1 / 10

A need for a new marketing model An Introduction to Marketing Communications

A need for a new marketing model An Introduction to Marketing Communications. What is going on!. 2005, P & G cut TV budget by 8%. P&G global marketing budget is GBP 6B. 2005, Heineken Beer shifted it’s entire GBP 6.5M budget out of TV.

verena
Download Presentation

A need for a new marketing model An Introduction to Marketing Communications

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. A need for a new marketing model • An Introduction to Marketing Communications

  2. What is going on! • 2005, P & G cut TV budget by 8%. P&G global marketing budget is GBP 6B. • 2005, Heineken Beer shifted it’s entire GBP 6.5M budget out of TV. • In a recession companies companies are drastically cutting costs to survive. • No clear line of sight between marketing and bottom line.

  3. Used to Be • 1970’s 80’s 90’s Golden Era of Marketing. • Budgets were big, Agencies were making money from ad slots • Consumers bought the products from ads that seduced them. • Mass media meant mass audiences. • Eg. [Just Do it.] [I’m lovin it.]

  4. TV spots were the corner stones, rest are add ons. • Nestle’, P&G, CocaCola, Unilever were lead marketers. • a global business worth $403,663 million in 2005 and destined to grow steadily to be worth $478,943 million in 2008

  5. Decline of Mass Advertising • TV channels multiplied • Constantly connected to internet • The mobile phone • DVD, Blu Ray, TiVo, Apple TV, PEO TV • Dynamic Billboards on Video Games. • Microsoft Paid $400M to Massive • Anarchy Online - Toyota Yaris • IPTV, Video On Demand, Webisodes

  6. Changing Consumer • Empowerment through information • Consumers get an unrestricted choice of information on companies, products, and CSR. • Less idle time, shorter attention span, more tech savvy • Information is demanded in bits • RSS, Ticker Tape news, expanding blogosphere, Podcasts

  7. One fact is certain. The day-after recall of television commercials has been in steady decline over the last 40 years. The publishing and consulting company Media Dynamics estimates in its publication TV Dimensions that, despite TV CPMs (cost per thousand viewers reached by the advertising) increasing by 68 per cent since 1995, TV ad recall fell in the United States from 40 per cent in 1960 to just 6 per cent in 2003. On the basis of these figures, TV spot advertising is eight times less effective in the 2000s than it was in the 1960s – and it’s a much more costly route to market to boot.

  8. Interactivity • Rise of Google, Yahoo!, MSN • Popularity of YouTube • Myspace, Facebook, Twitter • E-Bay, Amazon • MSN, Googletalk, Skype, Yahoo IM AOL • Geo Location services, Geo Tagging,

  9. Any kid with a great idea can change the scope of marketing communication with a few codes because the way we communicate has changed forever

More Related