Advertising/Customer Communication

Objectives: At the end of this training program, participants will have a working knowledge of customer communication and advertising, specifically:

• Analyzing and using the promotion mix 

• Creating customer communication strategy 

• Translating strategy to execution 

• Practice developing a campaign 

Who should attend: managers responsible for communicating to customers

Duration: Two-day instructor-led classroom program with two hours of pre-work

Program Format: Highly interactive with participation required by all. Individuals will learn from each other and the instructor, as well as from readings, case assignments, individual exercises, and team work. The focus will be on absorbing and practicing the advertising approach and language.

Topics: The sections or "tabs" of an effective advertising plan are covered:

• The four elements of good advertising strategy, using a global reel to test and reinforce judgments 

• Marketing research, positioning and the consumer purchase model 

• How advertising and customer communication fit into a total business strategy 

• Advertising and customer communication as part of the promotion mix 

• Creative strategy 

• Campaign creation 

• Evaluating advertising and customer communication