Brand definitions and Brand Building Process part 1
What is a brand
Understanding the structure of a brand: Kapferer’s Prism
The branding building process
Defining and positioning a brand
Mission, Vision, Values
Brand personality and the 5 J. Aakers dimensions
Brand Building Process part 2
Competitors Analysis, PODs and POPs
Brand Drivers
The Brand Value Proposition
Brand identification System
What is a Brand Identification System
Which are the permanent identity elements
How to choose a brand name
How to choose a web domain name
What’s a tagline
Definitions of logo (wordmark, monogram and icon) and sound logo
What is a Corporate Identity Manual (or Brand Book or Brand Style Guide) and its components
Brand Management
Brand architecture and brand portfolio
The brand/product matrix: width & depth of the brand portfolio
Brand hierarchy
Brand architecture strategies (monolithic, house of brands, endorsed and sub-branding and Hybrid)
Brand extension strategies (diversification and line extensions). Pros & cons.
Co-branding strategies (product-based, communication-based and licencing)
Brand Value and Brand audit
What is Brand Equity and what resources create value for the brand
Why successful brands are important
What to measure to assess Brand Equity
The Brand Audit process and some assessment methodologies: BrandZ Pyramid by Millward Brown (WPP Group), Lovemarks by Saatchi&Saatchi, Brand Asset Valuator
Brand Choreography and POE
Brand Choreography definition and process (5 steps)
Buyer personas
Customer Journey & Touchpoints
Net Promoter Score and Loyalty
Paid, Owned & Earned Media
How to "earn" media
Communication objects in the customer journey and the roles of media
Key media metrics
Media investments in Italy
Knowing each advertising media. What do we have to know about each media to plan them?
Impressions (gross and net contacts)
Reach and rating points
Frequency and wear-out effect
GRP’s (& TRP’s)
C/GRP’s
Online media metrics:
Impressions and viewability
Clicks and CTR
Conversion Rate
Internet pricing models
Internet advertising
Internet and Social media users worldwide and in Italy
Influencer Marketing
Audiweb
Display advertising and how to plan it
AdBlock
Native Advertising
Programmatic Advertising
Real Time Bidding
Programmatic platforms
Programmatic trading strategies: Programmatic Garanteed (or Automated Guaranteed) Preffered deal (or Unreserved Fixed Rate) Private Market Place (or Invitation-Only Auction) Open RTB (or Open Auction)
Facebook Business
Facebook Business dashboard
FB Business channels
FB Business ad types
Facebook campaign process
FB campaign objectives (classification: Awareness, Consideration, Conversion)
The FB campaign structure (ad set…)
The targeting options
FB pricing policy
How to create an ad
Google Ads
SEO and SEM (or SEA)
Google Search ads
Google Ads ad types
Quality score and the auction
Keywords matching options
Other media: TV, Press, Radio, OOH, Cinema
TV audience scenario
How Auditel works
TV media sellers in Italy
TV pricing scale for formats (30” Vs. other lengths)
TV scheduling patterns
Press circulation and audience measurements (ADS and Audipress)
Press characteristics as an advertising medium
Newspapers and Magazines media sellers in Italy
Radio audience measurement (Radio TER)
Radio audience and effectiveness in the media mix
Radio media sellers in Italy
Out Of Home: major categories of outdoor advertising
DOOH (Digital Out Of Home)
How to plan OOH
Cinema as an advertising medium
Audimovie sold tickets data
Cinema media sellers
Budget definition and media planning process
What is a communication budget
Empirical methods: what do we consider when preparing a Communication Budget?
Arbitrary allocation and inertia method
Affordability or Residual Amount method
Percentage of sales method
Objective and task method
Conversion funnel
Competitive parity budgeting
Allocation and scheduling of the communication costs
The 8 steps of the media planning process
The media briefing
What we want to know about the competitors’ planning strategies
Media goals setting
What it means to prepare a media strategy
Preparing the media plan
Media negotiation strategy
Post evaluation: what do we check?