Last updated 7/2020MP4 | Video: h264, 1280x720 | Audio: AAC, 44.1 KHzLanguage: 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

Strat 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 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 .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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