1. Muhammad Waqas Advertising and Public Relations An Overview of Module Lecture 32

2. Muhammad Waqas Introduction to Advertising Lecture 1

3. Muhammad Waqas Chapter Outline I.Chapter Key Points II.What is Advertising? III.Roles and Functions of Advertising IV.The Key Players V.Types of Advertising VI.What Makes an Ad Effective? VII.The Evolution of Advertising VIII.The Current Advertising Scene

4. Muhammad Waqas Advertising’s Role in Marketing Lecture 2

5. Muhammad Waqas Chapter Outline I.What is Marketing? II.The Key Players and Markets III.The Marketing Process IV.How Agencies Work V.International Marketing VI.The Dynamics of Modern Marketing

6. Muhammad Waqas Advertising Role in Society Lecture 3-4

7. Muhammad Waqas Chapter Outline I.Chapter Key Points II.Advertising’s Social Role III.Review and Regulation of Advertising IV.Advertising Ethics V.Determining What is Ethical

8. Muhammad Waqas How Advertising Works Lecture 5

9. Muhammad Waqas 4-9 Chapter Outline I.Chapter Key Points II.How Advertising Works as Communication III.The Effects Behind Advertising Effectiveness IV.Perception V.Cognition VI.The Affective or Emotional Response VII.Association VIII.Persuasion IX.Behavior

10. Muhammad Waqas How Advertising Works (Continued) Lecture 6

11. Muhammad Waqas Chapter Outline I.Chapter Key Points II.How Advertising Works as Communication III.The Effects Behind Advertising Effectiveness IV.Perception V.Cognition VI.The Affective or Emotional Response VII.Association VIII.Persuasion IX.Behavior

12. Muhammad Waqas The Consumer Audience Lecture 7

13. Muhammad Waqas 5-13 Chapter Outline I.Chapter Key Points II.How Does Consumer Behavior Work? III.Cultural and Social Influences on Consumer Decisions IV.Psychological Influences that Motivate Consumers V.Behavioral Influences on Consumer Decisions VI.The Consumer Decision Process VII.Segmenting and Targeting

14. Muhammad Waqas The Consumer Audience (Continued) Lecture 8

15. Muhammad Waqas 5-15 Chapter Outline I.Chapter Key Points II.How Does Consumer Behavior Work? III.Cultural and Social Influences on Consumer Decisions IV.Psychological Influences that Motivate Consumers V.Behavioral Influences on Consumer Decisions VI.The Consumer Decision Process VII.Segmenting and Targeting

16. Muhammad Waqas Strategic Research Lecture 9

17. Muhammad Waqas Chapter Outline I.Chapter Key Points II.Research: The Quest for Intelligence and Insight III.Consumer Research IV.Consumer Research Process V.Uses of Research VI.Research Methods Used in Advertising Planning VII.Choosing Research Methods

18. Muhammad Waqas Strategic Research (Continued) Lecture 9

19. Muhammad Waqas Chapter Outline I.Uses of Research II.Research Methods Used in Advertising Planning III.Choosing Research Methods

20. Muhammad Waqas Strategic Planning Lecture 11

21. Muhammad Waqas 7-21 Chapter Outline I.Chapter Key Points II.Advertising Strategy III.Basic Strategic Planning Decisions IV.Account Planning: What Is It? V.Planning for IMC

22. Muhammad Waqas Strategic Planning (Continued) Lecture 12

23. Muhammad Waqas 7-23 Chapter Outline I.Chapter Key Points II.Advertising Strategy III.Basic Strategic Planning Decisions IV.Account Planning: What Is It? V.Planning for IMC

24. Muhammad Waqas The Creative Side and Message Strategy Lecture 13

25. Muhammad Waqas 12 – 25 Chapter Outline I.Chapter Key Points II.The Art and Science of Creative Advertising III.Creative Strategy IV.Facets of Creative Strategy V.Planning and Managing Creative Strategy

26. Muhammad Waqas The Creative Side and Message Strategy (Continued) Lecture 14

27. Muhammad Waqas 12 – 27 Chapter Outline I.Chapter Key Points II.The Art and Science of Creative Advertising III.Creative Strategy IV.Facets of Creative Strategy V.Planning and Managing Creative Strategy

28. Muhammad Waqas Selecting Message Appeals and Picking Endorsers Lecture 15-16

29. Muhammad Waqas Chapter Key Points Types of Endorsers Endorser Attributes Advertising Appeals

30. Muhammad Waqas Broadcast Media Lecture 17

31. Muhammad Waqas Chapter Outline I.Chapter Key Points II.Broadcast Media III.Radio IV.Television V.Film and Video VI.Product Placement VII.Using Broadcast Advertising Effectively

32. Muhammad Waqas Broadcast Media (Continued) Lecture18

33. Muhammad Waqas Lecture Outline I.Television II.Film and Video III.Product Placement IV.Using Broadcast Advertising Effectively

34. Muhammad Waqas Print and Out-of-Home Media Lecture 19-20

35. Muhammad Waqas Chapter Outline I.Chapter Key Points II.The Media Industry III.Basic Media Concepts IV.Print Media V.Newspapers VI.Magazines VII.Packaging VIII.Out-of-Home Advertising IX.Directory Advertising X.Using Print Advertising

36. Muhammad Waqas Interactive and Alternative Media Lecture 21-22

37. Muhammad Waqas Chapter Outline I.Chapter Key Points II.Interactive Media III.The Internet IV.Internet Advertising V.E-Mail Advertising VI.Alternative and New Media

38. Muhammad Waqas Copywriting Lecture 23-24

39. Muhammad Waqas Chapter Outline I.Chapter Key Points II.Copywriting: The Language of Advertising III.Copywriting for Print IV.How to Write Radio Copy V.How to Write Television Copy VI.Writing for the Web VII.Copywriting in a Global Environment

40. Muhammad Waqas Design and Production Lecture 25-26

41. Muhammad Waqas Chapter Outline I.Chapter Key Points II.Visual Communication III.Print Art Direction IV.Print Production V.Television Art Direction VI.Broadcast Production VII.Effective Web Design

42. Muhammad Waqas Public Relations Lecture 27-28

43. Muhammad Waqas 17 - 43 Chapter Outline I.Chapter Key Points II.The Practice of Public Relations III.Public Relations Planning IV.Public Relations Tools V.Effectiveness and PR Excellence

44. Muhammad Waqas Event Management Lecture 29

45. Muhammad Waqas Chapter Outline Chapter Key Points Introduction to Event Management Size of Events Types of Events The Event Team

46. Muhammad Waqas Concept and Design Lecture 30

47. Muhammad Waqas Chapter Outline Chapter Key Points Concept Development Analyzing the Concept Designing the Event Logistics of the Concept

48. Muhammad Waqas Event Marketing Lecture 31

49. Muhammad Waqas Chapter Outline Event Marketing Nature of Event Marketing Process of Event Marketing Protocols