Module 1.

How advertising works

A primer on the fundamentals of how and why advertising works to build brands and grow sales, how we define effectiveness, and what campaigns need to achieve to deliver business results.

Module 2.

Investing for growth

The principle of Excess Share of Voice, the relationship between share of voice and share of market, and how to ensure your advertising budget is sufficient to achieve your business’ growth objectives.

Module 3.

Targeting for growth

The principle of growth through penetration, the pitfalls of loyalty, and how to build brand and business through the targeting of all category buyers.

Module 4.

Managing long & short

The difference between short-term advertising that works to convert the existing demand in the market, and long-term advertising that works to create future demand – and how to balance those activities to achieve the most effective mix.

Module 5.

Building mental availability

The difference between physical availability and mental availability, and how to use distinctive assets and harness brand familiarity to make brands easier to buy.

Module 6.

Creativity & effectiveness

How creativity works to create fame and commercial success, and how to use advertising creativity as a magnifier of campaign effectiveness.

Module 7.

Creative Commitment

How to manage key campaign variables of spend, duration and spread of media channels to maximise effectiveness potential.

Module 8.

Objective setting, tracking & measurement

How to create clarity by correctly and robustly setting advertising objectives, demonstrate value by tracking and measuring advertising effectiveness, and nurture confidence by socialising results in powerful ways.

Module 9.

Applying the principles to the brands you work on

How to take what you’ve learned on the programme and apply it to the brands you work on. A series of frameworks and canvases with which to apply your new knowledge to your day-to-day.