Certified Campaign Manager

TABLE OF CONTENT

Changing World of Advertising

• Introduction
• Advertising
• A Second Nature

Creating Great Advertising Institutions

• Not Just Campaigns
• Creative Ideas

The Advertising Agency

• What is Client Servicing?
• Jobs in a Communications Agency
• Client Servicing/Account Management
• Meetings

Agency Work Flow

• Typical Work Flow in Agency
• Advertising Objectives

Branding

• Branding concept
• What is Branding?
• Successful Brands

Positioning

• Evolution of ‘positioning’
• Determining Positioning
• The product
• The Competition
• The Customer
• Product and Consumer Positioning
• The Position You Want

Strategic Thinking

• Advertising Strategies Spectrum

Consumer Insights

• Digging consumer insights!
• Apparent vs Real Reason
• Informal Research
• Benefit Laddering

Campaign Planning

• Planning Cycle
• Determining Advertising Budget
• Advertising Plan—an Outline

Creativity

• The Creative Process
• Creative Strategies
• Message Formats
• Practical Tips
• How to Brief Creative
• Copy, Folks
• Copy Creation in three Steps

Copy Structure

• Copy Style
• Sell Creative Work

Media Planning

• Being visible
• Maximizing-the advertising exposure!
• Framework to ‘Maximizing Advertising Exposure’

Media Briefing

• The Media Briefing
• Being more visible
• Brand Contact Points

Internet Medium

• Internet be the next big medium?

Line Media

• Sales Literature
• Point-of-sale (POS) display material
• Aerial advertising
• CD’s CD-ROMs, audio and video cassettes
• Ad Bags and Carrier Bags
• Body Media

Advertisement Assessment

How to Present Your Work

Campaigns - David Ogilvy

Computers Basics

• Introduction - What is Computer?
• Characteristics of computer
• Commonly Used Computer Terms
• Units of a computer system
• Representation of information
• Basic Operations of a Computer – Input, Process and Output
• Input Devices
• Output Devices
• Storage Devices
• Types of Software
• Disk Organization Terms
• Operating System
• User Interface

Internet

• Networking Concepts
• Internet Terms (Hypertext, URL, Domain Name)
• Web Browser and ISP
• Upload and download files
• Control of Internet
• Email
• Search Engine Optimization
• Social Media