advertising & event management (mgt-520)
DESCRIPTION
Advertising & Event Management (MGT-520). ADVERTISING AND EVENT MANAGEMENT. Mr. Abid Saeed (Assistant Professor) Department of Management Sciences COMSATS Institute of Information Technology Islamabad. Course description. - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: Advertising & Event Management (MGT-520)](https://reader036.vdocuments.net/reader036/viewer/2022062422/56813d2f550346895da6f3e1/html5/thumbnails/1.jpg)
AdvertisingAdvertising& &
Event ManagementEvent Management(MGT-520)(MGT-520)
![Page 2: Advertising & Event Management (MGT-520)](https://reader036.vdocuments.net/reader036/viewer/2022062422/56813d2f550346895da6f3e1/html5/thumbnails/2.jpg)
ADVERTISING AND EVENT MANAGEMENT
MR. ABID SAEED(Assistant Professor)
Department of Management SciencesCOMSATS Institute of Information Technology
Islamabad
![Page 3: Advertising & Event Management (MGT-520)](https://reader036.vdocuments.net/reader036/viewer/2022062422/56813d2f550346895da6f3e1/html5/thumbnails/3.jpg)
COURSE DESCRIPTION
Spotters
Studying AEM introduces the scope and importance of Advertising and Event Management.
The textbook will cover the basic concepts and theoretical frameworks.
Additional readings will supplement these theories and provide current thinking on key topics.
Case studies will allow us to apply these theories to real business environment.
![Page 4: Advertising & Event Management (MGT-520)](https://reader036.vdocuments.net/reader036/viewer/2022062422/56813d2f550346895da6f3e1/html5/thumbnails/4.jpg)
COURSE OBJECTIVES
To introduce students to the principles and basic concepts of the advertising and marketing communication process in a streamlined integrated marketing strategy.
To provide an understanding of advertising & event management and its influences on other marketing functions and promotional activities.
![Page 5: Advertising & Event Management (MGT-520)](https://reader036.vdocuments.net/reader036/viewer/2022062422/56813d2f550346895da6f3e1/html5/thumbnails/5.jpg)
COURSE OBJECTIVES…
To analyze and evaluate the fast-changing field of advertising and promotion which affects global marketing, society and economy.
To develop positive communication skills by extending the marketing communication approaches and techniques into effective marketing strategy and programs which are necessary for communicating to target audiences.
![Page 6: Advertising & Event Management (MGT-520)](https://reader036.vdocuments.net/reader036/viewer/2022062422/56813d2f550346895da6f3e1/html5/thumbnails/6.jpg)
LEARNING OUTCOMES
Understand the importance of advertising in today’s highly competitive business environment.
Describe a range of common advertising strategies for use with each of the various marketing tools.
Recommend and justify an appropriate promotional mix strategies to form a cohesive overall IMC strategy for a given marketing task or situation.
![Page 7: Advertising & Event Management (MGT-520)](https://reader036.vdocuments.net/reader036/viewer/2022062422/56813d2f550346895da6f3e1/html5/thumbnails/7.jpg)
LEARNING OUTCOMES…
Use examples from current events, as well as more formal case studies, to apply, illustrate, and discuss different advertising strategies.
Discuss key trends impacting on the current practice of advertising.
Critically think about the importance of effective business communications in all aspects of marketing management.
![Page 8: Advertising & Event Management (MGT-520)](https://reader036.vdocuments.net/reader036/viewer/2022062422/56813d2f550346895da6f3e1/html5/thumbnails/8.jpg)
RECOMMENDED BOOKS
Principles of Advertising & IMC by Tom Duncan 2nd Edition, Published by McGraw-Hill Irwin.
Event Management For Tourism, Cultural, Business and Sporting Events by Lynn Van Der Wagen, Brenda R. Carlos Published by Pearson Prentice Hall.
Advertising Principles and Practice by W. Wells, S. Moriarty and J. Burnett, Published by Prentice Hall International.
Integrated Marketing Communications by David Pickton & Amanda Broderick Published by Prentice Hall.
![Page 9: Advertising & Event Management (MGT-520)](https://reader036.vdocuments.net/reader036/viewer/2022062422/56813d2f550346895da6f3e1/html5/thumbnails/9.jpg)
TEACHING METHODOLOGY
My basic teaching philosophy for this course is to blend the theory and practice of Advertising, Event Management and Integrated Marketing
Communication (IMC) in a comfortable, supportive easy language that promotes active
learning.
![Page 10: Advertising & Event Management (MGT-520)](https://reader036.vdocuments.net/reader036/viewer/2022062422/56813d2f550346895da6f3e1/html5/thumbnails/10.jpg)
ASSESMENT CRITERIA
Spotters
ITEM ASSESSMENT TASKTOTAL MARKS
1 Assignments (4) 10%
2 Quizzes (4) 10%
3 Graded Discussion Topics (4) 05%
4 1st Sessional 10%
5 2nd Sessional 15%
6 Final Examination 50%
Your assessment & final grades will be based as per University existing rules.
![Page 11: Advertising & Event Management (MGT-520)](https://reader036.vdocuments.net/reader036/viewer/2022062422/56813d2f550346895da6f3e1/html5/thumbnails/11.jpg)
DISHONEST PRACTICE AND PLAGIARISM
Spotters
Plagiarism is a form of dishonest practice. Plagiarism is defined as copying or paraphrasing another’s
work, whether intentionally or through failure to take proper care, and presenting it as one’s own.
In practice, this means plagiarism includes any attempt in any piece of submitted work to present as one’s own work, the work of another (whether of another student or published
authority). Any student found responsible for plagiarism shall be subject
to penalties, including deduction of marks for the piece of work submitted or a zero grade for the course.
![Page 12: Advertising & Event Management (MGT-520)](https://reader036.vdocuments.net/reader036/viewer/2022062422/56813d2f550346895da6f3e1/html5/thumbnails/12.jpg)
COURSE OUTLINE
![Page 13: Advertising & Event Management (MGT-520)](https://reader036.vdocuments.net/reader036/viewer/2022062422/56813d2f550346895da6f3e1/html5/thumbnails/13.jpg)
Using Advertising & Promotion To Build Brands Introduction to Advertising Advertising’s Role in Marketing How Advertising works Strategic Planning Print and Out-of Home Media Interactive and Alternative Media Advertising Partners & Industry Organization How Brand Communication Works Media Planning and Buying Creative Message Strategies The Internet & Interactivity Advertising & IMC Media Planning Consumer Sales Promotion & Packaging Public Relations & Brand Publicity Direct Marketing: The Dialogue Builder Event Management
![Page 14: Advertising & Event Management (MGT-520)](https://reader036.vdocuments.net/reader036/viewer/2022062422/56813d2f550346895da6f3e1/html5/thumbnails/14.jpg)
Using Advertising and Promotion to Build Brands
![Page 15: Advertising & Event Management (MGT-520)](https://reader036.vdocuments.net/reader036/viewer/2022062422/56813d2f550346895da6f3e1/html5/thumbnails/15.jpg)
Old world and the new world of the advertising.
Opening Case of AFLAC
What Is a Brand?
What is Marketing Communication?
Lecture Outline
![Page 16: Advertising & Event Management (MGT-520)](https://reader036.vdocuments.net/reader036/viewer/2022062422/56813d2f550346895da6f3e1/html5/thumbnails/16.jpg)
Two-way Dialogue With Consumers
Two-way Dialogue With Consumers
Focus on Building Long Term Relationships With
Consumers
Focus on Building Long Term Relationships With
Consumers
Marketers Use and Coordinate Many Different Forms of Communication
With Consumers
Marketers Use and Coordinate Many Different Forms of Communication
With Consumers
Two-way Dialogue With Consumers
Two-way Dialogue With Consumers
Focus on Building Long Term Relationships With
Consumers
Focus on Building Long Term Relationships With
Consumers
Chapter Perspective: Changing World
Old WorldOld World New WorldNew World
“Talking At” Consumers“Talking At” Consumers
Focus on Winning New Customers
Focus on Winning New Customers
Marketers Relied Primarily on Advertising and
Promotions
Marketers Relied Primarily on Advertising and
Promotions
“Talking At” Consumers“Talking At” Consumers
Focus on Winning New Customers
Focus on Winning New Customers
Marketers Relied Primarily on Advertising and
Promotions
Marketers Relied Primarily on Advertising and
Promotions
![Page 17: Advertising & Event Management (MGT-520)](https://reader036.vdocuments.net/reader036/viewer/2022062422/56813d2f550346895da6f3e1/html5/thumbnails/17.jpg)
Opening Case: AFLAC
++++
![Page 18: Advertising & Event Management (MGT-520)](https://reader036.vdocuments.net/reader036/viewer/2022062422/56813d2f550346895da6f3e1/html5/thumbnails/18.jpg)
• 90% of targeted consumers are now aware of AFLAC
• 30% increase in sales
• 90% of targeted consumers are now aware of AFLAC
• 30% increase in sales
An IMC program featuring:
• “The Duck” as an anchor of consistent set of “one look, one voice” messages
• The coordinated use of advertising, public relations, and sales promotion
An IMC program featuring:
• “The Duck” as an anchor of consistent set of “one look, one voice” messages
• The coordinated use of advertising, public relations, and sales promotion
Only 14% recognized AFLAC brandOnly 14% recognized AFLAC brandOnly 14% recognized AFLAC brandOnly 14% recognized AFLAC brand
An advertising program featuring:
• “The Duck” as an anchor of consistent set of “one look, one voice” messages
• The coordinated use of advertising, public relations, and sales promotion
An advertising program featuring:
• “The Duck” as an anchor of consistent set of “one look, one voice” messages
• The coordinated use of advertising, public relations, and sales promotion
Opening Case: AFLAC
Challenge:Challenge:
Answer:Answer:
Results:Results:
![Page 19: Advertising & Event Management (MGT-520)](https://reader036.vdocuments.net/reader036/viewer/2022062422/56813d2f550346895da6f3e1/html5/thumbnails/19.jpg)
What Is a Brand?
Brand: A perception resulting from experiences with, and information about, a company or line of products.
Brands Can BecomeBrands Can BecomeVery Familiar to ConsumersVery Familiar to Consumers
![Page 20: Advertising & Event Management (MGT-520)](https://reader036.vdocuments.net/reader036/viewer/2022062422/56813d2f550346895da6f3e1/html5/thumbnails/20.jpg)
What is Marketing Communication?
Marketing Communication: Creating, delivering, managing, and evaluating brand messages which are the information and experiences that impact how a brand is perceived.
Product
Price
Place
Promotion
MarketingMarketing
Promotion is the Primary FocusPromotion is the Primary Focus
![Page 21: Advertising & Event Management (MGT-520)](https://reader036.vdocuments.net/reader036/viewer/2022062422/56813d2f550346895da6f3e1/html5/thumbnails/21.jpg)
Think About It
ADVERTISINGHow would you explain “Advertising” to
someone?
ADVERTISINGHow would you explain “Advertising” to
someone?
![Page 22: Advertising & Event Management (MGT-520)](https://reader036.vdocuments.net/reader036/viewer/2022062422/56813d2f550346895da6f3e1/html5/thumbnails/22.jpg)
Coke: A Successful User of MC to Build a Brand
![Page 23: Advertising & Event Management (MGT-520)](https://reader036.vdocuments.net/reader036/viewer/2022062422/56813d2f550346895da6f3e1/html5/thumbnails/23.jpg)
Bibliography
Principles of Advertising & IMC by Tom Duncan 2nd Edition, Published by McGraw-Hill Irwin.
Event Management For Tourism, Cultural, Business and Sporting Events by Lynn Van Der Wagen Brenda R. Carlos Published by Pearson Prentice Hall.
Advertising Principles and Practice by W. Wells, S. Moriarty and J. Burnett, Published by Prentice Hall International.
Integrated Marketing Communications by David Pickton & Amanda Broderick Published by Prentice Hall.
![Page 24: Advertising & Event Management (MGT-520)](https://reader036.vdocuments.net/reader036/viewer/2022062422/56813d2f550346895da6f3e1/html5/thumbnails/24.jpg)
The End:
“Always be POSITIVE- happy, cheerful and smiling.
People who communicate with a cheerful and positive expression always seem to get
their message across.”