Post on 05-Apr-2018
8/2/2019 BTL 1_ID
1/75
BTL
8/2/2019 BTL 1_ID
2/75
IntroducereinBTL(BTLinseamnabelowtheline)
8/2/2019 BTL 1_ID
3/75
8/2/2019 BTL 1_ID
4/75
Inmodcurent,BTLesteasociatcuac5vita5lepromo5onalesievenimentele.CandspuiBTLte
gandes5lapromoteri,lansari,petrecerisisamplinguri.
AstainseamnaBTLinlimbajuldezicuzialagen5ilordepublicitate.
Companiileproducatoarede5garisiagen5ilelordepublicitateaudevenitinul5mavreme
lideriiinova5eisiexper5zeiinBTL(intelescamaisus).Pentrucalegeanumaipermiteniciun
feldepublicitatela5gari,eiaufostobliga5sadevinafoartebuniin5puriledeac5vita5de
promovarecareincalemaisuntpermise:sampling,promo5i,evenimente,petreceri,
packagingetc
8/2/2019 BTL 1_ID
5/75
8/2/2019 BTL 1_ID
6/75
Procter&Gambleestecompaniacareprac5cainventatmarke5ngul.Infiintatain1837de
catredoiimigran5unulfabricantdesapun,celalaltdelumanariP&Gadevenitastaziuna
dincelemaimaricompaniidinlumeavanddintop10celemaivaloroasebranduridinlume.
InStateleUnite,P&Gcheltuieinjurde2miliardededolariannualdoarcupublicitatea.
P&Gainventatbrandul:primulbrandcomercialdinlumeaafostsapunulIvory.
P&Gainventattelenovelacareini5aerapursisimpluofoartelungareclamafoiletonpentru
produseledecurateniealeP&G.DeaicisinumeledeSoapOpera.
P&Gainventatbriefuldeagen5ecauninstrumentmaieficientdecomunicareintreechipele
demarke5ngsiagen5iledecrea5e.
P&GafacutpentruprimadatasidelimitareaintreATLsiBTL.
AstaziP&Gramaneincon5nuareoreferintadeinova5esiexper5zainmarke5ngsi
comunicare.Ebinesaurmares5lucrurilepecareaceastacompanielefacepentrucadecele
maimulteorisuntlec5ideinvatat.
Referinta:RisingTide:Lessonsfrom16yearsofBrandBuildingatProcter&Gamble,DyerD.,DalzellF.,OlegarioR.,HarvardBusinessPress,2004.
8/2/2019 BTL 1_ID
7/75
8/2/2019 BTL 1_ID
8/75
ExpresiabelowthelineprovinedinjargonulinternalProcter&Gamble.Explica5aemai
simpladecatarputeaparea.
Inanii0-60agen5iledepublicitatecas5gaubaniexclusivdintr-uncomisionde17.6%aplicatlabugetulbrutdemediaalclientului.Astainsemnacaserviciiledecrea5e(reclamele
pr-zise)eraugra5s.Totceintelegemastaziprinserviciidecrea5epublicitarapentrucare
acumseplatesteunfeeannualsauunpretpeorademunca,erainacelevreumuriprestat
completgratuitdecatreagen5eincontulaceluicomisionaplicatbugetuluidemedia.
Dinmomentulincareagen5ilesiclien5iauinceputsadesfasoare5puridecomunicare/
promovarecarenuaveauasociatunbugetdemedia(TV,Radio,Print),eleaucerutsiprimit
unfeesuplimentar.Caurmare,incontabilitateaclien5lorauaparutpentruprimadatanoi
cheluielicupublicitatea,alteledecatcelelegatedecumparareaspa5uluimedia.
Putemspunecalainceputurilepublicita5iauexistatdoaragen5idemediacarecas5gaubani
intermediindcumparareadespa5udedifuzarepentruclien5,serviciupentrucareprimeau
uncomisionfixdinbugetulcareletreceaprinmaini.Serviciiledecrea5eerauprestatede
acesteagen5iinmodcompletgratuit,caunbonuspelangaintermediereacumparariide
media.
8/2/2019 BTL 1_ID
9/75
ATL(17.6%*bugetmediabrut)
----------------------------------------------------------------BTL
8/2/2019 BTL 1_ID
10/75
Prac5cfinan5s5iProcter&Gamble,candfaceausitua5ilefinanciare,trageauoliniedupa
cheltuielileconsideratepanaatuncipublicitate(acel17.6%)iardedesubtreceautoate
serviciiledecrea5ecareaufostpla5teseparat.
Separa5aintreabovethelinesibelowthelineprovinedinacestamanuntalprac5cii
contabileinbirourileP&G.
Ceeaceeraaboveeragra5s(inclusincomisionuldeintermediereacumparariidemedia)iar
ceeaceerabelowtrebuiapla5tseparat.
Asadar,thelinedelimiteaza5puriledecomunicarebazatepefolosireacanalelordemasa(si
careauasociateunbugetdemedia)si5puriledecomunicareindependentedecanalede
masa(sicarenuauasociateunbugetdemedia).
Delimitareainfunc5edeu5lizareasaunuacanalelordemasaestechiarsiastaziimportanta,
pentrucaoricecomunicaredemasaimplicatabugetedemediauriase.Generalizand,putemes5macainmedie8%dincostuloricareicampaniiATLestereprezentatadebugetulde
media.Doarrestulde1%ilreprezintacosturiledecrea5esiproduc5eareclamelor.In
prac5ca,astainseamnacachiardacaagen5adecrea5econstruiestestrategiadebrand,cea
maimareparteabanilorclienuluitrecprinmanaagen5eidemedia.
8/2/2019 BTL 1_ID
11/75
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12/75
Lucruriles-auschimbatsinupreadinanii0sipanaastazi.
Mediaareincon5nuareceamaimarepondereinbugetuldecomunicare.
Serviciiledecrea5e,insa,astazisuntpla5teseparatinclusivpentruATL.Succesulbranduluicainstrumentdemarke5ngadeterminatoschimbaredeparadigma:
crea5anumaiesteunaccesoriualstrategieidemedia,cidimpotriva,strategiademediase
subsumeazastrategieidebrand.
Inprac5ca,comunicareadebrandpleacaastazidelaoideemedianeutral,adicaoideepura
independentademediiledecomunicare,ideecarevafiapoideclinatainexecu5ispecifice
fiecarulmediu.
Astazimediasicrea5anumaistauinmodnecesarinacelasibirou,demulteorinicimacarin
aceeasicladire.Marilegrupuridecomunicare(BBDO,LeoBurne,McCannEricksson)auin
con5nuareatatagen5idemediacatsidecrea5e,insatotmaimulteagen5ipurdecrea5e
(Headver5sing,Next,Cap,Papaya)seafirmacages5onaripricepu5debrandfarasaaiba
absolutniciotreabacuplanning-ulsibuying-uldemedia.
Asel,divortulopera5onal,financiarsiins5tu5onaldintremediasicrea5eadevenitdefini5v
siirevocabil.Chiardacaelecon5nuasalucrezeimpreunapentruaconstruieficientbranduri.
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13/75
AIDA(S)
Aen5on(awareness)
Interest(intelegereabeneficiului)
Desire(an5cipareasa5sfac5ei)
Ac5on(cumparare)
Sa5sfac5on(loializare)
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AIDAesteunmodelsimplu(chiarsimplist)alcomunicariidemarke5ngbazatpeteoriaierarhieiefectelor:Learn-Like-Do.Conformacesteiteorii,maiintaiaflamdeunprodus,apoineformamoopiniepozi5va,apoiac5onamsi-lcumparam.Paresimplusichiarasae.
Aen5on:etapacogni5vaincareaflamdeexistentaunuiprodus.Inaceastaetapasarcinacomunicariiestedeacaptasire5naaten5aconsumatorului.Adicadeaob5neawareness.
Interest:etapacogni5vaincareintelegemcareestebeneficiulprodusului.Inaceastaetaparolulcomunicariiestedeaexplicasidiferen5abranduldecompe55e.
Desire:etapaafec5vaincareproiectamsa5sfac5apecareneasteptamsaoob5neminurmaconsumului.Aicirolulcomunicariiestedeagenerasiintariasocieripozi5veintrebrandsi
senza5isautrairiplacute.
Ac5on:etapaincareac5onamsicumparamprodusul.Aicirolulcomunicariiestedeagenerauncalltoac7on,adicadeaasiguraimboldulul5mdecareconsumatorulmaiarenevoie.
Sa5sfac5on:ul5maetapaincarechiarconsumamprodusul.Aicicomunicareapoatesacontribuielaconfirmareadecizieisiincurajarearepetariicomportamentuluideachizi5esi
consum.
Pescurt,modelulAIDA(S)spunecamaiintaiaflamdeunprodus,apoiildorimsilaurmailcumparam.Eunprocesextremdesimplu,darlucrurileseintamplachiarasainrealitatede
celemaimulteori.
Referinta:PsihologiaConsumatorului,IliescuD.,PetreD.,comunicare.ro,2004,pag0.
8/2/2019 BTL 1_ID
15/75
AWARENESS
FAMILIARITY
OPINION
INTENTION
PURCHASE
8/2/2019 BTL 1_ID
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Desisimplist,modelulestefolositfrecventdemaitoatecompaniilepentrua-sievalua
eficientacampaniilordecomunicare.
PurchaseFunnelreprezintasubformauneipiramideinversateetapeleprincaretreceunconsumatorpanainmomentulachizi5eiiardiferenteledenivelintreetajelediferiteale
piramideireprezintapoten5alicumparatoricaresuntpierdu5lafiecareetapa.
Awareness:ce%dintotalulconsumatorilorpoten5aliauauzitdebrandulmeu.
Familiarity:ce%dintotalulconsumatorilorpoten5alicunoscbrandulmeu.
Opinion:ce%dintotalulconsumatorilorpoten5aliauoparerebunadesprebrandulmeuInten5on:ce%dintotalulconsumatorilorpoten5aliiauinconsiderarebrandulmeupentruo
viitoareachizi5e.
Purchase:ce%dintotalulconsumatorilorpoten5aliajungsa-micumperebrandulinceledin
urma.
Lamodulideal,piramidaseingusteazacatmaipu5npemasuracecoboramtreptele,aselincatconversiadelaotreaptasuperioaralaceainferioara(maiaproapedeachizi5e)estecat
maideplina.
8/2/2019 BTL 1_ID
17/75
AIDA(S)
Aen5on(awareness)
----------------------------------------------------------------
Interest(intelegereabeneficiului)Desire(an5cipareasa5sfac5ei)
Ac5on(cumparare)Sa5sfac5on(loializare)
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Conformteorieigeneralacceptate,inmodelulAIDAthelinesetrageintrefazadeAen5on
siceledeInterestsiDesire.
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TV
Radio
----------------------------------------------------------------
Promo5iDirectMarke5ng
InStore/ShopperMarke5ng
Events
...
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Concret,intermeniuzuali,thelinedelimiteazapublicitateaasacumointelegemdeobicei
(reclameTV,reclameRadiosireclameinrevistesaupepanouristradale)dealtemijloacede
promovareabrandurilor(publicitatene-conven5onala,evenimente,marke5ngdirect,
promovareainmagazine,etc).
Inaceastaimpar5re,sepoateobservausorcatoatecanaleleaflatedeasupralinieiaunevoie
deunbugetdemediaiartotceeaceseaflasubliniefunc5oneazafaraajutorulmassmedia.
Dinnou,thelineetrasainfunc5edeexistentasaunuaunuibugetdemedia.
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Graffi5BBDO
LeoBurne
Saatchi&Saatchi
...
----------------------------------------------------------------
MercuryPromo5ons
Millenium
OgilvyAc5on
MeninBlack
...
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Lafeldebineputemsatragemolinieintreagen5iledeATLsiceledeBTL.Specializarea
agen5ilore,desigur,oches5unemaidegrabateore5cadeoarecemajoritateaagen5ilorcare
seafirmapepiataauabilita5siexperientapentruarealizacampaniicaretrecdeambele
par5aleliniei.
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ATL=bugetmedia
BTL=farabugetmedia
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Defini5aceamaisimplaadelimitariidintreATLsiBTL:
Toatacomunicareacaresefolosestedemassmediasi,deciarebugetdemedia,esteATL.
Toatacomunicareacarenusefolosestedemassmediasi,decinuarebugetdemedia,esteBTL.
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thelineestetotusioconven5e,oimpar5recareseaplicasinupreaincomunicareadeastazi.
Studiudecaz:CampaniaBMWTheHire(2001)
In2001,BMWUSAsi-aualocatcadeobiceiunbugeturiaspentrupublicitate.Planulera,totcadeobicei,caagen5adepublicitatesavinacuoideedecampanie,safilmezecateva
spoturiTVsisaproducaoseriedereclameprintpecareapoisaledifuzezeprinmassmedia.
Astapresupuneaoimpar5re,dinnoucadeobicei,inaproxima5v1%costuriderealizarea
reclamelorsi8%costuridecumparareaspa5uluimedia.AdicaocampanieATLabsolut
normala.
Agen5aFallon,insa,auvenitcuopropunerecompletnoua:sainvesteascato5baniizecide
milioanededolariinproduc5areclamelorsisanupastrezeabsolutnimicpentru
cumparareaspa5uluidedifuzare.Premizaeracaavandintregulbugetladispozi5epentru
produc5areclamelor,acestevorfiatatdereusiteincatvorcirculasingureprintre
consumatorifarasamaiaibanevoiedesprijinulunuiuriasbugetdemedia.
hp://www.youtube.com/watch?v=nK87YLmagt4
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AsadarBMWUSAsi-ainves5tintregulbugetdepublicitateinproduc5areclamelor.Avadosumauriasaladispozi5e,sumacaredeobiceiseduceainbuzunareleposturilorTVsiRadio,aupututsafoloseascaactorisiregizoricelebri:CliveOwen,Madonna,MarylinManson,ForrestWhitaker,AdrianaLima,MickeyRourke,RayLioa,JamesBrown,GaryOldmansiregizoriprecumGuyRitchie,TonySco,JohnWoo,AngLeesiJohnFrankenheimer.
Aurezultatdouaseriidecate4episoadelungide8minutecarenuaufostdifuzateinniciunfel.Doaraufostuploadatepesite-ulBMW.
Desianulera2001,inaintedeyoutube,torentesiDC++,filmeleaufostdownloadatede11milioanedeorisimaidepartesharuiteprinCD-urisiDVD-uriintreconsumatori.VanzarileBMWaucrescutcu12%inUSAin2001.
Ceinvatamdinacesexemplu?Avemocampaniefarabugetdemedia,deciteore5cnupoatefiincadratalaATL,insaformatulcampanieiesteunspotvideo(formaceamaifrecventaacampaniilorATL)siareusitsaa5ngazecidemilioanedeconsumatori(ceeace,dinnou,estemaidegrabadinlumeaATL-uluidecatalBTL-ului).Conteazamaipu5ncumocategorisim,conteazaingeniozitateaideiisisuccesulinvanzari.
hp://www.youtube.com/watch?v=ADzTu2NM8Lg
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hp://www.youtube.com/watch?v=PKYUtUw-8ig
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DelimitareadintreATLsi
BTLesteastazidificilasinufoarterelevanta.
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Campaniilebunedeastazifolosescunmixdemediisicanaledecomunicarepentrua-sia5ngeconsumatoriisiatransmitemesajul.CareeATL-ulsicareBTL-ulinacestmixemai
pu5nimportantdecatcoerentasiputereamesajului.
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Studiudecaz:CampaniaDieselBeStupid(2010)
UndeseterminaATL-ulsiundeincepeBTL-ul?
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hp://www.youtube.com/watch?v=Y4h8uOUConE
Spotvideodifuzatinprincipalpeinternetareroluldeaexpunefilozofiabrandului.
8/2/2019 BTL 1_ID
37/75
8/2/2019 BTL 1_ID
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OOH(OutOfHome):publicitatestradala
8/2/2019 BTL 1_ID
39/75
8/2/2019 BTL 1_ID
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Printpentrureviste(afostpromovatintenssipebloguri).
8/2/2019 BTL 1_ID
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hp://www.youtube.com/watch?v=4SbKY_Ml2G4
hp://www.youtube.com/watch?v=4pA9UPBj-eY
ACTIVATIONevenimentdestradaganditsaprovoacetrecatoriisisa-Ifacasareac5onezela
mesajuldebrand(si,bineinteles,safiefilmatdeoameniiagen5eisidifuzatpeinternet
pentruaa5ngecatmaimul5consumatori)
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50/75
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hp://www.youtube.com/watch?v=9rJPIs0bN_o
EVENT-EvenimentorganizatdeDiesel.Par5cipareapubliculuilaevenimentafost
semnifica5va,insafilmulevenimentului(atentfilmat,editatsipromovatdeagen5e)aa5ns
dezecidemiideorimaimul5oamenifiinduncazdesuccesdemarke5ngviral.
8/2/2019 BTL 1_ID
52/75
8/2/2019 BTL 1_ID
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SOCIALNETWORK-PaginadeFacebookabranduluiDieselafostcompletconver5tainliniecunouacampanieBeStupid.Oechipaspecialadeeditoriaugrijacapaginasafie
mereuupdatatacuposturi,linkuri,fotografiisioricealt5pdecontentcaretransmite
intotdeaunaacelasimesajmesajulcampaniei.
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54/75
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PROMOpromo5eimplementatadeDieselUK,perfectintegrataincampanie.
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56/75
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INSTOREmagazinele,maialesincazulunuibrandcarearepropriasareteademagazine,suntunuldincelemaiimportantepunctedecontactcupublicul,dacanucelmaiimportant.
Astainseamnaca,lafiecarenouacampanie,Dieselisidecoreazamagazinelecumaterialede
comunicarealecampanieirespec5ve.
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INSTOREunaltmagazineDiesel,unalt5pdematerialedecomunicare.Darmereuacelasi
mesajdecampanie.
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MERCHANDISING:branduindpungiledecumparaturicumesajuldecampanie,Dieselse
asiguracamesajulvafipurtatmaidepartechiardecatrecumparatorivafiplimbalprin
Mall,pestrada,prinmetrousi,inceledinurma,vaajungeacasacuclientul.Intotacest5mp,
cumparatorulac5oneazacaun(mandru)canaldecomunicarepentrucampaniabrandului.
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COUPONING:cuponul(distribuitgratuitinrevisteatentselectate)permiteceluicare-l
prezintalamagazinsabeneficiezedeoofertaspeciala(pretspecial,promo5e,reducere,etc
)incazulacesta,laprezentareacuponuluiprimeaiuntricougra5s.
8/2/2019 BTL 1_ID
64/75
8/2/2019 BTL 1_ID
65/75
GIFTtricoulgratuitnuealtcevadecatunaltmaterialdecomunicareapromo5ei.FiinduntricouDieselgra5s,consumatoriiseinghesuiesapunamanapeelsisa-lpoarte.Adicaseinghesuiesafienistereclameambulantepentrubrand.Nimicrauinasta.Toatalumeaiesecas5gata.
8/2/2019 BTL 1_ID
66/75
8/2/2019 BTL 1_ID
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GIFTtricoulcupricina.
8/2/2019 BTL 1_ID
68/75
ATLvs.BTLvs.TTL
onebrandoneidea
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69/75
Inconcluzie,ATLinseamnacampaniicubugetde(mass)mediaiarBTLinseamnacampaniifarabugetde(mass)media,insaastazicampaniilesuntdefaptTTL(ThroughtheLine)siseconcentreazapecoerentabranduluisiaideii,indiferentdecanal(masssaunu).
Ceeaceeimportanteca,intoatacomunicarea,fiecaeATLsauBTL,consumatorulsa
recunoascauitateasiconsecventauneiideidecampanieunicecaresaconstruiascaoimaginecoerentasiclaraabrandului.LoculconcretundetragemliniaintreATLsiBTLincadruluneicampaniiconteazamaipu5n.
8/2/2019 BTL 1_ID
70/75
360
Integrated
Holis5cCommunica5on
MediaNeutralIdea
ConsumerContextPlanningTouchPoints
TitaniumLions
FullServiceAgencyThroughTheLine
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Existaoseriedetermeniinjargonulindustrieidemarke5ngsipublicitatecaresereferaintr-unfelsaualtullaaceeasiparadigmaacomunicariiThroughTheLine:
Comunicare360:comunicareacareinvaluieconsumatoruldintoatepunctele
Holis5cCommunica5on:comunicarecompletintegratainjuruluneiideiunicedebrandMediaNeutraIdea:ideepuracarepoatefideclinatapeoricemediusauinoricecanalde
comunicare(adicanuoideedespotTV,cioideedebrandprecumBeStupidalluiDieselcarepoatefidusamaideparteatatintr-unspotTVcatsiintr-unPrint,oideedeonline,oideedeeveniment,etc)
ConsumerContextPlanning:abordarestrategicacentratapemomenteledinviata
consumatoruluisifelulincareacesteapotfiexploatatedinpunctuldevederealcomunicarii.
TouchPoints:punctedecontactcuconsumatorul(canalemediadarsimomentederecep5vitate)
TitaniumLions:categoriaceamaipres5gioasaincadrulCannesLionsFes5valincaresuntpremiatecampaniiintegratecarenupotficlasificateconformimpar5riitradi5onalainTV,Print,
Radio,OOH,
FullServiceAgency:agen5ecareoferaclien5lorsaiserviciidecomunicareintegratasubacelasiacoperis,aselincatbrandulsafieunulsiacelasiindiferentdemediul/canalulincarecomunica
ThroughTheLine:paradigamdecomunicareconformacareiaideadebrandvineinainteaplanuluidemedia.
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Ungrupdecomunicareastazitrebuiesapoataofericlien5lorsaiserviciiintegratede
comunicare.Astainseamnacatrebuiesaaibadepartamentesausub-agen5ispecializatepe
ATL,BTL,PR,online,Media,etciaracesteasalucrezeimpreuna.Unbrand.Oidee.Mai
multecanaledecomunicare.
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74/75
Cursul
1. InStore2. Promo5i
3. Evenimente4. DirectMarke5ng. Online
6. Virale7. AlternateRealityGames
8. MobileMarke5ng9. ProductPlacement
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Examenul
Scris60%
Par5cipare20%
Proiect20%