(S)mar(T)keting Se01 Ep03

1. Placement and Price
2. Best practices and a project to promote self
placement
Rimini 21/10/2...
Metrics for smarter decision-making

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What are our objectives and the vision we are pursuing?
How will we get th...
Part I
Placement and Price
METHOD
● Framework analysis
● Keywords
● Collective storytelling
Product placement (1)
Product placement, or embedded marketing, is according to the European
Union "any form of audiovisua...
Product Placement (2)
"Product placement is intentional and
compensated inclusion of a product or
a service (product, pack...
Brand placement
Brand placement as the correct term to
indicate the placement of brand
products in the mentioned contexts....
Integrated marketing strategy
MC emerged into an environment where marketing communication practices were radically
changi...
Greimas semiotic square
The semiotic square, also known as the
Greimas square, is a tool used in the
structural analysis o...
Semiotic square
Source: http://www.squadrati.
com/2013/04/09/quadrato-semiotico-del-fuorisalone-2013/
Tourism in Milan
Traditional toolkit
Toolkit: Facebook 4
business
Toolkit: Twitter Epic hijacking
The hashtag is the tool of choice for
communication on Twitter, and it's a
prominent featu...
Test A - Price: budget hotel
Test B - Price Boutique Hotels
Part II
Best practices and a project to promote
self placement
METHOD
● Framework analysis
● Keywords
● Collective storyte...
Personal branding

Fonte: http://www.bitrebels.com/social/9-steps-to-better-personal-branding-infographic/
Placement IMHO
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(S)mar(t)keting se01 ep03

  1. 1. (S)mar(T)keting Se01 Ep03 1. Placement and Price 2. Best practices and a project to promote self placement Rimini 21/10/2013
  2. 2. Metrics for smarter decision-making ● ● ● ● ● What are our objectives and the vision we are pursuing? How will we get there and what are the current problems and opportunities? Are we doing things right: what do we get for the resources we invest? Are we doing the right things: what results or impacts do we wish to influence? What is the bigger picture: which priority areas are related to each other? Source: http://ec.europa.eu/digital-agenda/en/news/dg-connect-upgrades-its-metrics-smarter-decisionmaking
  3. 3. Part I Placement and Price METHOD ● Framework analysis ● Keywords ● Collective storytelling
  4. 4. Product placement (1) Product placement, or embedded marketing, is according to the European Union "any form of audiovisual commercial communication consisting of the inclusion of or reference to a product, a service or the trade mark thereof so that it is featured within a programme".[5] Product placement stands out as a marketing strategy because it is imperative to attach the utmost importance to "the context and environment within which the product is displayed or used" Source: http://en.wikipedia.org/wiki/Product_placement
  5. 5. Product Placement (2) "Product placement is intentional and compensated inclusion of a product or a service (product, package, logo, trademark, verbal mentioning or an advertisement of a product) in an entertainment production." (Vollmers in Immonen 1998, 13)
  6. 6. Brand placement Brand placement as the correct term to indicate the placement of brand products in the mentioned contexts. James A. Karhh argues that "in most cases a certain trademark is used instead of a product group" (Karhh in Immonen 1998, 14). This argument basically means that product placement actually is a form of sponsorship where media visibility is achieved only through brand names without the actual product.
  7. 7. Integrated marketing strategy MC emerged into an environment where marketing communication practices were radically changing. These changes included e.g. 1) reduced faith in mass media advertising (media clutter, rising costs, and negative consumer reaction), 2) fragmentation and demassification of target audiences, 3) increased sophistication, perceptiveness, and interest of consumers, 4) increased reliance on highly targeted communication methods, 5) greater demands imposed on marketing communications suppliers, 6) shift in a balance of power from manufacturers to retailers, 7) technological advancements, 8) globalisation of markets, and, 9) increased efforts to assess communications’ return on investment. (Shimp 1997, 15; Hackley & Kitchen 1998, 1; Kitchen 1996, 7; Erdogan & Kitchen 1998, 369; Tedlow in Cornelissen 2000, 8; Schultz & Kitchen 1997, 13, 18; Eagle & Kitchen 2000, 675; Stewart 1996, 147; Hutton 1996, 155; Englis & Solomon 1996, 189; Pickton & Broderick 2001, 383)
  8. 8. Greimas semiotic square The semiotic square, also known as the Greimas square, is a tool used in the structural analysis of the relationships between semiotic signs. [...] Greimas considered the semiotic square to be the elementary structure of meaning. Source: http://en.wikipedia.org/wiki/Semiotic_square
  9. 9. Semiotic square Source: http://www.squadrati. com/2013/04/09/quadrato-semiotico-del-fuorisalone-2013/
  10. 10. Tourism in Milan
  11. 11. Traditional toolkit
  12. 12. Toolkit: Facebook 4 business
  13. 13. Toolkit: Twitter Epic hijacking The hashtag is the tool of choice for communication on Twitter, and it's a prominent feature on social media sites such as Google+, Pinterest, Tumblr and, most recently, Facebook. It helps create conversations, aids in the spread of news and promotes events or products. But sometimes, when a hashtag is trending or a company promotes it, it isn't used for the original tweeter's intended purpose. This process is known as hashtag hijacking — or hashjacking — and it's common practice on Twitter. Source: http://mashable. com/2013/10/19/hijacked-hashtags/? utm_cid=mash-com-fb-main-link#_
  14. 14. Test A - Price: budget hotel
  15. 15. Test B - Price Boutique Hotels
  16. 16. Part II Best practices and a project to promote self placement METHOD ● Framework analysis ● Keywords ● Collective storytelling
  17. 17. Personal branding Fonte: http://www.bitrebels.com/social/9-steps-to-better-personal-branding-infographic/
  18. 18. Placement IMHO

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