In this essential guide, Peter Michael Bak explains how to plan and develop a communication concept for a product, brand, service, or event while taking into account the key success criteria. Advertising psychology fundamentals and practical tips at the end of each chapter provide useful assistance for one's own work. This makes the content interesting for anyone involved in studying, training, or already working in agencies or companies with the task of planning and implementing a successful communication measure. Whether it concerns (new) products and services, events, or news, only careful planning of appropriate measures can lead to success.