Main topics of study:

Introduction to the Marketing Communication Process:

• The Marketing Communications Mix
• Advertising
• Public Relations
• Sales Promotions & Other Promotional Activities

Advertising & Public Relations Theory & Practice:

• AIDA
• DAGMAR
• Hierarchy of Effects
• Brand Image & Perception in Communications

The Role of the Advertising Agencies:

• Search, Evaluation & Selection
• Media/Client Relationship
• Company/Agency Relationship
• Contracts, Agreements, etc.

The Media:

• Magazines
• Newspapers
• Product Brochures
• Sales Literature
• Radio
• Television
• Outdoor
• Other Media

Media Production:

• An Introduction to Printing, Photography, Copy
• Radio
• Outdoor Advertising
• Television
• Decision Making Responsibility & Co-ordination
• Cost Restraints

Marketing Objectives:

• The Campaign Objectives
• Strategies
• Campaign Development
• Briefing the Agencies

Market Research:

• Corporate Research
• Media Research

The Campaign Plan & Budget Development:

• Advertising
• Public Relations
• Sales Promotions
• Sampling
• Trade Shows
• Merchandising, etc.

Creative Production/Traffic:

• Advertising & Public Relations Concepts
• Copy & Press Releases
• Layout Design Scheduling
• Campaign Testing

The Campaign Launch:

• Distribution of Materials
• Co-ordination
• Internal & External Communications

Developing the PR Position:

• Press Release
• Copy & Information Gathering, ie. Testimonials & Other Success Stories
• Community Activities
• Organising Interviews with the Press & Other Activities
• Sales Promotions
• The Sales Force
• Distributors
• Trade Shows
• Exhibitions
• Organisation for the Campaign Launch & Scheduling
• Internal & External Communications
• Handling Complaints & Enquiries

Direct Marketing:

• Mailing List Research
• Buying & Mailing
• Sales Leads & Data Base Systems
• Handling Complaints & Crisis
• Campaign Monitoring & Evaluation

Reading List

Main Text:
Advertising: What It Is and How It Works – R White (McGraw Hill)

Alternative Text and Further Reading:
All About Public Relations – R Haywood (McGraw Hill)
Success in Advertising & Promotion – D Milner (John Murray)