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Media Creativity for Advertising Public Relations

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Positioning ???????????????? ??????? Personality ???????????????? ?????????? ... Launched in July 2000 by United Nations Secretary-General Kofi Annan. ... – PowerPoint PPT presentation

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Title: Media Creativity for Advertising Public Relations


1
Media Creativity for AdvertisingPublic
Relations
A N A L Y S I S
2
A N A L Y S I S
Fragment/Individual Relations/Correlation Scale/Ef
fect
Analysis
.Advertising.Public Relations.Marketing.Bra
nding.Product.Consumer.Tool (Communication
Tool, Marketing Tool)
Sufficient Economy
3
A N A L Y S I S
Analysis .BrandingBrand Build Positioning
???????????????? ??????? Personality
???????????????? ?????????? Identity
???????????????? ??????????????????????
4
A N A L Y S I S
Analysis .BrandingTool for Brand ----gt
Product, Price, Place, ----gt Communication
Tools Loyalty in Brand ----gt Logo Brand
name ----gt Image ---gt IMC CSR KM
5
A N A L Y S I S
Analysis .Product Price Place Position
Package Quality Life Product Cycle
6
FACTORS CSR 1) ??????????? 2) ??????
3) ???????????? 4) ?????????????????????
5) ?????????????????????? 6) ???? ???
7) ?????????????? ???????????????????
8) ????????? 9) ???????? ????????????????????
10) ??????????????????
7
FACTORS CSR 1) ??????????? 2) ??????
3) ???????????? 4) ?????????????????????
5) ?????????????????????? 6) ???? ???
7) ?????????????? ???????????????????
8) ????????? 9) ???????? ????????????????????
10) ??????????????????
8
UN Global Compact?????????????????????????
(1999) ???????????????????????????????????????????
?????????????????????????????????? 10 ??????
????????????????????????????????????????
????????????????? ???????????????????????????????
???? Responsible Corporate Citizen
?????????? Human Rights Labour Environment Anti-C
orruption
9
UN Global CompactUN global compact United
Nations Global Compact Launched in July 2000 by
United Nations Secretary-General Kofi Annan. The
Global Compact is an international initiative
bringing companies together with UN agencies,
labour and civil society to support ten
principles in the areas of human rights, working
conditions, the environment, and anti-corruption.
Through the power of collective action, the
Global Compact seeks to advance responsible
corporate citizenship so that business can be
part of the solution to the challenges of
globalisation. In this way, the private sector -
in partnership with other social actors - can
help realize the Secretary-General's vision a
more stable and inclusive global economy. The
Global Compact is a voluntary corporate
citizenship initiative endorsed by companies from
all regions of the world. It has two
objectives Mainstream the ten principles in
business activities around the world Catalyse
actions in support of UN goals      TNT is one of
the many companies that have committed themselves
to the UN Global Compact. The Ten PrinciplesThe
first two principles are derived from the
Universal Declaration of Human Rights 1.
Businesses should support and respect the
protection of internationally proclaimed human
rights within their sphere of influence and 2.
make sure that they are not complicit in human
rights abuses.The principles 3-6 are derived
from the International Labour Organisation's
Declaration on Fundamental Principles and Rights
at Work 3. Businesses should uphold the freedom
of association and the effective recognition of
the right to collective bargaining 4. the
elimination of all forms of forced and compulsory
labour 5. the effective abolition of child
labour and 6. eliminate discrimination in
respect of employment and occupation.The
principles 7-9 are derived from the Rio
Declaration on Environment and Development 7.
Businesses should support a precautionary
approach to environmental challenges 8.
undertake initiatives to promote greater
environmental responsibility and 9. encourage
the development and diffusion of environmentally
friendly technologiesThe 10th and last
principle is derived from the United Nations
Convention against Corruption 10. Businesses
should work against all forms of corruption,
including extortion and bribery.      More
information www.unglobalcompact.org
10
A N A L Y S I S
Analysis .Consumer Demographic,
Psychographic, Media Usage, Consume
Behavior Life Style .Competitive Ad.Effect,
Ad.SWOT, Theme, Factoring.SWOT, Ad.Budget, IMC
11
A N A L Y S I S
???????????????????????????????????????????? ???
Modeling Communication
12
A N A L Y S I S
13
A N A L Y S I S
Business Forward a complete line of services
aimed at moving your business forward .Branding
Research .Advertising Event Planning
Graphic Design .Public Relations Media
Planning/Buying Website Development Strategic
Planning Marketing
14
A N A L Y S I S
15
A N A L Y S I S
MARKING Im A great Lover
PUBLIC RELATIONS Trust me. Hes A great Lover.
16
A N A L Y S I S
ADVERTISING Im A great Lover.Im A great
Lover.Im A great Lover.
BRANDING I understand, youre A great Lover.
17
A N A L Y S I S
Advertising Associates
Marketing Creative Strategic Technical
18
A N A L Y S I S
Advertising Associates
Marketing . Multi-Cultural Marketing
. Promotional Fulfilment . Ad Sales /
Sponsorship Procurement . Media Buying
19
A N A L Y S I S
Advertising Associates
Creative . Packaging . Image Creation
Enhancement . Web Design
20
A N A L Y S I S
Advertising Associates
Strategic .Event Planning .Public Relations
.The Idea Group
21
A N A L Y S I S
Advertising Associates
Technical . Video Broadcast Production
. Interactive Web Advertising . Script
Writing
22
A N A L Y S I S
Marketing Communication Process???????????????????
???? (1) Input Marketing Tools - Product
(Packaging, Label, Brand name)Price (Image of
Product)Place (Environment of
Product)Promotion Communication Communication
Tools - PR.P Public Relations
PublicityAD. AdvertisingSP. Sale
PromotionPS. Personal SellingDM. Direct
Marketing
23
A N A L Y S I S
Marketing Communication Process???????????????????
???? (1) Input Word of Mouth - Product
Communication5T TRUE, TRUST, TASTE, TEST,
TANGIBILITY QSPORT Quantity, Sequence, Point,
Opportunity, Relation, Time
24
(No Transcript)
25
A N A L Y S I S
Marketing Communication Process (2) Process SOURS
E/SENDER Organization, Agency,
Person MEDIA Content Message (Text, Art,
Animation) Context Message (Position, Person,
Place, Time, Accessibility, Attitude
Imagine Motion Attention) Hardware Software
26
A N A L Y S I S
Marketing Communication Process (2) Process
-.gt SMCR CHANNEL Media, Person,
Events RECIEVER Initiator (??????) Influence
(?????????????????????) Decision Maker
(???????????????) Buyer (???????) User
(????????????)
27
A N A L Y S I S
Marketing Communication Process (3) Output -Knowle
dge ??????? -Persuasion ????????????? -Decision
??????????? -Confirmation ????????????????????????
???
-???????????????? ?????? ??????????
(???????-????????)??????? (???????????????)
28
A N A L Y S I S
Impact Prospect ??????? ??????????????
?????????-????????????? Awareness ?????????
????? 80 Acceptance ?????? ???????? ?????
60 Trial ???????? ????? 40 Brand Users
??????????? ????? 10
29
A N A L Y S I S
Impact Prospect ??????? ??????????????
?????????-?????????????
80
Awareness
60
10
Acceptance
40
Trial
Brand Users
?????? ?????? ???????? ???????????
30
A N A L Y S I S
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