ONLINE-ADS>> Online Marketing and Communications Strategy

Ted Carter (edc_at_community.co.uk)
Wed, 21 Oct 1998 07:45:26 -0500 (CDT)

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I have been asked to put forward a template for an online communication
strategy on the Web. Having worked for many years in traditional media
I normally use the Y&R/P&G template :-

-Job the communication has to achieve
-Who are you talking to
-What is the key thought you want the recipient to take away
-What is the promise
-What is the support/justification
-What is the tone of the communication
-Are there any caveats or areas to avoid?

The above stands the test in time for most standards and methods of
communication, however the Web is a different animal.

Does anyone have any other templates?

Ted Carter edc_at_community.co.uk
Internet Marketing Consultant

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