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所在平台: Udemy |
课程主页: https://www.udemy.com/course/advertising-the-art-science-of-executing-creative-content/
课程评论：没有评论
课程名称：广告：创意内容执行的艺术与科学 课程概述：每年，企业在市场上提升产品和服务认知度方面投入数十亿美元。仅在2021年，美国广告商就花费了超过2970亿美元。为了提高成功的几率，广告商需要组建正确的团队并建立最佳的流程，以实现他们的营销目标。广告商为何会投入数十亿美元来开发和执行创意内容？其核心原因是：销售产品或服务、提升品牌认知度、使品牌区别于竞争对手并建立品牌忠诚度。 在本课程中，您将学习执行创意内容以销售产品或服务的基本要素，包括识别关键利益相关者的角色和责任、探索最佳端到端流程以及掌握该流程中的所需任务。创意内容的执行过程有三个基石：首先，必须在制作开始之前进行协作规划；其次，所有相关方必须保持一致，以确保每一项执行的内容都体现经过批准的活动策略；第三，所有参与者必须了解制作执行过程的方方面面，包括需要在何时进行什么工作，以及可能阻碍过程的后续影响。 适合人群：任何参与执行营销活动的人士，例如品牌经理、市场或产品经理、广告运营经理、创意服务经理、制片人等。 课程推荐：“这个课程是帮助客户和代理团队理解从头到尾创建广告内容的完整过程的绝佳方式。内容非常详细，但以简单易懂的方式呈现，适合任何新手跟随和理解。此外，它在整个过程中涵盖了正确的细节，有助于建立最终可以进一步深化的基础知识。参与这门课程，获得这样的理解，不仅对学习者本身有益，也对依赖整个团队熟悉这一过程的人有帮助。” - Endy Hedman，前制作执行官，Wieden+Kennedy，阿姆斯特丹 “我真的很喜欢这门课！非常专业，组织得很好。它的完成度让我印象深刻，整体质量也很高。” - Gary Doyle，集团创意总监/高级副总裁，Cramer-Krasselt
Every year companies spend billions of dollars to raise awareness of their products and services in the marketplace. In 2021, Advertisers spent over $297 billion in the United States alone. To increase their chance of success, advertisers need to have the right team of people and the optimal process to achieve their marketing goals. Why do advertisers invest billions of dollars to develop and execute creative content? Simply put, they need to:Sell their products or servicesCreate brand awarenessDifferentiate their brands from competitorsAnd build brand loyaltyIn this course, you'll learn the fundamentals of executing creative content to sell your products or services, including identifying key stakeholder roles and responsibilities, exploring the optimal end-to-end process, and mastering the required tasks within that process.The creative content execution process has three cornerstones. First, there must be collaborative planning before production begins. Second, all parties must be aligned to ensure that every piece of content to be executed embodies the approved campaign strategy. Third, all parties must understand the ins and outs of the production execution process, which includes what needs to happen when and the subsequent implications that can hinder the process.Who will benefit from this course? Anyone involved in executing marketing campaigns, such as Brand Managers, Marketing or Product Managers, Advertising Operations Managers, Creative Services Managers, producers, and more.Endorsements"This course is a great way to help clients and agency teams understand the full process to create advertising content from start to finish. It's incredibly detailed but executed in a way that is easy for anyone new to advertising film production to understand and follow along with. It also does a tremendous job of touching on the right details throughout the process to help create a base knowledge that can ultimately be built on later. Taking this course and gaining such an understanding will not only benefit those who take it, but also the people around them who rely on the entire team to be knowledgeable and familiar with this process." - Endy Hedman Former Production Executive, Wieden+Kennedy, amsterdam"I really liked this course! Very professional, well put together. I was impressed with the finish of it and just the general overall quality. It was great!" - Gary Doyle Group Creative Director / Sr Vice President, Cramer-Krasselt
