Strategic Planning lesson 4

February 2, 2017



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 understand how it works (knowledge) or because they don’t know that the product exist (awareness). Implication: 2 different message/activities to solve the 2 above problems

Moreover this framework forces marketer to think ahead what response they want from their activities. This clarifies the brief for agencies and everyone involved in the communication development.


An interesting example from TV2 Denmark was discussed to understand the linkage between communication and objectives.




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