Sample Agenda for Open

 

Day 1:

1. Pre-Production
   - Thinking About Advertising
   - Defining Really "Great" Advertising
   

2. Building A Brand Through Power Positioning
   - Definition of Positioning
   - Essential Elements of Positioning
        -- Target/Group Needs
        -- Competitive Framework
        -- Benefit
        -- Reason-Why
        -- Brand Character
   - The Brand Positioning Statement (Case Study)
   

 

Day 2:

- The Brand Positioning Audit
-  The Brand Positioning Matrix
-  Power Positioning

3. Managing Really Great Advertising
   - Creative Development
        -- Getting From Positioning to Creative
        -- The Communication Strategy
        -- The Creative Brief
   

4. Fundamentals of Effective Advertising
   - Fundamentals
        -- The Campaign Idea
                 Definition
                 Ways to Dimensionalize
                 Advantages
                 Traits
                 How to Assess
        -- TVC Execution
                 Relation to the Campaign Idea
                 5-Format Types
                 How to Assess
        -- The Process
        -- Nite-Flight
                  Case Study (Team)
       
   

Day 3:

 

5. More Fundamentals of Effective Advertising
   - Print Fundamentals
        -- Headlines
        -- Visuals
        -- Layout/Body Copy
        -- Exercise
   

6. Processes - Relationships That Work
   - Nite-Flight Review
   - Client/Agency Relationship
        -- Skillful Means
        -- Essential Practices
   

7. Post Production
   - Close - Further Practices for Skill Development