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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
- Psychology, Elaboration likelihood model, Concept transformation techniques