Advertising & Event Management (MGT-520)

ADVERTISING AND EVENT MANAGEMENT M R. A BID S AEED (Assistant Professor) Department of Management Sciences COMSATS Institute of Information Technology Islamabad

C OURSE 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.

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.

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.

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.

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.

RECOMMENDED BOOKS  Principles of Advertising & IMC by Tom Duncan 2 nd 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.

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.

ASSESMENT CRITERIA Spotters ITEMASSESSMENT TASK TOTAL MARKS 1Assignments (4)10% 2Quizzes (4)10% 3Graded Discussion Topics (4)05% 41st Sessional10% 52 nd Sessional15% 6Final Examination50% Your assessment & final grades will be based as per University existing rules.

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.

COURSE OUTLINE

 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

Using Advertising and Promotion to Build Brands

 Old world and the new world of the advertising.  Opening Case of AFLAC  What Is a Brand?  What is Marketing Communication? Lecture Outline

Two-way Dialogue With Consumers Focus on Building Long Term Relationships With Consumers Marketers Use and Coordinate Many Different Forms of Communication With Consumers Two-way Dialogue With Consumers Focus on Building Long Term Relationships With Consumers Chapter Perspective: Changing World Old World New World “Talking At” Consumers Focus on Winning New Customers Marketers Relied Primarily on Advertising and Promotions “Talking At” Consumers Focus on Winning New Customers Marketers Relied Primarily on Advertising and Promotions

Opening Case: AFLAC

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 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: Answer: Results:

What Is a Brand? Brand: A perception resulting from experiences with, and information about, a company or line of products. Brands Can Become Very Familiar to Consumers

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 Marketing Promotion is the Primary Focus

Think About It ADVERTISING How would you explain “Advertising” to someone? ADVERTISING How would you explain “Advertising” to someone?

Coke: A Successful User of MC to Build a Brand

Bibliography  Principles of Advertising & IMC by Tom Duncan 2 nd 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.

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.”