Advertising, Promotion Management and Public Relations

Subject

This course focuses on contemporary approaches to marketing communications, and how they can be integrated with effective marketing strategy.   A thorough knowledge of the market and marketplace behaviors is essential to the development of effective communication.  In addition, marketing communication strategy must be consistent with the underlying strategic goals of all other elements of the marketing mix, so we will consider the interactions between communication and all controllable marketing mix elements.  This course entails a study of the theory and practice of consumer advertising and sales promotions.  The majority of the course will focus on various promotional forms and their use in today’s world.  These range from traditional advertising to internet marketing to sales promotional techniques and beyond. It touching upon its social aspects, markets and segmentation, product and consumer analysis, motivation, art, copy and layout, media selection and budgeting.

Content:

• Nature & Scope of Marketing Communications- Nature & Scope of Advertising
• Integrated Marketing Communications
• Objective Setting and Budgeting
• Marketing and Advertising Planning
• Advertising Overview and Creative Elements
• Hierarchy Models of Communication Effects
• Appeals and Endorsers
• Assessing Message Effectiveness
• Media Analysis and Planning
• Traditional Advertising Media
• Internet Advertising
• Other Advertising Media Opportunities
• Sales Promotion
• Public Relations and Sponsorships

Educational Aims

Upon successful completion of this course, the student should be able to:

• Explain the role of the advertising within the marketing strategy  
• Explain the process of developing advertising strategy
• Assess the impact of consumer behavior on advertising
• Analyze the impact of segmentation and targeting on advertising strategy
• Discuss how research is used in planning for advertising
• Explain how advertising is integrated with direct marketing, personal selling, and sales promotion
• Analyze the importance of creative strategies and executions in advertising campaigns
• Describe how advertisements and commercials are created
• Assess the opportunities and limitations of various media (print media, television, radio, Internet, direct mail, out-door)
• Identify methods used to assess the results of an advertising campaign
• Develop an advertising strategy and campaign

Student Evaluation

The methods of teaching Sales Management are lecture, group discussion and case study and computer applications.  Lectures will be based on text materials, outside readings and practical experience on the part of the instructor. 

It is based on the marks achieved in the written exams taken at the end of the term. However students can gain extra points by working on assignments given to them during semester. This is not compulsory, but can significantly contribute to the finally achieved degree.

Bibliography

1. Ζώτος Γεώργιος, (2008), Διαφήμιση, University Studio Press, Θεσσαλονίκη, (in Greek)
2. Πανηγυράκης Γεώργιος (1996), Στρατηγική Διοίκηση Επώνυμου Προϊόντος (Τόμος A & B), Εκδόσεις Σταμούλη, Αθήνα, (in Greek)
3. Shimp T.A., (2007), Integrated Marketing Communications In Advertising and Promotion, Cengage Learning.
4. Belch E. G., Belch  A. M., (2007), Advertising and Promotion as Integrated Marketing Communications Perspective, McGraw-Hill Irwin.