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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




   - Live Case Study


Day 3:


Print Fundamentals 

           - Key Elements
                     Body Copy


Nite-Flight Review


Client-Agency Relationship


Growing Your Skills




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