Introduction

The Beginner Level of the Professional Diploma in Advertising provides participants with a comprehensive introduction to advertising principles, creativity, and cultural relevance. It equips learners with the ability to develop compelling ideas, design visuals, craft persuasive copy, and integrate Ethiopian traditions with modern advertising approaches. AI tools are introduced as creative partners, enabling students to enhance productivity, personalization, and innovation from the outset.

Trainee Qualification Requirements and Prerequisites

• Basic literacy in English (reading, writing, and speaking).
• Familiarity with using computers and the internet.
• Interest in advertising, creative media, or marketing.
• No prior professional experience required.

Training Delivery

• Instructor-led presentations and demonstrations.
• Group brainstorming, ideation sessions, and creative workshops.
• Practical exercises using AI and design tools.
• Guest talks from Ethiopian advertising professionals.

Total Duration: 3 months (72 hours total – 24 classes × 3 hours each week)

Resources Provided: Design software access, AI creative tools, case study library.

Training Level

Beginner – builds foundational skills in advertising strategy, creativity, and execution.

Training Objectives

By the end of the Beginner Level, learners will be able to:

• Understand the purpose, scope, and mediums of advertising in both local and global contexts.
• Apply creative frameworks to develop strong campaign ideas.
• Design visuals that communicate brand identity effectively.
• Write persuasive copy across multiple platforms.
• Integrate Ethiopian culture and traditions into ad campaigns.
• Use AI tools for concept generation, visual creation, and copywriting.
• Navigate advertising ethics and regulations in Ethiopia.

Training Subject Areas

The Beginner Level covers essential Modules that define effective advertising, from understanding its foundations to applying creativity and cultural insight in execution.

• Introduction to Advertising in the Age of AI: Provides a historical and cultural overview of advertising, including its evolution from traditional mediums to AI-powered platforms. Examines Ethiopian advertising’s transition and explores AI’s role in ad creation and targeting.
• Creative Thinking & Big Idea Generation: Teaches methods for generating unique advertising concepts using global creative frameworks, cultural insights, and AI idea-generation tools.
• Visual Language & Art Direction: Covers principles of visual communication, art direction, and culturally rooted design choices. Introduces AI and design platforms for rapid prototyping.
• Copywriting & Messaging Across Mediums: Develops skills for writing impactful headlines, calls-to-action, and long-form copy. Focuses on adapting tone and style for various audiences in both Amharic and English.
• Advertising Ethics, Culture & Society: Examines the cultural, social, and regulatory aspects of advertising in Ethiopia. Discusses ethical challenges including AI bias and stereotyping.
• Ethiopian Advertising Landscape & Case Studies: Analyzes the media mix, major industry players, and successful local campaigns. Explores the balance between traditional and digital advertising.
• Branding, Identity, and Positioning: Introduces brand-building basics, positioning strategies, and identity design. Examines local brand personalities and AI tools for brand consistency.
• Entrepreneurship & Freelancing in Advertising: Prepares learners for self-employment, covering portfolio creation, pricing strategies, and client acquisition for freelance advertising work.

Assessment and Evaluation

• Practical assignments: Ad concepts, visuals, and copy samples.
• Case study analysis: Ethiopian campaigns and global benchmarks.
• Group projects: Concept-to-prototype campaign creation.
• Quizzes on advertising theory and formats.

Reference Resources

• Ogilvy on Advertising by David Ogilvy
• Hey, Whipple, Squeeze This by Luke Sullivan
• Ethiopian advertising case studies and AI creative tool guides