MRA University
Seminars
MRA has reviewed thousands of television commercials and print ads, and hundreds of directors' reels. Drawing upon this cumulative experience, MRA has developed an array of educational advertising seminars for marketing and advertising managers.
All the seminars below are available for in-house presentations. Modules may be mixed and matched to create a customized class to meet your needs.
Creating Powerful Brand Positioning
Turning everyday products into extraordinary brands
This two and a half day hands-on workshop combines theory and practical application along with professional and consumer feedback. You'll develop skills for competitive positioning for your brand and learn to differentiate your product from the competition. Realize maximum ROI from your marketing program.
Leveraging Consumer Insights
Overcoming consumer skepticism and complacency
This two and a half day workshop examines key insight theory. You'll learn to overcome obstacles to consumers' desire for your brand. We'll share tips to create meaningful connections with your target audience. Learn how to dig deep to get the "ah ha" for your brand.
Developing an Enduring Brand Personality
Defining a character your consumers will love
Developing a unique brand personality that resonates with your target audience can often be the distinguishing factor for brand choice in a crowded category. For two and a half days you'll establish the brand personality real estate in your category and stake a claim for your brand. Through a series of creative exercises with consumer input, you'll define where your brand is today and where you want it to be tomorrow.
Master the Fundamentals of Effective TV Advertising
A how-to guide for producing effective television commercials
A comprehensive two-day seminar that covers the basics on creative strategies, elements of effective advertising, storyboard evaluation, and the commercial production process.
Introduction to Television Commercial Production
A seminar that focuses on the television production process
This one-day seminar dissects the process after you've selected your storyboard(s). We'll critique the boards from a production perspective and expose the production cost drivers. You'll study the bidding process and the importance of a pre-production meeting. We'll educate you on the role of the marketing manager in this process.
Developing Arresting and Effective Print Advertising
Tips to get your advertising noticed in a cluttered environment
Learn to make the most of headlines and key visuals to give your print ads "stopping power" in this half-day seminar. We'll review some "best practices" for body copy, layouts, and typography. You'll leave this session with a better comprehension of the print production process and the guidelines for bidding and estimating print production.
Project Briefing for Your Creative Team
Motivating your agency creative team to deliver motivating messages
Great creative briefing inspires motivation and enthusiasm for your agency creatives. A bland brief can doom a project from the start. In this workshop, you'll work with your creative team on ways to motivate, excite, inspire, stimulate, and provoke them for each project. You'll lead your team in Brand Immersion and Consumer Immersion exercises along with other creative and motivating sessions. After two stimulating days, you'll leave with tools to help your creative team craft single-minded breakthrough messages.
The Facts about Television Talent Payments
What every marketing person should know
Become knowledgeable about the different types of talent payments and ways to control those costs. This seminar offers suggestions for negotiating with overscale talent. You'll master the important talent questions to keep in mind. We'll help you develop techniques for broadcast scheduling.
Screening Directors' Reels
Who is the appropriate director for your brand?
You'll learn the inside scoop on regional vs. national directors. Comprehend and recognize the differences in quality levels. Explore the director's specialties, and look at the creative and price considerations when selecting a director. This is a very insightful half-day session.
Creating Appetite Appeal in Your Advertising
A must for all food and beverage advertisers
Does your food stimulate the viewer's interest and appetite? We'll help you develop visual cues for maximizing appetite appeal, and create ways to enhance appetite appeal through the use of music, copy, and production techniques. After this half-day seminar, you'll look at food in a whole new light.
Managing Advertising Agency Relationships
How to get the best from your advertising agency!
Getting to really know your agency and understanding their role and motivation is essential. In this seminar, you'll develop skills to create a sustaining partnership that consistently delivers results. We'll examine measures and rewards for agency performance. We'll analyze the importance of the Agency's role in brand building and how it interacts with yours. You'll master the skills to give constructive and actionable creative comments. We'll explore the "ten toxins" that can kill the relationship.
Competing with Private Label Brands
Developing better plans of action for growing private labels
When 75% of consumers define Private Label brands as "Brands," it becomes increasingly important to understand the Retailers' vision for its own brands and how you can compete. You'll learn about trends in positioning for Private Labels and the advantages of Private Labels for the Retailer. We'll expose you to the best-in-class case studies. You'll learn how to co-exist with Private Labels, how to react when a Private Label rides your equity, and achieve the skills to build an equity that a Private Label can't ride. We'll examine whether or not you should package a Private Label.
Developing an Internet Strategy for Growth
Context, construct, content, and customize
Reaching consumers on the Internet seems so complex. Learn how to simplify your Internet strategy for maximum effectiveness to reach the right consumers at the right place with the right message and in the right form. You'll review what "sticks" on the web and how to apply it to your business.
For more detailed information, seminar fees, or to book a seminar, please contact Fran Furtner at ffurtner@mraservices.com.
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