Institute of Commercial Management | Qualification Subject

Campaign Planning & Control

ICM Professional Diploma Unit

Introduction to the Marketing Communication Process

  • The marketing communications mix
  • Advertising
  • Public relations
  • Sales promotions and other promotional activities

Advertising and Public Relations Theory and Practice

  • AIDA
  • Hierarchy of effects
  • Brand image and perception in communications

The Role of the Advertising Agencies

  • Search, evaluation and selection
  • Media/client relationship
  • Company/agency relationship
  • Contracts, agreements, etc.

The Media

  • Magazines
  • Newspapers
  • Product brochures
  • Sales literature
  • Radio
  • Television
  • Outdoor
  • Other media

Media Production

  • An introduction to printing, photography, copy
  • Radio
  • Outdoor advertising
  • Television
  • Decision making responsibility and co-ordination
  • Cost restraints

Marketing Objectives

  • The campaign objectives
  • Strategies
  • Campaign development
  • Briefing the agencies

Market Research

  • Corporate research
  • Media research

The Campaign Plan & Budget Development

  • Advertising
  • Public relations
  • Sales promotions
  • Sampling
  • Trade shows
  • Merchandising, etc.

Creative Production/Traffic

  • Advertising and public relations concepts
  • Copy and press releases
  • Layout design scheduling
  • Campaign testing

The Campaign Launch

  • Distribution of materials
  • Coordination
  • Internal and external communications

Developing the PR Position

  • Press release
  • Copy and information gathering, i.e. testimonials and other success stories
  • Community activities
  • Organising interviews with the press and other activities
  • Sales promotions
  • The sales force
  • Distributors
  • Trade shows
  • Exhibitions
  • Organisation for the campaign launch and scheduling
  • Internal and external communications
  • Handling complaints and enquiries

Direct Marketing

  • Mailing list research
  • Buying and mailing
  • Sales leads and database systems
  • Handling complaints and crisis
  • Campaign monitoring and evaluation

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: What It Is and How to Do It – R White (McGraw Hill)

Indicative Text:

Alternative Text and Further Reading:

All About Public Relations – R Haywood (McGraw Hill)

Success in Advertising & Promotion – D Milner (John Murray)