SALUT !

Sunt Mugur Patrascu si lucrez in comunicare.

mugur.patrascu@ileo.ro
Sa ne cunoastem.
Sa intelegem ce putem obtine de la acest curs si care sunt obiectivele si
nevoile voastre.

Cateva cifre
Sa comentam publicitatea digitala.

CURS 1
Cum se vor desfasura cursurile si care sunt obiectivele mele ?
Care ar trebui sa fie obiectivele voastre ?
Teorie/modele teoretice/evolutii
O carte
Studii de caz/discutii pe campanii de comunicare
O tema
Discutii
Curs 1: Care este rolul digitalului in cadrul celorlalte medii si in viata
oamenilor ? Caracteristici si evolutii.

Curs 2: Intrumente pentru comunicarea digitala: site-ul, e-mailul, cautarea.

Consumator, portofoliu, inventarul digital. Paid, Earned, Owned.

Curs 3: Social Media. Retele sociale, bloguri. Strategii si modalitati de

comunicare.

Curs 4: Viralitatea. Opportunity marketing. Gamification.

Cursul 5: Contentul digital. Comunitatile.

Cursul 6: Media digitala. Ecosistemul media. Publishing si display advertising.

Video adverstising. Google.
Cursul 7: Realizarea campaniilor digitale. Abordari, strategii, bugete. Fixarea
obiectivelor. Evaluarea rezultatelor.

Cursul 8: Mobilul.

Cursul 9: PR online. Creativitatea on-line.

Cursul 10: Trenduri digitale. Branduri digitale.

Cursul 11: Afacerea on-line. Antreprenoriat on-line. E-commerce.

Performance marketing.

Cursul 12: Reluarea unor teme la cerere.

Cateva date
2013

UK 27,4% 47,7% 17% 2,5% 5,4%

Romanians Internet Three Years Ago

7 mil 7 mil

5,4 mil
3 mil 3 mil
Romanians Internet Two Years Ago

7 mil 7 mil

5,4 mil
5 mil
4,5 mil
 Romanians Internet Today
9 mil
8 mil 8 mil

6 mil

5,4 mil
Despre mediu
Television
Advantages Disadvantages
High impact (Dynamics of sight, sound Difficult to target precisely
& movement)
High coverage High wastage
Swift coverage build High production costs
Low CPT High capital cost
Powerful sell in medium to the trade
Mass medium
Print
Advantages Disadvantages

Mass & niche targeting opportunities Slow to build coverage

Educational Variable reproduction quality
Long copy facility
Low impact
Lower capital cost
Longevity
Ad placement opportunities
Pass on readership
Radio

Advantages Disadvantages

Skew towards desirable demographics Low impact

Housewives/young adults Low coverage
Local market opportunities More difficult creative sell
High frequency Limited research
Low CPT
Low production costs
Minimise wearout with many executions
Cinema

Advantages Disadvantages

Young profile Very high production costs

Captive audience Slow coverage build
High impact Poor research
Ability to follow films audience
Local market flexibility
Outdoor

Advantages Disadvantages

Good awareness builder Limited communication

Brand advertising Massive wastage
High frequency Little targeting sophistication
Local market opportunities High capital cost
Tactical medium Very limited research
Direct Marketing

Advantages Disadvantages

One on one communication One chance

Targeting precision Hostility to unsolicited approach
Detailed communication No pass on readership (Inserts in magazines)
On-line

Avantaje Dezavantaje

Interactivitate Mediu nou

Masurabilitate Extrem de divers (incontrolabil)
Targetare Rata penetrarii
Flexibilitate Mediu dinamic
Creativitate Mediu de actiune
Mediu de experienta si business Mediu de relatie
Mediu de relatie Mediu deschis (necenzurat)
Mediu 24h disponibilitate
Scurta Istorie
Rolul digitalului in viata oamenilor
Obiceiul De Consum Al Mediilor

50%

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Internet TV Radio
28
29
Evolutia in Dezvoltarea Mediilor

Games
Digital radio
Mobile
Outdoor
Cinema Digital TV

Analogue radio
Analogue TV
Internet
Print
1920 1940 1960 1980 2000 2020
31
Comentariu De Comunicare
Romanii sunt destepti
http://www.youtube.com/watch?v=Und7tNOt9qM

Pilot handwriting
http://www.youtube.com/watch?v=gz8ONVcvw8Q
Alte Intrebari ?