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

8/2/2019 BTL 1_ID

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)

8/2/2019 BTL 1_ID

14/75

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

16/75

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)

8/2/2019 BTL 1_ID

18/75

Conformteorieigeneralacceptate,inmodelulAIDAthelinesetrageintrefazadeAen5on

siceledeInterestsiDesire.

8/2/2019 BTL 1_ID

19/75

TV

Print

Radio

----------------------------------------------------------------

Promo5iDirectMarke5ng

InStore/ShopperMarke5ng

Events

...

8/2/2019 BTL 1_ID

20/75

Concret,intermeniuzuali,thelinedelimiteazapublicitateaasacumointelegemdeobicei

(reclameTV,reclameRadiosireclameinrevistesaupepanouristradale)dealtemijloacede

promovareabrandurilor(publicitatene-conven5onala,evenimente,marke5ngdirect,

promovareainmagazine,etc).

Inaceastaimpar5re,sepoateobservausorcatoatecanaleleaflatedeasupralinieiaunevoie

deunbugetdemediaiartotceeaceseaflasubliniefunc5oneazafaraajutorulmassmedia.

Dinnou,thelineetrasainfunc5edeexistentasaunuaunuibugetdemedia.

8/2/2019 BTL 1_ID

21/75

Graffi5BBDO

LeoBurne

Saatchi&Saatchi

...

----------------------------------------------------------------

MercuryPromo5ons

Millenium

OgilvyAc5on

MeninBlack

...

8/2/2019 BTL 1_ID

22/75

Lafeldebineputemsatragemolinieintreagen5iledeATLsiceledeBTL.Specializarea

agen5ilore,desigur,oches5unemaidegrabateore5cadeoarecemajoritateaagen5ilorcare

seafirmapepiataauabilita5siexperientapentruarealizacampaniicaretrecdeambele

par5aleliniei.

8/2/2019 BTL 1_ID

23/75

ATL=bugetmedia

BTL=farabugetmedia

8/2/2019 BTL 1_ID

24/75

Defini5aceamaisimplaadelimitariidintreATLsiBTL:

Toatacomunicareacaresefolosestedemassmediasi,deciarebugetdemedia,esteATL.

Toatacomunicareacarenusefolosestedemassmediasi,decinuarebugetdemedia,esteBTL.

8/2/2019 BTL 1_ID

25/75

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26/75

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

8/2/2019 BTL 1_ID

27/75

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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

8/2/2019 BTL 1_ID

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8/2/2019 BTL 1_ID

30/75

hp://www.youtube.com/watch?v=PKYUtUw-8ig

8/2/2019 BTL 1_ID

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DelimitareadintreATLsi

BTLesteastazidificilasinufoarterelevanta.

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32/75

Campaniilebunedeastazifolosescunmixdemediisicanaledecomunicarepentrua-sia5ngeconsumatoriisiatransmitemesajul.CareeATL-ulsicareBTL-ulinacestmixemai

pu5nimportantdecatcoerentasiputereamesajului.

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34/75

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

38/75

OOH(OutOfHome):publicitatestradala

8/2/2019 BTL 1_ID

39/75

8/2/2019 BTL 1_ID

40/75

Printpentrureviste(afostpromovatintenssipebloguri).

8/2/2019 BTL 1_ID

41/75

8/2/2019 BTL 1_ID

42/75

8/2/2019 BTL 1_ID

43/75

8/2/2019 BTL 1_ID

44/75

8/2/2019 BTL 1_ID

45/75

8/2/2019 BTL 1_ID

46/75

8/2/2019 BTL 1_ID

47/75

8/2/2019 BTL 1_ID

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49/75

hp://www.youtube.com/watch?v=4SbKY_Ml2G4

hp://www.youtube.com/watch?v=4pA9UPBj-eY

ACTIVATIONevenimentdestradaganditsaprovoacetrecatoriisisa-Ifacasareac5onezela

mesajuldebrand(si,bineinteles,safiefilmatdeoameniiagen5eisidifuzatpeinternet

pentruaa5ngecatmaimul5consumatori)

8/2/2019 BTL 1_ID

50/75

8/2/2019 BTL 1_ID

51/75

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

53/75

SOCIALNETWORK-PaginadeFacebookabranduluiDieselafostcompletconver5tainliniecunouacampanieBeStupid.Oechipaspecialadeeditoriaugrijacapaginasafie

mereuupdatatacuposturi,linkuri,fotografiisioricealt5pdecontentcaretransmite

intotdeaunaacelasimesajmesajulcampaniei.

8/2/2019 BTL 1_ID

54/75

8/2/2019 BTL 1_ID

55/75

PROMOpromo5eimplementatadeDieselUK,perfectintegrataincampanie.

8/2/2019 BTL 1_ID

56/75

8/2/2019 BTL 1_ID

57/75

INSTOREmagazinele,maialesincazulunuibrandcarearepropriasareteademagazine,suntunuldincelemaiimportantepunctedecontactcupublicul,dacanucelmaiimportant.

Astainseamnaca,lafiecarenouacampanie,Dieselisidecoreazamagazinelecumaterialede

comunicarealecampanieirespec5ve.

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58/75

8/2/2019 BTL 1_ID

59/75

INSTOREunaltmagazineDiesel,unalt5pdematerialedecomunicare.Darmereuacelasi

mesajdecampanie.

8/2/2019 BTL 1_ID

60/75

8/2/2019 BTL 1_ID

61/75

MERCHANDISING:branduindpungiledecumparaturicumesajuldecampanie,Dieselse

asiguracamesajulvafipurtatmaidepartechiardecatrecumparatorivafiplimbalprin

Mall,pestrada,prinmetrousi,inceledinurma,vaajungeacasacuclientul.Intotacest5mp,

cumparatorulac5oneazacaun(mandru)canaldecomunicarepentrucampaniabrandului.

8/2/2019 BTL 1_ID

62/75

8/2/2019 BTL 1_ID

63/75

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

67/75

GIFTtricoulcupricina.

8/2/2019 BTL 1_ID

68/75

ATLvs.BTLvs.TTL

onebrandoneidea

8/2/2019 BTL 1_ID

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

8/2/2019 BTL 1_ID

71/75

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.

8/2/2019 BTL 1_ID

72/75

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73/75

Ungrupdecomunicareastazitrebuiesapoataofericlien5lorsaiserviciiintegratede

comunicare.Astainseamnacatrebuiesaaibadepartamentesausub-agen5ispecializatepe

ATL,BTL,PR,online,Media,etciaracesteasalucrezeimpreuna.Unbrand.Oidee.Mai

multecanaledecomunicare.

8/2/2019 BTL 1_ID

74/75

Cursul

1. InStore2. Promo5i

3. Evenimente4. DirectMarke5ng. Online

6. Virale7. AlternateRealityGames

8. MobileMarke5ng9. ProductPlacement

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75/75

Examenul

Scris60%

Par5cipare20%

Proiect20%