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