What is advertising? : The purpose of advertising ; Case study: youth reckless driving prevention -- The project process : Six phases ; Showcase: Bill Schwab, the gate worldwide -- Creative thinking : Tools that stimulate creative thinking ; Showcase: interview with Rosie Arnold -- The brand idea : The big idea ; The brand idea -- Copywriting ; Which comes first: the line or the visual? ; Conventions -- Campaigns and storytelling : What is a campaign, and what makes it effective? ; Case study: mini covert -- Designing for print : Print basics ; Considerations for print -- Designing for motion, broadcase, and broadband : And now a word from our sponsors ; Basics for screen-based media -- Basics considerations for -- Designing for mobile advertising : Mobile advertising basics ; Case study: storyboard, Sony Ericsson "big screen" -- Designing for social media and unconventional marketing : Considerations for social media ; Viral intent ; Unconventional advertising

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