The School of Real Marketing
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F7

Communications Strategy

Creative AND media, brand building AND activation

Primary sources:Binet & Field · Nelson-Field · Orlando Wood

Lectures

  1. 01What is Communications Strategy?Free
  2. 02The IPA Databank: What the Evidence Actually SaysPro
  3. 03The Long and the Short of ItPro
  4. 04Creative Effectiveness: Why the Ad Matters More Than the Media PlanPro
  5. 05Emotional vs. Rational: The Brain Science of AdvertisingPro
  6. 06The Attention EconomyPro
  7. 07Lemon and Look Out: Right Brain vs. Left Brain AdvertisingPro
  8. 08Media Planning PrinciplesPro
  9. 09ESOV and Share of VoicePro
  10. 10Digital Communications in ContextPro
  11. 11Briefing and Evaluating Creative WorkPro
  12. 12Integration: the communicatorPro

Quizzes

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

Case studies

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