Duration

16 hours

Μοde of Delivery

Blended Learning

Language of Delivery

Greek

Start Date

TBA

Location

Athens, Greece

Description

This course will help you understand the field of advertising through interactive lectures. More specifically, you will learn what advertising is, its history and basic concepts. It will also help you understand the differences between types of advertising, the methodology by which we can translate the Creative Brief into advertising proposals, as well as how to understand the consumer’s needs and wants and how to create effective advertisements.

Who it is addressed to

To company executives from the field of communication and marketing. To graphic designers who want to work in the field of Advertising, to students who want to become copywriters. For professionals and entrepreneurs who want to write or learn to judge an advertising text.

Lectures

President of the Institute for General and Special Education Studies, member of the “A new Authority for EPAL” committee of the Ministry of Education, former executive of the KE.D.Y.Y. Evia, Education Consultant for private and public entities, head of marketing activities of the KOSTEA group, certified adult trainer since 2003 in modules related to management, communication, human resource management, negotiations, etc.

Head of project teams in transnational ERASMUS+, JUST actions for the last 7 years. Holder of a master’s degree in education from a British university. (UEL)

Study Programme Structure

  • Function and purpose of advertising. The role of advertising in the marketing mix
  • Advertising in the context of Integrated Marketing Communication (IMC)
  • The history and evolution of advertising. Social, ethical and legal issues related to advertising. Management of the advertising process. The role of the advertising brief.
  • Models of how advertising works. Hierarchical models of effects. Effects models under high and low mixing conditions. Advertising strategy planning grids. Setting up advertising goals.
  • Advertising program design
  • Creative Strategy: Planning and Execution. Message development and appeal types. Creative strategy in different media. Advertising in interactive media.
  • Selection and planning of advertising media.
  • Evaluation and monitoring of the effectiveness of the advertising program.

Monitoring Methods

  • Live Online: The programme can be attended online in real time through IST College’s modern and user-friendly digital learning platform, providing direct access to live classes and all course materials.
  • On-Demand: Participants have access to recorded sessions for supplementary learning purposes. These recordings are provided to complement live teaching and support the overall learning experience.

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