"Advertising Practice" is your comprehensive guide to mastering the real-world challenges of the advertising industry. This course covers the essentials of integrated marketing communication, consumer behaviour, creative planning, and the effective use of media. You’ll gain hands-on experience in researching, planning, and executing successful advertising campaigns across various platforms, including broadcast, print, and digital media. The course also explores critical aspects such as ethics, creative evaluation, and global advertising strategies, ensuring you’re equipped to make informed decisions in a dynamic environment. Whether you're aiming to refine your skills or break into the industry, this course offers the tools and insights to help you thrive. Step into the world of advertising with confidence—enrol today and start your journey to becoming a seasoned advertising professional!

What you will learn:

At the end of this course, the learner should be able to:

• Provide a detailed definition of advertising and its role within integrated marketing communication.
• Discuss the role of the advertising agency and evaluate the use of in-house versus external agencies.
• Analyse the advertising environment, considering economic, social, technological, and regulatory factors.
• Explain the importance of studying consumer behaviour and its impact on advertising.
• Use research to plan effective advertising and make informed decisions.
• Apply the creative planning process to create advertising messages based on market information and objectives.
• Outline the various broadcast media options for advertising and create suitable messages for them.
• Identify the appropriate print media options and create effective advertising messages.
• Discuss the use of out-of-home media for advertising and develop creative tactics for this platform.
• Explain the workings of online advertising and create suitable messages for digital platforms.
• Implement creative strategies and evaluate different kinds of creative execution styles.
• Evaluate the success of advertising messages across various media, including social and online platforms.
• Differentiate between advertising regulations and ethics and identify ethical dilemmas in the industry.
• Compare local and global advertising strategies and select the best approach based on objectives and target audiences.

Course Content:

Unit 1: Advertising and integrated marketing communication (IMC) flashback

Unit 2: The advertising industry

Unit 3: The advertising environment

Unit 4: Consumer behaviour

Unit 5: Research for effective advertising

Unit 6: Creative planning

Unit 7: Advertising above the line: Broadcast media

Unit 8: Advertising above the line: Print media

Unit 9: Advertising above the line: Using out-of-home media

Unit 10: Advertising below the line: New media

Unit 11: Creative implementation

Unit 12: Creative evaluation

Unit 13: Ethics

Unit 14: Local and global advertising strategies

Note: The e-course book for this course is “Advertising Practice” published by Edge Learning Media, 978-1-4327-0395-0.

Who Should Attend:

• Marketing professionals and advertising executives.
• Aspiring creative directors and advertising strategists.
• Business owners seeking to enhance their advertising effectiveness.

Entry Requirements:

There are no entry requirements for this course.

Course Structure:

This course is only available in an online learning format. The course includes learning activities, videos and quizzes.

Assessments:

Learners will need to complete the online quiz for this course.

Accreditation:

This course is not accredited. This course is pitched at NQF Level 6.

Certification:

 A Certificate of Successful Completion will be issued upon completion of the course.

Duration:

Total Duration: 50 hours / 1 - 2 weeks per unit
Course Access: 28 weeks in total / 7 months