Cap. 18 Gerenciamento da comunicação de massa

Prévia do material em texto

16/06/2017
1
Fundamentos de Marketing e Comportamento do Consumidor
Prof. Dr. Andres Rodriguez Veloso
1º Semestre de 2017
2ª e 5ª feira – Matutino
19/06/2017
Cap. 18 - Gerenciamento da comunicação de massa: propaganda, promoção de vendas, eventos e experiências e relações públicas
Propaganda
InformarPersuadirLembrarReforçar
16/06/2017
2
Fatores a considerar
1. Stage in the product life cycle
• New products typically merit large advertising budgets to build awareness and to gain consumer trial. Established brands usually are supported with lower advertising budgets, measured as a ratio to sales.
2. Market share and consumer base
• High-market-share brands usually require less advertising expenditure as a percentage of sales to maintain share. To build share by increasing market size requires largerexpenditures.
3. Competition and clutter
• In a market with a large number of competitors and high advertising spending, a brand must advertise more heavily to be heard. Even simple clutter from advertisements not directly competitive to the brand creates a need for heavier advertising.
4. Advertising frequency
• The number of repetitions needed to put the brand’s message across to consumers has an obvious impact on the advertising budget.
5. Product substitutability
• Brands in less-differentiated or commodity-like product classes (beer, soft drinks, banks, and airlines) require heavy advertising to establish a unique image.
16/06/2017
3
16/06/2017
4
16/06/2017
5
https://www.youtube.com/watch?v=YdYDePsNMug
16/06/2017
6
Product Placement
A different breed
How I Met Your Mother
Avicii - Lay Me Down
16/06/2017
7
Advergames
Espaços Públicos
https://youtu.be/fGaVFRzTTP4
16/06/2017
8
Ponto de Venda
16/06/2017
9
Pesquisa e a comunicação (Antes e Depois)
Promoção de vendas
Whereas advertising offers a reason to buy, sales promotion offers an incentive
Promoção de Vendas: Curto Prazo
Propaganda: Longo Prazo
Impacto no valor da marca
16/06/2017
10
Eventos e experiências
Objetivos com eventos:•To identify with a particular target market or lifestyle•To increase salience of company or product name•To create or reinforce perceptions of key brand image associations•To enhance corporate image•To create experiences and evoke feelings•To express commitment to the community or on social issues•To entertain key clients or reward key employees•To permit merchandising or promotional opportunities
16/06/2017
11
Relações públicas e publicidade
1. Press relations
• Presenting news and information about the organization in the most positive light
2. Product publicity
• Sponsoring efforts to publicize specific products
3. Corporate communications
• Promoting understanding of the organization through internal and externalcommunications
4. Lobbying
• Dealing with legislators and government officials to promote or defeat legislation andregulation
5. Counseling
• Advising management about public issues, and company positions and image during good times and bad
Relações públicas de Marketing
Lançamento de novos produtos Reposicionamento de um produto maduro
Construir interesse numa categoria de produto
16/06/2017
12
Influenciar segmentos específicos
Defender produtos que tenham encontrado problemas públicos
Construir uma imagem corporativa que reflitapositivamente nos produtos da empresa
Fundamentos de Marketing e Comportamento do Consumidor
Prof. Dr. Andres Rodriguez Veloso
1º Semestre de 2017
2ª e 5ª feira – Matutino
19/06/2017
Cap. 19 - Gerenciamento das comunicações pessoais: marketing direto e interativo, boca a boca e vendas pessoais
16/06/2017
13
Marketing direto
Direct marketing is the use of consumer-direct (CD)channels to reach and deliver goods and services to customers without using marketing middlemen.
Marketing direto
Pode ocorrer por iniciativa do consumidor ou por iniciativa da empresa
16/06/2017
14
Marketing interativo
16/06/2017
15
Boca-a-boca
16/06/2017
16
16/06/2017
17
https://www.bulldogreporter.com/secrets-of-going-viral-revealed-in-new-video-study-laughs-and-social-sharing-are-what-make-videos-go-viral/
http://www.theharrispoll.com/
Vendas pessoais
1. Deliverer
•A salesperson whose major task is the delivery of a product (water, fuel, oil).
2. Order taker
•An inside order taker (standing behind the counter) or outside order taker (calling on the supermarket manager).
3. Missionary
•A salesperson not permitted to take an order but expected rather to build goodwill or educate the actual or potential user (the medical “detailer” representing an ethical pharmaceuticalhouse).
4. Technician
•A salesperson with a high level of technical knowledge (the engineering salesperson who is primarily a consultant to client companies).
5. Demand creator
•A salesperson who relies on creative methods for selling tangible products (vacuum cleaners, cleaning brushes, household products) or intangibles (insurance, advertising services, oreducation).
6. Solution vendor
•A salesperson whose expertise is solving a customer’s problem, often with a system of the company’s products and services (for example, computer and communications systems).