Emelia Thibeault Campaign Planning and Management

This week we learned about chapters 5, 6, 8, and 12 from Brand Media Strategy. We continued to work on developing our Central Communications Platform for our College of Business campaign. We have been primarily focusing on research and will begin to actually develop a solid plan in the coming week. Chapter 5, "Insight Over Analysis", talks about a change in the way that data is used in marketing. In the past, mass media strategies were effective because of the small amount of media channels. The majority of the population could be reached by TV, radio, and print ads. However, the global market has changed significantly and there are now many channels with which consumers view their media. For this reason, marketers have to be more specific with the markets they want to reach, so that they can determine specific insight on their target market and deliver their message efficiently to the consumers most likely to buy their product. Media communications today use brand understa...

Week 1 Reflection (1/21/18) This week we had our first client intake meeting with various members from the College of Business. In order to get the most out of our hour with the client, I created questions prior to class based on the readings we were assigned. Then used the information gleamed during the meeting to generate a better understanding of the goals of the campaign. The first article that I looked at was "The Elements of Value." I had a bit of difficulty translating the information in this article into succinct questions for the client, but I was able to create a few and this article got me thinking. I began to make a list of the elements of value that the College of Business would offer to their target market.  I used the elements of value pyramid. For example, the CoB fulfills the "self-actualization" value since higher education allows a student to realize their talents and potentialities. Additionally, it gives value through "affiliation/ belo...