Samenvatting Advertising and Communication Management

Hoofdstukken

1. Week 1: Advertising and Integrated Marketing Communications
2. Week 2: IMC, Branding, Positioning and Consumer Engagement
3. Week 3: Consumer Behaviour and the Communication Process
4. Week 4: Creative Strategy, Planning and Development
5. Week 4: Creative Strategy, Implementation and Evaluation
6. Week 5: Digital Advertising as a System
7. Week 6: Media Strategy and Scheduling
8. Week 7: Customer-Based Brand Equity and Broadcast Media
9. Week 7: Print, Radio, Online and Social Media, and the Other Promotional Tools
10. Week 7: Case Study Analysis, Keller's CBBE Pyramid
11. Week 8: Measuring Effectiveness and Evaluating Campaigns
12. Week 9: Advertising and AI, Current Trends
13. Week 10: Influencers, Video Games, International Advertising and Ethics
14. Exam focus: How the definition of advertising has changed over time