{"product_id":"fraser-cottrell-the-ad-creative-course-2-0","title":"Fraser Cottrell – The Ad Creative Course 2.0 (2026)","description":"\u003ch1\u003e\u003cspan\u003eFraser Cottrell – The Ad Creative Course 2.0 (2026)\u003c\/span\u003e\u003c\/h1\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cspan\u003eThe Ad Creative Course 2.0 by Fraser Cottrell\u003c\/span\u003e\u003c\/strong\u003e\u003cspan\u003e is a practical performance-creative training program designed to teach marketers, eCommerce brands, agencies and creative professionals how to develop better advertising creatives from initial concept through production, testing and performance analysis.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eThe program contains \u003c\/span\u003e\u003cstrong\u003e\u003cspan\u003e34 video lessons across 5 modules\u003c\/span\u003e\u003c\/strong\u003e\u003cspan\u003e and covers the complete creative workflow rather than focusing only on editing or ad copy.\u003c\/span\u003e\u003c\/p\u003e\n\u003ch2\u003e\u003cspan\u003eWhat You'll Learn\u003c\/span\u003e\u003c\/h2\u003e\n\u003ch3\u003e\u003cspan\u003e🎯 Creative Strategy\u003c\/span\u003e\u003c\/h3\u003e\n\u003cp\u003e\u003cspan\u003eLearn how to approach advertising creative strategically instead of producing random ads and hoping something works.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eDevelop a process for turning customer insights and marketing objectives into usable advertising concepts.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eThe broader workflow becomes:\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cspan\u003eResearch → Insight → Angle → Concept → Creative → Test → Analyze → Improve\u003c\/span\u003e\u003c\/strong\u003e\u003c\/p\u003e\n\u003ch3\u003e\u003cspan\u003e🔍 Customer Research\u003c\/span\u003e\u003c\/h3\u003e\n\u003cp\u003e\u003cspan\u003eStrong creative begins with understanding the customer.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eLearn how to investigate:\u003c\/span\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eCustomer problems\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eDesires\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eObjections\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eMotivations\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eBuying behavior\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eLanguage\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eExisting solutions\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003e\u003cspan\u003eThese insights can then be transformed into advertising angles and creative concepts.\u003c\/span\u003e\u003c\/p\u003e\n\u003ch3\u003e\u003cspan\u003e🪝 Hooks \u0026amp; Creative Concepts\u003c\/span\u003e\u003c\/h3\u003e\n\u003cp\u003e\u003cspan\u003eThe opening moments of an advertisement are critical.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eExplore how to develop hooks designed to capture attention while remaining relevant to the audience and offer.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eRather than relying on one idea, you'll learn to develop multiple concepts that can be tested against each other.\u003c\/span\u003e\u003c\/p\u003e\n\u003ch3\u003e\u003cspan\u003e✍️ Ad Scripting\u003c\/span\u003e\u003c\/h3\u003e\n\u003cp\u003e\u003cspan\u003eLearn how to turn creative ideas into structured scripts.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eThe program provides a scripting framework and templates to help organize the messaging behind performance-focused ads.\u003c\/span\u003e\u003c\/p\u003e\n\u003ch3\u003e\u003cspan\u003e📱 UGC Advertising\u003c\/span\u003e\u003c\/h3\u003e\n\u003cp\u003e\u003cspan\u003eUser-generated-style content has become an important format across paid social advertising.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eLearn how to create better UGC briefs and think strategically about:\u003c\/span\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eCreator selection\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eHooks\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eScripts\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eProduct demonstrations\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eMessaging\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eCalls to action\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003e\u003cspan\u003eThe program includes a dedicated \u003c\/span\u003e\u003cstrong\u003e\u003cspan\u003eUGC brief\u003c\/span\u003e\u003c\/strong\u003e\u003cspan\u003e that can be used as part of the production workflow.\u003c\/span\u003e\u003c\/p\u003e\n\u003ch3\u003e\u003cspan\u003e🎥 Pre-Production\u003c\/span\u003e\u003c\/h3\u003e\n\u003cp\u003e\u003cspan\u003eGood advertising production begins before the camera starts recording.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eLearn how to prepare creative concepts, scripts, talent, equipment and production requirements so the filming process becomes more organized and efficient.\u003c\/span\u003e\u003c\/p\u003e\n\u003ch3\u003e\u003cspan\u003e🎬 Production\u003c\/span\u003e\u003c\/h3\u003e\n\u003cp\u003e\u003cspan\u003eExplore the practical side of creating advertising content.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eThe course covers areas including filming, lighting, audio, UGC and higher-production advertising.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eThe objective isn't simply making attractive videos — it's producing assets designed around a marketing strategy.\u003c\/span\u003e\u003c\/p\u003e\n\u003ch3\u003e\u003cspan\u003e✂️ Post-Production \u0026amp; Editing\u003c\/span\u003e\u003c\/h3\u003e\n\u003cp\u003e\u003cspan\u003eLearn how raw footage becomes a finished advertisement.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003ePost-production includes decisions around:\u003c\/span\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eEditing\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003ePacing\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eVisual structure\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eSound\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eMessaging\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eGraphics\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eCreative flow\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003e\u003cspan\u003eThese decisions can significantly influence how effectively an advertisement holds attention.\u003c\/span\u003e\u003c\/p\u003e\n\u003ch3\u003e\u003cspan\u003e🖼️ Static Ads\u003c\/span\u003e\u003c\/h3\u003e\n\u003cp\u003e\u003cspan\u003ePerformance creative isn't limited to video.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eThe program also addresses static advertising, helping marketers understand how concepts and messaging can be translated into image-based creatives.\u003c\/span\u003e\u003c\/p\u003e\n\u003ch3\u003e\u003cspan\u003e🧪 Creative Testing\u003c\/span\u003e\u003c\/h3\u003e\n\u003cp\u003e\u003cspan\u003eOne advertisement shouldn't be expected to perform indefinitely.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eLearn how to create and test variations across:\u003c\/span\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eHooks\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eAngles\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eConcepts\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eScripts\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eVisuals\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eFormats\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eCalls to action\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003e\u003cspan\u003eA systematic testing process helps identify which ideas resonate most strongly with the target audience.\u003c\/span\u003e\u003c\/p\u003e\n\u003ch3\u003e\u003cspan\u003e📊 Data Review\u003c\/span\u003e\u003c\/h3\u003e\n\u003cp\u003e\u003cspan\u003eCreative strategy shouldn't stop when an ad goes live.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eLearn how to review campaign data and use performance information to guide the next generation of creative.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eThis creates a continuous feedback loop:\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cspan\u003eCreate → Launch → Measure → Learn → Iterate\u003c\/span\u003e\u003c\/strong\u003e\u003c\/p\u003e\n\u003ch3\u003e\u003cspan\u003e🤖 AI for Ad Creative\u003c\/span\u003e\u003c\/h3\u003e\n\u003cp\u003e\u003cspan\u003eThe Ad Creative Course 2.0 includes dedicated training around incorporating AI into the creative workflow.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eAI can assist with areas such as:\u003c\/span\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eCreative ideation\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eResearch\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eScripting\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eAnalysis\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eVoiceovers\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eCreative variations\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003e\u003cspan\u003eThe current program also includes an \u003c\/span\u003e\u003cstrong\u003e\u003cspan\u003eAI prompt pack for Claude and Gemini\u003c\/span\u003e\u003c\/strong\u003e\u003cspan\u003e.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eThe objective is to use AI to accelerate creative work while retaining the strategic thinking needed to produce relevant advertising.\u003c\/span\u003e\u003c\/p\u003e\n\u003ch2\u003e\u003cspan\u003eCourse Structure\u003c\/span\u003e\u003c\/h2\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cspan\u003eModule 1 — Introduction \u0026amp; Overview\u003c\/span\u003e\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eUnderstand the overall performance-creative process, advertising formats and creative workflow.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cspan\u003eModule 2 — Creative Strategy \u0026amp; Pre-Production\u003c\/span\u003e\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eExplore research, customer psychology, concepts, hooks, scripting, UGC briefs, creators and production planning.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cspan\u003eModule 3 — Production \u0026amp; Editing\u003c\/span\u003e\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eLearn about filming, lighting, audio, UGC, higher-production ads, static creatives, editing and quality control.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cspan\u003eModule 4 — Creative Testing \u0026amp; Data Review\u003c\/span\u003e\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eUnderstand variations, creative testing and how performance data can guide future creative decisions.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cspan\u003eModule 5 — AI Tools for Ad Creative\u003c\/span\u003e\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eExplore practical ways AI can support ideation, scripting, analysis and other parts of the creative workflow.\u003c\/span\u003e\u003c\/p\u003e\n\u003ch2\u003e\u003cspan\u003eWhat's Included?\u003c\/span\u003e\u003c\/h2\u003e\n\u003cp\u003e\u003cspan\u003eThe current program features:\u003c\/span\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003e34 video lessons\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003e5 core modules\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eCreative strategy training\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eUGC brief\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eScripting framework\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eCreative templates\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eAI prompt pack\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eProduction training\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eEditing guidance\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eCreative testing\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eData analysis\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eAI-assisted creative workflows\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eLifetime access and future updates\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003ch2\u003e\u003cspan\u003eWho Is The Ad Creative Course 2.0 For?\u003c\/span\u003e\u003c\/h2\u003e\n\u003cp\u003e\u003cspan\u003eThis course may be particularly useful for:\u003c\/span\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eCreative strategists\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eMedia buyers\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eeCommerce marketers\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eDTC brands\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eAdvertising agencies\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eUGC managers\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eCopywriters\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eVideo creators\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eIn-house marketing teams\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eFreelancers\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cspan\u003eBrand owners\u003c\/span\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003e\u003cspan\u003eIt's especially relevant for people who already understand advertising but want to strengthen the \u003c\/span\u003e\u003cstrong\u003e\u003cspan\u003ecreative side of performance marketing\u003c\/span\u003e\u003c\/strong\u003e\u003cspan\u003e.\u003c\/span\u003e\u003c\/p\u003e\n\u003ch2\u003e\u003cspan\u003eWhy Ad Creative Matters\u003c\/span\u003e\u003c\/h2\u003e\n\u003cp\u003e\u003cspan\u003eModern paid advertising isn't only about targeting and campaign settings.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eCreative plays a major role in whether an audience stops, pays attention and understands the offer.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eA stronger performance-creative system connects:\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cspan\u003eCustomer Research + Strategy + Hook + Message + Production + Testing + Data\u003c\/span\u003e\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eInstead of treating creative as a one-time task, businesses can build a repeatable system for continuously generating and improving advertising assets.\u003c\/span\u003e\u003c\/p\u003e\n\u003ch2\u003e\u003cspan\u003eThe Ad Creative Course 2.0 – 2026\u003c\/span\u003e\u003c\/h2\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cspan\u003eFraser Cottrell – The Ad Creative Course 2.0 (2026)\u003c\/span\u003e\u003c\/strong\u003e\u003cspan\u003e provides a complete framework for developing performance advertising creative from initial research and concept development through production, editing, testing and analysis.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cspan\u003eWith 34 lessons across five modules, the program brings together creative strategy, UGC, scripting, production, AI and performance data into one structured workflow.\u003c\/span\u003e\u003c\/p\u003e","brand":"THE MEGACOURSES","offers":[{"title":"Default Title","offer_id":43977461563427,"sku":null,"price":30.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0706\/2021\/7379\/files\/fraser-cottrell-the-ad-creative-course-2-0.jpg?v=1790754131","url":"https:\/\/themegacourses.com\/products\/fraser-cottrell-the-ad-creative-course-2-0","provider":"THE MEGACOURSES","version":"1.0","type":"link"}