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
  • Master class

    1. 1. <ul><li>What is advertising? </li></ul>
    2. 2. <ul><li>How does it work? </li></ul>
    3. 3. What is advertising? <ul><li>“ Advertising is a form of communication intended to persuade people to purchase or take some action upon products , ideas or services”. </li></ul>
    4. 4. What is advertising? Problem Bad Communication People Product Purchase Solution Good Communication
    5. 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. 6. DIRECT MARKETING
    7. 7. PUBLIC RELATIONS
    8. 8. ADVERTISING
    9. 9. Brand <ul><li>Definition </li></ul><ul><li>Identity of a specific product made by a particular company. </li></ul>
    10. 10. Media <ul><li>Definition </li></ul><ul><li>Communication channels to deliver information to the consumers. </li></ul>TV Radio Print Cinema Internet
    11. 11. Consumer <ul><li>Definition </li></ul><ul><li>A person who buys products or services. </li></ul>
    12. 12. A short history of marketing
    13. 13. <ul><li>How it works? </li></ul>
    14. 14. Campaign Media Consumers Brand Brief Problem Brand Product Idea Solution Message Creativity Ads Sales Purchase Impact
    15. 15. “ Para todos”
    16. 16. How it works? <ul><li>Brand: Coca-Cola </li></ul><ul><li>Consumer: Universal. Male & Female. All ages. </li></ul><ul><li>Goal: Increase Brand Love + Emotional response </li></ul><ul><li>Message: “Para todos” </li></ul><ul><li>Key elements: Brand, Product, Colour, Voice </li></ul><ul><li>Media: TV, Radio, Print, Cinema, Internet </li></ul>
    17. 17. “ Lola”
    18. 18. How it works? <ul><li>Brand: Coca-Cola </li></ul><ul><li>Consumer: Young. Male & Female. 14-20 years </li></ul><ul><li>Goal: Coca-Cola = Music </li></ul><ul><li>Message: “Music On The Coke Side Of life” </li></ul><ul><li>Key elements: Brand, Product, Music, Young </li></ul><ul><li>Media: TV, Radio, Print, Music concerts, Internet </li></ul>
    19. 19. “ Happiness Factory”
    20. 20. How it works? <ul><li>Brand: Coca-Cola </li></ul><ul><li>Consumer: Universal. Male & Female. All ages. </li></ul><ul><li>Goal: Coca-Cola = Happiness </li></ul><ul><li>Message: “The Coke Side of Life” </li></ul><ul><li>Key elements: Brand, Product, Factory, Humor </li></ul><ul><li>Media: TV, Radio, Print, Cinema, Internet </li></ul>
    21. 21. “ Happiness Machine”
    22. 22. How it works? <ul><li>Brand: Coca-Cola </li></ul><ul><li>Consumer: Young and Teens. 15 to 25 years old. </li></ul><ul><li>Goal: Coca-Cola is happiness </li></ul><ul><li>Message: “Where will happiness strike next?” </li></ul><ul><li>Key elements: Brand, Product, Amazing, Viral </li></ul><ul><li>Media: TV, Radio, Print, Internet </li></ul>
    23. 23. “ Reasons to believe”
    24. 24. How it works? <ul><li>Brand: Coca-Cola </li></ul><ul><li>Consumer: Universal. Male & Female. All ages. </li></ul><ul><li>Goal: Coca-Cola is Optimism. 125th Anniversary </li></ul><ul><li>Message: “Reasons to believe” </li></ul><ul><li>Key elements: Brand, Product, Crisis, Hope </li></ul><ul><li>Media: TV, Radio, Print, Cinema, Internet </li></ul>
    25. 25. “ Evolution”
    26. 26. <ul><li>Thank you! </li></ul>
    27. 27. <ul><li>Questions? </li></ul>

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