How Advertising Works

Programme Objective:

To give participants the ability to uncover and describe a range of advertising opportunities., and to prepare and present solutions beyond the traditional, including professional advertising campaign planes.

Programme Learning Outcomes:

  • I understand a broad range of possible consumer advertising objectives
  • I can use my understanding of how advertising and marketing work to draw the customer into identifying and understanding how advertising could and should work for their business
  • I can present the benefits of the in-paper  and online sponsorship opportunities available in my products.
  • I can prospect effectively and comprehensively for features, supplements and niche products
  • I can sell the incremental benefits of features, supplements and niche products
  • I can identify suitable opportunities to introduce the idea of a planned advertising campaign
  • I can introduce the idea of a planned advertising campaign effectively
  • I can ask for the information I need to enable me to develop an advertising plan
  • I can prepare an advertising plan (3 months - 12 months) for an advertiser
  • I can present an advertising plan to a customer professionally and persuasively.

Prior Learning /Competencies Required by Participants:

Participants should have attended, or be able to demonstrate the competencies defined for Essential Introductory Knowledge.

Programme Resources

Session Plan

Slides with complete Trainers Notes

Exercises with instructions for use



*HOW ADVERTISING WORKS 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.