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Use this five-month module in account management to learn all there is to know about ad agency systems, client brief to creative brief, brand leveraging, creative brief to approval etc.
- Brands and brand management
- How ad agency works
- Customer–based brand equity
- Brand positioning and brand values
- Media issues
- The role of account management
- Choosing brand elements to choose equity
- Account planning
- Designing marketing programmes to build brand equity
- Strategic planning
- Integrating IMC to build brand equity
- Ad agency systems
- Client brief to creative brief
- Brand leveraging
- Creative brief to approval
- Developing brand equity measurement
- Creative concept to completion (production)
- Measuring sources of BE: Capturing consumer mindset
- Working with clients
- Measuring BE outcomes: Capturing market perform
- Financial management
- Design and implementation of branding strategies
- Your role in building brands.
- Growing the business
- Introduction and naming of new products
- Managing brands over time
- Global branding
Venue
Date: 06 June 2007 to 17 October 2007
Location: 1st Floor Renaissance Place, 444 Jan Smuts Avenue, Bordeaux, Johannesburg
Contact: Alison Elliott
Company name: AAA School of Advertising
Telephone number: +27 11 7812772 ext 211
Email address alisonr@aaaschooljhb.co.za
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