- Количество слайдов: 44
The Power of New Ideas !
n Paul Romer. . . “Ideas are a powerful driving force in our economy!”
The Power of New Ideas ! n The Challenge of Change n New Products n New Agencies n New Media. . . Interactive n New Marketing Services
The Challenge of Change n The Speed of Change Evaluation accelerates change n Uncertainty More Volatility n Inertia Resistance to Change
The Challenge of Change n Information l “Power. Shift” n Innovation l “The Dilemma of Success”
The Challenge of Change n Information l “Power. Shift” n Innovation l “The Dilemma” n Individualization l “Personalization” is this The Next “P? ”
The P’s vs. the C’s n Four P’s l l Product Price Place Promotion n The Four C’s l l Consumer Cost Convenience Communication n It’s all about “The Fifth P” People
New Products: n New Trends/Bad News l Slow/No growth l More Alternatives l Less Time l Campbell’s trying to add convenience and quality
New Products: n New Trends/Good News l High growth l Fills Unique Need l Saves Time l PDA’s l Competition grows rapidly
New Products: n And Those New Trends Create More New Trends … and New Products l PDA Pants!
New Agencies: n Agencies, like all businesses, respond to the market. n New & Growing Segments l Asian-American Eliot Kang - Kang & Lee
New Agencies: n Agencies, like all businesses, respond to the market. n New & Growing Segments l Asian l Hispanic Melissa Lammers Y&R Puerto Rico
New Agencies: n Agencies, like all businesses, respond to the market. n New & Growing Segments l Asian l Hispanic l High Tech Melissa Lammers Mark Kvamme CKS/March. First Y&R Puerto Rico
New Media: n New Target Segments Latin Pak - Hispanic Direct New Hispanic Magazines
New Media: n New Target Segments n Worldwide Growth n THE New Medium. . . News Corporation Russian Outdoor
The Internet: n The Beginning… l l l 1969 1971 1986 1987 1991 ARPAnet e-mail NSFNET UUNET HTML
The Internet: n Browsers & Web sites l 1993 Mosaic “GUI” l 1993 600 Web sites l 1995 100, 000 Web sites!
The Internet: n Browsers & Web sites l 1993 Mosaic “GUI” l 1993 600 Web sites l 1995 100, 000 Web sites! l 1994 First Banners (Hot. Wired)
The Internet: n OLD Advertising Choices l Portals like AOL and… l Destination Sites l Micro-sites § Banner Ads Do You Yahoo?
NEW Advertising Choices: “ONLINE/INTERACTIVE” n Technology and new advertising opportunities
New Marketing Services: n The Continuing Shift to a Consumer-Driven Perspective n Account Planning (Agencies) n Consumer Insight (Marketers)
New Marketing Services: n The Continuing Shift to a Consumer-Driven Perspective n Dee Gordon and “Cool Hunt” l Not just what kids think, but what the cool kids think.
The future? n Adaptability n Stats n Recent news
From OLD to NEW n Bob Pittman: Media Star l Started in Radio l TV - a new idea… l He starts l AOL/Time-Warner “In charge of New Ideas”
From OLD to NEW n Bob Pittman Says… “Big Brands Win. ” “This is not a test. The Internet has arrived. ” “The mass market is moving to interactive. ” “Convenience is King!”
"At the rate that technology is advancing, you know, people will be implanting chips in our children to advertise directly into their brains and tell them what kind of products to buy" Hillary Clinton (D-N. Y. ), who didn't appear to be joking, at a Kaiser Family Foundation forum on media and children. --Newsday 7/21
n Yahoo! is the most popular news and current events destination on the Web, with more than 15 million unique users visiting during the week ending June 25. News. Max. com, Traffic. com and Huffington. Post. com ranked as the top three advertisers on sites in the news category.
n A new study by Atlas Institute purports to show that running search and display ads concurrently reinforces contextual advertising messages on search engines, yielding a higher conversion rate than when search ads appear alone.
n Time Warner reportedly is planning a restructuring of its AOL division, moving it away from Internet service subscriptions and toward an ad-supported content model.
n Following the success of the rejected WB pilot "Nobody's Watching" on You. Tube. com, NBC has ordered six episodes of the show
n Interpret LLC is introducing a new service called Gameasure, designed to offer demographic and usage data for online games to help marketers decided which game is right for their ads.
n Apple CFO Peter Oppenheimer this week strongly hinted that the computer and i. Pod maker plans to offer a mobile phone product.
n Grupo Televisa, the Mexican broadcasting giant that recently came up short in a bid to buy U. S. Spanish -language network Univision, is suing that network, saying Televisa has the right to begin webcasting its telenovelas and other shows in the U. S.
n NBC will be using data gathered by IAG Research, which monitors viewer recall of product placements, to demonstrate to advertisers that the network's viewing audience pays attention to programming details, including the plot of a particular episode. Toyota Motor is the first marketer to link its advertising buy to the level of engagement of the viewing audience.