How to plan, brief and control advertising campaigns Advertising campaigns can only be effective if they are firmly based on a clear brief aimed at achieving precise objectives. These objectives themselves emerge from careful planning. All successful advertising therefore depends utterly on these preliminary stages. This down-to-earth workshop will help you to improve your skills in this vital area. For those new to the responsibility for advertising, it offers a vital introduction, for those with some experience, an invaluable ‘refresher course’.
Who will benefit • This workshop is of particular value to those with some marketing knowledge and experience but who are new to overall planning responsible for advertising. • It will also help senior managers to exercise sounder judgement of advertising proposals submitted to them by specialists.
Why you should attend You waste half of your advertising budget – but which half? This workshop will help you ensure that you are getting the best value from your advertising, avoid the pitfalls, and make the most effective use of your promotional budgets.
What the programme will cover This one-day programme will cover the following subjects but there will be time for delegates to discuss their own particular interest: • When to use advertising verses other promotional techniques; the task it can do best. • Defining target audiences and the appropriate message to be communicated to each. • Setting clear objectives. • How to brief the creative and media aspects of advertising. • How to judge whether creative and media proposals are appropriate and likely to be successful (including what makes a good ad.) • How to determine budget levels and the appropriate split of expenditure. • Measuring results and controlling expenditure.
The training method The workshop leader provides technical input using case study material to illustrate the subject and encourages the audience to consider the practical application of the techniques in their organization. The day includes syndicate work to enable delegates to practice disciplines that have been put before them.
Workshop Duration Usually one day as a guide. However, some organisations have benefited from an intense half-day focused programme – usually to address a particular concern. The workshop is backed-up with a full delegate workbook, visual aids, and case material where appropriate.
Maximum Group Size Ideally, no more than 12 people per workshop but since this event is designed as an in house programme with your people, it can be adjusted to accommodate your needs.