ADVERTISING 101: Print, Outdoor & Digital

 Learn the Art of Selling Ideas with this remarkable course!

COURSE OUTLINE

SECTION I – THE ADVERTISING PROCESS: INSTRUMENTS, FOUNDATION & PHILOSOPHY

Class 1 – INTRODUCTION & OVERVIEW
Course & Instructor Introduction
Introduction to Contents
Overview of the Advertising Process
A Quick Peek into Basic Terminologies

Class 2 – THE BRIEF (part 1)
Types of Briefs
The Main Heads of a Brief (Key Terminologies)
Sample Brief, Examples & References
Take-Away Assignment

Class 3 – THE BRIEF (part 2)
Designing & Writing a Brief
Team Project 1: Presentations & Class Discussion

Class 4 – THE BIG IDEA
What makes a big idea BIG
Types of Big Ideas
Brainstorming Techniques
Creating the Big Idea
Selling the Big Idea

Class 5 – CREATING A CAMPAIGN (part 1)
Touch-points & Mediums
360 degrees Thinking & Implementation
Eco System & Brand Conversations
Take-Away Assignment

Class 6 – CREATING A CAMPAIGN (part 2)
Designing a 360 degree Campaign
Team Project 2: Assessmen Session & Class Discussion


SECTION II – INSTITUTIONALISATION: DEPARTMENTS, DISCIPLINES & FUNCTIONS

Class 7 – ACCOUNT PLANNING & STRATEGY
What is Planning & Strategy? Why is it important?
Key Terminologies & Flip Perspective Thinking
Components of Strategy
Strategising in a Fragmented World

Class 8 – COPY & CONCEPT
What is Copy & Concept Writing?
Role of Copywriters?
Types of Copy (taglines, body copy, screenplay, jingle & concept writing)
How to draft Compelling Copy (Techniques Used)
Critique & Class Discussion with Examples

Class 9 – ACCOUNT MANAGEMENT & CLIENT SERVICING
The Role of Client Servicing
Rules of Managing a Client

Class 10 – VISUAL STORYTELLING & DESIGN
General Design Fundamentals
Getting Familiar with Image Aesthetics
Examples & Class Discussion

Class 11 – DIGITAL
Creating Content
Creative Platforms
Platform Guidelines
Effective Content Creation
User Engagement Techniques
Content Writing Assignment
Introduction to Diagnostics

Class 12 – AUXILLARY FUNCTIONS
PR
Media & Monitoring
Production

Class 13 – ROLE OF BRAND MANAGEMENT IN ADVERTISING
Brand Building
Brand Image Creation, Revamp, Maintenance


SECTION III – PUTTING IT ALL TOGETHER, INTEGRATING PERSPECTIVE & APPLICATION (GET INTO PLAY)

Class 14 – CASE STUDIES & EXAMPLES (part 1)
How it all works
Discussion on Different Case Studies
Data Digging

Class 15 – CASE STUDIES & EXAMPLES (part 2)
Case Study Assignment
Team Project 3: Assessment Session & Class Discussion

Class 16 – RESEARCH & INSIGHT MINING
Key Research Methods
Dos & Don’ts of Research
From Data to Insight & Killer Questions
The Insight Development Process

Class 17 – TARGET MARKET PROFILING
TG Profiling Techniques
How to Get to Know Your Consumer More
It all lies in Defining the Consumer
Emerging Consumer Segments

Class 18  – FINAL TEAM PROJECT (day 1)
Group Presentations
Q & A Session

Testing Guide
Surprise Pop-up Quizzes: 5%
Team Projects / Assignments: 20%
Participation: 5%
Assignments & Activities: 20%
Final Project: 50%

LEARNING OUTCOMES:

Advertisers will learn the art of selling ideas and how to market to your target audience. The foundation of advertising, its theories and design fundamentals will also be laid out. This course will also teach you how to develop and maintain the company image.

Note: This course is aimed at individuals ranging from complete beginners to individuals with up to 3 years of job experience in their field.

INSTRUCTOR’S PROFILE

Name: Muhammad Usman
Mr. Usman has over 12 years of valuable work experience with top advertising agencies in Pakistan. He has worked with both local and global brands ranging from NESTLÉ Dairy (both ambient & chilled), NESTLÉ Waters, and NESTLÉ Beverages (both hot & cold) to Telecom (ZONG), Tobacco (PMI/R&W), Snacks (OYE HOYE) and across several other diverse categories.

Days: Mondays, Wednesdays, and Fridays

Time: 7pm-9m

Duration: Six consecutive weeks starting from March 20, 2019.

  • Upon successful completion of the course with at least 80% attendance in the classes, you will be awarded with a certificate of attendance.

  • If you need a detailed document listing your contribution in lectures, seminars, including contact hours and the grades you were awarded on each assignment, please contact: lifetime.learning@lums.edu.pk.

 

  • All participants will be issued their smartcards in the first class. 

  • During your course, please bring along your smartcard and CNIC to ensure entry into LUMS campus

  • Students are only allowed to be on campus one hour before and after the class. Failure to abide by these timings will result in the security team calling you.

  • The smart cards are non-transferrable. Giving your smartcard to anyone else for use (friends, family etc.) will be charged as misuse of identification.

  • In case of damage or loss of the smart card, the participant will be required to submit a fine of PKR 3000.

  • It is obligatory for all participants to return their smartcards in their last class in order to get their certificates at the Graduation Ceremony.

Lifetime Learning @LUMS is excited to announce that we are now offering accommodation for our Session 4 Participants in Askari 11 (Near Bedian Road), Lahore. Details of the accommodation are below;

- Every apartment comprises of 2 bedrooms, 2 attached washrooms, 1 study room, 1 kitchen and a lounge
- Each room will be shared by 2 participants
- Charges per person are PKR 1000 per night
- All apartments are fully furnished
- Participants above the age of 18 years (i.e. CNIC holders) are eligible to apply for accommodation
- LUMS will be providing free transportation to LUMS for the residents

please email us at lifetime.learning@lums.edu.pk for all your accommodation related queries.

COURSE FEE

PKR: 18,500

DISCOUNTS:

  • 10% Early bird discount

  • 20% off to the LUMS community i.e. LUMS students, alumni (including LLL alumni), staff, and faculty

  • 20% off to the LUMS community members’ family i.e. spouses and children

  • The following Group Discounts are offered:

  • -2 participants get 10% off each,

  • -3 participants get 15% off each, and

  • -If more than 3 participants apply, they get 20% off each.

Note: Please note that compound discounts are not applicable, and if you are eligible for two discounts then only the greater discount offering will apply.

We have limited seats, so hurry up & book your slot by making a partial payment of PKR 2000 only!

INVOICING AND PAYMENTS

  • Fees can be paid online via credit/debit card OR via payment vouchers at any Allied Bank branch.

  • Please keep a copy of the payment receipt with you.

  • All fees have to be paid before the payment deadline.

  • A participant's enrollment is not confirmed until the complete payment has been made.

Lifetime Learning @LUMS Refund Policy

Withdrawal from the Programme:

  • If a participant finds it necessary to withdraw from the programme before the commencement of classes, he/she must inform the Lifetime Learning @LUMS Management (lifetime.learning@lums.edu.pk) in writing, seven (7) working days before the commencement of the session.

  • In case a participant wishes to withdraw from the Programme after the commencement of classes, he/she may appeal to the Lifetime Learning @LUMS Management seven (7) working days before the commencement of the session by providing a genuine reason (such as sickness, family emergency etc.) with evidence.

Admission Cancellation:

  • For the applicants who do not make a complete payment or withdraw from the course due to any reason, the registration fee of PKR. 2000 will not be refunded.

  • If a course is cancelled by the management, the participants can demand a complete refund (including the registration payment).

Separation / Suspension:

  • If a participant is suspended from the Programme due to disciplinary reasons, the dues deposited by him/her for the course semester will not be refunded.

  • The University reserves the right to change its policies and fee structure at any time.

  •  The amount will be refunded within two weeks on receipt of refund application along with all required documents.

  • In case of any query regarding the fee, courses or any other issues including refunds or accommodation, please email us at lifetime.learning@lums.edu.pk or accountsreceivable@lums.edu.pk.

  • Please ensure you have read all our terms and conditions including the payments and refund policy.

  • You must meet all the below mentioned minimum requirements to be eligible.

  • Please complete all sections in the 'Register Now' form on your right-hand side. Incomplete forms will not be accepted.

REGISTRATION DONE, WHAT'S NEXT?

Once you have completed the online registration form and registered for your desired course(s), you may proceed to payment. You can pay online (via credit/debit card) OR by downloading the voucher (and paying at any Allied Bank Branch). 

Once you make the payment, you will receive a confirmation email within 24 to 48 working hours and your payment status will automatically get updated.

WHAT IS EXPECTED OF YOU?

  • Read up about the course in advance, so that you are aware of what is happening in the classes from day one.

  • Attend all the lectures and group activities for this course.

  • Submit all assignments and projects given to you on time.             

MINIMUM REQUIREMENTS

To be eligible for a course at the Lifetime Learning at LUMS you must meet following criteria:

  • A good grasp of basic English language as most of the Lifetime Learning courses will be taught in English.

  • Minimum age requirement of 15+ years.

LUMS treats all students alike regardless of their disabilities. We try to assist all students with disabilities as much as possible and encourage them to come and grow with us. People with disabilities are requested to let us know of any special needs well in advance, so that there are no problems on the day they join the course.

Register Now

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