DEVELOPING CAMPAIGN IDEAS

Just for a moment consider "The Campaign Idea" as the "center of the plate" (e.g., steak, fish, poultry) of your advertising or, if you prefer, marketing communications. In other words it provides the needed nourishment to customers about your brand in communicating the point-of-difference message in a compelling manner and, thereby, stimulating preference for it. Whet your appetitite? Want to hear more? Click on the appropriate link below to view the article in its entirety.

The Dispatch for April 1, 2007 can be found here:
Developing Campaign Ideas.pdf (PDF File)