About the project

Distance learning course

“Raising Social Advertising Effectiveness in Russia”

Participants of the course: organizations in the Russian regions interested in getting the most up-to-date information in the sphere of social advertising and, especially in social advertising production and promotion.

This distance learning course is developed and run within the framework of a multisided project “Raising Social Advertising Effectiveness in Russia”. The project’s end of term is the middle of 2010. It aims at creating a stable and developing expert community in Russia in the sphere of social advertising as well as establishing and supporting effective communications between the Russian and foreign social advertising professionals, creation and dissemination of more efficient social advertisements in the regions of Russia.

MODULE 1 KEY CONCEPTS OF SOCIAL ADVERTISING, HISTORY, PSYCHOLOGY

Broadcasting the first webinar of the educational course

Lecture 1.

"Basic concepts of social advertising, 5 rules and 5 errors."

Test. Theme 1. Task 1. Individual. (Nikolayshvili GG)

"Key concepts, 5 rules and 5 social mistakes

advertising

Address of the head of the course Gyuzella Nikolashishvili to the audience of the project "Improving the effectiveness of social advertising in 15 regions of Russia

Lecture 2.

"The history of social advertising".

Test. Theme 2. Task 2.

Sometimes, it is difficult to distinguish social advertising from other forms of promotion, in particular, from agitation, propaganda, commercial advertising, from materials that are not promotional communication. Try to do this as part of this test.

Lecture 3.

"Psychological features of social advertising".

Test. Theme 3. Task 3.

Analysis of the video.

Select 1 - 2 videos (from those presented in the lecture or any other, including those made by you) and analyze them according to the techniques and performance criteria.

Final webinar of the first module

MODULE 2 DEVELOPMENT OF A PRODUCT OF SOCIAL ADVERTISING preparing and conducting a study, preparing a technical task, working with a brief, creative concept

Lecture 4.

"Technology of social campaigns".

Lecture 5.

"Development of a creative concept of social advertising".

Parting word) to work on a cross-regional rating

MODULE 3. MODERN TECHNOLOGIES OF SOCIAL COMMUNICATIONS. Work in social media, content generation, promotion of campaigns in the communication space.

Lecture 6.

"Design of social projects: how to do such things".

Record webinar on the preliminary results of the cross-regional ranking of regions.

April 29, 11:00.

Lecture 7.

"Promotion of social projects in new media".

MODULE 4. SOCIAL COMMUNICATION AND EVALUATION OF THE EFFICIENCY OF ADVERTISING CAMPAIGNS

Lecture 8.

"Basics of presentation and social communication".

Course will be ended in September, 2019 when participants will show their final projects.

In the end of November 2019 there will be announce of the dates of IX International Conference.