Marketing and communications directors, managers, executives and staff can take marketing training courses to enhance their skills. These courses help in understanding the concept and issues associated with brand placement and the differences and significance of exhibitions and trade shows.

Upon completion of this course, you will be able to understand:

The concept and issues associated with brand placement.
The differences and significance of exhibitions and trade shows.
The main advantages and disadvantages of using exhibitions as part of the communications mix.
The role and key characteristics of packaging as a form of marketing communications.
Principles associated with licensing.
The importance and characteristics of source credibility.
Different ways messages can be constructed.
Various ways in which advertising appeals can be presented.
How informational and transformational motives can be used as tactical tools in a communications plan.
The role of creativity and how the creative process is managed.
How message framing, storytelling and user-generated content are used in marketing communications.
Three main ways in which media can be classified.
Differences between linear and interactive media.
Trends and primary characteristics of each type of linear media.
Different characteristics associated with interactive media, and what interactive media enable people to do.
Issues associated with multichannel campaigns and the role of media within a retailing context.
The dynamics associated with direct-response media.
How advertising can be used in an interactive context.
Search engine marketing and the main features of both pay-per-click and search engine optimisation.
Characteristics and value of marketing communications through social media.
Characteristics associated with viral marketing, web logs and microblogging, podcasting, and online communities.
Features of email marketing communications and how the use of SMS, apps, widgets, affiliate marketing and augmented reality can enhance marketing communications.
Principles associated with media planning and the impact of media and audience fragmentation.
Various theories concerning different media and related switching behaviours.
Key concepts used in linear media selection: reach and cover, frequency, duplication, rating points and CPT.
The concept of repetition and the debate concerning effective frequency and recency planning.
Planning issues related to interactive mediaand scheduling.
Media source effects as an importance factor in media selection, placement and timing.