Ce nu este publicitatea?

Publicitatea nu este o art!

consider c publicitatea nu este un
divertisment sau o art, ci un mijloc de
informare. Cnd scriu un text publicitar, nu
doresc sa fiu considerat creativ. Vreau ca
acesta s fie gsit att de interesant, nct s
determine cumprarea produsului.
David Ogilvy
Ce nu este publicitatea?

ATL vs. publicitate/ comunicare

convenional

BTL vs. publicitate/ comunicare

neconvenional

(ATL i BTL sunt concepte depite din

perspectiva comunicrii integrate de marketing)
Ce nu este publicitatea?

Publicitatea nu este publicity!

Publicity: The non-paid-for communication of
information about the company or product,
generally in some media form
(http://www.marketingpower.com/_layouts/dictionary.aspx?dLet
ter=P)
Publicity se traduce prin publicitate
gratuit
Ce nu este publicitatea?

Publicitatea nu este reclam!

Advertising lat. advertere (a se ndrepta ctre
ceva/ cineva)
Reclam lat. clamo, clamare (a striga, a
vocifera)
... i totui, ce este publicitatea?

Publicitatea este o tehnic de comunicare

nepersonal, ce presupune transmiterea
unui mesaj persuasiv pltit, prin difuzarea
acestuia n mijloacele de comunicare n
mas, astfel nct s provoace o presiune
psihologic asupra unui public ct mai
numeros
Ce este publicitatea?
Plasarea, de ctre companii, organizaii non-profit,
agenii guvernamentale sau indivizi, a anunurilor i a
mesajelor persuasive, n timpul sau spaiul achiziionate
n mass media, cu scopul de a informa i/sau de a
convinge membrii unei anumite categorii de public-int
sau audiene, cu privire la produsele, serviciile,
organizaiile sau ideile lor
(http://www.marketingpower.com/_layouts/dictionary.aspx)
Orice form pltit de prezentare i promovare a uneor
idei, bunuri sau servicii, de ctre un sponsor
identificabil
(Kotler & Keller, 2009)
Ce nseamn eficiena n publicitate?

Mesajul publicitar
cu cel mai puternic impact
n ultimii 5 ani?
Strategie vs. creativitate
Cum ocupm un spaiu n mintea consumatorului ?

Puterea unei idei crete, pe msur ce este exprimat

structura sa esenial
Ideea este cu att mai memorabil, cu ct ptrunde mai
repede n mintea consumatorului
Simplitatea este cheia unei publiciti de calitate
Publicitatea de excepie - elemente comune

Cf. Ogilvy&Mather Worldwide:

Strategia bine conceput
Ideea exprimnd un avantaj promis
consumatorului s fie simpl i clar
Mesajul s fie memorabil
Mesajul s transmit o promisiune relevant din
perspectiva publicului-int
Ideea s poat fi dezvoltat ntr-o campanie de
comunicare integrat
LEGO valorile mrcii
(http://aboutus.lego.com/en-us/lego-group/the_lego_brand)

Imagination:
Curiosity asks, Why? and imagines explanations or possibilities (if..
then). Playfulness asks what if? and imagines how the ordinary
becomes extraordinary, fantasy or fiction. Dreaming it is a first step
towards doing it.
Free play is how children develop their imagination the foundation
for creativity
Creativity
Creativity is the ability to come up with ideas and things that are new,
surprising and valuable. Systematic creativity is a particular form of
creativity that combines logic and reasoning with playfulness and
imagination.
Fun
Fun is the happiness we experience when we are fully engaged in
something that requires mastery (hard fun), when our abilities are in
balance with the challenge at hand and we are making progress
towards a goal. Fun is both in the process, and in the completion.
Fun is being active together, the thrill of an adventure, the joyful
enthusiasm of children and the delight in surprising both yourself and
others in what you can do or create.
LEGO valorile mrcii
Learning
Learning is about opportunities to experiment, improvise and
discover expanding our thinking and doing (hands-on, minds-on),
helping us see and appreciate multiple perspectives.
Caring
Caring is about the desire to make a positive difference in the lives of
children, for our partners, colleagues and the world we find ourselves
in, and considering their perspective in everything we do.
Going the extra mile for other people, not because we have to but
because it feels right and because we care.
Caring is about humility not thinking less of ourselves, but thinking
of ourselves less.
Quality
From a reputation for manufacturing excellence to becoming trusted
by all we believe in quality that speaks for itself and earns us the
recommendation of all.
Creativitate & eficien
http://speckyboy.com/2011/09/30/20-more-creative-print-ads-from-lego/