Advertising & Event Management (MGT-520)

1. Advertising& Event Management(MGT-520)

2. ADVERTISING AND EVENT MANAGEMENT Mr.AbidSaeed (Assistant Professor) Department of Management Sciences COMSATS Institute of Information Technology Islamabad

3. Course description Studying AEM introduces the scope and importance of Advertising and Event Management. The textbook will cover the basic concepts and theoretical frameworks. Additional readings will supplement these theories and provide current thinking on key topics. Case studies will allow us to apply these theories to real business environment. Spotters

4. COURSE OBJECTIVES • To introduce students to the principles and • basic concepts of the advertising and marketing • communication process in a streamlined • integrated marketing strategy. • To provide an understanding of advertising & • event management and its influences on other • marketing functions and promotional activities.

5. COURSE OBJECTIVES… • To analyze and evaluate the fast-changing • field of advertising and promotion which affects • global marketing, society and economy. • To develop positive communication skills by • extending the marketing communication • approaches and techniques into effective • marketing strategy and programs which are • necessary for communicating to target • audiences.

6. LEARNING OUTCOMES • Understand the importance of advertising in today’s • highly competitive business environment. • Describe a range of common advertising strategies • for use with each of the various marketing tools. • Recommend and justify an appropriate promotional • mix strategies to form a cohesive overall IMC • strategy for a given marketing task or situation.

7. LEARNING OUTCOMES… • Use examples from current events, as well as • more formal case studies, to apply, illustrate, • and discuss different advertising strategies. • Discuss key trends impacting on the current • practice of advertising. • Critically think about the importance of • effective business communications in all aspects • of marketing management.

8. RECOMMENDED BOOKS • Principles of Advertising & IMC by Tom Duncan 2nd • Edition, Published by McGraw-Hill Irwin. • Event Management For Tourism, Cultural, Business and Sporting Events by Lynn Van Der Wagen, Brenda R. Carlos Published by Pearson Prentice Hall. • Advertising Principles and Practice by W. Wells, S. Moriarty • and J. Burnett, Published by Prentice Hall International. • Integrated Marketing Communications by David Pickton & • Amanda Broderick Published by Prentice Hall.

9. TEACHING METHODOLOGY My basic teaching philosophy for this course is to blend the theory and practice of Advertising, Event Management and Integrated Marketing Communication (IMC) in a comfortable, supportive easy language that promotes active learning.

10. ASSESMENT CRITERIA Spotters Your assessment & final grades will be based as per University existing rules.

11. DISHONEST PRACTICE AND PLAGIARISM Plagiarism is a form of dishonest practice. Plagiarism is defined as copying or paraphrasing another’s work, whether intentionally or through failure to take proper care, and presenting it as one’s own. In practice, this means plagiarism includes any attempt in any piece of submitted work to present as one’s own work, the work of another (whether of another student or published authority). Any student found responsible for plagiarism shall be subject to penalties, including deduction of marks for the piece of work submitted or a zero grade for the course. Spotters

12. COURSE OUTLINE

13. Using Advertising & Promotion To Build Brands • Introduction to Advertising • Advertising’s Role in Marketing • How Advertising works • Strategic Planning • Print and Out-of Home Media • Interactive and Alternative Media • Advertising Partners & Industry Organization • How Brand Communication Works • Media Planning and Buying • Creative Message Strategies • The Internet & Interactivity • Advertising & IMC Media Planning • Consumer Sales Promotion & Packaging • Public Relations & Brand Publicity • Direct Marketing: The Dialogue Builder • Event Management

14. Using Advertising and Promotion to Build Brands

15. Lecture Outline • Old world and the new world of the advertising. • Opening Case of AFLAC • What Is a Brand? • What is Marketing Communication?

16. Two-way Dialogue With Consumers Focus on Building Long Term Relationships With Consumers Marketers Use and Coordinate Many Different Forms of Communication With Consumers Chapter Perspective: Changing World Old World New World “Talking At” Consumers “Talking At” Consumers Two-way Dialogue With Consumers Focus on Winning New Customers Focus on Winning New Customers Focus on Building Long Term Relationships With Consumers Marketers Relied Primarily on Advertising and Promotions Marketers Relied Primarily on Advertising and Promotions

17. Opening Case: AFLAC + +

18. Only 14% recognized AFLAC brand Challenge: • An IMC program featuring: • “The Duck” as an anchor of consistent set of “one look, one voice” messages • The coordinated use of advertising, public relations, and sales promotion Answer: • 90% of targeted consumers are now aware of AFLAC • 30% increase in sales Results: Opening Case: AFLAC Only 14% recognized AFLAC brand • An advertising program featuring: • “The Duck” as an anchor of consistent set of “one look, one voice” messages • The coordinated use of advertising, public relations, and sales promotion

19. Brands Can BecomeVery Familiar to Consumers What Is a Brand? Brand: A perception resulting from experiences with, and information about, a company or line of products.

20. Product Price Place Promotion Marketing What is Marketing Communication? Marketing Communication:Creating, delivering, managing, and evaluating brand messages which are the information and experiences that impact how a brand is perceived. Promotion is the Primary Focus

21. ADVERTISING How would you explain “Advertising” to someone? Think About It

22. Coke: A Successful User of MC to Build a Brand

23. Bibliography • Principles of Advertising & IMC by Tom Duncan 2nd • Edition, Published by McGraw-Hill Irwin. • Event Management For Tourism, Cultural, Business and Sporting Events by Lynn Van Der Wagen Brenda R. Carlos Published by Pearson Prentice Hall. • Advertising Principles and Practice by W. Wells, S. • Moriarty and J. Burnett, Published by Prentice Hall • International. • Integrated Marketing Communications by David Pickton & Amanda Broderick Published by Prentice Hall.

24. The End: “Always be POSITIVE- happy, cheerful and smiling. People who communicate with a cheerful and positive expression always seem to get their message across.”