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Dates & Times
Start Date/Time: Tuesday, November 11, 2008 at 8:00am
End Date/Time: Wednesday, November 12, 2008 at 5:00pm
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Venue/Location
TBD
New York, NY
Registration Fees
Early-bird pricing is in effect for this event through 10/03/2008:
| Member Rate | Non-Member Rate | ||
| Program Registration Fee | $1,145 (Reg. $1,295) | $1,545 (Reg. $1,695) | |
Course Description
Successful advertising campaigns are built on creative concepts driven by strategic marketing objectives. This marketing training program examines the entire creative management process, from understanding the competitive landscape and writing a positioning statement to leveraging customer insights and producing award-winning marketing campaigns. By creating an actual campaign, you will work through the stages of positioning, strategy, creative development, production, and evaluation.
At the end of this course, you will understand:
- How to manage the creative/strategy development process
- How to write a positioning statement and develop a powerful and solid creative strategy
- The difference between creative execution and a full-fledged advertising campaign
- How to evaluate advertising concepts across all media and determine which ads are on strategy
Who should attend?
- Product/brand managers
- Assistant product and brand managers
- Strategic planners
- Marketing/advertising communication managers
- Senior professionals wishing to refresh their skills
Key Topics
- Basic Elements of Effective Advertising - Group Exercise
- What Makes A Campaign
- Evaluation & Feedback to Agency
- More-Effective Print - Group Exercise
- More-Effective Television
- Radio
- Out of Home
- Strategic & Creative Assignment: Airline Case Study
Instructor
This course is taught by either Jane Maas or Richard Holt
Class Agenda
Each day will have a continental breakfast at 8:30 a.m., a mid-morning snack, lunch at 12:00 noon, and a mid-afternoon break. The course will finish each day at approximately 5:00 p.m.
DAY ONE – 8:30am – 5: 00pm
Continental Breakfast – 8:00am – 8:30am
- Introductions, Creative Strategy, Group Exercise
Break – 10:15am – 10:30am
- Creative Strategy (cont)
Lunch – 12:00pm – 1:00pm
- Basic Elements of Effective Advertising - Group Exercise
- What Makes A Campaign
Break – 3:15pm – 3:30pm
- Evaluation & Feedback to Agency
- More Effective Print - Group Exercise
DAY TWO – 8:30am – 4: 00pm
Continental Breakfast – 8:00am – 8:30am
- More Effective Television
Break – 10:15am – 10:30am
- Radio
- Out-of-Home
Working Lunch – 12:00pm – 1:00pm
- Strategic & Creative Assignment: Airline Case Study
Break – 3:15pm – 3:30pm
- Groups Present Strategies & Creative
- Wrap
Class Instructors
Jane Maas
Chairman Emeritus
Earle Palmer Brown Advertising & Public Relations
Jane Maas is one of the most-respected names in advertising. She is best known for her direction of the “I Love New York” program, which changed the image of New York City and revitalized its tourism economy.
As a creative director at Ogilvy & Mather, Jane worked on advertising for General Foods, Lever Brothers, Johnson Wax, American Express, and Cunard Lines. At Wells Rich Greene, in addition to the New York campaign, she headed the creative group on Procter & Gamble. In 1989 she became president of the New York office of Earle Palmer Brown.
Jane Maas is co-author of the classic How to Advertise, which has sold over 150,000 copies and been translated into 17 languages. She is also the author of Better Brochures and her best-selling autobiography, Adventures of An Advertising Woman. Jane has been New York Advertising Woman of the Year, a winner of the Matrix Award from Women in Communications, and a member of the board of directors of both the American Association of Advertising Agencies and Advertising Women of New York. She is listed in Who’s Who in America.
Jane attended Bucknell University, where she was elected to Phi Beta Kappa in her junior year and graduated summa cum laude. She spent a year at the University of Dijon as a Fulbright Scholar, then received an M.A. from Cornell. Jane’s involvement in the arts and education has continued throughout her career. She served as a public director of the American Institute of Architects, and was made an honorary member by the AIA in 1996. She has also been a board member of the American Architectural Foundation, Bucknell University, and Fordham University. Jane now serves on the board of the William E. Simon Graduate School of Business at the University of Rochester. She has received honorary degrees from St. John’s University and Ramapo College.
Currently, Jane serves as a strategic and creative consultant to a number of international corporations and travels across the country and around the world conducting seminars on more effective advertising for the Association of National Advertisers.
Jane is also the co-author, with her late husband architect Michael Maas, of Christmas in Wales: A Homecoming, published by St. Martin’s Press.
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