COURSE OVERVIEW:

Nobody can guarantee a winning ad. The only way to know for sure is to test it. But there are several elements that you can incorporate into your ad to give it a better chance of being a winner.

Whether you are advertising an event, new product or a service, creating an ad can help you inform, persuade and even remind current and potential customers about your brand. Advertising ads are placed in newspapers, magazines, social media and on websites. Regardless of where you place your advertisement, successful ads contain seven major elements.

The average person is exposed to somewhere between 200 and 6,000 selling messages a day, depending on lifestyle and who is doing the estimating. The vast majority of these selling messages are ignored, a few are hated, and a tiny, tiny portion of the total are noticed. If a message manages to get our attention and get into our heads, it must still compete with an average of 50,000 thoughts per day, most of which are about ourselves.

A part of our brain constantly and subconsciously scans our environment for anything new or different and anything useful or important. (In advertising parlance, anything “unexpected” and “relevant.”) If this part of the brain notices something new or useful, it tugs on another part of our brain, and a half second later, we believe we are consciously paying attention to something. But the decision has actually already been made subconsciously. This process is continuous and virtually instantaneous. It is a hard-wired human behaviour.

You must stand out in the clutter. This means is that your ad must stand out immediately in a sea of clutter. It must be new and different. That is the purpose of a winning campaign idea and a successful ad.

The first part of this course discusses how to create winning advertising campaign ideas. First it explains how to stand out from others. Then defines what is a campaign idea, and why do you need one. Also, how to spot an idea is explained and then discusses how to create ideas. Finally, we show how to evaluate ideas.

The second part explains the most important creative elements of an ad including: the name, the company or product logo, the headline, the tagline, the reasons to believe, the call to action and the visual element.

LEARNING OUTCOMES:

By the end of this course, you will be able to understand:

• How to create breakthrough advertising campaign ideas?
• How to stand out in the clutter?
• What is a campaign idea, and why do you need one?
• Why you have to do both the relevant and unexpected?
• Why you and your competitors are remarkably predictable?
• How to spot an idea?
• The big idea evaluation checklist
• The difference between a message strategy and a campaign idea
• How to create ideas using the five-step process?
• Why you should separate yourself from your daily grind physically and emotionally when creating ideas?
• How to prepare your mind to create?
• How your subconscious is a creative powerhouse?
• How to set aside a time and place to generate ideas?
• Why evaluate ideas after generating them?
• The best approaches and techniques to create rough ad ideas
• How to evaluate ideas?
• The four kinds of genius in advertising
• The two schools of creative review
• The purpose of creative review
• The six step approach to creative review
• The ad evaluation checklist
• The most important elements of an ad
• The importance of a good name
• The time-tested characteristics of great names
• The classic naming mistakes
• The effective approaches to generate your company or product name
• The importance of the logo, logotypes and brand identity
• The importance of a headline
• How to combine the headline with main visual?
• The successful approaches to writing a headline
• The importance of a tagline
• The effective approaches to writing a tagline
• The importance of the “reasons to believe” element
• The best approaches to convincing others that what you say is true
• The importance of the “call to action” element
• The effective approaches to call your prospects to action
• The importance of the visual element

COURSE DURATION:

The typical duration of this course is approximately 2-3 hours to complete. Your enrolment is Valid for 12 Months. Start anytime and study at your own pace.

COURSE REQUIREMENTS:

You must have access to a computer or any mobile device with Adobe Acrobat Reader (free PDF Viewer) installed, to complete this course.

COURSE DELIVERY:

Purchase and download course content.

ASSESSMENT:

A simple 10-question true or false quiz with Unlimited Submission Attempts.

CERTIFICATION:

Upon course completion, you will receive a customised digital “Certificate of Completion”.