Advertising and Public Relations An Overview of Module

1. Advertising and Public RelationsAn Overview of Module Lecture 32

2. Introduction to Advertising Lecture 1

3. Chapter Outline • 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

4. Advertising’s Role in Marketing Lecture 2

5. Chapter Outline • What is Marketing? • The Key Players and Markets • The Marketing Process • How Agencies Work • International Marketing • The Dynamics of Modern Marketing

6. Advertising Role in Society Lecture 3-4

7. Chapter Outline • Chapter Key Points • Advertising’s Social Role • Review and Regulation of Advertising • Advertising Ethics • Determining What is Ethical

8. How Advertising WorksLecture 5

9. Chapter Outline • Chapter Key Points • How Advertising Works as Communication • The Effects Behind Advertising Effectiveness • Perception • Cognition • The Affective or Emotional Response • Association • Persuasion • Behavior

10. How Advertising Works(Continued)Lecture 6

11. Chapter Outline • Chapter Key Points • How Advertising Works as Communication • The Effects Behind Advertising Effectiveness • Perception • Cognition • The Affective or Emotional Response • Association • Persuasion • Behavior

12. The Consumer AudienceLecture 7

13. Chapter Outline • Chapter Key Points • How Does Consumer Behavior Work? • Cultural and Social Influences on Consumer Decisions • Psychological Influences that Motivate Consumers • Behavioral Influences on Consumer Decisions • The Consumer Decision Process • Segmenting and Targeting

14. The Consumer Audience(Continued) Lecture 8

15. Chapter Outline • Chapter Key Points • How Does Consumer Behavior Work? • Cultural and Social Influences on Consumer Decisions • Psychological Influences that Motivate Consumers • Behavioral Influences on Consumer Decisions • The Consumer Decision Process • Segmenting and Targeting

16. Strategic Research Lecture 9

17. Chapter Outline • Chapter Key Points • Research: The Quest for Intelligence and Insight • Consumer Research • Consumer Research Process • Uses of Research • Research Methods Used in Advertising Planning • Choosing Research Methods

18. Strategic Research(Continued) Lecture 9

19. Chapter Outline • Uses of Research • Research Methods Used in Advertising Planning • Choosing Research Methods

20. Strategic Planning Lecture 11

21. Chapter Outline • Chapter Key Points • Advertising Strategy • Basic Strategic Planning Decisions • Account Planning: What Is It? • Planning for IMC

22. Strategic Planning(Continued) Lecture 12

23. Chapter Outline • Chapter Key Points • Advertising Strategy • Basic Strategic Planning Decisions • Account Planning: What Is It? • Planning for IMC

24. The Creative Side and Message Strategy Lecture 13

25. Chapter Outline • Chapter Key Points • The Art and Science of Creative Advertising • Creative Strategy • Facets of Creative Strategy • Planning and Managing Creative Strategy

26. The Creative Side and Message Strategy(Continued) Lecture 14

27. Chapter Outline • Chapter Key Points • The Art and Science of Creative Advertising • Creative Strategy • Facets of Creative Strategy • Planning and Managing Creative Strategy

28. Selecting Message Appeals and Picking Endorsers Lecture 15-16

29. Chapter Key Points • Types of Endorsers • Endorser Attributes • Advertising Appeals

30. Broadcast Media Lecture 17

31. Chapter Outline • Chapter Key Points • Broadcast Media • Radio • Television • Film and Video • Product Placement • Using Broadcast Advertising Effectively

32. Broadcast Media(Continued) Lecture18

33. Lecture Outline • Television • Film and Video • Product Placement • Using Broadcast Advertising Effectively

34. Print and Out-of-Home Media Lecture 19-20

35. Chapter Key Points The Media Industry Basic Media Concepts Print Media Newspapers Magazines Packaging Out-of-Home Advertising Directory Advertising Using Print Advertising Chapter Outline

36. Interactive and Alternative Media Lecture 21-22

37. Chapter Outline • Chapter Key Points • Interactive Media • The Internet • Internet Advertising • E-Mail Advertising • Alternative and New Media

38. Copywriting Lecture 23-24

39. Chapter Outline • 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

40. Design and Production Lecture 25-26

41. Chapter Outline • Chapter Key Points • Visual Communication • Print Art Direction • Print Production • Television Art Direction • Broadcast Production • Effective Web Design

42. Public Relations Lecture 27-28

43. Chapter Outline • Chapter Key Points • The Practice of Public Relations • Public Relations Planning • Public Relations Tools • Effectiveness and PR Excellence

44. Event Management Lecture 29

45. Chapter Outline • Chapter Key Points • Introduction to Event Management • Size of Events • Types of Events • The Event Team

46. Concept and Design Lecture 30

47. Chapter Outline • Chapter Key Points • Concept Development • Analyzing the Concept • Designing the Event • Logistics of the Concept

48. Event Marketing Lecture 31

49. Chapter Outline • Event Marketing • Nature of Event Marketing • Process of Event Marketing • Protocols