Advertising

  1. Creative Strategy and Development
    1. The Creative Brief
      1. Key Components
        1. The Problem Statement
          1. Advertising Objective
            1. Target Audience Description
              1. Key Consumer Insight
                1. Single-Minded Proposition
                  1. Reasons to Believe
                    1. Tone and Manner
                    2. Writing Effective Creative Briefs
                      1. Brief Approval Process
                      2. Developing the Creative Concept
                        1. Brainstorming Techniques
                          1. Mind Mapping
                            1. Free Association
                              1. Group Ideation Sessions
                                1. SCAMPER Method
                                2. Creative Thinking Methods
                                  1. Concept Development Process
                                    1. Concept Testing
                                      1. Internal Review
                                        1. Consumer Feedback
                                          1. Refinement of Concepts
                                        2. Message Strategies and Appeals
                                          1. Rational Appeals
                                            1. Product Features and Benefits
                                              1. Competitive Advantage
                                                1. Price and Value
                                                  1. News and Scarcity
                                                    1. Problem-Solution Format
                                                    2. Emotional Appeals
                                                      1. Fear Appeals
                                                        1. Humor Appeals
                                                          1. Sex Appeals
                                                            1. Nostalgia Appeals
                                                              1. Empathy and Compassion Appeals
                                                                1. Pride and Achievement Appeals
                                                                2. Moral and Social Appeals
                                                                  1. Storytelling Techniques
                                                                    1. Narrative Structure
                                                                      1. Character Development
                                                                        1. Conflict and Resolution
                                                                      2. Copywriting
                                                                        1. Elements of Ad Copy
                                                                          1. Headline Writing
                                                                            1. Body Copy Development
                                                                              1. Tagline and Slogan Creation
                                                                                1. Call to Action Formulation
                                                                                2. Writing for Different Media
                                                                                  1. Broadcast Scriptwriting
                                                                                    1. Digital and Web Copywriting
                                                                                      1. Social Media Copywriting
                                                                                        1. Mobile Copywriting
                                                                                        2. Copywriting Techniques
                                                                                          1. AIDA Formula
                                                                                            1. PAS Formula
                                                                                              1. Features vs. Benefits
                                                                                            2. Art Direction and Visual Design
                                                                                              1. Visual Elements
                                                                                                1. Layout and Composition
                                                                                                  1. Color Theory and Psychology
                                                                                                    1. Typography Selection
                                                                                                      1. Imagery Selection
                                                                                                        1. Photography
                                                                                                          1. Illustration
                                                                                                            1. Graphics and Icons
                                                                                                          2. Design Principles
                                                                                                            1. Balance and Alignment
                                                                                                              1. Contrast and Emphasis
                                                                                                                1. Hierarchy and Flow
                                                                                                                  1. Repetition and Consistency
                                                                                                                    1. Proximity and Grouping
                                                                                                                      1. White Space Usage
                                                                                                                      2. Brand Visual Identity
                                                                                                                        1. Logo Usage
                                                                                                                          1. Brand Guidelines
                                                                                                                            1. Visual Consistency
                                                                                                                            2. Storyboarding for Video
                                                                                                                              1. Script Visualization
                                                                                                                                1. Shot Planning
                                                                                                                                  1. Sequence Development
                                                                                                                                    1. Timing and Pacing

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                                                                                                                                3. Advertising Strategy and Planning

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                                                                                                                                5. Media Strategy and Planning