advertising techniques
The communication strategies intended to persuade or encourage an audience, and the different media which are used to achieve this goal.
Advertising media planners advise on the best communication media platforms to convey ideas. They analyse advertising plans in order to assess the aim and objective of the marketing strategy. They assess the potential and response rate that different communication channels might have on the transmission of a message related to a product, company, or brand.
Competences and skills
42 ESCO relationsEssential knowledge 6 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
0 competencesNo competences in this bucket.
Cross-sector
6 competencescopyright legislation
Legislation describing the protection of the rights of original authors over their work, and how others can use it.
digital media
The set of medias that are transmitted through electronic devices.
digital
market research
The processes, techniques, and purposes comprised in the first step for developing marketing strategies such as the collection of information about customers and the definition of segments and targets.
media planning
The process of selecting the best media to reach marketing and advertising strategy objectives in order to promote a client's product or service. This process encompasses research on target audiences, frequency of advertisements, budgets and media platforms.
types of media
The means of mass communication, such as television, journals, and radio, that reach and influence the majority of the public.
Essential skills and competences 8 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
3 competencescope with challenging demands
Maintain a positive attitude towards new and challenging demands such as interaction with artists and handling of artistic artefacts. Work under pressure such as dealing with last moment changes in time schedules and financial restraints.
create media plan
Determine how, where and when advertisments will be distributed in various media. Decide on consumer target group, area and marketing objectives in order to choose the media platform for advertising.
work with advertising professionals
Cooperate with professionals in the advertising field as to ensure a smooth development of the advertising projects. Work together with researchers, creative teams, publishers, and copywriters.
Cross-sector
5 competencescooperate with colleagues
Cooperate with colleagues in order to ensure that operations run effectively.
create media schedule
Determine the pattern of advertising timing when ads must appear in the media and the frequency of these advertisements. Follow scheduling models such as Continuity and pulsing.
meet deadlines
Ensure operative processes are finished at a previously agreed-upon time.
meet expectations of target audience
Research the needs and expectations of the target audience to ensure the program's theme meets both.
perform media outlets research
Research what will be the best and most effective way to reach the majority of consumers by defining the target audience and the type of media outlet that better fit with the purpose.
Optional knowledge 9 competences
Occupation specific
1 competencepay-per-click
Internet advertising model where an advert is place in a website directing traffic to some other website. The publisher gets paid by every click on the banner.
digital
Sector-specific
2 competencesbelow-the-line technique
The marketing technique used to let consumers get into contact with products by tasting, touching and experiencing them on the selling site and in that sense, closing the selling deal.
search engine optimisation
The marketing approach which promotes webpage presentation by affecting the specific structures of the website which impact its visibility in unpaid search results.
digital
Cross-sector
6 competencesdata visualisation software
A computer tool or application that creates a graphical and visual representation of data, allowing a better understanding and interpretation of complex data through visual elements such as maps, charts, infographics or graphs.
digital
demography
The scientific field of study that deals with studying the size, structure, and distribution of the human population, and its geographical and temporal changes.
interactive media
The method of communication that takes place through digital medias and is based on customers interactions with them. The interactions take place with computerised elements (e.g., moving graphics, digital text and sound).
digital
social media management
The planning, development, and implementation of strategies aimed at managing social media platforms, the publications, the social media management tools, and the image of organisations in them.
digital
social media marketing techniques
The marketing methods and strategies used to increase attention and website traffic through social media channels.
digital
statistics
The study of statistical theory, methods and practices such as collection, organisation, analysis, interpretation and presentation of data. It deals with all aspects of data including the planning of data collection in terms of the design of surveys and experiments in order to forecast and plan work-related activities.
Optional skills and competences 19 competences
Occupation specific
0 competencesNo competences in this bucket.
Sector-specific
2 competencesbuy advertising space
Analyse different advertising outlets in order to buy the most appropriate advertising space for the product or service such as newspapers, posters, and advertisements. Negotiate conditions, prices, and follow up on the delivery of the purchased deal.
identify customer's needs
Use appropriate questions and active listening in order to identify customer expectations, desires and requirements according to product and services.
Cross-sector
17 competencesanalyse business model
Understand the different ways in which companies generate revenues. Consider the sector, the dynamics of the industry, and the idiosyncrasy of the company.
apply statistical analysis techniques
Use models (descriptive or inferential statistics) and techniques (data mining or machine learning) for statistical analysis and ICT tools to analyse data, uncover correlations and forecast trends.
digital
approve advertising campaign
Check all advertising material such as leaflets, websites, television commercials and newspaper ads to make sure they comply with the advertising strategy and customer requirements. Approve the way of distribution.
conduct public presentations
Speak in public and interact with those present. Prepare notices, plans, charts, and other information to support the presentation.
coordinate advertising campaigns
Organise course of action to promote a product or service; oversee the production of TV advertisements, newspaper and magazine ads, suggest mail packs, email campaigns, websites, stands and other advertising channels
creatively use digital technologies
Use digital tools and technologies to create knowledge and to innovate processes and products. Engage individually and collectively in cognitive processing to understand and resolve conceptual problems and problem situations in digital environments.
digCompdigital
develop inclusive communication material
Develop inclusive communication resources. Provide appropriate accessible digital, print and signage information and apply the appropriate language to support the representation and inclusion of people with disabilities. Make websites and online facilities accessible, e.g., ensuring compatibility with screen readers.
digital
develop media strategy
Create the strategy on the type of content to be delivered to the target groups and which media to be used, taking into account the characteristics of the target audience and the media that will be used for content delivery.
draw conclusions from market research results
Analyse, draw conclusions and present major observations from the results of market research. Suggest on potential markets, prices, target groups, or investments.
evaluate advertising campaign
Assess the performance of the advertising campaign after implementation and conclusion. Check if objectives were met and if the campaign was successful.
manage budgets
Plan, monitor, report on the budget and prepare set production budgets.
manage contracts
Negotiate the terms, conditions, costs and other specifications of a contract while making sure they comply with legal requirements and are legally enforceable. Oversee the execution of the contract, agree on and document any changes in line with any legal limitations.
monitor media industry research figures
Keep up to date with distribution figures of the various printed media outlets such as newspapers and journals; with the audience figures of radio and television or of specific broadcast programs; and of those of online outlets such as search engine optimisation and pay-per-click results.
perform project management
Manage and plan various resources, such as human resources, budget, deadline, results, and quality necessary for a specific project, and monitor the project's progress in order to achieve a specific goal within a set time and budget.
research
persuade clients with alternatives
Describe, detail, and compare possible alternatives that clients could take about products and services to persuade them to take a decision that benefits both the company and the client.
present arguments persuasively
Present arguments during a negotiation or debate, or in written form, in a persuasive manner in order to obtain the most support for the case the speaker or writer represents.
study sales levels of products
Collect and analyse sales levels of products and services in order to use this information for determining the quantities to be produced in the following batches, customer feedback, price trends, and the efficiency of sales methods.