Last updated 12/2022MP4 | Video: h264, 1280x720 | Audio: AAC, 44.1 KHzLanguage: English | Size: 3.84 GB | Duration: 4h 24m
Updated Special 6 courses in 1 for FMPG marketers - Basic Fundamental Principles in Branding What you'll learn How to plan for advertising The phases of communication development What is the brand profile and how to define it for your brand How to judge communication in an effective and professional way How to identify crucial Issues and opportunities for your brand What is a marketing concept: innovation, communication and activation concepts What are range architecture and range extensions and how to plan for them Requirements Basics in marketing Description More than 3 hours video and unique tools for a special 6 courses in 1 in branding: Brand Profile, Promo and Activation, Concept writing, Issues and Opportunities, Range Architecture and Range Extension.Update: new section added on basic digital marketing concepts!This course covers some basic foundation of brand marketing and communication that you won't find anywhere here, specially tailored for FMCG / CPG marketers.The course is structured in 6 sections that cover the following topics:· What is a brand profile and how you define it for your brand. This will help defining the key brand positioning and you will learn how to plan for it, whether working alone or with your marketing team.· What are brand architecture, range architecture, communication architecture and how to plan for them. Most importantly we discuss why and when those tools are relevant.· What is a marketing concept and how to write one. We discuss what are the differences between NPD concepts, communication concepts or activation concepts· How to define crucial issues and opportunities that are affecting your brand in order to define the root cause that you need to address with one of the leverages of the marketing mix, with a focus on communication· How to develop and judge communication adopting a simple framework· What are the typical type of promotions, how to write a promotion concept and how to link the type of promotion to the marketing objectives you want to achieveWe use powerpoint slides that are provided to help following the videos. Overview Section 1: Introduction Lecture 1 Introduction Section 2: The Brand Profile: a tool to summarise brand positioning Lecture 2 Introduction to Brand Profile Lecture 3 Brand Profile Lecture 4 Brand Profile: implications Section 3: Promotion and activation Lecture 5 What are promotions and activations? Lecture 6 Promotion mechanics and marketing objectives Lecture 7 What does it make a good promotion concept Lecture 8 The promotion concept Section 4: Concept writing Lecture 9 Concept writing introduction Lecture 10 What does it make a marketing concept? Lecture 11 Insight, Main idea and pay off: details Lecture 12 What works and what doesn't in concept writing Section 5: Issues and opportunities Lecture 13 Issues and opportunities: observations vs. insights Lecture 14 Issues and opportunities: growth dynamics Lecture 15 Issues and opportunities: 6 P's Lecture 16 Issues and opportunities: how do brands grow? Section 6: Range Architecture in FMCG Lecture 17 What is Range Architecture in FMCG Lecture 18 Range Architecture implications Lecture 19 How does range architecture grow? Lecture 20 How to define our range architecture? Lecture 21 How to evaluate our range architecture? Section 7: Range extension Lecture 22 Range extension introduction Lecture 23 Range extension: what to do Lecture 24 Range extension: the opportunity matrix Section 8: Developing communication Lecture 25 Introduction to communication development Lecture 26 Developing communication part 1 Lecture 27 Developing communication: the logic of the brief Lecture 28 Developing communication: the problem Lecture 29 Developing communication: the target Lecture 30 Developing communication: the insight Lecture 31 Developing communication: the message Lecture 32 Developing communication: the campaign idea Lecture 33 Developing communication: the response Section 9: Judging communication Lecture 34 Judging communication Section 10: Basic in digital marketing Lecture 35 WHY: setting objectives in the digital landscape Lecture 36 WHY: setting objectives online Lecture 37 WHO: consumer's digital journey Lecture 38 WHO: Marketing funnel Lecture 39 WHAT: type of ads in digital marketing Lecture 40 WHAT: types of digital ads Lecture 41 WHERE: digital media planning approach Lecture 42 WHERE: digital media planning Lecture 43 Bonus lecture Intermediate brand marketing professionals,Brand managers,FMPG marketing managers HomePage: gfxtra__Updated_6_.part1.rar.html gfxtra__Updated_6_.part2.rar.html 
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