Copy Strategy

d’autres actions de mécénat, de MDirect, d’opérations promotionnelles  * les objectifs  * les contraintes budgétaires, juridiques. 2°) la copy strategie : consiste à choisir le contenu et la présentation des messages publicitaires, elle doit établir la cohérence entre la stratégie marketing et la politique de communication. La copie stratégy est élaborée par l’agence de publicité et s’appuie sur la théorie de l’USP (Unique Selling Proposition) qui prône un centrage du message sur une proposition

INTRODUCTION I. THE COMPANY ------------------------------------------------- INTRODUCTION Haribo, or how a small family business has won the confectionery market in a century. To understand this phenomenon we will discuss the tools and the strategy employed. Haribo is a Company executive, in order to allow the family to keep Riegel power over society. It has headquarters in several different countries where the latter is located particularly in France with headquarters in Marseille. Each is

Information desk = helpdesk : accueil. Communication = 1) exchange of information. 2) transmission of information. 3) message. Communication engineering : techniques de communication. Communication materials: supports de communication. Communication strategy ; Communication plan; Media plan. Communication events: actions de communication. Marketing campaign : campagne de communication cf: proposal for an international marketing campaign: projet de campagne de communication internationale. internal /

produits est un ensemble homogène de produits définis autour d’une technologie » faites un tableau synthétique présentant: 12 6) Analyser les codes couleur du motif Vichy sur le packaging de regroupement des « dessert classiques » 14 7) Pour quelle copy stratégie opteriez-vous pour la publicité TV de Bonne Maman Baba au Rhum à la crème vanillée ? 17 8) Quelle stratégie de communication auriez-vous privilégié lors du lancement ? 19 9) Le circuit de distribution actuel de la gamme frais Bonne

high scale image Answer to vintage trend: -  Back to classics -  Return of authenticity Old style advertising reminds: -  Historical innovation -  Creative revolution Long body copy: -  Rings back the advantages The recycling logo: -  Modern -  Ecological concern Media Strategy Billboard Cross high quality media Print Television + Cinema > Keep a classical upscale communication Billboard Strong visual impact: to establish the next creative concept Continue

objectifs de la campagne 2. Les cibles 3. Le budget net 4. La période d’action 5. Les éléments du message 6. L’activité promotionnelle prévue 7. Les actions de la concurrence 8. Les deadlines C. Copy Strategy 1. Le contexte 2. Les objectifs de communication 3. La cible 4. La perception de marque 5. La perception recherchée 6. La promesse 7. Les justifications, ou preuves 8. Le bénéfice 9

Session 2: Defining Marketing and the Marketing Process The Marketing Environment and Managing Marketing Information Session 3: Markets and Buyer Behavior Session 4: Customer Driven Marketing Strategy: Creating Value for Target Customers Session 5: Marketing decisions I: Product, Services and Branding Strategy Session 6: Marketing decisions II: Pricing Products: Understanding and Capturing Customer Value Session 7: Marketing decisions III: Marketing Channels and Supply Chain Management Session 8: Marketing

......................................................................................... 9 d. Positionnement de l’entreprise ...................................................................................................10 e. Copy strategy ........................................................................................................................10 10. Stratégie des moyens .........................................................................................

systematically rejuvenate their business model will struggle to survive and thrive.” “Business Model Innovation is about new ways of creating, delivering and capturing value.” - Dr. Alex Osterwalder AGILEMinds June 21 & 22 – IBBT Ghent Get a FREE copy of Alex’ new book on Business Model Innovation Enter the future The world has moved on... has your company? For years companies had a working business model but now due to a rapid changing environment like the financial crisis, changed customer

an important role as they are responsible for providing a reliable, scalable and secure virtual infrastructure to support the virtualized business applications services at time of disaster or during a scheduled BCDR test. The success of any BCDR strategy is ultimately driven by the collaborative efforts of the business owners who interface with the BCP team who in turn interface with the information technology team who provide the infrastructure and means to facilitate the failover of the business