TW560 - How advertising works...a complete guide
30 Sep
How advertising works…a complete guide
A full primer of the ins and outs, ups and downs, opportunities and obstacles of the world of advertising.
Course content
- The role of advertising in creating and supporting brands
- Getting the best work from media and creative agencies – from ads to direct mail to online
- Research – what’s available and using it well
- Media – media buying and planning
What you will learn
- The ground rules of advertising
- How to create a memorable campaign – process points and decisions along the way
- Agencies’ strengths and weaknesses – and a top line view of designing the right relationship to get the right work at the right price
Key benefits
- Individuals new to advertising will get a full overview of how the ad industry works – and how to get the best out of it. More experienced people will get fresh insight to improve campaigns
- Organisations will benefit from better relationships and process management
Who is the course aimed at?
- An introductory level course for advertising support staff and PAs, or a valuable refresher for more experienced marketers.
Facilitator
- Dominic Owens, Partner, Seven Stones
Dominic has more than 20 years experience in advertising and marketing – having held senior marketing positions at BT, Prudential, and Cable and Wireless; and at agencies, including: Abbott Mead Vickers and Bartle Bogle Hegarty. His freelance marketing experience includes projects for Stella Artois, Boots the Chemist, Co-Op Bank, 118 118 The Number, and British Gas.
Next steps
- Briefing part 1 – Understanding effective briefing for better business results
- Briefing part 2 – Briefing and managing agencies for integrated campaigns
- Briefing part 3 – Briefing and appraising creative solutions.
- Understanding media and the planning process to deliver effective campaigns
COST OF TRAINING: £395 (£464.13 inc VAT)
TIME: 9.30am – 5pm
VENUE: ISBA, Langham House, 1b Portland Place, London W1B 1PN. Nearest tubes are Oxford Circus and Great Portland Street
FURTHER INFORMATION: Please contact Elvira Bagge at elvirab@isba.org.uk or call 020 7291 9020
Terms & Conditions
- All workshop bookings must be made in writing, by email or through our website.
- You will receive confirmation of your booking from ISBA. If you have not received confirmation of your booking by the day before the event, please contact the Events Team on 020 7291 9020.
- The cost of the course will be invoiced once your booking has been confirmed. Make all cheques payable to ISBA. We also take credit cards.
- Course fees must be paid in full prior to the date of the workshop.
- All cancellations must be made in writing.
- If a booking is cancelled within 14 days of the workshop date the fee will be payable in full and is not refundable.
- Cancellations received in writing more than 14 days before the workshop will receive a refund minus 20% of the workshop charge for administration.
- The full course fee will be charged if the delegate does not turn up on the day of the workshop.
- ISBA reserves the right to cancel, alter or reschedule any workshop. In the event of this happening you will be offered a full refund of your course fee.
