Udemy – Advertising Strategy: From Objectives to ROI

This course is designed to give you a complete, practical framework for building advertising strategy from the ground up—so every decision (message, media, budget, and measurement) ladders up to real business outcomes.

In this course, you’ll learn how to:

• Define clear advertising objectives using SMART and DAGMAR (and avoid “we just want awareness” vagueness)
• Identify and prioritize target segments using STP, then build buyer personas grounded in real data
• Turn consumer data into actionable insights—including the emotional motivations that drive decisions
• Create strong brand positioning and a clear value proposition that keeps campaigns consistent over time
• Write effective creative briefs and shape messages using proven frameworks like AIDA
• Build a media mix and allocate budget strategically across channels (including timing, reach, and frequency)
• Measure what matters: ROAS, CPA, conversion rate, brand lift, and more—without getting trapped by vanity metrics
• Understand attribution models (last-click, multi-touch, and marketing mix modeling) and how they change decisions
• Optimize campaigns in-flight with A/B testing, budget shifts, automation, and dynamic creative
• Learn from a real-world case study: Burger King’s “Whopper Detour” and why it drove app downloads, traffic, and ROI
• Stay current with emerging trends shaping strategy: AI-assisted creative, immersive formats (AR), social commerce, privacy, and ethical advertising