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LinkedIn Learning

Storytelling for Advertising Campaigns

via LinkedIn Learning

Overview

Prepare for a new career with $100 off Coursera Plus
Gear up for jobs in high-demand fields: data analytics, digital marketing, and more.
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 138 ratings

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