ADVERTISING COURSE OUTLINE

TEACHING CONTENT

Teaching Content

1. Introduction to Advertising 1.1. History of advertising

1.2. Significance and scope of the advertising industry

1.3. Nature and role of advertising in society

1.4. Types of advertising

1.5. Factors that influence the communication process

1.6. The influencer model of communication

1.7. The interactional model of communication

1.8. Using advertising to influence attitudes

2. Advertising Theories, Concepts and Frameworks 2.1. The use of information and emotion in advertising

2.2. Advertising concepts and models

2.3. Trade advertising

2.4. Eclectic models of advertising

2.5. Using advertising strategically

2.6. The Institute of Practitioners in advertising

3. Advertising Strategies, Planning and Positioning 3.1. Communications strategies

3.2. Objectives and strategic development

3.3. Advertising planning and frameworks

3.4. Positioning options

4. Creativity, Content and Appeals 4.1. Creative roles and skills

4.2. The creative process

4.3. Creative content

4.4. Message appeals

4.5. Evaluating creativity

5. Brand Communications: The Role of Advertising 5.1. Types of branding

5.2. Brand characteristics

5.3. Brand associations

5.4. The role of advertising and communications in branding

5.5. Brand equity

6. The Advertising Industry 6.1. Role of the advertising agency

6.2. Advertising agency structures and integration

6.3. Agency operations and roles

6.4. Advertising agency selection

6.5. Agency remuneration

6.6. Advertising budgets

7. Traditional Media 

7.1. Print media

7.2. Magazines

7.3. Strengths and weaknesses of using magazines in the media plan

7.4. Newspapers

7.5. Strengths and weaknesses of using newspapers in the media plan

7.6. Electronic media

7.7. Radio .

7.8. Strengths and weaknesses of using radio in the media plan

7.9. Television

7.10. Strengths and weaknesses of using television in the media plan

7.11. Outdoor media

7.12. Direct mail

7.13. Strengths and weaknesses of using outdoor media and direct mail in the media plan

ICM Certificate and Diploma Sales Management Marketing Qualification Specification Page 30 of 60 Version 1.2 June 2025

8.Digital Media and emerging Technologies

9.Media planning

10. Measuring Advertising Efficiencyand Achieveness

11.Standard and Responsibilities

12.Contemporary Issues in Advertising