Summary for CCPI2 Theory Campaign: Planning and Implementation

IC 2.2 CPI2 CAMPAIGN: PLANNING
AND 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