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...busy in their classrooms, ‘leading’ their pupils and making decisions about their learning, well-being and behaviour, the principal or head teacher is elsewhere, making sure that the school is properly managed overall. While they might check in from time to time, they cannot and should not be in every classroom, managing and controlling the activities of the teachers....

...money researching the ‘right’ endorser for their campaign. In order to do this, they will often start with the IMC strategy framework and consider the credibility of the persona in relation to the other aspects of the strategy: the objectives of the campaign, the media strategy and the positioning of the brand and, very importantly, the target audience. On other...