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Marian

kos
UPM-MRU

Studiu de caz
la
Managementul Comunicrii, Negocierii i al
Conflictelor
D EVISING A COMMUNICATION P LAN
1. What are the key steps in the communication process?
The bone structure of the process of communication is
basically transmitting information a clearly defined message
from a sender to a receiver. Tools which complete this
simplified structure of communication process are encoding
the media by the sender, and decoding it by the receiver, for a
better understanding. Getting a response by the receiver in
the form of a feedback is also vital for communication process.
It assures the sender, that his message was clearly delivered
and understood correctly.
2. Explain two benefits of Kelloggs using its multiplatform
campaign to communicate its messages.
The first big benefit of Kelloggs using a varying
communication campaign is also the cause of it, to reach
different audiences, everybody from kids for whom breakfast
clubs are designed for, to prime ministers in the parliament who
can make it happen again for them.

Marian
kos
UPM-MRU

Secondly, it is much more than just a printed advertisement


or a TV commercial. Internal and external parties were involved,
which had a positive effect on employees too, in terms of
being more proud of the work they put in day-by-day, having
the possibility the promote the products that is directly
produced by them, to kids, ministers, etc.
3. Choose two audiences of Kelloggs campaign shown in the
case study and identify which media you think would be
particularly effective for getting the messages across to
them, explaining why.
Written communication is gives a formal aspect the
campaign and its the best way to formally approach
members of parliament, members of school administration,
but also employees who knew that this is an official, long term
campaign, not only a one time school visit, promoting their own
products.
Face-to-face I think face-to-face communication on the
occasion of joining breakfast clubs was proved to be highly
effective. Its effective, because it represents much more than
just a message transmission, besides that it gives the possibility
of adding bonus content to that message, a personal
touch, a private experience, which surely was experienced by
each and every member who took part in an organized
breakfast club at an actual school, with actual kids.

Marian
kos
UPM-MRU

4. How far do you think the Kelloggs campaign will go in


changing the press and public opinion about breakfast
clubs? Justify your opinions.
When the factor of lobbying and trying to convince MPs is
present, it is surely a long term campaign. 73 press articles in
the first two month about the campaign, and 15 breakfast
events organized by Kelloggs speak for themselves. It is not
just a one-time-show, it needs to go longer, to be able to
achieve the wanted results and to be able to finance together
with Parliament the more than 700 school applications for
breakfast club funding.