Marketing Communications - Level 2London Business Training & Consulting
Marketing Communications - Level 2
Upon completion of this course, you will be able to understand:
- The concept and issues associated with brand placement.
- The differences and significance of exhibitions and trade shows.
- The main advantages and disadvantages of using exhibitions as part of the communications mix.
- The role and key characteristics of packaging as a form of marketing communications.
- Principles associated with licensing.
- The importance and characteristics of source credibility.
- Different ways messages can be constructed.
- Various ways in which advertising appeals can be presented.
- How informational and transformational motives can be used as tactical tools in a communications plan.
- The role of creativity and how the creative process is managed.
- How message framing, storytelling and user-generated content are used in marketing communications.
- Three main ways in which media can be classified.
- Differences between linear and interactive media.
- Trends and primary characteristics of each type of linear media.
- Different characteristics associated with interactive media, and what interactive media enable people to do.
- Issues associated with multichannel campaigns and the role of media within a retailing context.
- The dynamics associated with direct-response media.
- How advertising can be used in an interactive context.
- Search engine marketing and the main features of both pay-per-click and search engine optimisation.
- Characteristics and value of marketing communications through social media.
- Characteristics associated with viral marketing, web logs and microblogging, podcasting, and online communities.
- Features of email marketing communications and how the use of SMS, apps, widgets, affiliate marketing and augmented reality can enhance marketing communications.
- Principles associated with media planning and the impact of media and audience fragmentation.
- Various theories concerning different media and related switching behaviours.
- Key concepts used in linear media selection: reach and cover, frequency, duplication, rating points and CPT.
- The concept of repetition and the debate concerning effective frequency and recency planning.
- Planning issues related to interactive media and scheduling.
- Media source effects as an importance factor in media selection, placement and timing.
Suitability - Who should attend?
- Chief Communications Officers
- Marketing and communications directors, managers, executives and staff.
- Those who wish to understand how brands create communications and engage audiences in brand conversations.
- Those employed by governmental, charitable, other not-for-profit and third-sector organisations who need to communicate with a range of stakeholders.
- Those who wish to develop insights into the reasoning behind the marketing communications activities used by organisations.
Outcome / Qualification etc.
A Certificate of Attendance from London Business Training & Consulting is issued on course completion.
Training Course Content
Brand Placement, Exhibitions, Packaging and Licensing
- Characteristics and issues of brand placement
- Trade shows and exhibitions
- The communications dimensions of packaging
Messages and Creativity
- Message source
- Structural elements in a message
- Message appeals
- Advertising tactics
- The creative process
- Message framing
- User-generated content (UGC)
- Sourcing content
Media – Principles and Practice
- Media classification – by form
- Media classification – by source
- Media classification – by function
- Linear media
- Interactive media
Social, Search and Other Interactive Media
- Interactive media advertising
- Search engine marketing
- Social media
- Other forms of interactive media
Media Planning: Reaching Audiences
- The media mix
- Switching behaviour
- Vehicle selection
- Recency planning
- Media buying: the block plan and automation
- Media source effects
London Business Training & Consulting
London Business Training & Consulting (LBTC) is the UK’s premier business and management training and consulting service provider. We cater to both individual and organisational clients from all over the world. Our vision is to meet the business and management...
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