Institute of Advertising Singapore Professional Certificate in Advertising by Design

What this course is about

In any complex industrial society, advertising is seen as a powerful economic force. It is, however, much more than that, for we have witnessed advertising’s influence on the consumer’s culture, perception, values and quality of life. Designed to empower those involved in the creation of ads, this course focuses on getting into the mindset of consumers and understanding what makes them tick. Advertising by Design is in effect, a process of understanding consumer behaviour and the impact that current aesthetic, philosophical, cultural, social, economic issues have on branding and advertising projects.

Who should attend and why

This module deals with the design aspects involved in building and retaining the brand image of a product/service. It will provide students with the skills to create corporate logos and below-the-line advertising material to effectively establish and promote corporate identity. Students will acquire an advanced understanding of the business world, relating the concepts of information design for a corporate client. The primary aim of this module is to enable students to develop a coordinated visual identity programmes through a diverse range of design applications.

Candidates of this course will benefit from a deeper understanding of the advertising culture, and through analysis of local and international advertising, be able to support their concepts, ideas and presentations through psychographic evidence and research, rather than on the basis of art or intuition. This course also gives an insight into brand communication, the creation of a cohesive brand and the designing of corporate identity.

Course Details

The IAS Professional Certificate in Advertising by Design course comprises of thirteen (13) sessions for which lessons are held twice a week in the evening (7 – 10 p.m.). The programme syllabus comprises the following topics:

• Understanding the basic foundation of a brand



• Key strategic decisions before establishing a brand



• Advertising – how it works and what it can do – above, below and through the line media and marketing



• Semiotics – the science of visual communication



• Brand Development I – the Image, Personality and the tone



• Brand Development II – the Memory



• Brand Management I– marketing your brand through differentiation, understanding the media and media mix



• Brand Management II – delivering the promise, maintaining the trust, crisis management for brands



• Case Study of successful brands

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