Advertising & Digital Advertising Course

Module 1: Foundations of Advertising (Week 1)

Objective: Understand the core concepts, terminology, and evolution of advertising.

Lesson 1: Introduction to Advertising

Advertising is a paid form of communication intended to promote a product, service, or idea.

Key purposes:

• Inform: Provide information about a product or service.
• Persuade: Convince consumers to choose a product or service.
• Remind: Keep a brand top-of-mind.
• Build relationships: Create brand loyalty and engagement.

The Role of Advertising in Business and Society:

• Drives economic growth by stimulating demand.
• Supports media outlets (e.g., funds free content).
• Shapes consumer perceptions and trends.
• Can be a powerful tool for social change (e.g., public service announcements).

Evolution of Advertising (from Traditional to Digital):

• Traditional Advertising (pre-1990s):
  • Print: Newspapers, magazines, brochures
  • Broadcast: Radio, television
  • Out-of-home: Billboards, posters, transit advertising
  • Direct mail
• The Digital Revolution (1990s-present):
  • Rise of the internet and web-based advertising
  • Search engine marketing (SEM) and pay-per-click (PPC)
  • Display advertising and banner ads
  • Social media marketing and influencer marketing
  • Mobile advertising and app marketing
  • Programmatic advertising and automation

Key Industry Players:

• Advertising agencies: Create and manage advertising campaigns.
• Media companies: Own and sell advertising space (e.g., Google, Facebook, TV networks).
• Advertisers (clients): Companies that pay for advertising.
• Technology providers: Develop advertising platforms and tools.

Lesson 2: Advertising Terminology

Key Metrics:

• CPM (Cost Per Mille): The cost of 1,000 impressions. Used to measure the cost of reach.
• CPC (Cost Per Click): The cost an advertiser pays for each click on their ad. Used in search engine marketing.
• CTR (Click-Through Rate): The percentage of people who click on an ad after seeing it. Measures ad effectiveness.
• CPA (Cost Per Acquisition): The cost of acquiring a new customer. Measures the efficiency of acquiring customers.
• ROAS (Return on Ad Spend): The amount of revenue generated for every dollar spent on advertising. Measures the revenue generated.

Media Buying Terms:

• Impressions: The number of times an ad is displayed.
• Reach: The total number of unique individuals who see an ad.
• Frequency: The average number of times an individual sees an ad.

Digital Marketing Terms:

• SEO (Search Engine Optimization): The process of improving a website’s visibility in search engine results pages (SERPs).
• SEM (Search Engine Marketing): Using paid advertising to increase visibility in SERPs (e.g., Google Ads).
• Programmatic: Automated buying and selling of ad space in real-time.
• Retargeting: Showing ads to users who have previously interacted with a brand.

Creative Terms:

• USP (Unique Selling Proposition): A factor that differentiates a product or service from its competitors.
• Call to Action (CTA): A prompt that encourages a specific response (e.g., “Buy Now,” “Learn More”).
• Brand guidelines: A set of rules that dictate how a brand is presented (e.g., logo usage, color palette, typography).

Lesson 3: Types of Advertising

Traditional Advertising:

• Print (newspapers, magazines):
  • Strengths: Local reach, credibility (for some publications), tangible.
  • Weaknesses: Declining readership, limited targeting, long lead times, difficult to measure ROI.
  • Best practices: High-quality visuals, clear call to action, targeted publications.
• Broadcast (television, radio):
  • Strengths: Wide reach (for TV), strong for branding (TV), good for local reach (radio), audio can be very persuasive.
  • Weaknesses: High cost (for TV), declining viewership (for TV), fragmented audiences, difficult to measure ROI.
  • Best practices: Create high-quality video ads, use repetition, target specific demographics
• Out-of-home (billboards, transit):
  • Strengths: High visibility, frequency, geographic targeting.
  • Weaknesses: Limited message length, can be expensive in prime locations, difficult to measure direct response.
  • Best practices: Bold visuals, concise messaging, strategic placement.
• Direct mail:
  • Strengths: Highly targeted, personalized, tangible.
  • Weaknesses: High cost per piece, perceived as junk mail, declining response rates.
  • Best practices: Personalize the message, offer a clear call to action, use high-quality materials.

Digital Advertising:

• Search engine marketing (SEM):
  • Using paid advertising to increase visibility in search engine results pages (SERPs).
  • Platforms: Google Ads, Bing Ads
  • Formats: Text ads, shopping ads, local service ads
• Display advertising:
  • Using banner ads, image ads, and rich media ads on websites and apps.
  • Formats: Banner ads, native advertising
• Social media advertising:
  • Ads on social media platforms.
  • Platforms: Facebook, Instagram, Twitter, LinkedIn, TikTok
  • Formats: Image ads, video ads, carousel ads, stories ads
• Video advertising:
  • Video ads on websites, streaming platforms, and social media.
  • Platforms: YouTube, Hulu, TikTok
  • Formats: Pre-roll ads, mid-roll ads, in-stream ads
• Email marketing:
  • Sending promotional messages to subscribers
  • Platforms: Mailchimp, Constant Contact
• Mobile advertising:
  • Ads on mobile devices
  • Formats: In-app ads, SMS marketing
• Influencer marketing:
  • Partnering with influencers to promote products or services
  • Platforms: Instagram, TikTok, YouTube

Module 2: Key Advertising Channels (Week 2)

Objective: Gain an overview of the primary advertising channels, both traditional and digital.

Lesson 4: Traditional Advertising Channels

Print advertising:

• Strengths:
  • Tangible and can have a longer shelf life.
  • Offers credibility, especially in reputable publications.
  • Can be effective for local businesses and niche markets.
• Weaknesses:
  • Declining readership and circulation.
  • Limited targeting capabilities compared to digital.
  • High production and distribution costs.
  • Difficult to track ROI and measure effectiveness.
• Types of print ads:
  • Display ads: Vary in size and placement within the publication.
  • Classified ads: Text-based ads, often used for recruitment or local listings.
  • Inserts: Separate pages inserted into the publication.
• Best practices for print advertising:
  • Use high-quality images and visuals.
  • Write clear, concise, and compelling copy.
  • Include a strong call to action.
  • Choose publications that align with the target audience.
  • Consider placement and size for maximum impact.

Broadcast advertising:

• Television advertising:
  • Strengths:
    • Wide reach and high viewership, especially for major events.
    • Combines sight, sound, and motion for a powerful impact.
    • Effective for brand building and emotional storytelling.
  • Weaknesses:
    • High production and airtime costs.
    • Fragmented audiences due to increasing channel options.
    • Viewers can easily skip or fast-forward through ads.
  • Types of ads:
    • Commercials: Short ads that air during program breaks.
    • Infomercials: Longer ads that provide detailed product information.
    • Product placement: Featuring products within the program content.
  • Buying models:
    • Spot advertising: Buying airtime on specific programs or networks.
    • Network advertising: Buying airtime across an entire network.
  • Audience measurement: Nielsen ratings provide data on viewership demographics.
• Radio advertising:
  • Strengths:
    • Cost-effective compared to television.
    • Strong local reach and community engagement.
    • Ability to target specific demographics through station formats.
    • Can be effective for reaching audiences during commute times.
  • Weaknesses:
    • Lack of visual component.
    • Listeners may switch stations during ads.
    • Difficult to capture attention in a cluttered audio environment.
  • Types of ads:
    • Live reads: Announcers read the ad copy.
    • Pre-recorded spots: Audio commercials.
    • Sponsorships: Sponsoring a program or segment.
  • Audience segmentation: Targeting listeners based on station format (e.g., news, music).
  • Creating effective radio ads: Use a clear message, strong voice, and memorable sound effects.
• Out-of-home (OOH) advertising:
  • Strengths:
    • High visibility and frequency in high-traffic areas.
    • Ability to reach a broad audience.
    • Effective for reinforcing brand awareness and driving local traffic.
    • Can be creative and visually impactful.
  • Weaknesses:
    • Limited message length and complexity.
    • Can be expensive in prime locations.
    • Difficult to measure direct response or ROI.
    • Potential for visual clutter and environmental concerns.
  • Types of OOH formats:
    • Billboards: Large-format displays in high-traffic areas.
    • Posters: Smaller displays on buildings or structures.
    • Transit advertising: Ads on buses, trains, and taxis.
    • Street furniture: Ads on bus shelters, benches, and kiosks.
    • Digital OOH (DOOH): Digital displays that can show dynamic content.
  • Measuring OOH effectiveness:
    • Reach and frequency: Estimating the number of people who see the ad.
    • Traffic counts: Measuring the number of vehicles or pedestrians passing the display.
    • Brand awareness surveys: Assessing the impact on brand recognition.
  • Creative considerations for OOH:
    • Use bold visuals and minimal text.
    • Ensure readability from a distance.
    • Consider the viewing environment and context.
    • Use strong branding and a clear call to action.

Direct mail:

• Strengths:
  • Highly targeted and personalized messaging.
  • Tangible and can stand out from digital clutter.
  • Can include a variety of formats and offers.
  • Effective for driving specific actions, such as direct sales or lead generation.
• Weaknesses:
  • High cost per piece, including printing, postage, and list acquisition.
  • Often perceived as “junk mail” and may be discarded without being read.
  • Response rates can be low compared to other channels.
  • Environmental concerns related to paper waste.
• Benefits:
  • Personalization: Tailoring the message to individual recipients.
  • Tangibility: Physical mail can create a more lasting impression.
  • Targeted reach: Ability to reach specific demographics or geographic areas.
  • Measurable results: Tracking response rates and conversions.
• Drawbacks:
  • Cost: High cost per piece.
  • “Junk mail” perception: Many people view direct mail as unwanted clutter.
  • Low response rates: Response rates are typically lower than digital channels.
  • Environmental impact: Paper waste contributes to environmental concerns.
• Designing effective direct mail pieces:
  • Use high-quality paper and visuals.
  • Write compelling copy that speaks to the recipient’s needs.
  • Include a clear and prominent call to action.
  • Offer a valuable incentive or offer.
  • Personalize the message and address the recipient by name.
  • Test different formats and offers to optimize results.
• Using data and targeting in direct mail:
  • Acquire or build a targeted mailing list.
  • Segment the list based on demographics, interests, or purchase history.
  • Use variable data printing to personalize each mail piece.
  • Track response rates and analyze the results to refine targeting.

Lesson 5: Digital Advertising Channels

Search Engine Optimization (SEO):

• How search engines work:
  • Crawling: Search engines use bots to discover and index web pages.
  • Indexing: Search engines organize and store information about web pages.
  • Ranking: Search engines use algorithms to determine the order of search results.
• On-page optimization: Optimizing elements on a website to improve search engine rankings.
  • Title tags and meta descriptions: Creating compelling and relevant titles and descriptions.
  • Header tags (H1, H2, etc.): Using header tags to structure content and indicate importance.
  • Content optimization: Creating high-quality, relevant, and engaging content.
  • Image optimization: Optimizing images for size, alt text, and file names.
  • Site speed: Improving website loading speed.
  • Mobile-friendliness: Ensuring the website is optimized for mobile devices.
• Off-page optimization: Building website authority and reputation through external factors.
  • Link building: Acquiring backlinks from other reputable websites.
  • Social media marketing: Engaging with audiences on social media platforms.
  • Brand mentions: Getting the brand mentioned on other websites and in the media.
• Keyword research and content strategy:
  • Identifying relevant keywords that users search for.
  • Creating a content calendar to publish valuable content regularly.
  • Aligning content with user search intent.

Search Engine Marketing (SEM):

• Google Ads and other platforms:
  • Google Ads: The dominant platform for paid search advertising.
  • Bing Ads: Another platform for search engine advertising
• Keyword targeting, ad copywriting, and bidding strategies:
  • Selecting relevant keywords to target ads.
  • Writing compelling and concise ad copy.
  • Choosing a bidding strategy (e.g., CPC, automated bidding).
• Campaign structure and optimization:
  • Organizing campaigns into ad groups and keywords.
  • Improving campaign performance through A/B testing and adjustments.

Social Media Advertising:

• Platform-specific strategies (Facebook, Instagram, Twitter, LinkedIn, TikTok):
  • Understanding the unique audience and ad formats for each platform.
  • Tailoring campaigns to platform best practices.
• Audience targeting, ad formats, and campaign objectives:
  • Targeting options: Demographics, interests, behaviors, custom audiences.
  • Ad formats: Images, videos, carousels, stories, etc.
  • Campaign objectives: Awareness, engagement, traffic, conversions.
• Social media analytics:
  • Tracking metrics such as reach, engagement, and conversions.
  • Using platform analytics tools to measure performance.

Display Advertising:

• Types of display ads (banner, native, rich media):
  • Banner ads: Static or animated ads on websites.
  • Native advertising: Ads that match the look and feel of the surrounding content.
  • Rich media ads: Interactive ads with video, animation, or other dynamic elements.
• Programmatic advertising and real-time bidding (RTB):
  • Automated buying and selling of ad space.
  • Using data and algorithms to target ads to specific users.
• Ad networks and exchanges:
  • Platforms that connect advertisers with publishers.

Video Advertising:

• Types of video ads (pre-roll, mid-roll, post-roll):
  • Pre-roll ads: Ads that play before the main video content.
  • Mid-roll ads: Ads that play during the video content.
  • Post-roll ads: Ads that play after the video content.
• Video advertising platforms (YouTube, etc.):
  • YouTube: The dominant platform for video advertising.
  • Other platforms: Vimeo, Hulu, and social media platforms.
• Measuring video ad performance:
  • Views, view rate, watch time, and completion rate.

Email Marketing:

• Building and segmenting email lists:
  • Collecting email addresses through opt-in forms and other methods.
  • Segmenting lists based on demographics, interests, or purchase history.
• Email copywriting and design:
  • Writing compelling email copy that drives action.
  • Designing visually appealing and mobile-friendly emails.
• Email marketing automation and analytics:
  • Using automation tools to send targeted emails.
  • Tracking metrics like open rates, click-through rates, and conversion rates.

Mobile Advertising:

• In-app advertising, SMS marketing, location-based advertising:
  • In-app advertising: Ads within mobile apps.
  • SMS marketing: Sending promotional messages via text message.
  • Location-based advertising: Targeting ads based on the user’s location.
• Mobile ad formats and best practices:
  • Effective mobile ad formats and strategies.

Influencer Marketing:

• Identifying and selecting influencers:
  • Finding influencers whose audience aligns with the target market.
  • Evaluating influencers based on reach, engagement, and relevance.
• Developing influencer marketing campaigns:
  • Defining campaign goals and messaging.
  • Collaborating with influencers to create authentic content.
• Measuring influencer marketing ROI:
  • Tracking metrics like reach, engagement, website traffic, andconversions.

Module 3: Advertising Strategy and Planning (Week 3)

Objective: Learn how advertising strategies are developed, including setting objectives, identifying target audiences, and selecting appropriate channels.

Lesson 6: Developing an Advertising Strategy

• The strategic advertising planning process:
  • Define objectives
  • Situation analysis
  • Target audience analysis
  • Develop the message
  • Select channels
  • Set budget
  • Evaluate and measure
• Situation analysis:
  • SWOT analysis: Identifying internal strengths and weaknesses, and external opportunities and threats.
  • Competitive analysis: Analyzing competitors’ strategies, strengths, and weaknesses.
• Setting advertising objectives (SMART objectives):
  • Specific: Clearly define what the campaign should achieve.
  • Measurable: Establish metrics to track success.
  • Achievable: Set realistic and attainable goals.
  • Relevant: Ensure objectives align with overall business goals.
  • Time-bound: Define a timeframe for achieving the objectives.

Lesson 7: Target Audience Analysis

• Identifying target audience demographics, psychographics, and behaviors:
  • Demographics: Age, gender, location, income, education, etc.
  • Psychographics: Values, interests, lifestyle, attitudes.
  • Behaviors: Purchase patterns, media consumption, online activity.
• Creating buyer personas:
  • Developing fictional representations of ideal customers.
  • Including details about their needs, motivations, and pain points.
• Using market research to inform targeting decisions:
  • Conducting surveys, focus groups, and interviews.
  • Analyzing market data and trends.
  • Using tools like Nielsen and Pew Research Center.

Lesson 8: Advertising Frameworks

• AIDA model (Awareness, Interest, Desire, Action):
  • A linear model of how advertising influences consumers.
  • Awareness: Creating brand recognition.
  • Interest: Generating curiosity and engagement.
  • Desire: Fostering a preference for the product or service.
  • Action: Driving the consumer to make a purchase or take a specific action.
• The hierarchy of effects model:
  • Awareness
  • Knowledge
  • Liking
  • Preference
  • Conviction
  • Purchase
• Other relevant frameworks:
  • The Elaboration Likelihood Model (ELM)
  • The Purchase Funnel

Module 4: Digital Advertising Campaign Management (Week 4)

Objective: Understand the process of planning, executing, and managing digital advertising campaigns across various platforms.

Lesson 9: Digital Advertising Platforms

• Overview of Google Ads, Facebook Ads Manager, LinkedIn Ads, and other platforms:
  • Google Ads: For search, display, and video advertising.
  • Facebook Ads Manager: For advertising on Facebook and Instagram.
  • LinkedIn Ads: For professional audiences.
  • Other platforms: Twitter Ads, TikTok Ads, etc.
• Account structure and campaign setup:
  • Organizing campaigns, ad groups, and keywords.
  • Setting up targeting, budgeting, and scheduling.
• Navigating platform interfaces and tools:
  • Understanding the features and functionalities of each platform.

Lesson 10: Key Elements of Digital Ads

• Keyword research and targeting:
  • Identifying relevant keywords for search campaigns.
  • Using targeting options to reach specific audiences.
• Ad copywriting best practices:
  • Writing compelling and concise ad copy.
  • Using a clear call to action.
  • Tailoring copy to the target audience and platform.
• Creating effective visuals and videos for digital ads:
  • Using high-quality images and videos.
  • Optimizing visuals for different platforms and devices.
  • Following platform-specific creative guidelines.
• Landing page optimization:
  • Designing landing pages that are relevant to the ad.
  • Ensuring a seamless user experience.
  • Improving conversion rates.

Lesson 11: Bidding and Budgeting

• Different bidding strategies (CPC, CPM, CPA):
  • CPC (Cost-Per-Click): Paying for each click on the ad.
  • CPM (Cost-Per-Mille): Paying for every 1,000 impressions.
  • CPA (Cost-Per-Acquisition): Paying for each desired action (e.g., purchase, sign-up).
• Budget allocation and optimization:
  • Setting a budget for each campaign.
  • Allocating budget across different channels and ad groups.
  • Adjusting budget based on performance.
• Understanding auction dynamics:
  • How ad auctions work on different platforms.
  • Factors that influence ad placement and cost.

Lesson 12: A/B Testing and Optimization

• Principles of A/B testing:
  • Testing two versions of an ad or landing page to see which performs better.
  • Isolating one variable at a time.
• Testing different ad elements (headlines, visuals, CTAs):
  • Improving ad copy, images, and calls to action.
• Using data to improve campaign performance:
  • Tracking key metrics and making adjustments based on the data.
• Tools for A/B testing:
  • Google Optimize, Optimizely, and platform-specific tools.

Lesson 13: Digital Advertising Analytics

• Introduction to web analytics (Google Analytics):
  • Understanding how Google Analytics works.
  • Setting up goals and tracking conversions.
• Tracking key metrics (traffic, conversions, engagement):
  • Monitoring website traffic, conversion rates, and user engagement.
• Analyzing data to inform decisions:
  • Identifying trends and insights to improve campaigns.

Module 5: Measuring Advertising Effectiveness (Week 5)

Objective: Learn how to evaluate the effectiveness of advertising campaigns and measure return on investment (ROI).

Lesson 14: Key Performance Indicators (KPIs)

• Identifying relevant KPIs for different advertising channels and campaign objectives:
  • Awareness: Reach, impressions, brand mentions.
  • Engagement: Likes, shares, comments, click-through rates.
  • Traffic: Website visits, page views.
  • Conversions: Sales, leads, sign-ups.
• Setting benchmarks and targets:
  • Establishing goals for each KPI.
  • Using historical data or industry averages.
• Understanding the relationship between different KPIs:
  • How reach and frequency affect engagement.
  • How click-through rate affects conversion rates.

Lesson 15: Advertising Analytics

• Using Google Analytics and other tools to track campaign performance:
  • Navigating Google Analytics reports.
  • Using platform-specific analytics (e.g., Facebook Insights).
• Measuring website traffic, conversions, and engagement:
  • Tracking the number of visitors, conversion rates, bounce rate, time on site, etc.
• Analyzing data to identify trends and insights:
  • Using data to understand user behavior and campaign effectiveness.

Lesson 16: Return on Investment (ROI)

• Calculating ROI for different advertising channels:
  • Formula: (Revenue – Cost of Ad) / Cost of Ad
• Factors that affect ROI:
  • Ad creative, targeting, landing page experience, etc.
• Strategies for improving ROI:
  • Optimizing campaigns, improving targeting, refining ad creative.

Lesson 17: Attribution Modeling

• Understanding attribution models (last-click, first-click, linear, etc.):
  • Last-click: Giving credit to the last touchpoint before conversion.
  • First-click: Giving credit to the first touchpoint.
  • Linear: Distributing credit evenly across all touchpoints.
• The importance of attribution in measuring campaign effectiveness:
  • Understanding which touchpoints are most influential in driving conversions.
• Using data-driven attribution:
  • Using algorithms to determine the most effective attribution model.

Module 6: Business Development and Oversight (Week 6)

Objective: Determine how the advertising and digital advertising services align with United Outreach Group’s overall business strategy, and how to effectively oversee this new service area.

Lesson 18: Integrating Advertising Services

• Aligning advertising services with United Outreach Group’s mission and values:
  • Ensuring that advertising efforts support the organization’s goals.
• Identifying opportunities to integrate advertising with existing services:
  • Combining advertising with community outreach, digital marketing, or other services.
• Developing a unique value proposition for United Outreach Group’s advertising services:
  • What makes the agency stand out from competitors?

Lesson 19: Pricing and Profitability

• Different pricing models for advertising services (e.g., project-based, retainer-based, performance-based):
  • Project-based: Charging a flat fee for a specific project.
  • Retainer-based: Charging a recurring fee for ongoing services.
  • Performance-based: Charging based on results (e.g., CPA).
• Determining pricing for agency services:
  • Cost-plus pricing, value-based pricing, competitive pricing
• Managing costs and ensuring profitability:
  • Tracking expenses, negotiating rates, and optimizing resource allocation.

Lesson 20: Competitive Landscape and Differentiation

• Analyzing the competitive landscape in the advertising industry:
  • Identifying key competitors and their strengths and weaknesses.
• Identifying United Outreach Group’s competitive advantages:
  • What unique capabilities or expertise does the agency possess?
• Developing strategies for differentiation and growth:
  • How can the agency stand out and attract new clients?

Lesson 21: Legal and Ethical Considerations

• Advertising regulations (e.g., FTC guidelines):
  • Understanding and complying with relevant laws and regulations.
• Data privacy (GDPR, CCPA):
  • Protecting user data and complying with privacy regulations.
• Ethical considerations in advertising (e.g., responsible advertising, avoiding harmful stereotypes):
  • Ensuring that advertising is truthful, non-deceptive, and socially responsible.

Lesson 22: Client Relationship Management and Performance Monitoring

• Developing a process for onboarding and managing advertising clients:
  • Setting expectations, establishing communication channels, and managing feedback.
• Setting client expectations and delivering results:
  • Defining clear goals and objectives.
  • Providing regular updates and reports.
• Monitoring client satisfaction and campaign performance:
  • Tracking key metrics and addressing any issues.
• Reporting and communication best practices:
  • Creating clear and concise reports.
  • Communicating effectively with clients.