Last updated 7/2020
MP4 | Video: h264, 1280x720 | Audio: AAC, 44.1 KHz
Language: English | Size: 879.77 MB | Duration: 1h 7m
Learn how to develop an effective advertising campaign and judge it before it gets produced
What you'll learn
Learn how to develop an advertising campaign
Learn how to judge communication
Strategic Planning
Brief advertising agencies
Jobs to be done, marketing objectives and communication objectives
Insight and key message
Benefit and reasons to believe
Requirements
Basic in advertising and communication
Description
Spending time in learning how to create an advertising on Facebook or YouTube, but you have no clue how to plan for its content or how to judge whether is good enough or not? Confused on how to plan for objectives, target, messages?No idea what a creative device is?You're in the right place!Developing communication is one of the most exciting activities we can do as marketers. However it is arguably one of the more delicate and complicated task at the same time.It is a difficult task that used to be completed in several months and now has been warped to few days in digital advertising. In this respect it is even more important than ever to become proficient with the process.Moreover we never learn how to judge communication professionally and we mostly end up with subjective opinions and feedbacks, the type of "I*like it", "make it bigger..." that are basically not actionable and useless for our partners.In this class you will learn 1)*how to develop communication and 2) how to judge communicationWe will follow the framework of a typical communication brief in order to understand it in details.We will cover the following topics:Job to be done, marketing objectives and communication objectivesHow to define the communication targetWhat is consumer insight and how we use it in advertisingKey message Creative devicesConsumers response to advertisingVarious tools Judging communication framework
Overview
Section 1: Introduction
Lecture 1 Introduction to the class content
Lecture 2 Developing communication the overall picture
Lecture 3 Developing communication: the brief
Lecture 4 Developing communication: the problem
Lecture 5 Developing communication: the target
Lecture 6 Developing communication: the insight
Lecture 7 Developing communication: the message
Lecture 8 Developing communication: the campaign idea
Lecture 9 Developing communication: the response
Section 2: Judging communication
Lecture 10 Judge communication: A, B, C
FMCG / CPG brand managers,Markaters
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