Part 1: foundations of advertising and ad communication
You explore advertising theories and strategies and analyse successful advertising campaigns and adverts.
This page was translated from Dutch with AI.
Advertising and Ad Communication
You do not know exactly who your target audience is and how to convince them with advertising. In this in house training course you learn to set up advertising and ad campaigns that resonate with your target audience and prompt them to take action. The training course consists of 2 half days for 6 to 12 participants, in Dutch or English.
Do you recognise this?
You are sitting down for a new campaign and someone asks who it is actually meant for. You give an answer, but you feel it sounds vague. The budget is there, the advert is ready, and yet you do not know if it will reach the right people.
Soon the reactions will come, or perhaps not. You want a message that catches on, but you doubt whether you know your target audience well enough and which channel suits them.
When you create advertising and adverts:
- you do not really know who your potential customers are;
- you doubt how to convince them of the value of your product or service;
- you get little reaction from the people you want to reach;
- you do not know which media and channels to use strategically.
A target audience that is not clearly defined costs marketing budget and yields little engagement.
Why does my advertising not reach the target audience?
You often create advertising based on what you want to say. The target audience listens to what matters to them, and if those two do not align, the reaction fails to materialise.
This way you keep advertising to a target audience that is not clearly defined. That takes time and budget and yields little engagement, and it is frustrating to guess time and again which message or which channel works.
It does not have to stay this way. Knowing who you want to reach and why they would react is something you can learn.
How do you create advertising that does catch on?
Setting up a campaign follows a way of thinking that you can learn: first understand the target audience, then determine the brand identity and the message, and only then choose the channels.
Our coaches know the doubt right before a campaign goes live. In two half days you explore advertising theories and successful campaigns, you work on brand identity and positioning, and you plan a campaign yourself with the media and channels that suit your target audience.
This way you learn to determine with more certainty what you say, to whom and where.
What you can do after the training course
After the training course you can:
- apply the principles and techniques of effective advertising and ad communication;
- understand how people react to advertising messages and adverts;
- develop and communicate a strong brand identity and brand positioning;
- create convincing messages that connect with your target audience;
- explore and strategically use different advertising media and channels.
This is how we approach it
The training course consists of two half days.
Part 2: brand identity and positioning
You develop a strong brand identity and brand positioning and create convincing messages for your target audience. You explore advertising media and channels and practise strategically planning and executing ad campaigns.
Afterwards you keep practising
Every training course is extended in the THOC Leerruimte, our digital learning platform. You receive course material there, including a syllabus and instructional videos.
We work in an experience oriented way: practical exercises, case studies and discussions where you get to work immediately.
Who gives this training course
Our coaches can give this training course. Tell us which campaign or which brand is on your mind, and we will tailor the programme to it.
Frequently asked questions
Practical details
- Formula: In house training course
- Languages: English, Dutch
- Participants: 6 to 12