flag: online advertising (aula1)
DESCRIPTION
Aula de 3hs dentro do módulo de Online Advertising da 2ª Edição da Academia Digital da Flag. http://www.flag.pt/academia_mktdigital/academia.htmlTRANSCRIPT
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www.flag.pt LISBOA | PORTO | COIMBRA
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www.flag.pt LISBOA | PORTO | COIMBRA
1. Evolução dos Meios
de Comunicação
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www.flag.pt LISBOA | PORTO | COIMBRA
1.1 Impacto Social
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www.flag.pt LISBOA | PORTO | COIMBRA
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www.flag.pt LISBOA | PORTO | COIMBRAThe Future of Advertising – John V. Willshire
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www.flag.pt LISBOA | PORTO | COIMBRA
www
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www.flag.pt LISBOA | PORTO | COIMBRA
>> Mudança no paradigma de produção
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www.flag.pt LISBOA | PORTO | COIMBRAThe Future of Advertising, John V Willshire
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www.flag.pt LISBOA | PORTO | COIMBRA
>> Mudança no paradigma de propriedade
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www.flag.pt LISBOA | PORTO | COIMBRA
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www.flag.pt LISBOA | PORTO | COIMBRA
>> Mudança no paradigma de poder
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www.flag.pt LISBOA | PORTO | COIMBRA
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www.flag.pt LISBOA | PORTO | COIMBRA
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www.flag.pt LISBOA | PORTO | COIMBRA
Charles Dickens
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www.flag.pt LISBOA | PORTO | COIMBRAThe Future of Advertising – John V. Willshire
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www.flag.pt LISBOA | PORTO | COIMBRA
1ª ideia
NetworkInfluência
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2ª ideia
HiperSegmentação
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1.2 Suportes & Canais
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www.flag.pt LISBOA | PORTO | COIMBRA
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www.flag.pt LISBOA | PORTO | COIMBRA
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www.flag.pt LISBOA | PORTO | COIMBRA
Experiências
Eventos
Personalidades
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www.flag.pt LISBOA | PORTO | COIMBRA
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www.flag.pt LISBOA | PORTO | COIMBRA
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www.flag.pt LISBOA | PORTO | COIMBRA
Canais criados por marcas
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www.flag.pt LISBOA | PORTO | COIMBRA
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1.3 Posicionamento
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www.flag.pt LISBOA | PORTO | COIMBRA
O meio é a
mensagem.
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www.flag.pt LISBOA | PORTO | COIMBRA
Experiências
Eventos
Personalidades
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www.flag.pt LISBOA | PORTO | COIMBRA
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www.flag.pt LISBOA | PORTO | COIMBRA
Social Media (o meio é a mensagem)
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www.flag.pt LISBOA | PORTO | COIMBRA
Conclusão
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www.flag.pt LISBOA | PORTO | COIMBRA
A new Era Of Digital Darwinism
.
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Paradigma 360º
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www.flag.pt LISBOA | PORTO | COIMBRA
Paradigma 365
Rei InamotoAKQA
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Briefing
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www.flag.pt LISBOA | PORTO | COIMBRA
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#Intervalo
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2. Vississitudes
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www.flag.pt LISBOA | PORTO | COIMBRA
estatística criativa (the rise of the math man)
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www.flag.pt LISBOA | PORTO | COIMBRA
Novos canais permitem às
marcas, acima de
tudo ouvirhttp://www.youtube.com/watch?v=EH1dcFh_-I4
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1# ouvir2# avaliar3# testar4# ajustar5# ouvir
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www.flag.pt LISBOA | PORTO | COIMBRA
Relevância
Online/OfflineThrough-the-line
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www.flag.pt LISBOA | PORTO | COIMBRA
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www.flag.pt LISBOA | PORTO | COIMBRA
3. Consumo de Media
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Multi-tasking | Multi-canal
HYPERTASKING
Nível de AtençãoNível de Envolvimento
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Brand StorytellingVs.
People Storysharing
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www.flag.pt LISBOA | PORTO | COIMBRA
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Beck
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www.flag.pt LISBOA | PORTO | COIMBRA
Impacto do consumo de media no produto
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Bing
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www.flag.pt LISBOA | PORTO | COIMBRA
Impacto do consumo de media no produto
http://www.youtube.com/watch?feature=player_embedded&v=ySwn_1o8zfs
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Starbucks
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Estratégia conteúdos / Canal
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Burberry
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http://creativity-online.com/work/burberry-retail-theatreipad-shopping/21357
Integração digital
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Integração total
http://www.youtube.com/watch?v=DzBIYwZsut0
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It’s about the people.
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InteractiveAge
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Obrigada.