[MUSIC] So let me begin by giving you a very simple, and as I said before, a very powerful framework to think holistically about how you should think about your communication campaign. Okay? And that framework is one that I refer to as the 6M's. It consist of defining what the mission of the communication campaign is. That is, what are the principle objectives that I need to achieve? Second, who is the desired target market or the specific segments to which I need to address the different communication? Next, what is the appropriate message? What we should be able to tell and what principle benefits we ought to communicate to that desired target segment. Next, once we have identified the message is, what is the most important or likely successful media, or channel by which to communicate this message that we have targeted specifically for a desired, specific segment? Finally, how should I think about the money? What is the cost of the different medial alternatives and how should I think about, if I had to for example, cut marketing budgets at some point. How should I go about thinking and making that decision? And finally, we're going to talk about how to measure the return on investments from you're different media channels, okay? So very simple, 6M's and I want to walk you with a couple of examples right through this process. That's the purpose of this session. [MUSIC]