Creativity for Advertising: Generate Strong Concepts from Scratch
The marketing funnel
A course by Alina Alvarez Etchegaray , Creative Director for Advertising
Joined March 2016
Joined March 2016
About the video: The marketing funnel
Overview
“There are thousands of ways to approach the strategy of a campaign, but one of the most widespread is the funnel. Therefore, in this lesson I will talk about the marketing funnel from a practical point of view with examples of transnational brands and local applications. ”
In this video lesson Alina Alvarez Etchegaray addresses the topic: The marketing funnel, which is part of the Domestika online course: Creativity for Advertising: Generate Strong Concepts from Scratch. Explore the ins and outs of the advertising industry and learn to develop strong concepts and creative proposals that impact your audience.
Partial transcription of the video
“the marketing funnel Now that we understand what a brand is, let's talk a little bit about strategy. There are many ways to approach an advertising strategy, but one of the most common is the marketing funnel. So let's talk a little about what the marketing funnel is. Funnel in English means funnel and this strategy has the shape of a funnel because it is based on the premise that people who get to know a brand they are not always the ones who choose it. Then little by little it gets shorter the number of people who choose a brand, until there are a few left who become super loyal to the br...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Creativity for Advertising: Generate Strong Concepts from Scratch
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Category
Marketing & Business -
Areas
Advertising, Content Marketing, Marketing, Social Media
Alina Alvarez Etchegaray
A course by Alina Alvarez Etchegaray
Alina Álvarez Echegaray is a creative advertising director from Mexico. She has worked on a wide range of projects and with various agencies, from traditional advertising like television, radio, and out-of-home, to events, activations, and, above all, online advertising. She is currently creative director at a start-up, building brands with a modern outlook.
Throughout her career in the advertising industry, she has collaborated with big-name brands including Samsung, Luuna, Heineken, adidas, Doritos, MINI, Novartis, Oreo, Ritz, Moët Chandon, 7up, Aspirina, and Salesforce. She has been recognized with awards such as ASPID and IAB Mixx as well as participated as part of the judges panel for Círculo de Oro, Círculo de Creativos de México, and Young Lions. She has also given talks at a number of universities and companies across Mexico.
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