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DIGITAL vs GLOSSY

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  1. DIGITAL vs GLOSSY

  2. 11 Facts About Magazines 1.- Magazine readership has grown over the past five years. (Source: MRI) 2.- Average paid subscriptions reached nearly 300 million in 2009.(Source: MPA estimates based on ABC first and second half 2009 data) 3.- 4 out of 5 adults read magazines. (Source: MRI) 4.- Magazines deliver more ad impressions than TV or Web in half-hour period. (Source: McPheters & Company) 5.- Magazine readership in the 18 to 34 segment is growing. (Source: MRI) 6.- Since Facebook was founded, magazines gained more than one million young adult readers. (Source: MRI) 7.- The average reader spends 43 minutes reading each issue. (Source: MRI)

  3. 8.- Magazines are the No. 1 medium of engagement – across all dimensions measured. Simmons' Multi-Media Engagement Study find magazines continue to score significantly higher than TV or the Internet in ad receptivity and all of the other engagement dimensions, including "trustworthy" and "inspirational." (Source: Simmons Multi-Media Engagement Study) 9.- Magazines and magazine ads garner the most attention: BIGresearch studies show that when consumers read magazines they are much less likely to engage with other media or to take part in non-media activities compared to the users of TV, radio or the Internet. (Source: BIGresearch Simultaneous Media Usage Study) 10.- Magazines outperform other media in driving positive shifts in purchase consideration/intent. (Source: Dynamic Logic) 11.- Magazines rank No. 1 at influencing consumers to start a search online – higher than newer media options. (Source: BIGresearch Simultaneous Media Usage Study)

  4. Readership and Reach Magazine Readership Continues to Grow

  5. Readership and Reach Magazines Appeal toYounger Adults

  6. Circulation Revenue Bulk of Paid Circulation Revenue Comes from Subscriptions — and Increasingly from theWeb In 2009, subscriptions accounted for 70% of total paid circulation revenue, while single copy sales accounted for the remaining 30%.

  7. Digital / E-Reading Magazine Readers Want to Experience Content in Print and Digital Versions Two separate sources show consumers’ interest in reading across platforms. The Effect of Magazine Web Site Usage on Print Magazine Loyalty International Journal on Media Management Volume 12, Issue 1, 2010, Pages 21 - 37 Authors: Hanna-Kaisa Ellonena; Anssi Tarkiainena; Olli Kuivalainena DOI: 10.1080/14241270903502994 www.magazine.org/handbook

  8. Digital / E-Reading The E-Reading Market is Projected to GrowRapidly

  9. Digital / E-Reading Consumers Desire Magazine Content on E-Readers—and Are Willing to Pay for It 4 in 5 prospective e-readers want to read magazines on e-readers/tablets.

  10. Digital / E-Reading The Number of MagazineWebsites Continues to Grow Even as Print Magazines The number of consumer magazine websites has increased nearly 50% since 2006, extending the reach and influence of magazines’ editorial and advertising messages to an even wider audience.

  11. In an Age of Multitasking, Magazines Engage Magazines are the Medium of Engagement New data from Simmons’ Multi- Media Engagement Study find magazines continue to score significantly higher than TV or the Internet in ad receptivity and a number of other engagement dimensions, including “trustworthy” and “inspirational.”

  12. Accountability: Magazines Get Results Magazines Excel at Driving Results Through the Purchase Funnel, Especially at Key Lower Stages Through all stages of the purchase funnel magazines performed most consistently with significant lift at each of the five stages. Among consumers with opportunity to see all three media, magazines were the only medium to contribute one-third or more to the total point change at every stage of the purchase funnel.

  13. Magazines InfluenceWord-of-Mouth—Reaching Social Networkers and Gaining Trust Magazines readers are highly trusted for their advice across a number of categories. Magazines are most likely to complement the web in reaching social networkers who build buzz.

  14. Construcción y valor de marca…

  15. “ LAS PERSONAS NO NECESITAN MAS COSAS EN SUS VIDAS, DESEAN COSAS PARA AMAR. LAS PERSONAS NO NECESITAN MAS LUGARES PARA IR EN SUS VIDAS, DESEAN EXPERIENCIAS QUE RECORDAR Y DE LAS CUALES PLANEAR PARA VOLVER A VIVIRLAS…” Marc Gobé – EmotionalBranding “ La Marca es el parque de diversiones y el producto es el souvenir! ” Nick Graham, Presidente y CEO, JoeBoxer

  16. MARKETING DETECCION DE LA NECESIDAD BUSQUEDA DE ALTERNATIVAS ELECCION DE ALTERNATIVA COMPRA PROCESO DE RECOMPRA Y LEALTAD DE MARCA BRANDING A considerar, comoditización…..

  17. ¿ Quévendenestasmarcas?

  18. Hamburguesa ? Papas Fritas ? Obesidad ? Comida Rápida ?

  19. Kjladkjfshkhgsdhfvg kjdflghdslfjhgsdsjhg dfjhgsdkfjhgddl “Having Fun”, diversión. Mc Donald´s es uno de aquellos muchos pequeños placeres de la vida que millones de personas alrededor del mundo disfrutan cada día. Excelente comida. Diversión al comer. Entorno casual. Local y familiar. Y, siempre algo nuevo!

  20. Burger King Hazlo a tu manera: Sabor, poder y customización.

  21. …… ¿Y nuevamente preguntamos, qué venden estas marcas?

  22. Lujo, calidad superior, status……

  23. Estiloirreverente, juventud……

  24. Definiendo la marca…

  25. BRAND CIRCLES Range of Essential Core Secondary Layer Go Area No go area

  26. Modelo de planificación de indentidad de marca SISTEMA DE IMPLEMENTACION DE IDENTIDAD DE MARCA ANALISIS ESTRATEGICO DE LA MARCA SISTEMA DE IDENTIDAD DE MARCA • Marcacomouna persona • Personalidad • Relacionesconsumidor / Marca • Marcacomo un producto • Scope de producto • Atributos • Calidad/Valor • Usos • Usuarios • Pais de origen • Análisis del Consumidor • Tendencias • Motivación • Necesidades no satisfechas • Segmentación • Propuesta de Valor • Beneficiosfuncionales • Beneficiosemocionales • Beneficios de autoexpresión • ELABORACION DE IDENTIDAD DE MARCA • Análisis de la Competencia • Imagen/identidad de Marca • Fortalezas, estrategias • Vulnerabilidades • Posicionamiento B. Essence • B.P.S Core • Relaciones Extendido • PROGRAMAS DE CONSTRUCCION DE MARCA • AnálisisInterno • Imagen de marcaexistente • Herencia de marca • Fortalezas, estrategias • Valoresorganizacionales • Marcacomounaorganización • Atributosorganizacionales • Local vs Global • Marcacomo un símbolo • Imagen visual y metaforas • Herenciamarcaria • Credibilidad • Apoyaotras • marcas • TRACKING Fuente : Aaker y Joachminsthaler (2000)

  27. CONSISTENCIA

  28. Creación de Valor de Marca Imagen De Marca Marketing Operativo Definición de Identidad Marcaria Posicionamiento (BPS) ¿Cómo lo voy a decir? ¿Cuándo y donde lo voy a decir? Lo que el consumidor ve ¿Qué voy a decir?

  29. Imagen De Marca Marketing Operativo ¿Cuándo y donde lo voy a decir? Lo que el consumidor ve CONCORDANCIA Posicionamiento (BPS) ¿Cómo lo voy a decir? Consistencia 360° Touch Points

  30. TOUCHPOINTS CadaTouchpointesunaoportunidadparaincrementar el awareness y construirlealtad

  31. TOUCHPOINTS

  32. Elementos coordinados del mix de marketing a través de los distintos Touchpoints construyen identidad