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Master class

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  • Estás en una fiesta y ves a alguien que te gusta. Te acercas a ella y le dices “Soy muy bueno en la cama” Eso es Marketing Directo http://palabraharry.blogspot.com/2005/12/tipos-de-marketing.html
  • Estás en una fiesta y ves a alguien que te gusta. Una de tus amigas se le acerca, le invita a una copa de tu parte y le dice “Es muy bueno en la cama” Eso son Relaciones Públicas
  • Estás en una fiesta y ves a alguien que te gusta. Se acerca a ti y te dice “He oído que eres muy bueno en la cama” Eso es Publicidad
  • A short history of marketing
  • A short history of marketing
  • A short history of marketing
  • Transcript

    • 1.
      • What is advertising?
    • 2.
      • How does it work?
    • 3. What is advertising?
      • “ Advertising is a form of communication intended to persuade people to purchase or take some action upon products , ideas or services”.
    • 4. What is advertising? Problem Bad Communication People Product Purchase Solution Good Communication
    • 5. What is advertising? The 4 P’s Marketing Mix Big Problems “ People don’t buy my product!” “ People don’t know my product!” “ People don’t like my product!” Promotion is a mix of tools to solve communication problems: Advertising + Public relations + Sales promotion
    • 6. DIRECT MARKETING
    • 7. PUBLIC RELATIONS
    • 8. ADVERTISING
    • 9. Brand
      • Definition
      • Identity of a specific product made by a particular company.
    • 10. Media
      • Definition
      • Communication channels to deliver information to the consumers.
      TV Radio Print Cinema Internet
    • 11. Consumer
      • Definition
      • A person who buys products or services.
    • 12. A short history of marketing
    • 13.
      • How it works?
    • 14. Campaign Media Consumers Brand Brief Problem Brand Product Idea Solution Message Creativity Ads Sales Purchase Impact
    • 15. “ Para todos”
    • 16. How it works?
      • Brand: Coca-Cola
      • Consumer: Universal. Male & Female. All ages.
      • Goal: Increase Brand Love + Emotional response
      • Message: “Para todos”
      • Key elements: Brand, Product, Colour, Voice
      • Media: TV, Radio, Print, Cinema, Internet
    • 17. “ Lola”
    • 18. How it works?
      • Brand: Coca-Cola
      • Consumer: Young. Male & Female. 14-20 years
      • Goal: Coca-Cola = Music
      • Message: “Music On The Coke Side Of life”
      • Key elements: Brand, Product, Music, Young
      • Media: TV, Radio, Print, Music concerts, Internet
    • 19. “ Happiness Factory”
    • 20. How it works?
      • Brand: Coca-Cola
      • Consumer: Universal. Male & Female. All ages.
      • Goal: Coca-Cola = Happiness
      • Message: “The Coke Side of Life”
      • Key elements: Brand, Product, Factory, Humor
      • Media: TV, Radio, Print, Cinema, Internet
    • 21. “ Happiness Machine”
    • 22. How it works?
      • Brand: Coca-Cola
      • Consumer: Young and Teens. 15 to 25 years old.
      • Goal: Coca-Cola is happiness
      • Message: “Where will happiness strike next?”
      • Key elements: Brand, Product, Amazing, Viral
      • Media: TV, Radio, Print, Internet
    • 23. “ Reasons to believe”
    • 24. How it works?
      • Brand: Coca-Cola
      • Consumer: Universal. Male & Female. All ages.
      • Goal: Coca-Cola is Optimism. 125th Anniversary
      • Message: “Reasons to believe”
      • Key elements: Brand, Product, Crisis, Hope
      • Media: TV, Radio, Print, Cinema, Internet
    • 25. “ Evolution”
    • 26.
      • Thank you!
    • 27.
      • Questions?