Κεφάλαιο 1: Μάρκετινγκ Εκδηλώσεων (Event Marketing) - Η Περίπτωση Της Red Bull
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Breakthrough Levers to Embark on Digital Marketing
Breakthrough levers to embark on digital marketing How companies should transform themselves to attract and engage customers with real, omnichannel journeys January, 2018 Content Executive summary 3 1. The evolution from paid to earned media 4 2. A new customer engagement model 7 3. The digitally transformed marketing organization 11 4. Open-data platforms – the next digital breakthrough? 13 Authors: Francesco Marsella Palmo Antonio Cavallo Partner, Strategy & Organization, Manager, Strategy & Organization, Rome Milan [email protected] [email protected] Andrea Visentin Clemens Schwaiger Principal, Strategy & Organization, Principal, Telecom, Information, Media & Rome Electronics, Vienna [email protected] [email protected] Acknowledgement for their support and valuable input: Aurelia Bettati, Johan Treutiger Executive summary At the dawn of internet, content publishers started generating revenues by advertising products and services of the real world on their websites. Today the advertising industry is a blend of digital and physical media, and companies need to stay on top of its fast evolution. Following the original path, but years later, marketing and sales practices are relying more and more on digital channels. However, companies do not take most of the potential opportunities, because they are still tied to conventional customer engagement models and operate through traditional organizational structures. Digital advertising investments are growing at a fast pace, with over 17 percent CAGR since 2011 and reaching 42 percent of total global ad spending. The forecasts see this shift continuing up to 50 percent in 2020, and in some markets, the share will be even larger. Here the key issue seems to be how to optimize ad spending, balancing the media mix between online and offline and earned and paid media, in order to maximize advertising effectiveness. -
La Publicidad En La Creación Y Fortalecimiento De La Imagen Corporativa Y De La Reputación
Facultad de Ciencias de la Comunicación Universidad Rey Juan Carlos La publicidad en la creación y fortalecimiento de la Imagen Corporativa y de la reputación Análisis de la Imagen de Marca de Red Bull Resumen: Estudio teórico sobre la Imagen y Comunicación Corporativa. Observación de las estrategias de marketing y comunicativas para la creación de la Imagen Corporativa y estudio de su impacto en el público. Análisis de la estrategia marketing de Red Bull e investigación sobre su Imagen de Marca. TRABAJO FIN DE GRADO Autor: Edgar Alvarez González Director: Maximiliano Fernández Fernández Grado en Comunicación Audiovisual Curso: 2013/2014 – convocatoria: noviembre Facultad de Ciencias de la Comunicación Universidad Rey Juan Carlos Autor: Edgar Álvarez González. Director: Maximiliano Fernández Fernández La publicidad en la creación y fortalecimiento de la Imagen Corporativa y de la reputación Análisis de la Imagen de Marca de Red Bull “El convencimiento racional por si mismo no genera acción en el ser humano. Se necesita el impulso de las emociones para decidirnos a dar un paso.” (Costa, 2004: 13) -2- Facultad de Ciencias de la Comunicación Universidad Rey Juan Carlos Autor: Edgar Álvarez González. Director: Maximiliano Fernández Fernández La publicidad en la creación y fortalecimiento de la Imagen Corporativa y de la reputación Análisis de la Imagen de Marca de Red Bull ÍNDICE 1. INTRODUCCIÓN 5 1.1. Elección y planteamiento del tema 5 1.2. Interés científico 6 1.3. Interés social 6 1.4. Objeto de estudio 7 1.5. Metodología 8 1.6. Fuentes 9 1.7. Estado de la cuestión 10 1.8. -
Red Bull Red Bull
24.10.2019 Red Bull HES-SO Valais-Wallis Page 1 Page 1 1 Red Bull Chiffres-clés: • 30 ans d’histoire de la société • 11’865 employés • 171 pays • + 6 mia de canettes vendues en 2016 • 62 mia de canettes vendues depuis la création • Canettes 100% recyclables Page 2 2 24.10.2019 Red Bull 1987 Page 3 3 Red Bull Evolution Lancement du soutien aux manifestations sportives et athlètes: 1988 Dolomitenmann (course de relais) 1989 Gerhard Berger (automobile) 1992 1er Flugtag et 1er dessin animé promotionnel 1994 1re publicité hors Autriche et sponsor d’athlète internationaux (en windsurf) 1995 Sponsor de l’écurie Sauber de F1 et 1er snowboarder 1997 1er Cliff Diving 1998 1re Music Academy (à Berlin) 1999 Base Jumper Baumgartner (Tour Petronas à Kuala Lumpur) Page 4 4 24.10.2019 Red Bull Evolution 1999 Naissance des Flying Bulls 1999 King of the Air (Kitesurf) 2000 Caisse à Savon (Belgique) et Downhill Extreme (Longboard et Skate, Cap) 2001 Crashed Ice (Ice Skating Downhill) et X-Fighters (Motocross) 2003 Air Race et X-Alps (Paragliding) 2004 BC One (Break Dance à Biel/Bienne) 2005 Racing Team (F1) et Elevation (BMX) 2006 Tourbus (Music) et Paper Wings (Avion en papier) 2007 Records (Music production) Page 5 5 Red Bull Evolution 2010 Arena à New York (football) 2011 Flying Bach (Break Dance et Musique Classique) 2012 Stratos (Baumgartner) 2015 Wings for Life World Run (Course caritative pour la recherche médicale) 2016 Mind Gamers (Jeux de logique) 2017 Team Redbull KTM Factory en MotoGP 2017 30e anniversaire du plus vieil événement: Dolomitenmann -
Cabinet Approves Raft of Financial Reforms
SUBSCRIPTION TUESDAY, MARCH 15, 2016 JAMADA ALTHANI 6, 1437 AH www.kuwaittimes.net No ban on Top cop Egypt devalues New Jersey hiring Filipino Ali sent to currency to fencer to wear helpers by retirement, record low hijab at Rio expatriates4 promoted4 against21 dollar Olympics16 Cabinet approves raft Min 18º Max 25º of financial reforms High Tide 04:42 & 15:53 Low Tide Profits to be taxed 10% • Some services re-priced • Some oil facilities to be privatized 10:20 & 23:16 40 PAGES NO: 16814 150 FILS Putin withdraws Amir fetes police graduates By Meshaal Al-Enezi KUWAIT: Finance Minister Anas Al-Saleh yesterday forces from Syria announced that the Cabinet has approved a six-point financial and economic reform plan prepared by the MOSCOW: Russian President Vladimir Putin yesterday Cabinet’s economic affairs committee. Speaking at a ordered the defense ministry to begin the withdrawal of press conference alongside Minister of Social Affairs and Russian forces from Syria from today. “The task that was Labor and Planning Hind Al-Subaih and the Minister of set before our defense ministry and armed forces has as Commerce and Industry Yousef Al-Ali, Saleh said the a whole been completed and so I order the defense plan includes a 10 percent tax on profits of companies. ministry to from tomorrow start the withdrawal of the The Cabinet also approved re-pricing some commodi- main part of our military contingents from the Syrian ties and public services, he Arab Republic,” Putin told said without elaborating. Defense Minister Sergei Saleh added the govern- Shoigu in televised com- ment would seek to privatize ments. -
Press Release
OT VINTA “OT VINTA” are inventors and founders of the original music style "Ukrabilly". Even hardened snobs and downers break into dance whenever they hear their hits: "I Shouldn’t Have Eaten Onions", "Rock and Roll for Turtles", "Grandma’s Cabinet", "Dryg-tyn- dymba", "Mare" and ""Ukraine" Between My Legs”. "OT VINTA” - Ukrainian band that has faithful fans all over the world, from Japan to Holland. The secret of their success is simple: one-of-a-kind style "Ukrabilly", drive, humor and positive energy. This special mix does not leave anyone indifferent! It all began in 1994 when Yuri Zhuravel realized his dream - assembled a band. Three young guys from city of Rivne with pompadours and double-bass decided to sing in Ukrainian, breaking rules and canons of traditional rockabilly. This made them stand out amongst other bands. Though at first this decision brought many problems, soon the band’s unique approach helped to overcome existing stereotypes. Their music did not fit into the classical rockabilly framework, so they’ve invented “Ukrabilly”, which used Ukrainian folk music instead of American country music as an inspiration. Moreover, their appearance, behavior on stage, costumes and exclusive electro-goat-bass (based on Ukrainian folk instrument) added originality and it became impossible to confuse them with someone else. Since the late 90s “OT VINTA” are touring nonstop. In recent years “OT VINTA” perform a lot in Europe - Ukrabilly is played at "Lowlands" (Netherlands) “Hodokvas” (Slovakia), “Zwarte Cross Fest” (Holland), “Visagino Country” (Lithuania), “Campus Fest” (Germany) and “Hinter-Tux Fest” (Austria). They are well known in Poland since the early 2000s because of their appearances at “Lemko’s Vatra”, “Podlasie Autumn”, “Psychobilly night”, “Breakout” and other major festivals. -
Análisis De Casos De Content Marketing: Coca-Cola Journey, Red Bulletin Y 1912 Pike
Análisis de casos de content marketing: Coca-Cola Journey, Red Bulletin y 1912 Pike Autor: Alejandro Moñino Vidales Dirección: Adriana María Vega Velásquez, Magíster Universidad Pontificia Bolivariana Escuela de Ciencias Sociales Facultad de Comunicación Social - Periodismo Maestría en Comunicación Digital Abril, 2018 ANÁLISIS DE CASOS DE CONTENT MARKETING - ii Medellín, mayo 8 de 2018 "Declaro que este trabajo de grado no ha sido presentado para optar a un título, ya sea en igual forma o con variaciones, en esta o cualquier otra universidad". Art. 82 Régimen Discente de Formación Avanzada, Universidad Pontificia Bolivariana. Firma: _______________________________ ALEJANDRO MOÑINO VIDALES ANÁLISIS DE CASOS DE CONTENT MARKETING - 1 Copyright © 2017 por Alejandro Moñino Vidales. Todos los derechos reservados. ANÁLISIS DE CASOS DE CONTENT MARKETING - 2 Resumen Las dinámicas propias de Internet, en donde autores como Castells (2009) y Rheingold (2004) hablan de una sociedad en red, han generado un cambio en la publicidad tradicional basada en la interrupción y en la repetición, con lo que se configura un nuevo escenario para la comunicación de marketing. Es así como surgen enfoques de mercadeo relacional, o también de inbound marketing, en los que estrategias de comunicación como el content marketing, aunque no son fruto exclusivamente de los medios digitales, adquieren una relevancia inusitada. Marcas que tradicionalmente se han caracterizado por sus esfuerzos publicitarios e innovación en estrategias de comunicación como Coca-Cola, Red Bull y Starbucks, también han llevado a cabo iniciativas de content marketing en sus sitios web propios Coca-Cola Journey, Red Bulletin y 1912 Pike. Son estos sitios el objeto de estudio en esta investigación que, a través del análisis de contenido, busca hacer un estudio de casos de aplicación del content marketing por parte de estas marcas en particular. -
Certain Energy Drink Products
U.S. International Trade Commission COMMISSIONERS Deanna Tanner Okun, Chairman Irving A. Williamson, Vice Chairman Charlotte R. Lane Daniel R. Pearson Shara L. Aranoff Dean A. Pinkert Address all communications to Secretary to the Commission United States International Trade Commission Washington, DC 20436 U.S. International Trade Commission Washington, DC 20436 www.usitc.gov In the Matter of Certain Energy Drink Products Investigation No. 337-TA-678 Publication 4286 November 2011 UNITED STATES INTERNATIONAL TRADE COMMISSION Washington, D.C. 20436 In the Matter of Investigation No. 337-T A-678 CERTAIN ENERGY DRINK PRODUCTS NOTICE OF ISSUANCE OF A CORRECTED GENERAL EXCLUSION ORDER AGENCY: U.S. International Trade Commission. ACTION: Notice. SUMMARY Notice is hereby given that the U.S. l;~temational Trade Commission has determined to revise the general exclusion order issued in the subject investigation on September 8,2010. FOR FURTHER INFORMATION CONTACT: .Tia Chen, Esq., Office of the General Connse:, U.S. International Trade Commission, 500 E Street, S.W., Washington, D.C. 20436, telephone 202-708-3747. Copies of all nonconfidential documents filed in connection with this investigation are or will be available for inspection during i)fficial business hours (8A5 a.m. to 5:15 .a.m.l in the Office of the Secretary, U.S. International Trade Commission,500E Street, S 'N., asi1ington, D.C. 20436, telephone 202-205·2000. Hearing-impaIred persons are advised that intCmnation on this matter can be obtained by contacting the Commission's TDD terminal on 202-205-1810. General information concerning the C'ommission may also be.obtained by accessing its Internet server The public record for this investigation may be view~d on the Commission's electronic docket (ED IS) at '-"-~~~:.=.:,.~~~ SUPPLEMENTARY INFORMATION: This trademark and copyright-based investigation was institllteu by the Commission on June 17,2009, based on a complaint filed by Red Bull GmbH of Fuschl am See, Austria, and Red Bull NOlih America, Inc. -
PARIS 2015 TERM 1 October 25 — November 6
Red Bull Music Academy Application Info PARIS 2015 TERM 1 October 25 — November 6 TERM 2 November 15 — November 27 APPLY January 21 — March 4 Go to redbullmusicacademy.com to find everything you need to apply for the Red Bull Music Academy in Paris. WHAT IS THE ACADEMY? Since 1998, the Red Bull Music Academy has exercise in pulling people from every corner devoted itself to bringing talent and ideas together of the globe together under one roof — and then in inspiring places. Each and every year, this creating a dialogue that continues long after meeting of minds sees 60 selected participants the Academy ends. collaborate and share with one another, as well as listen to the stories and sounds of pioneering What participants learn at the Academy is that, musical figures — special guest speakers whose while our languages and experiences may footsteps we continue to walk in. vary, what everyone has in common is a desire to explore music’s weird and wonderful ability At each Academy, the past and the present to communicate. You don’t need to be able to play meet to identify and explore future possibilities a dozen instruments, build a synth from scratch, in sound — in the custom-built studios working or know every lyric Björk has ever written. on new music, on the RBMA Radio airwaves, You don’t need to have released music on a label, and on the dancefloors of our month-long run or headlined a stage. But if the idea of being of club and live events in the city’s finest venues. -
Facebook Marketing for Book Authors - Get More Fans and Book Sales by John Kremer
Facebook Marketing for Book Authors - Get More Fans and Book Sales by John Kremer 108 Great Websites for Book Authors Copyright 2013 by John Kremer All rights reserved. Open Horizons P. O. Box 2887 Taos, NM 87571 575-751-3398 Web: http://www.bookmarketingbestsellers.com Note: The original version of this report was written over three years ago. While Facebook’s look and feel (and some of its features) have changed since that time, the essence of this report and it’s 9-point action list is still valid. Table of Contents 05 . 9-Point Facebook Marketing Action List 07 . Introduction 08 . Reasons You Should Use Facebook for Marketing 11 . 7 Ways to Use Facebook to Create and Promote Books 13 . Create a Facebook Profile (Join Facebook) 14 . Create a Facebook Fan Page 14 . Choosing a Category 15 . Choosing a Subcategory 19 . Using and Promoting Your Fan Page 20 . Editing Your Fan Page: The Secret Promotional Tools 24 . Facebook Raves and Rules 26 . Great Business Page Examples You Can Model 28 . Facebook Fan Page Design 29 . Facebook Promotions 30 . 21 Ways to Get and Retain Fans 34 . Facebook Engagement Tips 35 . Facebook's News Feed 37 . Facebook Tools 38 . Invite Your Friends 40 . Tell Your Friends 42 . Facebook Social Plugins 48 . Facebook Events 52 . Facebook Groups 54 . Facebook Questions 56 . Facebook Photos 57 . Facebook Emails 59 . Facebook Apps 60 . Popular and Useful Apps 62 . Facebook App Promotions 64 . Facebook Ads 69 . Sample Facebook Ad Results 69 . Additional Facebook Ad Resources 71 . Facebook Sponsored Stories 73 . Facebook Contests 74 . Facebook Deals 75 . -
Kuwaittimes 19-7-2018.Qxp Layout 1
THULQADA 6, 1439 AH THURSDAY, JULY 19, 2018 Max 47º 28 Pages Min 35º 150 Fils Established 1961 ISSUE NO: 17586 The First Daily in the Arabian Gulf www.kuwaittimes.net Kuwaiti youngsters to set sail First Ethiopia-Eritrea flight in In China, little yellow robots ‘I want to cement my legacy’: 5 for 30th pearl diving journey 11 20 yrs met with flags, flowers 15 deliver snacks to your home 25 Joshua planning history bid Kuwaiti, Saudi FMs sign deal to establish coordination council Body to be a launch pad for shared endeavors KUWAIT: The foreign ministers of Kuwait and Saudi Arabia have signed a deal to establish a “coordination council” as a launch pad for shared endeavors between the two Gulf neighbors. The initiative, undertaken by Kuwait’s acting prime minister and Foreign Minister Sheikh Sabah Al-Khaled Al-Hamad Al-Sabah and his Saudi counterpart Adel Al-Jubeir, reflects the Kuwaiti and Saudi leaders’ collective desire to deepen the intense camaraderie both nations enjoy, read a state- ment by the Kuwaiti foreign ministry yesterday. Prior to putting their signatures on the dotted line, the Kuwaiti and Saudi foreign ministers held talks focus- ing on the latest happenings in the region as well as global events. Earlier yesterday, Jubeir met HH the Amir Sheikh Sabah Al-Ahmad Al-Jaber Al-Sabah at Bayan Palace. Deputy Foreign Minister Khaled Al-Jarallah said on Tuesday the coordination council aims at further boosting bilateral relations between Saudi Arabia and KUWAIT: (Left) HH the Amir Sheikh Sabah Al-Ahmad Al-Jaber Al-Sabah receives Saudi Foreign Minister Adel Al-Jubeir yesterday. -
Promotion – Red Bull Dietrich Mateschitz Founded Red Bull in 198 and Launched the Red Bull Energy Drink 1987
Promotion – Red Bull Dietrich Mateschitz founded Red Bull in 198 and launched the Red Bull Energy Drink 1987. Red Bull uses a progressive marketing strategy. There are several traditional approaches to promotion. Perhaps the best known is advertising. This is a key element of what is known as above-the-line promotion. This type of promotion usually delivers messages to a wide audience using the press, television, radio and the internet. Although this makes it easy to reach a large audience, it is more difficult to deliver a memorable message that is tailored to a specific target market. It can be costly: for example, television adverts at prime time are very expensive. In addition, businesses cannot completely control who sees or hears their adverts or how they respond. Red Bull’s above- the-line promotion primarily helps to increase top of mind brand awareness amongst consumers. Below-the-line promotions encompass all other forms of promotional activity. To reach targeted groups of consumers, Red Bull focuses heavily on developing inventive below-the-line promotions. Unlike other businesses, Red Bull creates and organises its own events around the world. These events provide a platform for talented athletes to showcase their skills and ambition. Sporting events include Red Bull X-Fighters and Red Bull Air Race, where the world’s top FMX riders and pilots respectively perform world class flips, turns and tricks in front of tens of thousands of spectators. These events help to establish the brand values. They also begin the AIDA process, creating awareness and interest in Red Bull products. -
Bachelorarbeit
! ! BACHELORARBEIT Frau Gesa Alpers ! Die „Content Marketing“-Revolution! ! - Eine Definition und! das Fallbeispiel Red Bull !Stratos - ! ! ! ! ! 2015 Fakultät : Medien BACHELORARBEIT ! ! Die „Content-Marketing“- Revolution - Eine Definition und das Fallbeispiel Red Bull Stratos - ! ! Autorin: Frau Gesa Alpers! ! Studiengang: Angewandte Medien! ! Seminargruppe: AM12wS2-B ! Erstprüfer: Herr Prof. Detlef Gwosc! ! Zweitprüfer: Herr Christoph Küppers! ! Einreichung: Siegen, 23. Juni 2015 Faculty of Media BACHELOR THESIS ! ! The „Content-Marketing“- Revolution - A definition and the case study of Red Bull Stratos - ! ! ! author: Ms. Gesa Alpers! ! course of studies: Applied Media! ! seminar group: AM12wS2-B ! first examiner: Prof. Detlef Gwosc! ! second examiner: Mr. Christoph Küppers! ! submission: Siegen, 23rd of June 2015 Bibliografische Angaben Alpers, Gesa Die „Content Marketing“-Revolution - Eine Definition und das Fallbeispiel Red Bull Stratos - The „Content Marketing“-Revolution - A definition und the case study of Red Bull Stratos - 98 Seiten, Hochschule Mittweida, University of Applied Sciences, Fakultät Medien, Bachelorarbeit, 2015 ! ! ! ! ! Abstract Die Intention dieser Arbeit ist der Versuch einer Definition des Begriffs Content Marke- ting. Ziel der Arbeit ist es, der neuen Generation von Marketingverantwortlichen einen Einblick in das diskutierte Thema zu geben. Der Fokus des Forschungsinteresses liegt dabei auf der Frage: Wie lässt sich der Begriff Content Marketing erfassen, definieren und anhand des Fallbeispiels Red Bull Stratos-Event aufzeigen? Dafür werden Expertenmeinungen aus der Literatur, ebenso wie aktuelle Blogs be- trachtet, welche Einblick in die Thematik geben. Methodisch wird anhand von Text- und Meinungsanalysen, Studien, Statistiken und Diagrammen versucht Content Marketing zu erfassen. Die Basis der Arbeit stellt die Aufstellung einer Begriffsdefinition dar, wel- che im Anschluss anhand des Fallbeispiels Red Bull Stratos aufgezeigt und geprüft wird.