BDN Institute

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

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

- Live Case Study

Day 3:

Print Fundamentals 

           - Key Elements
                     Layout
                     Headlines
                     Visuals
                     Body Copy

Nite-Flight Review

Client-Agency Relationship

Growing Your Skills

Closing