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Advertising & Research
Publicitatea
Lumea ideala <ul><li>Un singur “angajat”: </li></ul><ul><li>Creativul </li></ul>
 
Lumea reala
Cercetarea
Obstacole <ul><li>…  subiectiva </li></ul><ul><li>…  conjuncturala </li></ul><ul><li>…  eronata </li></ul><ul><li>... detu...
 
 
 
 
???
13
B
Takete si Maluma
 
 
 
 
Replici celebre Causality. There is no escape from it, we are forever slaves to it. Our only hope, our only peace is to un...
 
 
 
O definitie <ul><li>Creatia fara strategie/planificare = arta </li></ul><ul><li>Creatia cu strategie/planificare = publici...
 
= media channels
= creative message
Datele
Informatiile
… si Campania
Cases
creatie fara  brief promisiune: iti vezi viata (gri)  …  in roz
creatie fara agentie promisiune: pentru ca poti (sa nu-ti pese de bani)
Apple
Apple
Guinness
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Sorin Psatta, Graffiti BBDO Advertising & Research

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Evenimentul IAA YP “Reuşeşte cercetarea de Marketing să găsească răspunsurile căutate?” a adus în faţa unui public numeros format din tineri profesionişti în marcom experţi din trei arii: research, marketing de la client şi reprezentantul agenţiei de publicitate.

Sorin Psatta, Integrated Communications Director Graffiti BBDO, a vorbit despre relatia dintre advertising si research, despre limitarile cercetarii, dar si despre importanta omului de strategie, el avand rolul de a traduce datele de cercetare in informatii utile si insighturi relevante care stau la baza comunicarii.

--- copyright: Sorin Psatta; All rights reserved

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Transcript of "Sorin Psatta, Graffiti BBDO Advertising & Research"

  1. 1. Advertising & Research
  2. 2. Publicitatea
  3. 3. Lumea ideala <ul><li>Un singur “angajat”: </li></ul><ul><li>Creativul </li></ul>
  4. 5. Lumea reala
  5. 6. Cercetarea
  6. 7. Obstacole <ul><li>… subiectiva </li></ul><ul><li>… conjuncturala </li></ul><ul><li>… eronata </li></ul><ul><li>... deturnata </li></ul>
  7. 12. ???
  8. 13. 13
  9. 14. B
  10. 15. Takete si Maluma
  11. 20. Replici celebre Causality. There is no escape from it, we are forever slaves to it. Our only hope, our only peace is to understand it, to understand the `why.' `Why' is what separates us from them, you from me. `Why' is the only real social power, without it you are powerless.
  12. 24. O definitie <ul><li>Creatia fara strategie/planificare = arta </li></ul><ul><li>Creatia cu strategie/planificare = publicitate </li></ul>
  13. 26. = media channels
  14. 27. = creative message
  15. 28. Datele
  16. 29. Informatiile
  17. 30. … si Campania
  18. 31. Cases
  19. 32. creatie fara brief promisiune: iti vezi viata (gri) … in roz
  20. 33. creatie fara agentie promisiune: pentru ca poti (sa nu-ti pese de bani)
  21. 34. Apple
  22. 35. Apple
  23. 36. Guinness

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