Advertising and Sales Promotion The Marketing Association Of Australia And New Zealand

Hi my name is Bill and I found I had enough of the irregular time at uni and the administrative nonsense that seemed more important than helping me to learn. So I have been trying the MAANZ course.

Bill
Sydney

I would like to thank MAANZ for their outstanding learning resources. Your online courses have helped me refresh my skills, learn new skills and formalise skills that I have learnt "on the job". The MXpress courses provide people with an affordable and flexible means for pursuing further study. The course material is of an exceptional standard. I found it interesting to read, useful and relevant. I would also like to thank MAANZ for their support and exemplary customer service.

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Kingsford

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Bianca Young
Perth

A Regional Association with a Global Perspective

» Education, Training and Development » Marketing Courses - MXpress » MXpress Courses by Subject » Advertising and Sales Promotion


The Senses and Perception in Advertising	AUD $35.00 Member price AUD $31.50

Full Power Point Lecture plus 12 Pages of Reference Notes highlighting the following: The Senses and Perception in Advertising; Weber's Law; Adaptation; Attention; Vision; Colour Perception; Afterimages; Perceptual Organisation; Perceptual grouping and patterning; Hearing; Auditory Perception; Consonance and Dissonance; Rhythm; Synesthesia; Sounds in Advertising; Taste; Smell; Touch

Introduction to Advertising	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture plus 30 Pages of Reference Notes highlighting the following: Advertising Defined; The Communications Point of View; Information and Persuasion; A Brief History of Advertising; The Need for Communication; The Development of the Modern Advertising Agency; Social Importance; Advertising and Society; Advertising and Economics; Making Advertising Work; Set Advertising Objectives; Determining the Advertising Budget; Create the Advertising Message; Select the Advertising Media; Advantages, Disadvantages, and Unique Features of Advertising Methods; Advertising Outlets; Evaluate the Advertising Results; Evaluation Checklist; Objectionable Appeals; Moral, Ethical, and Aesthetic Standards; Conformity and Diversity;

Advertising For NFP’s	AUD $50.00 Member price AUD $45.00

Full Power Point Lecture plus 80 Pages of Reference Notes highlighting the following Advertising For NFP’s; Advertising and Marketing; Common Uses of Advertising; Promoting Program and Agencies.; Adding Value to the Program or Service.; Making Personal Contact More Efficient.; Reminding and Reinforcing Clients.; Reducing Fluctuations in Participation Patterns.; A Communications Model; How Does Advertising Work?; Three Theories of Advertising; Stimulus-Response Theory.; Active Learning Theory.; Budgeting; The Outlay Problem; Developing the Advertising Campaign'; Identifying and Analysing the Advertising Target.; Defining the Advertising Objectives.; The Importance of Research; Creating the Advertising Theme.; Developing the Media Plan.; The Nature of Media Planning; Transit.; Outdoor.; Internet; Public Relations Activities; Reciprocal Links; News Groups and Chat Rooms; Getting Traffic to Your Web Site; Registering at Search Engines:; Optimisation ; Metatags?; Choosing Your Keywords Carefully; Optimisation Using Multiple Entry Pages; What Works Today Won't Work Tomorrow; Six Criteria for Judging Plans; Selecting the Media Vehicle or Vehicles.; Creating the Advertising Message.; Evaluation.; Techniques of Creating Advertising; How To Write a Creative Brief; .;Current Position; .;Future Position; .;Positioning Statement; .;Target Market; .;The Promise; .;Support Of Promise; .;Tone of Voice; How To Evaluate Creative Work; Key Copy Writing And Layout Formula; Identifying the Unique Selling Point (USP); Qualities of Effective Layouts; The Role of Advocacy Advertising; Selling an Idea Versus Selling a Product; Development of Message Content; Use of Authoritative Spokespersons; Disinformation; Comparative Advocacy Advertising; Long-Term or Omnibus Campaigns; Specific Issue-Related Campaigns; Short-Run Single-Issue Campaigns;

Introduction to Sales Promotion	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture plus 40 Pages of Reference Notes highlighting the following: What Is Sales Promotion? The Scope And Role Of Sales Promotion; Sales Promotion Objectives; What sales promotion can do: What sales promotion cannot do: Competition; Consumer Franchise-Building versus Non-franchise-Building Promotions; Factors Influencing The Use And Form Of Sales Promotion; Consumer-Oriented Sales Promotion; Obtaining Trial And Repurchase; Increasing Consumption Of An Established Brand; Defending Current Customers; Targeting A Specific Market Segment; Enhancing Advertising And Marketing Efforts; Consumer-Oriented Sales Promotion Techniques; Sales Promotion To Dealers And Sales Personnel; Co-operative Advertising; Trade Shows and Exhibits; Trade-Oriented Sales Promotion; Sales Promotion to Middlemen; Obtain Distribution For New Products; Promotional Allowances; Slotting Allowances; Coordinating Sales Promotion And Advertising; Budget Allocation; Co-ordination of Ad and Promotion Themes; Media Support and Timing

Writing Advertising Copy	AUD $35.00 Member price AUD $31.50



Advertising - Precipitating Action	AUD $35.00 Member price AUD $31.50

Full Power Point Lecture plus 10 Pages of Reference Notes highlighting the following: Precipitating Action; Measuring Action/Intentions Effects; Direct Marketing; Retail Advertising; Cooperative Advertising; Reminder Advertising; Industrial Marketing: Sales Leads; Social Demarketing; Sales Promotions;

Advertising and Society	AUD $50.00 Member price AUD $45.00

Full Power Point Lecture plus 16 Pages of Reference Notes highlighting the following: Advertising And Economics; Advertising Is Wasteful; Advertising Is Persuasive-Not Informative; Advertising As Information; Advertising Fosters Monopoly; Advertising's Economic Utility.; The Russian Experience; Social Effects Of Advertising; Advertising Lacks Taste; Concern Over Product; Message Timing And Context; Objectionable Appeals; Objectionable Techniques; Conclusion; Advertising Has An Adverse Effect On Values And Life-Styles; Materialism; Moral, Ethical, And Aesthetic Standards; Conformity And Diversity; Interpersonal And Group Relationships; Children; Advertising And Freedom Of The Press; The Case For Advertising;

International Promotion: Advertising	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture plus 30 Pages of Reference Notes highlighting the following: Advertising; Constraints on the International Advertising Program; Languages: The Tower of Babel; Role of Advertising in the Society; Cultural Factors; Media Availability; Competition; Agency Availability; Advertising Decisions Facing the International Marketer; Selecting the Agency; Selection Criteria; Trend to International Agencies; The Local Agency Survives; Choosing the Advertising Message; Localised or Standardised? Market Considerations; International Market Segments; Technical and Non market Considerations; Agency Relations; Selecting the Media; Media Diversity; International or Local Media? Determining the International Advertising Budget; Special Considerations Media Restrictions; Low-income Markets; Evaluating International Advertising Effectiveness; Organising for International Advertising;

Advocacy Advertising	AUD $50.00 Member price AUD $45.00

Full Power Point Lecture plus 30 Pages of Reference Notes highlighting the following: What is Advocacy Advertising?; Understanding The Role of Advocacy Advertising; Issue-Advocacy Advertising: Issues of Public Policy; The Concept of Legitimacy; The Role of the News Media; Media Access for Opposing Viewpoints; Perception of and Attitudes Towards Advocacy Advertising; Diversity of Sponsorship; Unions; Governments and Governmental Agencies; Campaigns by Foreign Governments and Groups; Voluntary Private Organisations; A Framework for Advocacy Advertising; Identification of Sponsor's Interest; Disinterested Sponsor.; Benevolent Sponsor.; Acknowledged Self-Interest Sponsor.; Participative Sponsor.; Elusive Sponsor.; Intensity of Advocacy; Specificity in Identifying the Adversary; Types of Advocacy Advertising; Implementation Strategies; Setting Campaign Objectives; Sponsor's Public Credibility; Developing a Campaign Strategy; Selection of Target Audiences; Selling an Idea Versus Selling a Product; Development of Message Content; Use of Authoritative Spokespersons; Disinformation; Comparative Advocacy Advertising; Measuring the Effectiveness of Advocacy Campaigns; Long-Term or Omnibus Campaigns; Specific Issue-Related Campaigns; Short-Run Single-Issue Campaigns;

Developing Effective Advertising And Sales Promotion	AUD $50.00 Member price AUD $45.00

10-20 pages of notes (plus PowerPoint presentation)

Creating the Message	AUD $50.00 Member price AUD $45.00

Full Power Point Lecture plus 14 Pages of Reference Notes highlighting the following: Elements Of A Print Advertisement; Headlines; Illustrations,; Body Copy; Slogans, Trade Characters, Seals, And Other Marks; Slogans.; Trade Characters; Seals.; Other Marks.; Logotypes; Kinds Of Advertising Copy; The Persuasion Process; The Advertising Campaign; Hints On Headline Writing; Writing The Copy; Getting The Facts; The Consumer Viewpoint; Writing Style; Length Of Copy;

Creative Copy Strategies	AUD $50.00 Member price AUD $45.00

Full Power Point Lecture plus 40 Pages of Reference Notes highlighting the following: How To Write A Creative Brief; Always Add A Timetable To The Brief And Stick To It; How To Evaluate Creative Work; Creative Evaluation Checklist; Key Copywriting And Layout Formula; Three Critical Questions That Must Be Answered:; Identifying The Unique Selling Point (Usp); Identifying Brand Image; The Importance Of Positioning; A Time-Tested Formula For Success:; Preparing A Creative Brief; Developing A Creative Brief - The Ideal Situation; Clear Signposts To Better Creative Work; How Original Should You Be?; How Should You Begin?; How To Plan For Creative Success; Blueprint For A Creative Brief; How To Tell If You've Written Good Copy ...; Copy Technique; Checklist - Commandments Of Copywriting; Checklist - Commandments Of Copywriting; Checklist - Commandments Of Copywriting; Checklist That Gives You A Score; Business-To-Business Direct Mail Copy; Emotional Factors; Objectives For Business-To-Business Advertising; How To Kill A Sales Message!; Seven Deadly Sins; A Useful -Point Writing Formula; Reviewing Copy; How The Creative Person Does It; Defining Creativity; Defining The Task; Strategies For Creativity; Advertising As Storytelling; Attracting, The Desired Audience.; Maintaining Interest.; Stressing Consumer Benefits Over Product Selling-Points.; Concluding With A Thought That Tells The Consumer What You Want Him Or Her To Do Next.; Effective Advertising;

Creating an Advertisement	AUD $35.00 Member price AUD $31.50

Full Power Point Lecture plus 12 Pages of Reference Notes highlighting the following: Layout; Principles Of Good Layout; Movement; Unity; Clarity And Simplicity; Small Space Layouts; Advertising Art; Advertising Layout And Art; Kinds Of Artwork; Photography; Colour; Buying Finished Art

Creating the Advertisement	AUD $50.00 Member price AUD $45.00

Full Power Point Lecture plus 17 Pages of Reference Notes highlighting the following: Creativity Defined; Advertising And Creativity; The Creative Personality; Creating The Advertisement; The Creative Process; Step 1 : Assessing The Situation; Step 2: Defining The Problem; Step 3: Use Of The Subconscious In Creativity; Step 4: The Idea-Producing Session; Step 5: Use Of Judgment In Selecting The Best Idea; Group Thinking; Creative Teams.; Brainstorming.; The Creative People; Visualisation; Reins On Creativity; Some Conclusions; The Creative Team; The Image (Or Attitudinal Profile);

Direct Advertising	AUD $35.00 Member price AUD $31.50

Full Power Point Lecture notes plus 12 Pages of Reference Notes The Selectivity Of Direct Advertising; The Flexibility Of Direct Advertising; Direct-Mail Advertising; Mailing Lists; Problems Of Direct Mail; Advertising Specialties; Types Of Advertising Specialties; Point-Of-Purchase Advertising; Principal Forms Of Point-Of -Purchase Advertising; Point-Of -Purchase Advertising Strategy; Problems In Point-Of-Purchase Advertising;

How The Creative Person Does It	AUD $35.00 Member price AUD $31.50

Full Power Point Lecture notes plus 10 Pages of Reference Notes The Golden Rules Of Advertising; Defining Creativity; Part One: Defining The Task; Strategies For Creativity; Advertising As Storytelling; Attracting, The Desired Audience.; Maintaining Interest Once You Have Attracted Your Audience.; Concluding With A Thought That Tells The Consumer What You Want Him Or Her To Do Next.; To Ensure Effective Advertising; Find A Unique And Relevant Way To Break Through The Clutter.; Freewriting For Creative Ideas;

Promoting Sales	AUD $50.00 Member price AUD $45.00

Full Power Point Lecture plus 24 Pages of Reference Notes highlighting the following- The Role And Purpose Of Sales Promotions; Promoting Sales; Types Of Promotional Activity; Display Bonuses; Performance Rebates And Allowances; Trade Price Discounts; Consumer Price Promotions; Trade Stock Bonuses; Consumer Competitions; Consumer Premium Offers; Product Sampling; Dealer Competitions; Product Demonstrations; Couponing; Exhibitions; On-Pack Give Aways; Lectures, Film Shows, Etc.; Point Of Sale Material; Sales Force Incentives; Special Magazines And Journals; Product Merchandising; Introductory Incentives; Trading Stamps And Similar Collectibles; Free Product Trial Periods; Credit Cards; Direct Mail Shots; Gifts For Buyers; Public Relations Activities; Promotional ‘Tie-Ins’ With Local Events; Developing A Promotional Plan; Checklist Basic Promotion Planning;

Sales Promotion	AUD $75.00 Member price AUD $67.50

Full Power Point Lecture plus 40 Pages of Reference Notes highlighting the following- What Is Sales Promotion?; The Scope And Role Of Sales Promotion; Sales Promotion Objectives; What sales promotion can do:; What sales promotion cannot do:; The Growth Of Sales Promotion; Reasons for the Increase in Sales Promotion; The Growing Power Of Retailers; Declining Brand Loyalty; Increased Promotional Sensitivity; Brand Proliferation; Fragmentation Of The Consumer Market; Short-Term Focus; Increased Accountability In addition to pressuring their marketing or brand managers and sales force to produce short-term results, many companies are demanding to know what they are getting for their promotional expenditures. Sales promotion is more economically accountable than advertising. In companies struggling to meet their sales and financial goals, top management is demanding measurable, accountable ways to relate promotional expenditures to sales and profitability. Part of the pay managers receive depends on the sales a promotion generates relative to its costs.; Competition; Clutter; Concerns about the Increased Role of Sales Promotion; Consumer Franchise-Building versus Non-franchise-Building Promotions; Factors Influencing The Use And Form Of Sales Promotion; Consumer-Oriented Sales Promotion; Objectives of Consumer-Oriented Sales Promotion; Obtaining Trial And Repurchase; Increasing Consumption Of An Established Brand; Defending Current Customers; Targeting A Specific Market Segment; Enhancing Advertising And Marketing Efforts; Consumer-Oriented Sales Promotion Techniques; Sampling; Benefits And Limitations Of Sampling; Sampling Methods; Other Methods Of Sampling; Couponing; Advantages And Limitations Of Coupons; Coupon Distribution; Methods of Distribution:; Direct mail; Premiums; .;Direct Premiums:; Free Premiums; Self-Liquidating Premiums; Free Mail In Premiums:; Continuity Coupon Premiums:; Guidelines for Premium Selection:; Contests and Sweepstakes; Problems With Contests And Sweepstakes; Consumer Deals; Refunds and Rebates; Evaluating Refunds And Rebates; Bonus Packs; Price-Off Deals; Point Of Purchase Displays; Middleman Viewpoint; Consumer Viewpoint; Event Sponsorship; Packaging; Sales Promotion To Dealers And Sales Personnel; Co-operative Advertising; Contests; Sales Meetings; Brochures; Trade Shows and Exhibits; Trade-Oriented Sales Promotion; Sales Promotion to Middlemen; Objectives of Trade-Oriented Sales Promotion; Obtain Distribution For New Products; Maintain Trade Support For Established Brands; Encourage Retailers To Display Established Brands; Build Retail Inventories; Types of Trade-Oriented Promotions; Contests And Incentives; Trade Allowances; Buying Allowances; Promotional Allowances; Slotting Allowances; Problems with Trade Allowances; Displays And Point-Of-Purchase Materials; Sales Training Programs; Trade Shows; Cooperative Advertising; Coordinating Sales Promotion And Advertising; Budget Allocation; Co-ordination of Ad and Promotion Themes; Media Support and Timing; Sales Promotion Abuse;

Sales Promotion Directed at Consumers	AUD $50.00 Member price AUD $45.00

Full Power Point Lecture plus 14 Pages of Reference Notes highlighting the following- Sales Promotion And The Other Mix Components; The Growing Importance Of Sales Promotion; The Role Of Sales Promotion; Consumer Sales Promotions; Price Deals; Price Discount Or Cents-Off Deals; Pack Deals; Bonus Packs; Banded Pack; Coupons; Contests; Refunds; Premium Offers; Consumer Sampling;

Sales Promotion Directed at the Sales Force and the Trade	AUD $35.00 Member price AUD $31.50

Full Power Point Lecture plus 12 Pages of Reference Notes highlighting the following- Sales Force Sales Promotions; Supportive Programs; Motivational Programs; Travel Business Gets Mileage Out Of Incentives; Trade And Dealer Promotions; Goals Of Trade (Dealer) Sales Promotions; Types Of Dealer Sales Promotions; Contests; Trade Shows; Sales Meetings; Dealer Loaders; Trade Deals;

The Advertising Program	AUD $35.00 Member price AUD $31.50

Full Power Point Lecture plus 11 Pages of Reference Notes highlighting the following- Prerequisites For An Effective Advertising Program; The Six Basic Areas In Campaign Planning; Analysing the Market; Determining Advertising Objectives; Establishing the Budgetary and Control Systems; Deciding Strategy Issues; Selecting Advertising Media; Creating Advertising Messages; The Campaign Theme; Coordinating Advertising with Other Promotional and Marketing Methods; Merchandising the Campaign to Dealers; Evaluating Advertising Results; Execution of the Advertising Program;

Trade-Oriented Sales Promotion	AUD $50.00 Member price AUD $45.00

Full Power Point Lecture plus 14 Pages of Reference Notes highlighting the following- An Introduction to Trade Promotion; The General Nature and Objectives of Trade Promotion; Types of Trade Promotions; Trade Contests and Incentives; Point-of-Purchase Materials; Training Programs; Trade Shows; Trade Allowances; Buying Allowances; Slotting Allowances; Seller Beware!; Cooperative Advertising and Vendor Support Programs; Why Is Cooperative Advertising Used? There are several reasons.; Vendor Support Programs; Specially Advertising

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