propaganda & mídia digital
DESCRIPTION
Material complementar da disciplina Propaganda & Mídia Digital da Prof.Patricia de Sá - cursos MBATRANSCRIPT
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Propaganda Propaganda & &
Mídia DigitalMídia Digital
Prof. Patricia de Sá[email protected] / #patsa / blog Amor ao Planeta
Material Complementar
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CONTEÚDO PROGRAMÁTICO
# 01
1. Evolução da Comunicação e do ambiente publicitário
2. Posicionamento e Conceito
3. Processo Criativo4. Planejamento de Mídia5. Marketing Digital6. Marketing Móvel
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Você já pensou o quanto a propaganda foi impactada pela evolução na comunicação?
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Anúncios de Campanhas Exemplos
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Institucional Produto
Varejo (“hard sell”) Cooperadas ou cruzadas
Testemunhal De interesse social De oportunidade
Legal Teaser
Comparativas
Tipos de Campanha
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INSTITUCIONAL
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INSTITUCIONAL
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PRODUTO
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PRODUTO
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VAREJO
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COOPERADA
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TESTEMUNHAL
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TESTEMUNHAL
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TESTEMUNHAL
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INTERESSE SOCIAL
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INTERESSE SOCIAL
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INTERESSE SOCIAL
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OPORTUNIDADE
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OPORTUNIDADE
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LEGAL
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TEASER
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TEASER
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COMPARATIVA
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COMPARATIVA
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COMPARATIVA
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COMPARATIVA
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COMPARATIVA
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http://www.youtube.com/watch?v=JahSi8ObCCk
COMPARATIVA
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“A Philips solicitou ao IBOPE, uma pesquisa comparativa entre as marcas de TVs LCD mais vendidas*. Mais de mil consumidores compararam a Philips com
a LG, a Samsung e a Sony**.
Todas as TVs eram equivalentes: LCD 40"/42", FULL HD, adquiridas no varejo em igualdade de condições e ligadas com os ajustes originais de fábrica.
Todo o processo teve auditoria e consultoria técnica independentes. A avaliação geral da imagem pelos entrevistados levou em consideração os
critérios: cor, nitidez, brilho, contraste e cenas em movimento. E o resultado deu uma ampla vantagem à Philips.
*Marcas mais vendidas no segmento LCD (fonte: GFK Marketing Services, Painel Varejista, Flat TV/LCD, jan/jul 2008).”
**Teste realizado pelo IBOPE Inteligência de 3 a 10/9/2008 com 1.008 consumidores na cidade de São Paulo, de acordo com a pergunta de
preferência geral."
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órgão de apoio à sociedade, com função de proteger e zelar pelo respeito ao
espectador e ao consumidor
(Agências, Veículos e Anunciantes)
define condutas e regras das melhores práticas éticas e comerciais entre os
principais agentes da publicidade brasileira
(Agências, Veículos, Anunciantes e Governo Federal)
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Mídia e CriatividadeExemplos
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1 semana1 mês
Leão de Ouro/Cannes 2003
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MARKETING DIGITAL E MÓVELExemplos
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E-mail Marketing - promoção
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E-mail Marketing - promoção
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E-mail Marketing - newsletter
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Rede Social – perfil corporativo
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Rede Social – divulgação viral
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Rede Social - Advertainment
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Rede Social - Advertainment
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Banners
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Banners
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Pop-Ups
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Links Patrocinados
CPC – Custo por Click
CPM – Custo por Impressão
CPA – Custo por Ação
CTR – Click through rate
PPC – Pay per click
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SEO e Busca Orgânica
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Geolocalização
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