Master             in Management dell’Innovazione             2a EDIZIONE             13 NOVEMBRE 2012 – 12 SETTEMBRE 2013...
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I Mezzi di comunicazione in evoluzione                 Qual’è il mezzo migliore per raggiungere il nostro                 ...
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Branding e mezzi di comunicazione in evoluzione

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Introduzione all'evoluzione del brand e dell'advertising, comparazione dei mezzi di comunicazione e social media

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Branding e mezzi di comunicazione in evoluzione

  1. 1. Master in Management dell’Innovazione 2a EDIZIONE 13 NOVEMBRE 2012 – 12 SETTEMBRE 2013 Titolo intervento:Branding e mezzi di comunicazione in evoluzione Docente: D.ssa Petra Schrott Data: 21/11/2012PDF created with pdfFactory trial version www.pdffactory.com
  2. 2. WHAT IS BRANDING ANYWAY?PDF created with pdfFactory trial version www.pdffactory.com
  3. 3. PDF created with pdfFactory trial version www.pdffactory.com
  4. 4. COSA FA IL BRANDPDF created with pdfFactory trial version www.pdffactory.com
  5. 5. PDF created with pdfFactory trial version www.pdffactory.com
  6. 6. PDF created with pdfFactory trial version www.pdffactory.com
  7. 7. La differenza tra marca e lovemarks “…. Lovemarks sono “quei marchi molto speciali, carismatici, che la gente ama e difende strenuamente: i prodotti, i servizi e le esperienze che creano con in consumatori legami duraturi ed emozionali”. Quindi, una marca capace di dare un valore emozionale e culturale che serva ad ispirare sensazioni positive che durino nel tempo. Un tempo che, si spera, come in ogni rapporto amoroso, sia il più lungo possibile. Kevin Roberts Saatchi & SaatchiPDF created with pdfFactory trial version www.pdffactory.com
  8. 8. PDF created with pdfFactory trial version www.pdffactory.com
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  15. 15. PDF created with pdfFactory trial version www.pdffactory.com
  16. 16. PDF created with pdfFactory trial version www.pdffactory.com
  17. 17. Come comunicano i lovemarks? lovemarks?PDF created with pdfFactory trial version www.pdffactory.com
  18. 18. Un nuovo modello di comunicazione: Invertising? Invertising?PDF created with pdfFactory trial version www.pdffactory.com
  19. 19. PDF created with pdfFactory trial version www.pdffactory.com
  20. 20. I Mezzi di comunicazione in evoluzione Qual’è il mezzo migliore per raggiungere il nostro target? Una domanda difficile, perchè target diversi sono esposti a media diversi, qual’è il tuo target e qual’è il media che leggono, ascoltano, o con cui sono piu’ coinvolti? Capisci I mezzi preferenziali e lascia stare gli altri potrebbe solo essere una perdita di tempo e di denaroPDF created with pdfFactory trial version www.pdffactory.com
  21. 21. I media e touch points per il consumatorePDF created with pdfFactory trial version www.pdffactory.com
  22. 22. Mezzi tradizionali ¨ TV ¨ Stampa ¨ Radio ¨ Affissione ¨ Direct mail ¨ Telemarketing ¨ PrPDF created with pdfFactory trial version www.pdffactory.com
  23. 23. Andamento media spending in ItaliaPDF created with pdfFactory trial version www.pdffactory.com
  24. 24. Andamento media spending in ItaliaPDF created with pdfFactory trial version www.pdffactory.com
  25. 25. Ripartizione investimenti media ItaliaPDF created with pdfFactory trial version www.pdffactory.com
  26. 26. Andamento media spending in ItaliaPDF created with pdfFactory trial version www.pdffactory.com
  27. 27. Andamento media spending in ItaliaPDF created with pdfFactory trial version www.pdffactory.com
  28. 28. Top spenders in ItaliaPDF created with pdfFactory trial version www.pdffactory.com
  29. 29. Utenti online per mesePDF created with pdfFactory trial version www.pdffactory.com
  30. 30. Quanti usano la rete e dovePDF created with pdfFactory trial version www.pdffactory.com
  31. 31. Quanti usano la rete e dovePDF created with pdfFactory trial version www.pdffactory.com
  32. 32. Top online categories in ItaliaPDF created with pdfFactory trial version www.pdffactory.com
  33. 33. Top brands sul web in ItaliaPDF created with pdfFactory trial version www.pdffactory.com
  34. 34. Devices per il webPDF created with pdfFactory trial version www.pdffactory.com
  35. 35. Devices per visualizzazione video onlinePDF created with pdfFactory trial version www.pdffactory.com
  36. 36. PDF created with pdfFactory trial version www.pdffactory.com
  37. 37. Nuovi mezzi di comunicazione ¨ Web ¨ Facebook ¨ Youtube ¨ Twitter ¨ Linkedin ¨ Pinterest ¨ Google+ ¨ Flickr ¨ Foursquare ¨ Apps ¨ ....PDF created with pdfFactory trial version www.pdffactory.com
  38. 38. Nuovi mezzi di comunicazionePDF created with pdfFactory trial version www.pdffactory.com
  39. 39. Nuovi mezzi di comunicazionePDF created with pdfFactory trial version www.pdffactory.com
  40. 40. Generazione FacebookPDF created with pdfFactory trial version www.pdffactory.com
  41. 41. Nuovi mezzi di comunicazionePDF created with pdfFactory trial version www.pdffactory.com
  42. 42. Nuovi mezzi di comunicazionePDF created with pdfFactory trial version www.pdffactory.com
  43. 43. PDF created with pdfFactory trial version www.pdffactory.com
  44. 44. PDF created with pdfFactory trial version www.pdffactory.com
  45. 45. Il nuovo ruolo del CMO Un CMO di successo deve fare 3 cose fondamentalmente: 1. Crea una storia sulle idee aziendali con l’obiettivo di allilenarle a livello multichanne, di brand experiences 2. Il marketing assume un ruolo chiave nello sviluppo del prodotto, non deve solo farlo conoscere e parlarne 3. Deve adottare la “tecnologia” in tutte le sue forme non puo’ essere solo respondabile di uno spot TV o di un eventoPDF created with pdfFactory trial version www.pdffactory.com
  46. 46. Il RUOLO DEL NUOVO MARKETINGPDF created with pdfFactory trial version www.pdffactory.com
  47. 47. LET’S PLAYPDF created with pdfFactory trial version www.pdffactory.com
  48. 48. Caso Branding e nuovi strumenti di comunicazione 3 Gruppi ogni gruppo identifichi un lovemarks e faccia una Presentazione su ¨ Il posizionamento distintivo del lovemark (mistery, sensuality, intimacy) ¨ Come parla il lovemark ¨ Il target di riferimento ¨ La sua attività offline (Tv, stampa ecc.) ¨ La sua attività onlinePDF created with pdfFactory trial version www.pdffactory.com

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