Institute of Commercial Management | Qualification Subject


ICM Professional Diploma Unit

Introduction to Advertising

  • History of advertising
  • Significance and scope of the advertising industry
  • Nature and role of advertising in society
  • Types of advertising
  • Factors that influence the communication process
  • The influencer model of communication
  • The interactional model of communication
  • Using advertising to influence attitudes

Advertising Theories, Concepts and Frameworks

  • The use of information and emotion in advertising
  • Advertising concepts and models
  • Trade advertising
  • Eclectic models of advertising
  • Using advertising strategically
  • The Institute of Practitioners in advertising

Advertising Strategies, Planning and Positioning

  • Communications strategies
  • Objectives and strategic development
  • Advertising planning and frameworks
  • Positioning options

Creativity, Content and Appeals

  • Creative roles and skills
  • The creative process
  • Creative content
  • Message appeals
  • Evaluating creativity

Brand Communications: The Role of Advertising

  • Types of branding
  • Brand characteristics
  • Brand associations
  • The role of advertising and communications in branding
  • Brand equity

The Advertising Industry

  • Role of the advertising agency
  • Advertising agency structures and integration
  • Agency operations and roles
  • Advertising agency selection
  • Agency remuneration
  • Advertising budgets

Traditional Media

  • Print media
  • Magazines
  • Strengths and weaknesses of using magazines in the media plan
  • Newspapers
  • Strengths and weaknesses of using newspapers in the media plan
  • Electronic media
  • Radio
  • Strengths and weaknesses of using radio in the media plan
  • Television
  • Strengths and weaknesses of using television in the media plan
  • Outdoor media
  • Direct mail
  • Strengths and weaknesses of using outdoor media and direct mail in the media plan
  • Alternative advertising media

Digital Media and Emerging Technologies

  • Internet and online advertising
  • Strengths and weaknesses of using online in the media plan
  • Mobile marketing
  • Social media marketing, strengths and weaknesses
  • Gaming
  • Strengths and weaknesses of using gaming in the media plan
  • Supplementary digital advertising media

Media Planning

  • How does media planning work?
  • Evolution of media planning
  • The media plan
  • Factors affecting media objectives and strategies
  • Scheduling
  • Media buying

Measuring Advertising Efficiency and Effectiveness

  • Media audience research
  • Calculating the audience
  • Print measurement
  • Broadcast measurement
  • Digital measurement
  • Internet
  • Social media measurement
  • Buying the media

Standards and Responsibilities

  • Attitudes towards advertising
  • Ethics and advertising
  • Controls and regulations
  • The Advertising Standards Authority
  • Codes of practice
  • Complaints and sanctions
  • Corporate social responsibility

Contemporary Issues in Advertising

  • The key issues relating to integration
  • Consumer insights
  • Advertising and social networks
  • Media management planning
  • Measuring advertising effectiveness
  • Creativity

Example Candidate Response Booklet

Example Candidate Response (ECR) Booklets are a source of crucial information for Centres and Candidates as they use real candidate responses. We ask Senior Examiners to comment on five or more responses in terms of why the mark was awarded with commentary about how to improve the answer (if necessary).

Recommended Reading

Main Text:

Advertising: Strategy, Creativity and Media. Chris Fill, Graham Hughes, Scott De Francesco, Pearson.

Indicative Text:

Alternative Text and Further Reading:

Advertising: Principles and Practice, 2005, W.D. Wells, S. Moriarty & J. Burnett, Prentice Hall.

Advertising and Promotion: An Integrated Marketing Communications Approach, 2010, C. Hackley, Sage Publications.