SlideShare a Scribd company logo
vs. Public Relations Advertising
[object Object],[object Object]
Introducere 2. Valoarea unei reclame 3. Valoarea creativitatii 1. Valoarea unei lumanari
Abordare conventionala ,[object Object],Starbucks, The Body Shop, Amazon.com, Yahoo!, eBay, Palm, Google, Linux, PlayStation, Harry Potter, Botox, Red Bull, Microsoft, Intel, Blackberry
Marketingul inseamna advertising Advertisingul inseamna foarte multi bani Publicititatea mai intai,  advertisingul dupa Advertsingul si Arta
Cum sa devii celebru ,[object Object],3.  Reclama cu “jucarii” Nissan 2. Gradina zoologica din advertising
Reclama cu “jucarii” pentru Nissan 1.Toate reclamele TV  masini folosesc fotografii, asa ca noi vom folosi animatie in actiune   2. Toare reclamele TV pentru masini folosesc masini adevarate, asa ca noi vom folosi masini de jucarie  3. Toate reclamele pentru masini folosesc oameni adevarati, asa ca noi vom folosi papusi   Iata modul in care lucreaza o minte creativa pentru a realiza o asemenea reclama:
Advertisingul si premiile ,[object Object],[object Object],[object Object]
Advertisingul si recunoasterea brandului No Restriction No Restriction No Restriction No Restriction No Restriction  Advertisingul si recunoasterea brandului No  Advertisingul si recunoasterea brandului
Advertisingul si vanzarile ,[object Object],[object Object],[object Object]
Cum se castiga batalia PR-ului? Amazon AOL Google Monster eBay
Advertisingul si credibilitatea  Nu poti sa eviti advertisingul Calitatea  este misiuea PR-ului nr.1  Puterea unui tert   Adverisingul in scopul a atrage publicitatea
Cum sa construiesti in brand cu  ajutorul PR-ului Construirea brandului Red Bull Construirea brandului Zara Construirea brandurilor
Un salt facut orbeste, din credinta Stabilirea acreditarilor Impunerea unei noi categorii Construirea unui brand educational: Quinnipiac
Cum sa lucrezi cu extensii de linie Calamitatea New Coke Victoriile automobilului japonez Daca ai un nume prost, schimba-l!!! Xerox deraiaza
Cum poti sa deraiezi din cauza extensiilor de linie ,[object Object],[object Object],[object Object],[object Object],[object Object]
Advertisingul inseamna intretinerea brandului. PR-ul insemna construirea brandului   ,[object Object],[object Object],P.S. pentru PR
Q & A
Bibliografie ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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PR versus Advertising

  • 1. vs. Public Relations Advertising
  • 2.
  • 3. Introducere 2. Valoarea unei reclame 3. Valoarea creativitatii 1. Valoarea unei lumanari
  • 4.
  • 5. Marketingul inseamna advertising Advertisingul inseamna foarte multi bani Publicititatea mai intai, advertisingul dupa Advertsingul si Arta
  • 6.
  • 7. Reclama cu “jucarii” pentru Nissan 1.Toate reclamele TV masini folosesc fotografii, asa ca noi vom folosi animatie in actiune 2. Toare reclamele TV pentru masini folosesc masini adevarate, asa ca noi vom folosi masini de jucarie 3. Toate reclamele pentru masini folosesc oameni adevarati, asa ca noi vom folosi papusi Iata modul in care lucreaza o minte creativa pentru a realiza o asemenea reclama:
  • 8.
  • 9. Advertisingul si recunoasterea brandului No Restriction No Restriction No Restriction No Restriction No Restriction Advertisingul si recunoasterea brandului No Advertisingul si recunoasterea brandului
  • 10.
  • 11. Cum se castiga batalia PR-ului? Amazon AOL Google Monster eBay
  • 12. Advertisingul si credibilitatea Nu poti sa eviti advertisingul Calitatea este misiuea PR-ului nr.1 Puterea unui tert Adverisingul in scopul a atrage publicitatea
  • 13. Cum sa construiesti in brand cu ajutorul PR-ului Construirea brandului Red Bull Construirea brandului Zara Construirea brandurilor
  • 14. Un salt facut orbeste, din credinta Stabilirea acreditarilor Impunerea unei noi categorii Construirea unui brand educational: Quinnipiac
  • 15. Cum sa lucrezi cu extensii de linie Calamitatea New Coke Victoriile automobilului japonez Daca ai un nume prost, schimba-l!!! Xerox deraiaza
  • 16.
  • 17.
  • 18. Q & A
  • 19.