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Organizational

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ADVERTISING

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MARKETING Y PROMOCIÓN

Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

1. Marketing

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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

1. Marketing

3
Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

2. Promoción en el Mix de Marketing

La 4ta P del Marketing Mix
1. Producto 2. Precio 3. Plaza (distribución) 4. Promoción

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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

2. Promoción en el Mix de Marketing

La 4ta P del Marketing Mix
“PROMOCIÓN” (COMUNICACIÓN)

Consideración a tener en cuenta:

“De nada sirve contar con el mejor producto, con la mejor distribución y al mejor precio; si no somos capaces de comunicar persuasivamente al mercado de la existencia y conveniencia de nuestro producto / marca”
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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

2. Promoción en el Mix de Marketing

La 4ta P del Marketing Mix
Promoción = Comunicación de Marketing

EL MIX PROMOCIONAL / COMUNICACIONAL

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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

3. El Mix Promocional o Comunicacional

Componentes del Mix Promocional
1. Publicidad 2. Promoción de Ventas 3. Venta Personal 4. RR.PP. 5. Publicity 6. Marketing Directo 1. Publicidad 2. Promoción de Ventas 3. Ventas Personales 4. Relaciones Públicas / Publicidad no pagada 5. Marketing Directo 6. Marketing On Line de Internet

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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

3. El Mix Promocional o Comunicacional

Componentes del Mix Promocional
1. Publicidad
Comunicación pagada impersonal basada en el principio de masificación de audiencias, que utiliza medios masivos de comunicación y que por lo general no tiene respuesta inmediata.

2. Promoción de Ventas
Actividades que agregan valor, de manera temporal, al producto / servicio para estimular la venta.

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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

3. El Mix Promocional o Comunicacional

Componentes del Mix Promocional
3. R.R.P.P.
Esfuerzos coordinados orientados a generar o reforzar la actitud favorable del público respecto a un producto / servicio o empresa.

4. La venta personal
Comunicación personal y directa con clientes, con lo que se cierra el circuito.

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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

3. El Mix Promocional o Comunicacionalc

Componentes del Mix Promocional
5. Publicity
Actividad generalmente incluida en el campo de las Relaciones Públicas. Viene a ser la ACCIÓN / ACTIVIDAD /MENSAJE que se realiza, crea o difunde, lo que genera cobertura de prensa en los diversos medios de comunicación.

6. Marketing Directo
Sistema de comunicación interactivo que usa diversos medios de comunicación para conseguir una respuesta inmediata y medible. MARKETING ON LINE!!! Comunicación bidireccional a través de medios on line (webs, redes sociales)
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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

4. Comunicaciones de Mkt Integradas Comunicaciones de Marketing Integradas (CMI)
Antecedentes: Prof. Don Scultz de Northwestern University, detecta falta de integración en la enseñanza de las actividades de Marketing. Funda el Departamento de Comunicaciones de Marketing Integradas El problema en las empresas: los aspectos funcionales y falta de entendimiento del papel de la Agencia de Publicidad en el Plan de CMI.
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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

-

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4. Comunicaciones de Mkt Integradas

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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

4. Comunicaciones de Mkt Integradas

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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

Recordando…

Componentes del Mix Promocional
1. Publicidad 2. Promoción de Ventas 3. Venta Personal 4. RR.PP. 5. Publicity 6. Marketing Directo 1. Publicidad 2. Promoción de Ventas 3. Ventas Personales 4. Relaciones Públicas / Publicidad no pagada 5. Marketing Directo 6. Marketing On Line de Internet

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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

5. ¿Qué es una Campaña de Comunicación?

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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

5. Campaña de Comunicación
Es una herramienta de planeación que coordina la presentación de tema frente a una o diversas audiencias objetivo
• Particularidad: • Audiencias: • Duración:
Una campaña puede dirigir muchos tipos de campañas promocionales y realizar varias a la vez. Se puede realizar por ejemplo una campaña promocional a nivel local, regional o nacional. Una campaña promocional puede tener varias audiencias objetivo: consumidores, intermediarios, accionistas, etc. Una campaña promocional puede durar una semana, un mes, un año o más. La duración media de una campaña común es de dos a cuatro meses.

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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

5. Campaña de Comunicación

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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

6. ¿Publicidad O Propaganda?

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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

6. ¿Publicidad o Propaganda?
• Buscan dar a conocer un mensaje “persuasivo” • Se dirigen a una Audiencia “que se debe conocer mu bien” • Utilizan medios publicitarios ATL y BTL

=
PUBLICIDAD
• Fin Comercial • Presenta una marca comercial que se beneficia con mayores ventas o mayores ingresos

PROPAGANDA
• Fin Social • No presenta marca comercial y si aparece alguna marca es por lo general gubernamental o de carácter social
• Ejm: Campaña “Papea Perú”

=

• Ejm: Campaña “Nuevas papas Lays”
Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

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7. Publicidad

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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

7. Publicidad

¿QUÉ ES LA PUBLICIDAD?
Es la divulgación de noticias o anuncios de carácter

comercial para atraer a posibles compradores, espectadores, usuarios, etc. La publicidad, tiene como fin, el poder convencer, por

medio de la comunicación de ideas, palabras e imágenes persuasivas, al consumidor de comprar un bien productivo y no la competencia directa del mismo o uno sustituto.
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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

7. Publicidad: Historia

Fases de la Publicidad en la historia
− La fase premercadotecnia: Hasta siglo XVIII (tablas de barro, pregoneros de los pueblos, letreros en tabernas).

− La fase de la comunicación masiva: A partir del siglo
XVIII hasta el sigo XX (imprentas cada vez más veloces - medios de transmisión).

− La fase de la investigación: A partir del sigo XX (técnicas de identificación y abordaje de audiencias definidas con precisión, con mensajes preparados especialmente para cada grupo o individuo).

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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

7. Publicidad: Historia

El inicio de los medios masivos y la Industria de la Publicidad
− En el siglo XVIII, la publicidad comienza a ser parte considerable del financiamiento de los medios de comunicación (Avisos clasificados en su mayoría) − En la década de 1830 aparecen los grandes almacenes: De avisos clasificados a formatos más grandes. − Va tomando importancia una nueva fuerza económica: El anunciante. − Avisos de productos fraudulentos comienzan a generar mala fama a la publicidad.

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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

7. Publicidad: Historia

¿Y que pasaba en el Perú?
− En el siglo XVIII aparece “La Gaceta de Lima”, con avisos rudimentarios. Después sale “El Diario de Lima” de Bauzate y Meza. − En el siglo XIX aparecen “El Telégrafo de Lima”, “El Mercurio”, “El Limeño” y “ El Comercio” (1839). − La publicidad fraudulenta de productos medicinales genera/contribuye a la mala fama de la publicidad.

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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

7. Publicidad: Historia

Siglo XX
− Van mejorando los ingresos de la publicidad. − Surgen los primeros agentes de publicidad y de relaciones públicas. − Aparición de la radio. − Aparición de la televisión.

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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

7. Publicidad: Historia

¿Y que pasaba en el Perú en el siglo XX?
− La prensa va mejorando con los ingresos de la publicidad. − Surgen los primeros Agentes de Publicidad y Relaciones Públicas. − Se inicia la prensa de masas con las rotativas: El Comercio y La Prensa. Esto en gran parte motivado/financiado por la publicidad.

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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

7. Publicidad: Historia

El comienzo de la difusión organizada en el Perú (Los 40´s y 50´s)
− En los 40´s: había 3 periódicos, 7 emisoras radiales y algunas revistas. − Surgen las primeras Agencias: Causa (1943), MacCann-Ericson (1946), Lowder (1948); que básicamente eran un redactor y un dibujante. − Entre los 30´s y los 40´s: se inicia la expansión de la radio: música, noticias, radionovelas. − Durante los 50´s: cobra fuerza la publicidad radial en especial en los bloques de radionovelas.

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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

7. Publicidad: Historia

El comienzo de la difusión organizada en el Perú (de los 60´s en adelante)
− Entre fines de los 50´s y comienzos de los 60´s: se inicia la televisión. − Canal 7 (Enero del 58), luego vendrían C- 4 América, C- 5 (antes 13) y C-2 originado por radio Victoria. − En los 60´s: se consolida la TV con programas en vivo y enlatados − En los 70´s: Telecentro, producto de la expropiación de medios de comunicación. − En los 80´s: Belaunde devuelve los medios a sus antiguos propietarios.

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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

7. Publicidad: Historia

Las etapas de la Publicidad en U.S.A.
− Los 50´s: Avisos engañosos sin preocupaciones éticas. − Los 60´s: Vacíos pero un poco más sofisticados (trucos en engaño: El parche Hathaway, Brannif y sus aviones pintados, Tonny Tigger (de Froasted Flakes). − Los 70´s: La Contracultura (Woodstock)…Recesión. − Los 80´s: El posicionamiento (Ries & Trout) − Los 90´s: El Marketing interactivo/directo/relacional. B2B y B2C...

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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

7. Publicidad: Historia

Las etapas de la Publicidad en Perú
− Los 50´s: La radio… Música, radionovelas, noticias y la publicidad radial (jingles y frases originales) − Los 60´s: La televisión… Programas en vivo, enlatados, primeros noticieros y los comerciales en vivo. − Los 70´s: El Gobierno Militar y la OCI. − Los 80´s: Guerra de Bancos y Mutuales (captación), seguido de gaseosas, cervezas y detergentes. − Los 90´s: Continua la publicidad masiva con una clara mejora en “valores de producción. − Comienzo tímido de iniciativas en marketing directo”, básicamente como resultado de una base confiable de datos disponible.
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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

8. Consideraciones sobre la Publicidad

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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

8. Publicidad: Consideraciones

¿Por qué existe la Publicidad?
− Es parte de nuestro sistema de comunicación. − Informa respecto a la disponibilidad de productos. − Informa respecto a los derechos y deberes de todo ciudadano. − Proporciona información para la toma de decisiones de compra.

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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

8. Publicidad: Consideraciones

¿Qué significa Publicidad?
“Función relacionada con la comunicación persuasiva, dirigida hacia audiencias objetivo, de los diferentes componentes del programa de marketing para facilitar el intercambio entre el fabricante y consumidor, ayudando a satisfacer los objetivos de ambos”.

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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

8. Publicidad: Consideraciones

Objetivos de marketing Vs. Comunicacionales
 Objetivos de marketing
− Incrementar el volumen de ventas − Incrementar el market share − Incrementar niveles de distribución

 Objetivos de publicidad/comunicación
− Incrementar el brand awarness − Incrementar el conocimiento de marca − Incrementar actitud favorable hacia la marca
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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

8. Publicidad: Consideraciones

Publicidad efectiva / eficaz
− Para que la publicidad tenga éxito, deben establecerse claramente objetivos concretos de comunicación. − Debe generar ideas: provocar /inducir a la acción. − La idea debe ser simple / clara. − Las ideas deben estar en un contexto multiplicador: Continuidad en el tiempo.

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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

8. Publicidad: Consideraciones

Niveles de valoración de las comunicaciones
1. Recepción:
Debe llegar a la audiencia correcta.

2. Comprensión:
Debe ser claramente entendible por la audiencia.

3. Impresión:
Debe generar impacto/recordación.

36
Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

8. Publicidad: Consideraciones

¿Por qué hacer Publicidad?
− Mayor menú de medios disponibles para un mismo presupuesto, como consecuencia de la innovación tecnológica. − Mayor necesidad de persuadir a los consumidores, como consecuencia de la existencia de una mayor cantidad de productos similares (globalización). − Mayor separación emocional y física comercializadores y consumidores. − Mayor competencia. − Mayor selectividad / sofisticación de los consumidores. − Mayor dificultad para mantener shares de mercado.

37
Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

9. Tipos de Publicidad

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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

9. Tipos de Publicidad

Tipos de Publicidad
1 . Publicidad de imagen (brand-sell): apunta a la actitud del comprador frente a la marca.

2. Publicidad promocional: apunta al acto de compra, orientándose al corto plazo (Licores Wong, Edelnor).

3. Publicidad directa/interactiva: apunta a establecer un dialogo que genere una relación comercial.

4. Publicidad institucional: apunta a crear / reforzar actitud positiva hacia la empresa

5. Patrocinio: apunta al aumento de la notoriedad de la empresa, asociándola a valores positivos.
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Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

9. Tipos de Publicidad

Tipos de Publicidad
6. Publicidad para el comercio: Apunta a construir distribución en mayoristas y detallistas.

7. Publicidad Industrial: Orientada a la venta de productos necesarios para la industria.

8. Publicidad Profesional: Apunta a generar recomendación del producto (propaganda médica).

9. Publicidad no relacionada con productos: Ideas, servicios, servicio público, campañas electorales.

40
Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

Fin de la Presentación

41
Karla GUERRA ALARCON, MBA, MSc, PADE, Consultora en Marketing, Imagen y Publicidad.
Karla GUERRA ALARCON, MBA, MSc, MMSc, PADE, Consultora en Marketing, Promoción y Coaching.

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Organizational Culture

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