Advertising Foundations

Course details

Learn the fundamentals of effective advertising and marketing communications. Former NYC ad executive Jane Barratt provides an overview of the current media landscape and the building blocks and relative costs of a basic advertising plan. She outlines the basic process of getting your message to market and provides tools to help you refine your market focus, define your customer profiles, and establish your overall media strategy. Whether you want to do it yourself, partner with ad agencies, or work in a corporate marketing department, this course will help you understand what the ad footprint of any company, regardless of size, needs to succeed.

Learning objectives
Defining your audience
Crafting your message
Placing your ad
Establishing a digital, competitive, and editorial presence
Working with advertising partners
Working with an ad agency

Concepts

Introduction

Advertising foundations

The Basics of Advertising

The ad cycle
Defining an audience
Setting objectives
Creating an advertising strategy
Crafting an advertising message
Producing an ad
Placing an ad
Writing a brief

Creating a Minimum Viable Plan

Being where the customers are
Basic digital presence
Basic advertising presence
Mapping competitors
Basics of public relations
Content strategy

Working with Advertising Partners

The landscape of marketing providers
Research and strategy partners
Design, creative, and content partners
Production and digital development partners
Analytics and optimization partners

Advertising in Larger Corporations

Working with an agency
Next steps