EST. MMXXVIMarketing as a discipline, evidence as its base.8 August 2026 · NL · EN
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F7

Foundation module

Communications Strategy

12 lectures

12× FRAMEWORK — what do these labels mean?

SYNTHESIS

F7 · The productive tension

Empirical effectivenessandcultural traction.

Primary sources

Wood · Feldwick · Binet & Field

Lectures

12 lectures

0 of 12 · 0%
  1. F7-01Communications strategy — System 1, social phenomenon, and the diagnostic questionsFreeTake the quiz →
  2. F7-02The IPA Databank: What the Evidence Actually Says2 SPTake the quiz →
  3. F7-03The Long and the Short of It2 SPTake the quiz →
  4. F7-04Creative Effectiveness: Why the Ad Matters More Than the Media Plan2 SPTake the quiz →
  5. F7-05Emotional vs. Rational: The Brain Science of Advertising2 SPTake the quiz →
  6. F7-06The Attention Economy2 SPTake the quiz →
  7. F7-07Lemon and Look Out: Right Brain vs. Left Brain Advertising2 SPTake the quiz →
  8. F7-08Media Planning Principles2 SPTake the quiz →
  9. F7-09ESOV and Share of Voice2 SPTake the quiz →
  10. F7-10Digital Communications in Context2 SPTake the quiz →
  11. F7-11Briefing and Evaluating Creative Work2 SPTake the quiz →
  12. F7-12Integration: the communications strategist — conversation or dashboard2 SPTake the quiz →

Quizzes

12 quizzes

A short quiz per lecture to test your grasp of the material.

  1. F7-01Communications strategy — System 1, social phenomenon, and the diagnostic questionsTake the quiz →
  2. F7-02The IPA Databank: What the Evidence Actually SaysTake the quiz →
  3. F7-03The Long and the Short of ItTake the quiz →
  4. F7-04Creative Effectiveness: Why the Ad Matters More Than the Media PlanTake the quiz →
  5. F7-05Emotional vs. Rational: The Brain Science of AdvertisingTake the quiz →
  6. F7-06The Attention EconomyTake the quiz →
  7. F7-07Lemon and Look Out: Right Brain vs. Left Brain AdvertisingTake the quiz →
  8. F7-08Media Planning PrinciplesTake the quiz →
  9. F7-09ESOV and Share of VoiceTake the quiz →
  10. F7-10Digital Communications in ContextTake the quiz →
  11. F7-11Briefing and Evaluating Creative WorkTake the quiz →
  12. F7-12Integration: the communications strategist — conversation or dashboardTake the quiz →

Concepts

Active recall beats rereading: retrieve the definition from memory first, then flip the card.

Practise the concepts · 47 →

Case studies

6 case studies

Integrative cases where the module's concepts meet a single brand or situation.

  1. Brand Building Effectiveness CaseJohn Lewis Christmas — The Long Campaign That Built a Nation's RitualRead the case →
  2. Distinctive Asset CaseComparethemarket.com — A Meerkat Built a BrandRead the case →
  3. Anti-Case (Failure Analysis)Pepsi x Kendall Jenner — When Purpose Meets Poor CreativeRead the case →
  4. Creative Effectiveness CaseCadbury's Gorilla — Pure Emotion, Pure EffectivenessRead the case →
  5. Media Strategy CaseAirbnb — The Brand That Stopped Performance MarketingRead the case →
  6. Integrative Capstone CaseSnickers 'You're Not You When You're Hungry' — Global Platform, Local ExecutionRead the case →
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