MrAndrew McCowan

The nature of an "Advertising Idea" and how it is evolving as a result of behavioural targeting opportunities afforded by addressable, digital media that allow personalised communication

The relationship between the concept of an "Advertising Idea" and communication to stimulate people to change their behaviour.

The use of strategic communication methods to engage stakeholders in the meanings and associations of an organisation's brand so that they feel an affinity with the values and identity of that brand .