Advertising expert Mustafa Khafaji in a symposium at the October 6 Media

 

Under the patronage of Prof. Dr. Mamdouh Mustafa Ghorab, President of 6th of October University, and Prof. Dr. Iman Al-Azizi, Vice President of the University for Education and Student Affairs, and under the supervision and attendance of Prof. Dr. Dina Farouk Abu Zeid, Dean of the Faculty of Media and Communication Arts, the Faculty organized today a symposium entitled “The Creative Process in Advertising Agency”, in which Prof. Mustafa Khafaga, Founder and CEO of Artbox Studios, lectured

 

The symposium addressed the stages of the creative process within advertising agencies, starting with understanding the customer's problem and determining the objectives of the advertising campaign, through developing the appropriate strategy, determining the target audience and the appropriate timing for implementation. The lecturer also reviewed the importance of research and market analysis to ensure that the advertising idea is distinctive and not repeated, in addition to relying on creative thinking and brainstorming within the work team to arrive at innovative ideas.

 

Professor Mustafa Khafaga touched on the practical steps to develop the advertising idea and transform it into an executive vision, such as preparing the story board and determining the visual elements and appropriate communication messages, stressing that the implementation of advertising campaigns goes through several main stages, including the pre-implementation stage, then the actual implementation stage of the campaign, and finally the post-implementation stage during which the campaign is launched, its impact is measured, and feedback from the audience is collected to evaluate the results and improve performance in future campaigns.

 

At the end of the symposium, A.Dr. Dina Farouk Abu Zeid honored Professor Mustafa Khafaga and presented him with the college shield in appreciation of his important role and career in the field of advertising.

 

This symposium comes within the framework of the college's keenness to play its educational and awareness role within the college's cultural season, and to transfer expertise and professional experiences to students. The symposium was organized by Dr. Enas Al-Saeed and Mr. Aya Salah