Master class
- 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
- 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
- 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
- 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?
Editor's Notes
- #7: 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
- #8: 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
- #9: 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
- #13: A short history of marketing
- #24: A short history of marketing
- #26: A short history of marketing