F7
Foundation module
Communications Strategy
12 lecturesF7 · The productive tension
Empirical effectivenessandcultural traction.
Wood · Feldwick · Binet & Field
Lectures
12 lectures
0 of 12 · 0%
- F7-01Communications strategy — System 1, social phenomenon, and the diagnostic questions~9 minFreeTake the quiz →
- F7-02The IPA Databank: What the Evidence Actually Says~22 min2 SPTake the quiz →
- F7-03The Long and the Short of It~20 min2 SPTake the quiz →
- F7-04Creative Effectiveness: Why the Ad Matters More Than the Media Plan~21 min2 SPTake the quiz →
- F7-05Emotional vs. Rational: The Brain Science of Advertising~21 min2 SPTake the quiz →
- F7-06The Attention Economy~19 min2 SPTake the quiz →
- F7-07Lemon and Look Out: Right Brain vs. Left Brain Advertising~19 min2 SPTake the quiz →
- F7-08Media Planning Principles~22 min2 SPTake the quiz →
- F7-09ESOV and Share of Voice~22 min2 SPTake the quiz →
- F7-10Digital Communications in Context~21 min2 SPTake the quiz →
- F7-11Briefing and Evaluating Creative Work~22 min2 SPTake the quiz →
- F7-12Integration: the communications strategist — conversation or dashboard~9 min2 SPTake the quiz →
Concepts
Active recall beats rereading: retrieve the definition from memory first, then flip the card.
Case studies
6 case studies
Integrative cases where the module's concepts meet a single brand or situation.
- Brand Building Effectiveness CaseJohn Lewis Christmas — The Long Campaign That Built a Nation's RitualRead the case →
- Distinctive Asset CaseComparethemarket.com — A Meerkat Built a BrandRead the case →
- Anti-Case (Failure Analysis)Pepsi x Kendall Jenner — When Purpose Meets Poor CreativeRead the case →
- Creative Effectiveness CaseCadbury's Gorilla — Pure Emotion, Pure EffectivenessRead the case →
- Media Strategy CaseAirbnb — The Brand That Stopped Performance MarketingRead the case →
- Integrative Capstone CaseSnickers 'You're Not You When You're Hungry' — Global Platform, Local ExecutionRead the case →