Advertising and Marketing Communication Strategy

This program equips learners to develop a rigorous, systematic approach to defining goals, effective targeting and method for creating insight-driven messaging. Successful completion of the full program is required to earn this Certificate of Completion. Program content includes: Module 1 – Introduction: The Creative Brief as Strategic Roadmap Summarize the creative brief Evaluate/critique “brief” work Recognize common pitfalls Design a clear, creative brief Module 2 – Setting Objectives Discover how to select the most meaningful objectives for your communications Align advertising objectives with business goals Construct a clear, meaningful, measurable objective Module 3 – Targeting for Growth Understand the importance of targeting in advertising Select the appropriate targets to drive growth Learn to manage and prioritize multiple targets for growth Module 4 – Consumer Behavior and Paths to Persuasion Identify the characteristics of human behavior that enable you to persuade your target audiences Assess potential consumer insights Select the strongest insight to accomplish your marketing communication goals Evaluate core consumer behavior – and what drives it Recognize persuasive techniques Module 5 – Positioning Decisions Develop the ability to write and evaluate positioning statements Understand Frame of Reference and how to use it appropriately Recognize Points of Difference and their importance to messaging Module 6 – Executing the Media Plan Learn key terms and processes within media planning and develop a keen eye for evaluating media plans Grasp the basic mechanics of data-driven digital media Understand the overall process of ad production and how to avoid the most common errors Module 7 – Evaluation and Measurement Learn what makes an ad effective – and how to evaluate its effectiveness Develop a mindset of experimentation Define the process involved in proper testing and the right questions to ask Recognize common testing failures and how to avoid them