Communication in Marketing

By the end, the learner can

• Promotional copy review: reads and identifies basic errors in advertising copy and scripts against provided specifications and brand guidelines
• Brand message articulation: drafts initial marketing copy and product descriptions using established brand voice guidelines for internal review
• Stakeholder briefing: presents basic campaign updates to team members using prepared slides and talking points in routine meetings

Session plan

1. 10 minThe sceneWhere this shows up: retail settings and client sites, working with managers, customers, sales teams. Conditions to expect: customer-facing, target-driven, persuasion-based. Entry roles this maps to: Cashiers, Counter and Rental Clerks, Demonstrators and Product Promoters.
   • reads and interprets advertising briefs and creative direction documents to extract key messaging requirements in agency or in-house environments
   From Advertising and Promotions Managers (11-2011.00)
2. 20 minRun itPairs. One plays the managers, one plays the Cashiers. Run the scene for four minutes, then swap. The observer scores against the criteria before anyone discusses it.
   • Tools in play: Office suite software, Spreadsheet software, Data base user interface and query software.
3. 15 minObserver scores itScored live against the four levels. The scorer marks what they saw, not what they assume the learner could do on a better day. Emerging is the target for this point in the program: Just beginning to learn or acquire the skill.
4. 10 minSwap and re-runClose the loop: what changed between the first attempt and the last, and what would have to be true for communication to hold up on a bad day.