Advertising Certification
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Advertising Certification

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Vskills Certification in Advertising Management provides an overview of tools of advertising, process of decision making, techniques of sales promotion, integrated marketing strategies, public......

Vskills Certification in Advertising Management provides an overview of tools of advertising, process of decision making, techniques of sales promotion, integrated marketing strategies, public relation skills etc. The certification focuses on assessing the candidates skills for reviewing advertising opportunities, procedure of setting advertising objectives, handling advertising budget, evaluating creative strategies, developing media plans and conducing advertising research.

http://www.vskills.in/certification/Certified-Advertising-Manager

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  • 1. 33333 Certified Advertising Manager VS-1090 www.vskills.com Page 1
  • 2. Certified Advertising Manager Certified Advertising Manager Certification Code VS-1090 Vskills Certification in Advertising Management provides an overview of tools of advertising, process of decision making, techniques of sales promotion, integrated marketing strategies, public relation skills etc. The certification focuses on assessing the candidates skills for reviewing advertising opportunities, procedure of setting advertising objectives, handling advertising budget, evaluating creative strategies, developing media plans and conducing advertising research. Why should one take this certification? This Course is intended for professionals and graduates wanting to excel in their chosen field. It is also well suited for those who are already working and would like to take certification for further career progression. Earning Vskills Advertising Manager Certification can help candidate differentiate in today's competitive job market, broaden their employment opportunities by displaying their advanced skills, and result in higher earning potential. Who will benefit from taking this certification? Job seekers looking to find employment in advertising and marketing departments of various companies, students generally wanting to improve their skill set and make their CV stronger and existing employees looking for a better role can prove their employers the value of their skills through this certification Test Details • • • Duration: 60 minutes No. of questions: 50 Maximum marks: 50, Passing marks: 25 (50%) There is no negative marking in this module. Fee Structure Rs. 2,500/- (Includes all taxes) Companies that hire Vskills Certified Advertising Manager Vskills Certified Advertising Manager might find employment in advertising firms, media outlets, marketing and PR department of various companies. www.vskills.in
  • 3. Certified Advertising Manager Table of Contents 1. Advertising Environment 1.1 Evolution of Advertising Industry 1.2 Theory and Principles of Advertising 1.3 Purpose and functions of Advertising 1.4 Modes of Advertisement 1.5 Advertising Process flow 1.6 Planning Advertising Framework 2. Advertising Management 2.1 Advertising Process Control 2.2 Role of advertising department 2.3 Advertising Agency 2.4 Advertisement Objective 2.5 Advertisement budget Advertising 3. Advertising Planning and Decision making 3.1 Marketing Plans and Strategies 3.2 Communication and Persuasion 3.3 Advertising Communication System 3.4 Advertising Plans 3.5 Role of social, legal and global factors in Advertising Management 3.6 Decision making Process 4. Integrated Marketing Communication 4.1 Communication Mix 4.2 Role of advertising within marketing 4.3 Direct Marketing 4.4 Sales Promotion 4.5 Public Relations 4.6 Action-oriented communication 5. Brand Building 5.1 Segmentation and Positioning 5.2 Attention and Comprehension 5.3 Understanding benefits-based attitudes 5.4 Brand equity, image and personality 5.5 Word-of-mouth advertising www.vskills.in
  • 4. Certified Advertising Manager Advertising tactics 6. Advertising tactics 6.1 Creative approach and Styles 6.2 Distraction effect 6.3 Copywriting 7. Production and Implementation 7.1 Advertising Production Process 7.2 Creation and Production 7.3 Client-agency relationship 8. Media Strategy and Tactics 8.1 Advertising Media 8.2 Market Experimentation and budget allocation 8.3 Media Decisions 8.4 Timing and scheduling 8.5 Media Planning and Scheduling 8.6 Media Buying and Organization 9. Advertising – Laws and Ethics 9.1 Advertising Standards Council of India 9.2 Social Responsibility and Self Regulation Code 9.3 Competitors Lawsuits 9.4 Advertising agencies and regulation 9.5 Advertising laws, code and constitution 9.6 Indian Contract Act, 1872 9.7 Copyright Act, 1957 9.8 Patent & Trademarkets Act 9.9 Defamation & Emblem and Names Act, 1980 10. Global Marketing and Advertising 10.1 Market globalization 10.2 Global production and marketing 10.3 Cultural differences 10.4 Consumer behavior and Segmentation 10.5 Advertising Research 10.6 Global Branding and Positioning 10.7 Global Advertising and Organization 10.8 Message Strategy and Tactics 10.9 Media tactics www.vskills.in
  • 5. Certified Advertising Manager Course Outline Advertising Environment Explains the evolution in the advertisement industry and the general perspective about advertising Explains the theories of advertising such as hierarchy of effects model, means-end theory, leverage points etc Explains the principles of advertisement Illustrates the need, purpose and functions of advertising Illustrates the various modes of advertisements such as television, radio, online advertising etc Explains the steps involved in the process advertising Explains the process flow involved in developing advertising framework and process of decision making Advertising Management Explains the role of advertising department in an organization and their functioning Explains the role of advertising agency and various types of advertising agencies Illustrates the process of setting advertisement objectives and their motives Illustrates steps involved in setting up the advertising budget and the process involved in media scheduling Advertising Making Advertising Planning and Decision Making Explains the process involved in developed marketing plans and strategies Describes the process of communication and persuasion Illustrates the advertising communication system and the advertising exposure model Illustrates the steps involved in creating, assessing and execution of the advertising plans Explains the techniques and motives of setting goals and objectives in developing the advertising plans Explains the techniques of designing messages strategy and tactics in advertising management Explains the role of social, legal and global factors affecting the advertisement management process Explains the process of decision making during the course of advertising management Integrated Marketing Communication Explains the role of advertising within the communication mix and marketing program Explains the meaning, scope and importance of direct marketing Explains the meaning, elements, scope and modes/types of sales promotion Describes the techniques of maintaining and handling public relations www.vskills.in
  • 6. Certified Advertising Manager Explains the other modes of action-oriented communication such as retail advertising, cooperative advertising, in-store advertising and merchandising etc Brand Building Illustrates the segmentation and positioning strategies Illustrates the process of decision making in the practice of positioning Provides an understanding of the attitude levels and its components Describes the means-ends and laddering analysis and multiattribute attitude model Provides an understanding benefits-based attitudes Explains the concept of brand equity and the dimensions of brand knowledge Illustrates the concept of brand personality association its importance and types Explains the process involved in targeting a brand personality and steps involved in implementing brand personality strategy Illustrates the concept of reference groups, factors influencing degree of group influence and diffusion process Explain the concept of Word-of-mouth advertising Advertising Tactics Describes the various creative approach and styles of advertising such as comparative advertising, inoculative advertising, refutational advertising etc Explains the various approaches to advertise such as using emotional creative approach, endorsement etc Explains the distraction effect of advertising Explains the import guidelines of copywriting, general copy principles, different types of television commercial and their creative styles Production and Implementation Explains the advertising production process with the help of model of creation and production process Explains the steps involved in developing client-agency relationship such as selection, building partnership and trust, approval process, cost and compensation etc Media Strategy and Tactics Explains the economic analysis in budget allocation and the steps involved in market experimentation Illustrates the different types of media decisions in allocating media budget such as media class decisions, media vehicle decision and media option decisions Explains the important strategies in timing and scheduling decisions Illustrates the concept and importance of media planning and scheduling Illustrates the concept of media buying and organization Advertising – Laws and Ethics Social Responsibility and Self Regulation Code Competitors Lawsuits Advertising agencies and regulation Advertising Standards Council of India www.vskills.in
  • 7. Certified Advertising Manager Advertising laws, code and constitution Indian Contract Act, 1872 Copyright Act, 1957 Patent & Trademarkets Act Defamation & Emblem and Names Act, 1980 Global Marketing and Advertising Describes the emergence of market globalization Describes the process of Global production and marketing Illustrates the cultural differences, need for localization and cross-national differences Explains the concepts of consumer behavior and consumer segmentation Explains the need, importance and various types of advertising research Explains the concept of global branding, positioning, advertising and organization need advertising research Provides the strategies and tactics of message communication during global marketing and advertising and the media tactics www.vskills.in
  • 8. Certified Advertising Manager Sample Questions 1. Which of the following defines brand extension? A. B. C. D. A benchmark that measures the performance of a brand A plan for systematic development of a brand to enable it to meet its stated objectives Leveraging the values of the brand to take it into new markets and sectors How an organization structures and names the brands in its portfolio 2. Advertising is not supposed to accomplish which of the following: A. B. C. D. persuade the consumer to buy, try or consider a product provide sufficient information for the consumer to decide to buy or not to buy encourage the consumer to buy regardless of need make a conscious effort to ethically enhance the image of the product of company not 3. Which of these is not a sales promotion technique? A. B. C. D. Coupons Price off deals Phone and gift cards Cash incentives 4. Which of these is not considered a primary media form? A. B. C. D. Electronic Out of home Print Direct Marketing 5. Which of these is not a criterion for building long term brand loyalty? A. B. C. D. Introduction Positioning Elaboration Fortification Answers: 1 (C), 2 (C), 3 (D), 4 (D), 5 (B) www.vskills.in