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Its products
◦ Audience insight
◦ Message
◦ Medium
……are at the heart of an advertising plan.
3. Communication objectives
Perception Emotion
Cognition Persuasion
Association Behavior
Brand loyalty
A connection built over time that leads to repeat
purchases.
As a class:
What do these differences mean to you?
In Chapter 8, we will:
Continue the strategy discussion in terms
of message strategy.
Key lessons:
Winning campaigns continue to evolve and make their
way into every point of contact with the customer.