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


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