1. Stakeholders
1.1. Consumers
1.1.1. Trust
1.1.2. Skepticism
1.1.3. Receptivity
1.1.4. Recession
1.1.5. Personalization
1.1.5.1. Data
1.1.5.1.1. Privacy & Ethics
1.1.6. Instant Gratification
1.1.7. Ad Avoidance
1.1.7.1. Interuptive
1.1.7.2. Multitasking
1.2. Brands
1.2.1. Strategic Positioning
1.2.1.1. History
1.2.1.2. SWOT Analysis
1.2.2. Websites
1.2.2.1. Information
1.2.2.2. Design
1.2.3. Social Media Accounts
1.2.3.1. Engagement
1.2.3.2. Community
1.3. Agencies
1.3.1. Creative
1.3.2. Media Buying
1.3.2.1. Budget
1.3.2.2. Agencies
1.3.2.3. Flow of approval
1.3.2.4. Out of Home
1.3.2.5. Web Banners
1.3.3. Ad Agencies
2. Elements
2.1. Research
2.1.1. Stance in market
2.1.1.1. Competitors
2.1.1.2. Revenue
2.1.1.3. Attribution
2.1.1.4. Customer Journey
2.1.1.5. Audience Research
2.1.1.5.1. Demographics
2.1.1.5.2. Psychographics
2.1.1.5.3. Behavioral Data
2.2. Creativity
2.2.1. Compelling Content
2.2.1.1. Video/Graphics
2.2.1.1.1. Production Staff
2.2.2. Collaboration
3. Media
3.1. Digital
3.1.1. Social Media
3.1.1.1. Engagement
3.1.1.2. Community
3.1.1.3. Influence
3.1.1.4. Authenticity
3.1.2. Mobile
3.1.2.1. Apps
3.1.3. Web
3.1.3.1. Search
3.1.3.2. Website Creation
3.1.3.3. Display Advertising
3.1.3.4. Data
3.1.3.4.1. Cookies
3.1.3.4.2. Privacy
3.1.3.4.3. Ethics
3.1.3.5. Ad Blockers
3.1.4. Streaming
3.1.4.1. Ad Supported
3.1.4.2. Premium
3.1.4.3. Content
3.2. Broadcast
3.2.1. Radio
3.2.2. TV
3.3. Print
3.3.1. Newspapers & Magazines
3.3.2. Out of Home
4. Ethics
4.1. Data Collection
4.2. Transparency
4.3. CSR
4.3.1. Crisis Communication
4.3.1.1. Social sensitivity
4.4. Social Issues
5. Branding
5.1. Emotional connection
5.1.1. Consumer Insights
5.2. Brand cues
5.2.1. Logo
5.2.2. Colors
5.2.3. Slogan
5.2.4. Music/Jingle
5.2.5. Style
5.2.6. Voice