Location

Community Services & Continuing Education - Cairo

Objectives

• Integrated Marketing Communications (IMC) is the most recent in a long line of marketing innovations widely endorsed by marketing and advertising academics and practitioners along the whole spectrum of industry and commerce in Britain and the USA. Despite its widespread perpetration in the marketing and advertising world, however, theorising upon the subject has been fraught with problems.

Outcomes

illustrates how an understanding of consumer models, psychological processes and the appropriate use of marketing research techniques can help in the design of food packaging and label copy to provide a company with a competitive advantage. The paper examines the significance of the marketing functions of a pack and the perceptual processes of consumers in their information search concerning pack design and labelling in marketing research. Case study material is introduced to help illustrate the main points.

Course Contents

1- Basic tools. How Advertising Works?2- The strategy. Research methods used in Advertising.3- Print .Media Basics & Print Media- Out of home advertising and packaging. 4- Strategic Planning . A campaign Plan.5- Generating Strategies and Ideas. The Creative Side and Message Strategy. 6- Copywriting . The language of Adverting.7-Structure of TV Industry. TV Audience –TV Advertising.8- Interactive Media. The web as an advertising Medium.9- Structure of Radio Industry. Radio Audience –Radio Advertising10- Integrated Marketing Communication.11- Presenting and selling your work.