Professional Documents
Culture Documents
Slide 4: They are different tools by themselves they are not meaningful, all
elements do not need to be included. Because these are tools none of
them are perfect (for example advertising is good at creating narrative)
- Brand knowledge
o Create symbols that convey meanings
o Incorporate perceptions
o How does brand knowledge exist
Most of the time when consumers think about product
they think about certain brands
Brands can be considered as people
Associate celebrities
You are actually building a person
- Hierarchy of effects
o What are the elements are missing?
o How can we set our objectives?
o So that it is strategic
o Create strong attitudes from the beginning focus on
awareness
o Sequential process
- Communications effects pyramid
o Different percentages
o Based on previous imc campaigns and what they achieved
o Estimating future objectives
o You dont have to start from scratch
- Creative idea
Functional
Symbolic
USP
Think about the unqiue concept to convince the consumer to
be more positive
- Media plan
o Concered with the specific element
o Digital/traditional
o Still linked with creative idea
- Justification, budget and roi
o How do we know we have done a good job
- Evaluation
o Digital media has changed a bit , ultimately the process is not
rational , a lot of purchases are impulse buying
Theories and concept are limited to market place results do not correlate
with the actual results
Slide 13
Slide 14
What will not change is that you still need to apply theory to understand
to make the decision
Slide 15
Section A and B
Q1