouts
- Principles of design: visual balance, contrast, proportion, unity, eye movement
- Stages in layout preparation, layout production by computer and by hand, printing processes
Module 6 - Preparing Radio, Television and Direct Mail Advertising
- Writing radio commercials, planning, outline copy, types of radio commercial, tools of the radio copywriter
- Television commercials, characteristics, types, elements, planning, scripts, storyboards
- Direct mail advertising materials, the message, components of direct mail packages, style
- Sales literature, types, features, creating impact, response literature, forms, using computers
Module 7 - Public Relations (PR) Theory and Practice
- Public relations aims: communication, dissemination of information, definitions of public relations
- Goodwill, publics, pluralism in PR, public opinion, opinion polls:
- How advertising and PR work together, differences between PR, advertising, sales promotion, publicity
- Public relations objectives, public relations techniques, press releases and conferences, feature articles
Module 8 - Public Relations Practitioners and Personnel
- Qualities required by PR practitioners, internal PR departments, managers, responsibilities, activities
- PR consultancies, specialisation, clients, services, accounts, fees, business aspects, client meetings
- Advantages and disadvantages of employing a consultancy
- PR budgets, fixed and variable costs, PR department programme budgets, PR consultancy budgets
Module 9 - PR Programmes and Campaigns
- Planning for PR programmes, stages, appreciation of the situation, attitudes to be changed, the reality
- Deciding on priorities, determining the target audience(s), importance of doing so Selecting the media and techniques, managing the budget
- Measuring results of PR activities, qualitative and quantitative results, methods of measuring results
Module 10 - Sales Promotion
- The key elements of the promotion mix, effects, customers, responses.
- Sales promotion target audiences: consumers, commercial and professional buyers, distributors, stockists
- Reasons for using sales promotion, setting sales promotion objectives, advertising and sales promotion
- Consumer sales promotion, joint sales promotions, trade sales promotion, salesforce sales promotion
Module 11 - Promotional Campaigns
- What a promotional campaign should consist of, planning and operation of a promotional campaign
- Campaign planning, situation analysis, consumer review, competition, SWOT analysis, campaign objectives
- Campaign strategy, determining the promotion mix, targeting the selected audiences
- Marketing communication activities, campaign theme, advertising media, messages, public relations
Module 12 - Measuring Advertising Effectiveness
- Reasons for undertaking advertising research, what advertising or evaluation research involves
- Measuring advertising effects and opinion changes, opinion and attitude studies, direct and indirect methods
- Measuring magazine audiences, measuring newspaper audiences, measuring television audiences
- The value of advertising effectiveness measurement and how that can be used
WHAT IS INCLUDED IN THE MODEST CIC FEE
Your CIC Fee includes:-
- Your enrolment/registration with Cambridge International College, and your own high-quality, professionally produced and illustrated comprehensive International CIC Study & Training Publications.
- A detailed, professional ‘Study & Training Guide’ with full instructions on how to study to achieve success and gain top results. The Guide includes detailed advice on how to answer Self-Assessment Tests, Training Tests and Examinations.
- Self-Assessment Tests and Recommended Answers for them, and a Progress Chart.
- Two Progress/Training Tests (which can be used as ‘Past Papers/Questions’) with an optional Tutorial Support Service.
- The Final Examination** sat under Invigilation/Supervision in your own area - full details, guidance and explanation of how your Examination will be arranged and how Invigilation is conducted will be provided when you register. Note, CIC arranges Examinations in over a hundred countries worldwide for thousands of Members every year; it is a flexible, straightforward process and will be arranged when YOU are ready to write your Examination. **An Assignment Option is available instead of an Exam for the ‘Covid-19’ (Corona) virus period.
- The prestigious Cambridge International College Diploma on successful completion of your Study & Training and on passing the Final Examination.
- Your personal page on CIC’s Member Services website with access to results, despatch details, advice and guidance, and more: www.cambridgeinternationalcollege.co.uk
- Regular information and news including: Newsletters with details of special offers and new Programs and much more; and Competition Forms; by email and post.
Everything needed for your Study & Training success is included in the CIC Fee.
- Further Study and Training Advice, and Assistance is available before, during and after CIC Study & Training; Members may ask CIC’s team of experienced Consultants for advice on further study and Programmes to improve career prospects and advancement.
- CIC’s experienced and helpful staff can assist with numerous special requests, such as reference/recommendation letters and transcripts, and more, by post and email.
- Marketing & Sales Management Diploma 12 months (flexible)
- Mass Media & Communication Diploma 12 months (flexible)
- Marketing Administration Honours (Higher) Diploma 21 months (flexible)
- Marketing Strategy Mastery of Management Graduate Diploma One year (flexible)
- Marketing Administration (BMA) Baccalaureate 2 years (flexible)
The Program is a good route to higher studies including in general management, business and administration, and in sales, marketing, global marketing and communications, media studies and related areas. Further study at Honours Diploma, Baccalaureate and EBA is available, expanding into and including sales, marketing, global marketing and communications, media studies and a wide range of general, specific and management related areas.
The course is ideal for sales personnel, marketers, advertising and PR personnel and business people who are already employed in this field, and also for men and women looking to enter this interesting career area or set up their own businesses. It is also a course for men and women wishing to gain promotion, in those career areas, or simply looking to increase managerial ability and skills in advertising and public relations. All managers, entrepreneurs, business people and executives can benefit greatly from a good understanding of these twin areas and how to employ them best to gain success and good returns for their organisations. The range of career opportunities for skilled and trained advertising and PR personnel is wide and includes include sales, marketing, global marketing and communications, media studies, and more. The knowledge and understanding, techniques and approaches, gained from this informative and interesting Program will benefit anyone looking to gain a successful career in advertising, PR and the wider media, marketing and sales promotion environment.
There is a wide range of options for further study - see the "Related Courses" section for suggestions - which include Honours Diplomas, ABA & Baccalaureate Programmes, and the 'Double Award' EBA & BBA Bachelor degree Programme. You are welcome to ask the College for advice, and of course you can see details of these Programmes on this website.
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Duration & Assessments
The Study Period is one year (12 months) but this is flexible; the Diploma can be completed in a shorter period, or you can take longer if necessary.READ MORE »
To gain your Diploma you need to sit and pass an Examination** (based entirely upon the contents of the Study Materials provided to you in your Program Fee). Full and clear details about preparing for and sitting the Exam are provided to you, including in your Study & Training Guide, when you enrol. The clear information explains when, where and how your Examination will be arranged - it is a simple and straightforward process, which hundreds of thousands of other Members have successfully gone through. If you study well and follow the advice in the CIC Study & Training Guide you should be able to achieve high marks and good grades - and obtain your prestigious International Diploma!
**An Assignment Option is available instead of an Exam for the ‘Covid-19’ (Corona) virus period.
(See the College Prospectus, or the “Frequently Asked Questions” section on the “Contact Us” page of this website, if you would like more information.)
An international accredited qualification for professional development and career success showing you have substantial skills, competence and knowledge.