Programme Content
Module 1: Introduction: The Creative Brief as Strategic Roadmap
Summarize the creative brief
Evaluate/critique “brief” work
Recognize common pitfalls
Design a clear, creative brief
Module 2: Setting Objectives
Discover how to select the most meaningful objectives for your communications
Align advertising objectives with business goals
Construct a clear, meaningful, measurable objective
Module 3: Targeting for Growth
Understand the importance of targeting in advertising
Select the appropriate targets to drive growth
Learn to manage and prioritize multiple targets for growth
Module 4: Consumer Behavior and Paths to Persuasion
Identify the characteristics of human behavior that enable you to persuade your target audiences
Assess potential consumer insights
Select the strongest insight to accomplish your marketing communication goals
Evaluate core consumer behavior – and what drives it
Recognize persuasive techniques
Module 5: Positioning Decisions
Develop the ability to write and evaluate positioning statements
Understand Frame of Reference and how to use it appropriately
Recognize Points of Difference and their importance to messaging
Module 6: Executing the Media Plan
Learn key terms and processes within media planning and develop a keen eye for evaluating media plans
Grasp the basic mechanics of data-driven digital media
Understand the overall process of ad production and how to avoid the most common errors
Module 7: Evaluation and Measurement
Learn what makes an ad effective – and how to evaluate its effectiveness
Develop a mindset of experimentation
Define the process involved in proper testing and the right questions to ask
Recognize common testing failures and how to avoid them
