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How to Use Advertising to Attract New Customers

Are you getting the most out of your online media campaigns? Learn how to minimize costs and maximize brand recognition with banner or video ads on the most popular websites for your target audience.

Next, our instructor will give you the inside scoop on how to place ads on social media to increase engagement with potential customers.

Lastly, you will learn how to implement an affiliate marketing program to boost your online sales while keeping your financial risk low.


$ 995 + taxes


One day - 9 a.m. to 4:30 p.m.

Course given in French

To be kept informed of upcoming dates, please send your details to

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  • Develop an integrated online/offline advertising strategy.
  • Create the media plan that works best for your online advertising campaign, informed by your media budget and goals.
  • Identify the best online advertising platforms to reach your target audience.
  • Learn to ask the right questions and set the right goals to work more effectively with your SEM agency or consultant.


Gabriel Tassé
Gabriel Tassé
MSc (Marketing)
Lecturer, HEC Montréal and Co-founder Click & Mortar
  • Ad spend statistics for Canada
  • Traditional vs. programmatic ad buying
  • Banner ads (ad exchange, premium and direct purchase)
  • Video ads (local media, YouTube and other video platforms)
  • Social media ads (Facebook, Instagram and LinkedIn)

Tool: Online media plan (budget forecast and KPIs)

Participants in all of our seminars will receive a certificate of completion from Executive Education HEC Montréal.

For more information about this program

 Make an appointment with:

Nadia Uria-Fernandez

Nadia Uria-Fernandez
Program Manager

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Executive Education > Our programs > Seminars > How to Use Advertising to Attract New Customers