The Learning Edge
Saskatoon • Winnipeg • London
www.thelearningedgeca.com
Phone: 306.651.2226
Fax: 306.665.1502
Creative Advertising
And Promotion
Promotion is the function of informing, persuading, and influencing the customer's purchase decision. The mix of a
business' promotional strategy, personal selling, and advertising are all methods of communicating a product or
service to the customer and should be simple and straightforward. This can turn everybody in the company into a
promoter to clients to banks to employees or to the public.
Seminar Objectives:
To discuss relationships between promotion and communication processes to identify various elements of the
promotional mix. Participants will examine methods for determining budgets for promotion and advertising, and will
schedule and design strategies for informing and influencing customer buying decisions.
Topics:
¨ Promotion and the marketing communications process: the AIDA concept
¨ Types of promotion, and how to determine the right promotional mix
¨ Determining goals and objectives of the promotional plan
¨ Various methods for determining the promotional budget
¨ Telemarketing, public relations and sales promotions as parts of the plan
¨ Evaluating advertising in the marketing/promotional plan
¨ Types of advertising and why each is necessary
¨ Understanding advertising objectives, strategies, and effective time considerations
¨ Developing an advertising strategy; conducting consumer, and market research
¨ Planning a budget and setting advertising priorities
¨ Guerrilla advertising strategies: the need to get creative with limited resources
¨ Coordination of advertising with other promotional and marketing methods
¨ Time considerations and business acumen in planning advertising campaigns
¨ Legal restrictions and self-regulation in advertising
¨ Print advertising: the role of the writer; the headline and the visual
¨ Cooperative advertising: definitions and practices
¨ Retail advertising: impact, positioning, ethics
¨ Competitive influences on advertising strategy
¨ Advertising the Product Life Cycle
¨ Outstanding problems for advertising management
¨ Functions of sales persons and sales managers in the promotional effort
¨ Elements of an effective personal sales program and why preparation is necessary
¨ Categorizing selling activities: order processing, creative selling, missionary selling
¨ Evaluating promotional, advertising. and sales practices
¨ Professional, trade, industrial, and international promotion and advertising
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