program. 8. Creative strategy: Planning and development -- 9. Creative strategy: Implementation and

strategy -- 8. Print and out-of-home media -- 9. Broadcast media -- 10. Interactive and alternative media

Creating an advertising strategy -- Researching your client's product -- Understanding consumer

. Marketing plan and strategy -- Day 8. Competitive advantage and benefits -- Day 9. Identity and branding

COMMUNICATIONS PROGRAM. Ch. 8. Creative Strategy: Planning and Development -- Ch. 9. Creative Strategy

. Argument in advertising -- How argument persuades -- Argument strategy -- Comparative argument

A brief history of advertising -- The biz : structure, strategy, and the creative brief -- Thinking

: determinants of advertising strategy -- Research: Gathering information for advertising planning -- Marketing

cornerstone of any corporate growth strategy. He does this by highlighting communication approaches drawn from

-of-purchase materials -- Overview of advertising management -- Creative advertising strategy -- Endorsers and message

. Advertising background, planning, and strategy -- The consumer audience -- Account planning and research

segmentation and the marketing mix: determinants of advertising strategy -- Research: gathering information for