Summary
Summary for CCPI2 Theory Campaign: Planning and Implementation
- Course
- Institution
- Book
Summary for CPI2 Theory CAMPAIGN: PLANNING AND IMPLEMENTATION - Includes all powerpoint and lecture notes
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
More summaries for
-
Marketing Communications: samenvatting colleges en handboek
-
Summary Book Marketing Communication (De Pelsmacker et al., 2018)
-
Marketing Communication summary ALL lectures 2021
1 review
By: hesselvsteensel • 3 year ago
Seller
Follow
clairejacklin
Reviews received
Content preview
IC 2.2 CPI2 CAMPAIGN: PLANNINGAND IMPLEMENTATION 2020-2021
International Communication – Communication theory
Prepared by Claire Jacklin | ICV2A
,Table of Contents
CPI2 Communication Theory: Campaign planning and implementation recap week 1 ......................... 2
CPI2 Communication Theory: 1.2 - Four influencing strategies week 1 ................................................. 3
CPI2 Communication Theory: 1.3 - Integrated marketing communications week 1 .............................. 5
CPI2 Communication Theory: 1.4 - Message strategies and the creative concept week 1 .................... 6
CPI2 Communication Theory: 2.1 - Customer journey – touchpoints Week 2 ....................................... 9
CPI2 Communication Theory: 2.2 - Campaign objectives week 2 ......................................................... 12
CPI2 Communication Theory: 2.3 – Budget week 2 .............................................................................. 16
CPI2 Communication Theory: (Content and media strategies I) 3.1 advertising general week 3 ........ 18
CPI2 Communication Theory: Advertising online I (SEO, SEA, online advertising) Week 3 .................. 21
CPI2 Communication Theory: Advertising online II (website, social media) Week 4 ........................... 28
CPI2 Communication Theory: Advertising online II (4.2 - direct marketing) week 4 ............................ 32
CPI2 Communication Theory: Advertising online II (4.3 -Public Relations) week 4 .............................. 34
CPI2 Communication Theory: Content and media strategies III 5.1 – sponsorship week 5 ................. 37
CPI2 Communication Theory: Content and media strategies III 5.2 - exhibitions and trade fairs ........ 39
CPI2 Communication Theory: Content and media strategies III 5.3 – Media Planning ........................ 40
CPI2 Communication Theory: 6.1 – Pre-testing week 6 ........................................................................ 46
CPI2 Communication Theory: 6.2 Effect measurement and analytics .................................................. 52
CPI2 Communication Theory: 6.3 Ethics and AVG/GDPR week 6 ......................................................... 55
1
,CPI2 Communication Theory: Campaign planning and implementation
recap week 1
Recap 2.1
A Campaign:
“A campaign is a planned sequence of communications and interactions that uses a compelling
narrative over time to deliver a defined and measurable outcome”. (OASIS Guide to Campaign
Planning, UK 2014)
- If you did your research well, you know and truly understand your target group
- OASIS Framework to help develop campaign
- 2.2 focus on strategy, implementation and scoring/evaluation
2
, CPI2 Communication Theory: 1.2 - Four influencing strategies week 1
How to influence the public: four strategies for influencing (CASI, 2016)
CASI: Communication Activation Strategy Intrument (can be combined with 2.1. intervention
techniques)
1. Respond to emotions and associations
2. Social influencing
3. Facilitate and reinforce behaviour
4. Motivate
Behaviour:
- A lot of choices are made without thinking (not rationally)
- A lot of communication campaigns however focus on “common sense”
▪ Importance of understanding the gap between them
1. Respond to emotions and associations
Link to (intervention teckniques): Emotions and habits and routines
This strategy aims on responding to associations and emtoions (by using communication). With
this strategy, you can:
- Evoke emotions
- Respond to existing emotions: replace negative emotions with positive emotions
- Create new assoications through behaviour
- Empower existing associations
Example Red Bull or Coca Cola
o Connecting Red Bull to extreme sports in all campaigns
o Connecting Coca Cola to happiness (“Open a Coke, open happiness.”)
2. Social influencing
Link to (intervention teckniques): social environment
This Strategy aims on utilizing the social environment and processes to stimulate people to
change their behaviour (by using communication).
With this strategy, you can:
- Use the social environment to communicate
- Communicate social norms
- Start the conversation
3
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller clairejacklin. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $7.49. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
53022 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now