Certified Campaign Manager

TABLE OF CONTENT

Chapter 1. Changing World of Advertising

• Evolution of Advertising: Print → Broadcast → Digital → Programmatic → AI-Driven
• The Advertising Ecosystem: Advertisers, Agencies, Media Owners, Platforms, Consumers
• India's Advertising Landscape: Market Size, Key Players (GroupM, Publicis, Dentsu, BBDO), ASCI Regulations
• Integrated Marketing Communications (IMC): The Campaign Manager's Unifying Framework

Chapter 2. Creating Great Advertising / The Advertising Agency

• Creative Ideas — What Makes an Idea Campaign-Worthy
• Client Servicing / Account Management
• Jobs in a Communications Agency (→ Modernise: Creative Director, Strategist, Performance Marketer, Data Analyst, Social Media Manager, Programmatic Trader — the roles that exist in 2026)
• Meetings: Client Briefing, Status, Creative Review
• Agency Models: Full-Service, Specialist (Creative, Media, Digital, PR), In-house Agency, Consultancy vs Agency
• Writing a Creative Brief: Essential Elements, Common Mistakes, Brief Templates

Chapter 3. Agency Workflow

• Typical Work Flow in Agency
• Advertising Objectives (Using modern frameworks: SMART Objectives, SOSTAC Model, Awareness–Consideration–Conversion Funnel objectives)
• Campaign Brief to Launch: End-to-End Project Timeline, Milestones & Approvals
• Agile Campaign Management: Sprints, Iterations, Real-Time Optimisation
• Project Management Tools for Campaign Managers: Asana, Monday.com, Trello, Notion

Chapter 4. Branding, Positioning & Strategic Thinking

• Brand Strategy for Campaign Managers: Brand Equity, Identity, Tone of Voice, Brand Guidelines
• Successful Brands — Characteristics and Case Examples
• Evolution of 'Positioning (Ries & Trout's Positioning, Keller's CBBE, Modern Purpose-Led Positioning)
• Determining Positioning: Product, Competition, Customer
• Product & Consumer Positioning
• Campaign Strategy Frameworks: Push vs Pull, Above-the-Line vs Below-the-Line vs Through-the-Line, Performance vs Brand
• Situation Analysis for Campaign Planning: SWOT, PESTLE, Competitor Mapping
• Target Audience Definition: Demographics, Psychographics, Behavioural Segments, Personas

Chapter 5. Consumer Insights

• The Art of the Insight: What Separates an Observation from a True Consumer Insight
• Apparent vs Real Reason
• Informal Research
• Benefit Laddering
• Primary Research for Campaign Insights: Focus Groups, IDIs, Online Communities
• Secondary & Syndicated Research Sources: Kantar, Nielsen, IMRB, Mintel, Google Trends
• Social Listening as an Insight Tool: Brandwatch, Sprinklr, Meltwater, Twitter/X Analytics
• Customer Journey Mapping: Touchpoint Analysis, Moments of Truth, Pain Points

Chapter 6. Campaign Planning

• Planning Cycle
• Determining Advertising Budget
• Advertising Plan (Objectives → Strategy → Creative → Media → Budget → Timeline → KPIs → Measurement)
• Budget Allocation Methods: Percentage of Sales, Competitive Parity, Objective & Task, Zero-Based
• Budget Split: Above-the-Line vs Below-the-Line vs Digital — Frameworks for Modern Allocation
• Campaign Calendar & Flighting: Continuity, Pulsing, Flighting Strategy
• Go-to-Market (GTM) Campaign Planning for Product Launches

Chapter 7. Creativity & Copy Structure

• The Creative Process
• Creative Strategies & Message Formats
• How to Brief Creative
• Copy, Folks / Copy Creation in Three Steps (Copywriting for Omnichannel — TV Scripts, Digital Ad Copy, Social Captions, Email Subject Lines, Landing Pages, Short-Form Video)
• Copy Style
• Presenting & Selling Creative Work to Clients: Structure, Rationale, Handling Feedback
• Visual Communication & Design Thinking for Campaign Managers
• Content Strategy: Owned, Earned & Paid Content Planning
• AI in Creative: Using Generative AI Tools (ChatGPT, Midjourney, Adobe Firefly) in Campaign Production
• Video Content Strategy: Long-Form, Short-Form (Reels/Shorts), Connected TV

Chapter 8. Media Planning & Briefing

• Media Planning Fundamentals: Reach, Frequency, GRPs, CPM, Share of Voice
• Media Planning Framework: Audience Definition → Channel Selection → Scheduling → Optimisation
• The Media Briefing
• Omnichannel Media Strategy: Integrating Paid, Owned & Earned Media Touchpoints
• Media Mix Modelling (MMM): Measuring Cross-Channel Campaign Contribution
• Traditional Media: TV (BARC Ratings), Print (IRS), Radio, Out-of-Home (OOH/DOOH)
• Programmatic Advertising: DSPs, SSPs, DMPs, Real-Time Bidding, Header Bidding
• Media Buying: Direct Buys, Negotiation, Rate Cards, Added Value

Chapter 9. Digital Campaign Management (Comprehensive Replacement)

• Search Marketing: Google Ads — Search, Display, Shopping, Performance Max Campaign Types
• Social Media Advertising: Meta Ads (Facebook/Instagram), LinkedIn, YouTube, Snapchat, Pinterest
• India-Specific Digital Platforms: Jio Ads, ShareChat, Moj, Koo — Reaching Vernacular Audiences
• Email Marketing Campaigns: List Management, Segmentation, Automation, A/B Testing
• SEO for Campaign Managers: Keyword Strategy, Landing Page Optimisation, Organic vs Paid
• App Install & Mobile Campaigns: UAC, ASO, Deep Linking, In-App Advertising
• Influencer Marketing: Mega, Macro, Micro, Nano — Selection, Briefing, Measurement
• WhatsApp & Conversational Marketing: WhatsApp Business API, Chatbots, Click-to-WhatsApp Ads

Chapter 10. BTL, Experiential & Trade Marketing 

• Sales Literature (Brochures, Flyers, POS Material) — Modernised for Digital Formats
• Point-of-Sale (POS) Display Material
• Experiential Marketing & Brand Activations: Pop-ups, Sampling, Events, Immersive Experiences
• Trade Marketing Campaigns: Shopper Marketing, In-Store Visibility, Retailer Co-op Campaigns
• OOH & DOOH Advertising: Billboards, Transit, Digital Screens, Programmatic OOH
• Guerrilla Marketing & Ambient Media: High-Impact, Low-Budget Campaign Tactics

Chapter 11. Campaign Measurement & Assessment 

• Campaign KPIs: Impressions, Reach, CTR, CPL, CPA, ROAS, Brand Lift — By Objective
• Pre-Campaign Measurement: Setting Benchmarks, Baseline Tracking, Control Groups
• Mid-Campaign Optimisation: A/B Testing, Creative Fatigue, Budget Reallocation
• Post-Campaign Analysis: ROI Calculation, Attribution Modelling, Lessons Learned
• Attribution Models: Last-Click, First-Click, Linear, Time-Decay, Data-Driven Attribution
• Dashboard & Reporting: Google Looker Studio, Meta Ads Manager, Custom Campaign Reports

Chapter 12. Campaign Case Studies 

• Classic Case Studies (David Ogilvy Campaigns, → Ogilvy's Rolls-Royce, Dove, Hathaway ads)
• Classic Indian Campaign Case Studies: Amul (topical advertising), Asian Paints (brand building), Fevicol (humour & memorability)
• Modern Digital Campaign Case Studies: Zomato (social media), boAt (D2C brand building), CRED (unconventional creative)
• Integrated Campaign Deconstruction: Brief → Strategy → Creative → Media → Results

Chapter 13. Performance Marketing & Paid Campaigns

• Performance Marketing vs Brand Marketing: The Tension, The Balance, The Integration
• Google Ads Campaign Setup: Search, Display, Video, Shopping, Performance Max
• Meta Ads Manager: Campaign Structure (Campaign → Ad Set → Ad), Audience Targeting, Bidding
• Retargeting Campaigns: Pixel Setup, Custom Audiences, Lookalike Audiences
• Landing Page Optimisation & Conversion Rate Optimisation (CRO) for Campaign Managers

Chapter 14. Social Media Campaign Management

• Social Media Campaign Strategy: Platform Selection, Content Calendar, Posting Cadence
• Short-Form Video Campaigns: Instagram Reels, YouTube Shorts, LinkedIn Video — Creative Best Practices
• Community Management During Campaigns: Engagement, Moderation, Crisis Response
• UGC (User-Generated Content) Campaigns: Strategy, Incentivisation, Rights Management
• Social Media Analytics: Platform-Native Insights, Follower Growth, Engagement Rate, Share of Voice

Chapter 15. AI, Data & MarTech for Campaign Managers

• MarTech Stack for Campaign Managers: CRM, Marketing Automation, CDP, Analytics
• Marketing Automation: HubSpot, Mailchimp, Klaviyo — Drip Campaigns, Lead Nurturing
• AI in Campaign Management: Predictive Targeting, Dynamic Creative Optimisation (DCO), Automated Bidding
• First-Party Data Strategy: Cookie Deprecation, Consent Management, CRM-Based Targeting
• Campaign Analytics Platforms: GA4, Adobe Analytics, Segment — Setting Up Tracking & Reporting

Chapter 16. Ethics, Compliance & Regulatory Framework

• ASCI (Advertising Standards Council of India) Code: Misleading Ads, Comparative Ads, Endorsements
• Digital Advertising Compliance: SEBI Guidelines on Financial Ads, FSSAI Rules on Food Ads, Drug Ad Regulations
• Data Privacy in Campaign Management: DPDP Act 2023, GDPR for India-facing Global Brands, Consent Banners
• Responsible Advertising: Avoiding Stereotypes, Inclusive Representation, Greenwashing vs Genuine Sustainability