Essential Introductory Knowledge 1

Programme Objective:

To give participants an understanding of the organisation, how it is structured and operates, and how advertising, and newspaper advertising in particular, work.

Programme Learning Outcomes:

  • I can name the key departments within the organization and explain what the role of each one is
  • I can describe the issues on which the advertising department have to work with other departments
  • I can explain the stages in the process between getting an order for an ad and the organization getting the money for it
  • I can explain the major sources of advertising revenue for my region / publishing centre / title (trainer edit as appropriate)
  • I can name the biggest advertiser and advertising category in terms of revenue for my main publication / publishing centre (trainer edit as appropriate)
  • I can check an ad to confirm whether or not it is national
  • I can explain my responsibilities in my current role
  • I can explain my responsibilities in respect of the target process
  • I know who to go to in the team / department when I have a question or concern
  • I can describe different styles of newspaper advertisement
  • I can explain what an advertising agency is and why they exist

Prior Learning /Competencies Required by Participants:


Programme Resources

Session Plan

Slides with complete Trainers Notes

Exercises with instructions for use

*ESSENTIAL INTRODUCTORY KNOWLEDGE (1) has been developed for use  with print and online products.

If you would like a similar Programme for use with a different media channel please contact us.

The Byrne Partnership is a limited company registered in Scotland. Registered Number: 132021.