Advertising Advertising & & Event Management Event Management (MGT-520) (MGT-520)
Jan 07, 2016
AdvertisingAdvertising& &
Event ManagementEvent Management(MGT-520)(MGT-520)
ADVERTISING AND EVENT MANAGEMENT
MR. ABID SAEED(Assistant Professor)
Department of Management SciencesCOMSATS Institute of Information Technology
Islamabad
COURSE DESCRIPTION
Spotters
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.
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.
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.
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.
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.
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.
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.
ASSESMENT CRITERIA
Spotters
ITEM ASSESSMENT TASKTOTAL MARKS
1 Assignments (4) 10%
2 Quizzes (4) 10%
3 Graded Discussion Topics (4) 05%
4 1st Sessional 10%
5 2nd Sessional 15%
6 Final Examination 50%
Your assessment & final grades will be based as per University existing rules.
DISHONEST PRACTICE AND PLAGIARISM
Spotters
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.
COURSE OUTLINE
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
Using Advertising and Promotion to Build Brands
Old world and the new world of the advertising.
Opening Case of AFLAC
What Is a Brand?
What is Marketing Communication?
Lecture Outline
Two-way Dialogue With Consumers
Two-way Dialogue With Consumers
Focus on Building Long Term Relationships With
Consumers
Focus on Building Long Term Relationships With
Consumers
Marketers Use and Coordinate Many Different Forms of Communication
With Consumers
Marketers Use and Coordinate Many Different Forms of Communication
With Consumers
Two-way Dialogue With Consumers
Two-way Dialogue With Consumers
Focus on Building Long Term Relationships With
Consumers
Focus on Building Long Term Relationships With
Consumers
Chapter Perspective: Changing World
Old WorldOld World New WorldNew World
“Talking At” Consumers“Talking At” Consumers
Focus on Winning New Customers
Focus on Winning New Customers
Marketers Relied Primarily on Advertising and
Promotions
Marketers Relied Primarily on Advertising and
Promotions
“Talking At” Consumers“Talking At” Consumers
Focus on Winning New Customers
Focus on Winning New Customers
Marketers Relied Primarily on Advertising and
Promotions
Marketers Relied Primarily on Advertising and
Promotions
Opening Case: AFLAC
++++
• 90% of targeted consumers are now aware of AFLAC
• 30% increase in sales
• 90% of targeted consumers are now aware of AFLAC
• 30% increase in sales
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
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
Only 14% recognized AFLAC brandOnly 14% recognized AFLAC brandOnly 14% recognized AFLAC brandOnly 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
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
Opening Case: AFLAC
Challenge:Challenge:
Answer:Answer:
Results:Results:
What Is a Brand?
Brand: A perception resulting from experiences with, and information about, a company or line of products.
Brands Can BecomeBrands Can BecomeVery Familiar to ConsumersVery Familiar to Consumers
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.
Product
Price
Place
Promotion
MarketingMarketing
Promotion is the Primary FocusPromotion is the Primary Focus
Think About It
ADVERTISINGHow would you explain “Advertising” to
someone?
ADVERTISINGHow would you explain “Advertising” to
someone?
Coke: A Successful User of MC to Build a Brand
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.
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.”