Branding and Advertising

This module is designed to:

  • Help you understand the economic contribution that advertising can make to an organisation and the extent to which advertising can provide companies with a substantive source of differentiation
  • Demonstrate what advertising communications can achieve for a company and its offerings, both in the short and long term
  • Explain the influence of branding and how advertising can contribute to building brands
  • Through this module, you’ll be able to:
  • Evaluate what advertising can achieve and has achieved for a given organisation
  • Understand what brands are and why branding is so important
  • Explore how organisations can create effective advertising
  • Critically evaluate advertising campaigns against the stated objectives
  • Understand the importance of advertising in achieving differentiation, namely establishing perceived quality