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BDN Institute
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Core Basic Program
Sample Agenda
General information follows: Programs usually begin at 8:30 AM each day with a morning break at approximately 10:30 for 15 minutes, lunch at 12:30 until 1:15PM, and an afternoon 15 minute break at around 3:15PM with each day ending at approximately 4:30 or 5:00PM.
Day 1:
- Welcome and Introductions
- What Think?
- What do you think about a specific commercial?
Positioning Development
- Definition of Positioning
- Essential Elements of Positioning
- Target-Group Needs
- Competitive Framework
- Benefit
- Reason-Why
- Brand Character
- The Positioning Statement
- Exercise
Day 2:
- The Brand Positioning Audit
- The Brand Positioning Matrix
- Power Positioning
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Creative Development
- Getting From Positioning to Creative
- Really Great Communications
- The Communication Strategy
- The Creative Brief
Fundamentals of Effective Advertising
- The Campaign Idea
- Definition
- Ways to Dimensionalize
- Advantages
- Traits of Good Ones
- How to Assess
Nite-Flight
Day 3:
Print Fundamentals
- Key Elements
Layout
Headlines
Visuals
Body Copy
Nite-Flight Review
Client-Agency Relationship
Growing Your Skills
Closing
Sound like what you're looking for?
Call 800-255-9831 (620-431-0780)
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