8 Sections
29 Lessons
Lifetime
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Buổi 1 - What is IMC?
4
1.1
1.1 – Introduction
1.2
1.2 – What is IMC?
1.3
1.3 – IMC Framework
1.4
1.4 – Handout Slide
Buổi 2 - Strategic Creative Plan: Objectives
1
2.1
2.1 – Define Objectives of IMC Plan
Buổi 3 - Strategic Creative Plan: Planning Process
6
3.1
3.1 – Strategy Approach
3.2
3.2 – Define Target Consumer
3.3
3.3 – Define Consumer Desire Response
3.4
3.4 – Define Insight Consumer
3.5
3.5 – Define Product Feature & Benefit
3.6
3.6 – Define Key Consumer Benefit
Buổi 4 - Identify Creative Ideas
3
4.1
4.1 – How to Judge Creative Ideas Effectively?
4.2
4.2 – Example: Lay’s
4.3
4.3 – Example: Kotex
Buổi 5 - The Creative Brief
2
5.1
5.1 – The Creative Brief
5.2
5.2 – Example: Health Insurance
Buổi 6 - Deployment Plan: Campaign Framework
5
6.1
6.1 – Case study: Biti’s Kids (Part 1)
6.2
6.2 – Case study: Biti’s Kids (Part 2)
6.3
6.3 – Case study: Lay’s (Part 1)
6.4
6.4 – Case study: Lay’s (Part 2)
6.5
6.5 – Campaign Framework
Buổi 7 - Deployment Plan: Channel Roll-out
4
7.1
7.1 – Role of Channel
7.2
7.2 – How to Group the List of Channels?
7.3
7.3 – How to Plan for Channel Roll-Out?
7.4
7.4 – Channel Roll-out: Common Mistake
Buổi 8 - Deployment Plan: Process of Budget & KPI
4
8.1
8.1 – Step 1: Determine Total Budget
8.2
8.2 – Step 2 & Step 3: Determine Communication Items & Budget Allocation
8.3
8.3 – Step 4 & Step 5: Budget Break Down & KPI based on Budget
8.4
8.4 – Ball Park Cost
Khóa Học IMC Plan: Hoạch định Kế hoạch Truyền thông Tổng lực – Mai Hồng Ngọc
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