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