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LinkedIn Learning

Storytelling for Advertising Campaigns

via LinkedIn Learning

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Overview

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Storytelling is an important skill for the modern day creative pro. Learn how to apply it to marketing and advertising for authentic connections between brands and consumers.

Syllabus

Introduction
  • Welcome
  • Story in advertising
1. Story Components
  • Understanding story structure
  • Building story through narrative
  • How that structure applies to advertising
  • Building campaigns through narrative
2. Tapping into Emotions
  • Base human emotion
  • Triggering emotional response through story
  • Empathy vs. manipulation
3. Real-World Project
  • Kansas City Regional Association of Realtors campaign introduction
  • Audience breakdown
  • Story in brainstorming
  • Identifying the story core
4. Building the Campaign
  • TV spot development
  • Print ad development
  • Website development
  • Digital social content development
Conclusion
  • Finding additional story beats
  • Story adjustment and optimization

Taught by

Stefan Mumaw

Reviews

4.7 rating at LinkedIn Learning based on 296 ratings

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