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Unformatted text preview: Levels of the advertising pyramid Advertising budget methods SWOT Creative roles Creative pyramid levels Relevance and resonance Creative brief Styles of thinking Creative techniques: Adapt, Imagine, And Reverse Art direction Layouts Design principles: balance, direction, and proportion Poster style layout What should headlines do? Types of headlines Subheads Body copy Close Storyboard Translating ads to other languages TV formats Slogans Radio script Target sketch...
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- Fall '08