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Unformatted text preview: Advertising pyramid SWOT Marketing mix Exchanges and satisfaction Top down and bottom up planning Budgeting methods for advertising Creative roles i.e. Artist Creative pyramid Characteristics of great ads i.e. resonance Creative brief Fact and value based thinking Concept transformation techniques Art direction Brainstorming 5 presentation components of selling power Layout and layout formats i.e. circus Thumbnail, rough, dummy, comprehensive Principles of design i.e. balance Headlines and headline types Subheads Slogans Close and trial close Storyboard TV formats Radio script...
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- Spring '08