This module introduces the basic elements of the communication process, including the stages of the consumer decision journey and the various audience clusters that comprise the see-think-do-care framework. These concepts are important in the development and implementation of the marketing message. In addition, this module reviews the creative aspect of advertising planning by outlining the components of a creative brief, differentiating between creative objectives, creative strategies, and creative execution, and describes various techniques used to develop and present creative strategies to clients.
By the end of this module, you should be able to:
• Identify the basic elements of the communication process,
• Outline the stages of the consumer decision journey,
• Describe the audience clusters of the see-think-do-care framework,
• Explain the role and contents of a creative brief,
• Distinguish between creative objectives, creative strategies, and creative execution, and
• Describe the variety of appeal and execution techniques for developing and presenting creative strategies.
