Medios no convencionales - WordPress.com · Advergames. Title: Diapositiva 1 Author: Basile Claudio...
Transcript of Medios no convencionales - WordPress.com · Advergames. Title: Diapositiva 1 Author: Basile Claudio...
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Medios no convencionales
Clase 6
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Comunicación Directa
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Denominamos comunicación directa a todas aquellas Comunicaciones que tienden a lograr contacto directo, ya sea, en forma personal o a través de
tecnologías distintas de los Medios Masivos de Comunicación (MMC).
La Comunicación Directa es un proceso a escala personal o grupal que posibilita un enlace directo y selectivo con otros sujetos u organizaciones específicas. Tal procedimiento se caracteriza por el no uso de los medios
masivos de comunicación y sus tecnologías. En consecuencia, podremos optimizar considerablemente nuestros recursos en
circunstancias que tengamos que desarrollar un plan de comunicaciones con objetivos particulares o corporativos.
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La Comunicación Directa esta integrada por las siguientes técnicas...
Marketing Promocional
Marketing Directo
Marketing in Store
Prensa
RRPP
Comunicación Directa Interpersonal
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En función de esto, debemos aclarar lo siguiente…
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No debemos confundir Comunicación Directa como Sinónimo de comunicación o herramienta BTL.
La CD es un concepto abarcativo de un estilo de hacer comunicación, que es independiente de la comunicación de
masas, y de su soporte fundamental que son los MMC.
La CD es la comunicación que se produce entre emisores y receptores sin la intervención de los MMC.
Puede utilizar otros soportes tecnológicos de comunicación distintos de los MMC: Teléfono, e-mail, chat, correo, handy,
celular, la oratoria con públicos, intervenciones en vía pública, en eventos. Por ejemplo: Comunicación
interpersonal o intergrupal.
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Las comunicaciones BTL o herramientas BTL son un desprendimiento de la Comunicación Directa.
Están diferenciadas de ellas por que su estructura esta
enmarcada dentro del campo comercial.
Las herramientas BTL son una forma de hacer Comunicación Directa pero con objetivos específicos.
Es decir…
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Las comunicaciones directas BTL o herramientas BTL, están compuestas
por las siguientes técnicas…
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Marketing Promocional Marketing In Store Marketing Directo e Interactivo
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La complejidad de las diferentes herramientas/disciplinas hace que sea muy dificil determinar si una comunicación
comercial es o no es Below The Line…
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Nosotros como profesionales de la comunicación podemos diferenciarlo….
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Toda acción de Comunicación Directa es Below The Line si incluye en ella
esta tres técnicas…
Aplicando este axioma…
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Marketing Promocional Marketing In Store Marketing Directo e Interactivo
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Comunicación Directa Below The Line
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Marketing Promocional
El llamado marketing promocional engloba una serie de acciones que tienen una característica común, la suma de un estímulo adicional al producto, y un objetivo prioritario, la activación de las ventas o de la respuesta esperada. Lo que el público percibe es el producto más el “plus promocional”, éste ofrece un valor añadido que, en muchas ocasiones, se convierte en el verdadero motor de la decisión de compra.
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Marketing in Store
Es el conjunto de técnicas y acciones comerciales que permiten presentar el producto o servicio en las mejores condiciones al Consumidor final.
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Marketing Directo e interactivo
Un sistema interactivo de marketing que utiliza uno o más medios publicitarios o directos para conseguir una respuesta mensurable y/o una transacción comercial en un punto determinado
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ejemplifiquemos…
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¿ el Marketing de guerrilla es BTL?
Si lo enmarco dentro de alguna técnica BTL… SI
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¿ el Marketing de guerrilla es BTL?
Si lo enmarco dentro de alguna técnica BTL… SI
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Si esta actividad esta apoyada por…
es decir…
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Conjunto de técnicas integradas en el plan anual de marketing para alcanzar objetivos específicos, a través de diferentes estímulos y de acciones limitadas en el tiempo y en el espacio, orientadas a públicos determinados.
Marketing Promocional
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El marketing in Store consiste en definitiva en ofrecer, el producto adecuado, en el lugar
adecuado, en el momento justo, con el apoyo, cantidad y precio adecuado.
El principal objetivo es obtener la mayor
rentabilidad de la marca en el punto de venta.
Marketing in Store
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Es la técnica de comunicación que se presenta como la mejor alternativa para rentabilizar las inversiones publicitarias,
debido, en gran parte, a las transformaciones experimentadas en los medios de comunicación.
El marketing directo es un sistema interactivo que utiliza uno o más medios de comunicación para
obtener una respuesta medible en un público objetivo.
Marketing Directo e Interactivo
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Aclaremos que cada una de estas Técnicas estan amplificadas
gracias al desarrollo de las nuevas tecnologias
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La necesidad de las marcas obligó a las empresas, medios y agencias a desarrollar nuevas herramientas de comunicación
dentro de los MMC y/o de la CD, en función de ello, los invito a que veamos estas nuevas herramientas…
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El Advertainment…
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MASIVO
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Advertainment
PNT
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Advertainment
Product Placement
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El Advertainment…
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DIRECTO
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Advertainment
Retailtainment
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Advertainment
Advergames
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Moviltainment
Advertainment
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Moviltainment no es lo mismo que Movil Marketing
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Moviltainment no es lo mismo que Movil Marketing
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Moviltainment no es lo mismo que Movil Marketing
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y lo que sigue, donde lo incluirian…
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identifiquemos…
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Marketing Promocional
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Marketing Promocional
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Marketing Promocional
NO SI
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Marketing in Store (Marketing en punto de venta)
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Marketing in Store (Marketing en punto de venta)
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Marketing in Store (Marketing en punto de venta)
NO SI
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Marketing Directo e Interactivo
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Marketing Directo e Interactivo
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Marketing Directo e Interactivo
NO SI
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Las Comunicaciones Integradas 360 son…
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Herramientas Masivas
Comunicaciones integradas 360
Sales Promotion Merchandising
Marketing Directo Digital
Cine
In Store Radio
Marketing Promocional
Publicidad Exterior Vallas OOH
Advertainment Product
Placement
PNT
Sponsorship Event MKT Televisión
Prensa Y RRPP
Diarios y Revistas
Internet
Internet
Herramientas Directas
E-mail MKT Móvil MKT Redes Sociales
Retailtainment Moviltainment Advergames