- Defining your audience
- Crafting your message
- Placing your ad
- Establishing a digital, competitive, and editorial presence
- Working with advertising partners
- Working with an ad agency
Skill Level Intermediate
- What's the first company you think about when I ask you the question, "Quick - think of a brand." Was it Coca-Cola? Apple? Or, what about McDonald's? All of these companies have spent billions of dollars and millions of hours in human intellectual capital to get their name to pop into your head first. This is advertising. And that's what this course is all about. My name is Jane Barratt and I've worked with companies big and small all over the world, and led agencies like Young & Rubicam and Sapien in New York, and Havas in Hong Kong.
I've worked with some of best creative people in the world, helping to bring memorable advertising and digital marketing campaigns to life. In this course, I wanna share with you the fundamentals of advertising and marketing communications. I'll first show you the basics, like how to define your audience, create a strategy, craft a message, and how to write, produce, and place an ad. I'll then share how you can find your customers, track your competitors, and build your content strategy. Finally, I'll share how you can work with partners, such as researchers, designers, producers, and data specialists to help give your advertising effort maximum impact.
Advertising doesn't have to be too complex. If you follow the steps I'll teach you in this course, you'll be well on your way to creating efficient and effective advertising campaigns.