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Lezione 8 ABC F-O INFORMAZIONI ADVERTISING E BRAND § Mercoledì 23 ottobre brieF COMMUNICATION Rotta di Enea (ospite) § Lunedì 28 ottobre brieF PROF. PAOLA PANARESE Ingegneria Elettronica (ospite) e brieF Giorgia CentoFanti 16 OTTOBRE 2019 (interna) LE CARATTERISTICHE DELLA I PILASTRI DELLA NEOPUBBLICITÀ NEOPUBBLICITÀ § Minore brevità delle forme più innovative § Minore ripetitività § Esperienza delle Forme più innovative § Relazione § Maggiore pervasività § Narrazione § Minore intrusività di § Integrazione alcune delle Forme più innovative § Viralità § CamuFFamento § Interattività L’INTEGRAZIONE L’INTEGRAZIONE § Integrazione sia orizzontale, Una scansione tipica: sincronica, che verticale o § Teasing diacronica. § pubblicità tradizionale § La prima riguarda le azioni § iniziative promozionali e in-store contemporanee presso diversi § ulteriori azioni di engagement touchpoint online e oFFline sui social media § La seconda la sequenza di azioni che scandiscono le diverse Fasi di una campagna. 1 L’INTEGRAZIONE INTEGRAZIONE Fino a non molto tempo Fa era diFFusa «un'interpretazione monca e riduttiva § L’integrazione di che cosa signiFichi comunicare, rappresenta una degli strumenti e dei canali – adesso risposta alla poco più che potenziali – che frammentazione l'impresa ha a disposizione per dei pubblici, alla dialogare con eFFicacia. fruizione multitasking e La pubblicità veniva considerata il mezzo (e non un mezzo) con cui personal e allo scetticismo verso la l'impresa comunicava, nella convinzione che «la sola Forma di pubblicità comunicazione autentica e legittimata tradizionale fosse la pubblicità». Fabris G., 2009, p. 67. COMUNICAZIONE INTEGRATA COMUNICAZIONE INTEGRATA «La comunicazione integrata di marketing corrisponde a una pianiFicazione della comunicazione di «Si consideri il vantaggio dei seguenti elementi: un brand name che contenga gli marketing che riconosce il valore elementi essenziali dell’identità di marca; una promozione coerente con i suoi valori; un design del prodotto, un packaging e un’etichetta che riFlettano con aggiunto di un piano globale e coerente. Tale piano valuta il ruolo strategico di un chiarezza la sua personalità; un’attività di sponsorizzazione che parta da un reale insieme di discipline di comunicazione – sistema di coerenza con i valori della marca; punti vendita […] che si trasFormino in concept invece di obbedire soltanto a un’ergonomia commerciale e alla (…) pubblicità generica, risposta diretta, promozioni vendite e pubbliche funzione della vendita; una rivisitazione di tutta l’attività below the line che, relazioni – e le mette assieme a Fini di riscattata dalla sua subalternità, svolga anche una Funzione comunicativa; l’ediFicio in cui si svolgono le attività dell’impresa che comunica la sua FilosoFia e la chiarezza, coerenza e massimizzazione dell'impatto, attraverso la continua missione.» integrazione di messaggi». Fabris, 2009, p. 70 Kotler, Keller, 2010, p. 391. L’INTEGRAZIONE § Il concetto di integrazione ha assunto nel tempo un signiFicato più articolato. § La comunicazione integrata non si esaurisce nella pianiFicazione del media mix ma comprende quella del content mix § Nessun canale e nessun contenuto è più adatto per tutti. 2 https://www.youtube.com/watch?v=6zoCDyQSH0o INTEGRAZIONE INTEGRAZIONE La comunicazione integrata si basa § Integrazione tra ATL e BTL sulla diversiFicazione di contenuti progettati per diversi target in § Distinzione superata funzione di un obiettivo narrativo, da veicolare attraverso un mix di § ATL: pubblicità tradizionale canali proprietari e a pagamento, § BTL: sponsorizzazioni, product eventualmente rilanciati e placement, promozioni, direct rielaborati da intermediari e marketing, eventi, pubbliche inFluencer e/o oggetto di relazioni passaparola fra i pubblici. INTEGRAZIONE INTEGRAZIONE Tra PAID, OWNED ed EARNED media OWNED MEDIA PAID MEDIA § Mezzi a pagamento § Mezzi di proprietà § Costo proporzionale all’audience § Sedi e musei della marca, brand stores, brand channels (tv, radio, YouTube, § Spazi di pubblicità tradizionale, magazine aziendali ecc.), brand websites e blog, brand pages sui social sponsorizzazioni e product placement, media, brand mobile app, product packaging e piattaForme di servizio ai mobile- e web-advertising clienti. § Mezzi appropriati alle fasi iniziali, § Impiegati per sviluppare fedeltà, engagement, dialogo e collaborazione. funzionali all’awareness, al posizionamento e alla costruzione della § L’investimento cresce all’aumentare dei clienti reputazione. 3 INTEGRAZIONE UN CASO EARNED MEDIA § Ogni ambiente online e oFFline nel quale la marca viene citata o commentata. § The Economist § Comprendono le imprese media tradizionali, opinion leader e inFluencer, § Elementi ricorrenti nel layout forum e Fan page, prosumer che partecipano alle conversazioni su brand e § Concept = intelligenza e prodotti con post, tweet, valutazioni, recensioni, storie, spoof e parodie ecc. autoaFFermazione attraverso § Fondamentali nella Fase di approFondimento e di valutazione pensiero e inFormazione § Identità visiva come elemento unitario che garantisce il riconoscimento 4 5 6 7 DUMB WAYS TO DIE § Campagna del 2013 voluta dall’azienda municipale di trasporti di Melbourne per invitare i giovani a prestare attenzione nell’attraversamento dei binari della metropolitana. § Budget di circa 10000 Euro § Sviluppata dall’agenzia McCann Melbourne 8 DUMB WAYS TO DIE DUMB WAYS TO DIE § Il video è stato diFFuso innanzitutto su YouTube, superando in una settimana i venti milioni di visualizzazioni e generando una notevole copertura media da parte di telegiornali e talk show. Insight § Per rendere la campagna virale, è stato aperto un Tumblr che ha subito Meglio ironizzare sulle riscosso un grande successo: a pochi giorni dal lancio, il video è diventato il conseguenze drammatiche di contenuto più condiviso di sempre dagli utenti. un’azione incauta, che vietarla. § La canzone, resa disponibile su iTunes, ha scalato le classiFiche di vendita in venti paesi, ed è stata ripresa gratuitamente da quasi tutte le emittenti radio australiane, generando un utile ritorno media a costo zero DUMB WAYS TO DIE DUMB WAYS TO DIE § Poster tradizionali § Set ripreso dal video, che invitava le § Libretto per i più piccoli persone a FotograFarsi e postare su § Videogame per smartphone per Instagram immagini in stile Dumb adolescenti Ways to Die. § Giocattoli con le sembianze dei § Versioni karaoke della canzone nelle pupazzi del video stazioni. 9 DUMB WAYS TO DIE RISULTATI § I destinatari hanno postato migliaia di commenti e contenuti autoprodotti, Tutti i touchpoint sono serviti per tra cui più di duecento nuove versioni della canzone convogliare i destinatari sul sito che § Alcune scuole hanno utilizzato libri e video per lezioni di educazione civica ospitava inFormazioni, sulla sicurezza approFondimenti e statistiche sulla § Dumb Ways to Die è diventata «the most viral public service announcement sicurezza, con lo stesso tono ironico in history» e il terzo spot virale di sempre del video § La campagna ha guadagnato spazio gratuito sui media per sessanta milioni di dollari § La campagna ha Fatto registrare una riduzione di incidenti del 21% rispetto l’anno precedente. UN CASO DA MANUALE OBAMA, UN CASO DA MANUALE presidenziali 2008 Buon esempio per: Titanium Grand Prix e Integrated Grand Prix 2008 § la pervasività della campagna § l’uso di media innovativi «Le motivazioni della giuria sono trasparenti: la campagna può essere § la crossmedialità e l’integrazione della inserita nei manuali come un esempio di comunicazione branding da imitare» § la targettizzazione e la relazione con gli interlocutori David Droga. Presidente della giuria § la retorica delle emozioni § lo storytelling IL PROFILO SOFT SKILLS §Formazione universitaria – Harvard, direttore della Harvard Law Review §ONG di Chicago, ghetti neri, community §SoFt skills: intelligente, giovane, bello, service nero, Famiglia, studi, valori, §Comunicazione e politica dal basso determinazione, responsabilità, empatia, comunicazione § Idee, talento e doti di un leader § §Poca esperienza politica, ma un Curriculum Vitae, personale e proFessionale, dove emerge autorevolezza e genuinità 10 COMPETITORS TEAM Hillary Clinton § Spin doctor, political campagna tradizionale consultant, strategist (comunicazione, raccolta Fondi, interessi corporativi, relazioni § David PlouFFe e David politiche ed economiche) Axelrod McCain - Palin § Consulenti di appoggia Bush, immagine meno comunicazione giovane § Chris Hughes e Mark Zuckerberg § Kevin Roberts Bush § Lawrence Lessig amministrazione disastrosa, crisi economica e militare STORYTELLING CAPACITÀ COMUNICATIVE Libri autobiograFici Public speaking (Sogni di mio padre, L'audacia § fa leva sul della speranza) sentimento di antipolitica Mix pubblico e privato diFFuso lettera alle Figlie attraverso i § incarna il giornali desiderio di cambiamento § ammette i propri errori. CONTENUTI DI QUALITÀ IL BRAND OBAMA Trasmette un messaggio chiaro e semplice: § Elevata qualità sia graFica sia dei Speranza contenuti testuali, FotograFici, audio e Cambiamento video, numerosi e sempre aggiornati Responsabilità Dal logo, che rappresenta la luce del sole che sorge e illumina i campi di grano statunitensi, a tutta la comunicazione 11 CONSUMER BRAND § Promuove una campagna di comunicazione di tipo corporate § Sviluppa la sua immagine come un consumer brand: potente, afFascinante, globale, riconoscibile BRAND IDENTITY ENDORSEMENT § Si appropria del territorio simbolico e valoriale della parola chiave Change § Obama diventa
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