Summary
This training course takes an integrated approach to both Branding and Advertising. It provides you with an in depth understanding of the creative and strategic processes behind successful advertising and brand communications, with a focus on developing skills through practical scenarios and industry experience.
Upon completion of this course, Students will be able to work as Art Directors, Branding Designers, Corporate Designers and Advertising Designers.
What is Brand Advertising?
It is advertising with a strong emphasis on the company brand (logo and/or company name) also known as integrated marketing communications (IMC). Advertising is a paid form of communication tools to communicate with the mass people.
Brand advertising is at the heart of any businesses success. It’s all too easy as a business owner to make the mistake of thinking of your brand as a logo and a color scheme along with a slogan. To the consumer (Remember them? they’re the people who keep you in business), your brand is synonymous with your company. People build a relationship which can be very personal to your brand, not your company per se. The best brands build an emotional connection with consumers, leading to customer loyalty.
Successful brand advertising is all about building this connection with the consumer, most importantly establishing your business or your product as something which is a known quantity to them - something comforting which they can trust. You already know how great your product or service is; but that alone won’t guarantee your success. You need to raise the profile of your brand in order to get the attention of consumers and begin building a relationship with them based on trust.
While some media lend themselves more readily to brand advertising than others, a comprehensive campaign of branding or re-branding will typically be done across several different media. Print and television are usually the media of choice for brand advertising, including ads in publications, billboard and other advertising as well as ‘captive audience’ formats such as adverts on subways and buses.
Course Structure
This Training course level will enable the candidates to understand fundamentals of brand recognition and Advertising Management.
- Brand Advertising Introduction
- Advertising Management Principles
- Advanced Advertising Management
This training course level will enable the participants with solid knowledge and control over the media industry of their practice.
- Advertising Media
- Print Media
- Broadcast and Interactive Media
This training course level will enable the participant to develop appropriate sales tools, as well as how to re-align them as these tend to become mismatched and disconnected from other marketing efforts over time.
- Brand Entrepreneurship
- Advertising Ethics
- Branding Sustainability
