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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

 

Sound like what you're looking for?

Call 800-255-9831 (620-431-0780)


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