Prepared and Delivered by Mr. Georges Najm - USEK School of BusinessADVERTISING COURSE

ADVERTISING COURSEPRINCIPLES AND PRACTICE OF MODERN ADVERTISING

COURSE PLAN

ROAD MAP& MAIN TACKLED THEMES

I - The Theoretical Functioning of Communication

Or The Main Types of Communication & their Modes of Functioning.

1.The Laswell Paradigm2.The Shannon and Weaver Scheme3.Petty, Cacioppo, and Schuman Model4.The AIDA Model5.Linear Communication VS Mass Communication 6.Mass, Segmented, & Individualized Communication 7.The Modes of Communication “Available” for a Company / Advertiser8.Push, Pull, and Interactive Communication9.The Matrix of all Communications10.The Reception and Perception of Communication Messages

I - The Theoretical Functioning of Communication

II - Introduction to Advertising

The Origins of Advertising

we know today

1. Historical Overview & Advertising Evolutiona.Academic Datesb.The main phases in Advertising History c.Chronological “Rewind”d.The birth of brandse.The birth of the first advertising communications

2. Advertising International Illustrations and References

III - Advertising & Society

1. Introduction2. Economic Arguments (and) Advertising3. Demand Creation Debate4. Shape VS Mirror Debate5. Over Commercialization Debate6. Other Social Responsibility Issues

1. Demand Creation Debate2. Shape VS Mirror Debate3. Over Commercialization Debate4. Other Social Responsibility Issues5. Media Review of Advertising

7. Legal and Regulatory Issues8. Media Review of Advertising 9. Advertising Self Regulation and Control10. The Basis for Ethical Behavior11. The Model of the French AARP12. Exposé of Problematic Ads

IV - What is Modern Advertising?

(&) What Are Modern Advertising Definitions and Roles?

1. What is Advertising? Advertising Definition(s)a. The Marketing Mix Approachb. The Brand Approachc. The Communication Approachd. The Big Idea / Creative Approache. Modern Advertising Definition

2.The Advertising’s Tasks and Goals3.The Roles of Advertising4.The Types of Advertising5.Advertising Expenditures6.The Advertising’s key components7.The Advertising’s functioning “principles”8. Advertising Illustrations / Cases

V - The Business of Advertising

(&) The Key Players

of the Advertising Industry

V - The Business of Advertising1.The Industry Participants and Key Players

i.The AdvertiserA.Global Advertisers IllustrationsB.Advertisers’ Marcom Operations

ii.The AgencyA.Global Ad Agencies IllustrationsB.Types of AgenciesC.Agencies Jobs and OrganizationD.Agencies Process for New Clients

iii.The Media Buying UnitsA.Global MBU IllustrationsB.MBU Rankings

iv.The Mediav. The Suppliers and Vendorsvi.The Audience

2.Global Communications Groups Illustrations3.The Advertising Industry Transactions Organization4.The Industry Compensation &Profitability5.Global illustrations for the Agencies & Media transactions Scheme

VI - The Advertising Budget

1. The Nature of the Communication ExpensesA. Opex and not Investments.B. Fixed Costs and not Variable Costs.

2. Marketing Communication Budgets Presentation MethodsA. The Advertising Media Space BudgetB. The Remuneration of the Service ProvidersC. Technical/Production ExpensesD. StudiesE. The Advertiser’s Marcom Structure CostsF. The 75 - 15 - 10 Rule

3. Setting the Advertising Budget Based on:A. % of SalesB. The P and A methodC. ObjectivesD. All what we can afford methodE. The competition’s advertising expenses

4. Budgetary Decisions and Budget ControlsA. Who decides of the Budget’s amountB. Some Budgetary Principles

VII - Planning in Advertising

★ Strategic Planning★ Account Planning ★ Advertising Research★ Advertising Campaign Planning

VIII - The Target Marketing

(&) The Target Communication

(&) The Target Advertising

1.What is Targeting?2.What is Target Marketing?

A.CensusB.Target Information

3.Generational Marketing4.The Market Segmentation5.The Marketing Positioning6.Profiling7.Targeting Schemes & Illustrations

VIII - The Target Marketing

IX - Creatingthe Message

The Creative Side& the Message Strategy

1.The Art and Science of Advertising2.The Role of Creativity3.What is the Creative Strategy4.Creative Strategy Approaches5.Strategic Formats & Formulas6.What is a Creative Concept7.The ROI of Creativity8.The Characteristics of Creative People9.Copywriting10.Illustrations

X - Print Advertising

1. Introduction2. Components of a Print Department in

an Advertising Agency3. Print Production Techniques and

Processes4. Understanding Typography

5. Using Newspapers6. Using Magazines7. Using OOH8. Using Digital & Online Advertising9. Print Campaign Pitches (Carmen

Chammas, Le Bar à vin, Novalac, etc.)

XI - Broadcast Advertising

1. The Radio Commercial2. Using Radio in Advertising3. The TV Commercial4. Using TV in Advertising5. Real Production Pitches

XII - Advertising Gives Value to Brands

XIII - The Measurement of Advertising Efficiency

COURSE

OBJECTIVES

This Advertising Course will treat, investigate, and answer the following

questions, crucial in the lives of all successful businesses and corporations.

‣Explain the basic Advertising principles, functioning, and processes. Such questions will be very thoroughly answered:

➡ What exactly is Advertising?➡ Where is Advertising situated vis-à-vis

๏ The Business? ๏ The Marketing Mix? ๏ The Communication Mix?๏ The Corporate Communication Wheel?

➡ What is Advertising place and weight in a company’s IMC?

➡ What are the financial considerations of Advertising?➡ Why is Advertising so important for successful brands?➡ Why and how do companies use Advertising?➡ What are its main functioning principles, methods, and

practices?

This course will also:‣Define the key professional terms used in the advertising environment.‣Identify and explore the roles of the main actors of the Advertising industry‣Explore the tools available to lead advertising campaigns with.‣Outline the basic advertising techniques and processes used by communication and advertising experts.‣Explore the steps through which a campaign passes before it gets seen by the company audiences.‣Evaluate the effects of advertising on the company’s audiences.‣Tackle real business / Advertising / Media problematic.

This course will finally allow you, as future marketers who will be ultimately called to manage and control companies’ - brands’ - clients’ budgets, to:‣Understand the terminology used in the advertising world.‣Be able to conduct a proper creative briefing.‣Be able to define and lead an advertising strategy.‣Be able to know how to make and use advertisements.‣And ultimately, be able to properly create / conduct an advertising campaign, while being capable of measuring its efficiency.

And much much more!...

Many a small thing has been made large by

the right kind of advertising.

Mark Twain (1835 - 1910) - Writer