Advertising Foundations

Introduction

• Advertising foundations

1. The Basics of Advertising

• The ad cycle
• Defining an audience
• Setting objectives
• Creating an advertising strategy
• Crafting an advertising message
• Producing an ad
• Placing an ad
• Writing a brief

2. Creating a Minimum Viable Plan

• Being where the customers are
• Basic digital presence
• Basic advertising presence
• Mapping competitors
• Basics of public relations
• Content strategy

3. Working with Advertising Partners

• The landscape of marketing providers
• Research and strategy partners
• Design, creative, and content partners
• Production and digital development partners
• Analytics and optimization partners

4. Advertising in Larger Corporations

• Working with an agency
• Next steps