Hi everyone, last session we talked through the typical communication brief and we started discussing the first part: the brand task and how to set objectives. We had an interesting session in writing those tasks for our case study and we discussed a few examples. One of those was this interesting super bowl ad from KIA... For the slides, pls refer to previous session.
Click here to download slides from lesson 6 This week we brought together the 3 tools we worked on: 1. path to purchase 2. role of communication through the hierarchy of effects 3. planning for response We worked on the retailers case study. Moreover we recap our work using the starbucks and mcCafe examples, remember?
Click here to download lesson 5 slides This week we worked on planning responses to communication. Following our discussions on the hierarchy of effects, we have assigned a role to communication and discussed how to plan for response. The process we followed, allowed us to: a. understand where is the crucial problem and what stage that they want to influence with their activities (role of the communication) Example: is there a problem with this new product because people don’
CLICK TO DOWNLOAD LESSON 4 Today we discussed about Response process and Hierarchy of effects. In order to develop effective Communication plans, planners must understand first what is the situation a brand is facing in a specific moment. Those tools help marketers understanding where is the crucial problem and what stage that they want to influence with their activities (role of the communication). Example: is there a problem with this new product because people don’t unders