mída ii - aula 2 crossmedia
DESCRIPTION
TRANSCRIPT
![Page 1: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/1.jpg)
crossmedia
Monday, August 13, 2012
![Page 2: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/2.jpg)
transmediastorytelling
Monday, August 13, 2012
![Page 3: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/3.jpg)
conteúdoO quê?Para quem?Para quê?FAQDe quem?{
Briefing de mídia
Monday, August 13, 2012
![Page 4: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/4.jpg)
interaçãoOnde?Quando?Com quem?Como?{
Agora
Monday, August 13, 2012
![Page 5: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/5.jpg)
onde?
Monday, August 13, 2012
![Page 6: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/6.jpg)
onde?Quando?
O quê?Para quem?
Para quê?De quem? Como?} {
Monday, August 13, 2012
![Page 7: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/7.jpg)
plano de assaltoa banco
Monday, August 13, 2012
![Page 8: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/8.jpg)
idealizaçãopreparaçãoexecução
Monday, August 13, 2012
![Page 9: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/9.jpg)
Monday, August 13, 2012
![Page 10: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/10.jpg)
cada meioparticipa
com o quê temde melhorcom o quêsabe fazer
Monday, August 13, 2012
![Page 11: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/11.jpg)
ondes} {pontos forte e fracos
de cada meio
Monday, August 13, 2012
![Page 12: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/12.jpg)
tv aberta
Monday, August 13, 2012
![Page 13: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/13.jpg)
tv aberta
grandes audiênciasabrangência geográfica nacional plena
cpm baixo
Monday, August 13, 2012
![Page 14: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/14.jpg)
tv aberta
grandes audiênciasabrangência geográfica nacional plena
cpm baixo
alto custo de produçãonecessita alta frequência
volatilidade
Monday, August 13, 2012
![Page 15: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/15.jpg)
tv fechada
Monday, August 13, 2012
![Page 16: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/16.jpg)
tv fechada
segmentação público e conteúdopreços absolutos baixos
Monday, August 13, 2012
![Page 17: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/17.jpg)
tv fechada
segmentação público e conteúdopreços absolutos baixos
cobertura pequena
Monday, August 13, 2012
![Page 18: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/18.jpg)
tv exteriormooh (mídia out of home)
Monday, August 13, 2012
![Page 19: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/19.jpg)
tv exterior
segmentação de veiculação (maternidades, quadras de futebol)
preços absolutos baixos
mooh (mídia out of home)
Monday, August 13, 2012
![Page 20: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/20.jpg)
tv exterior
segmentação de veiculação (maternidades, quadras de futebol)
preços absolutos baixos
geralmente sem áudiocusto de produção alto para uma
veiculação pontual
mooh (mídia out of home)
Monday, August 13, 2012
![Page 21: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/21.jpg)
cinema
Monday, August 13, 2012
![Page 22: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/22.jpg)
cinema
alto envolvimento e atenção do públicopossibilita ações nas salas
preços absolutos baixos
Monday, August 13, 2012
![Page 23: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/23.jpg)
cinema
alto envolvimento e atenção do públicopossibilita ações nas salas
preços absolutos baixos
alto custo de produçãobaixa cobertura
cpm alto
Monday, August 13, 2012
![Page 24: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/24.jpg)
rádio
Monday, August 13, 2012
![Page 25: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/25.jpg)
rádio
portabilidade (ouve em qq lugar)cobertura muito boa classes C,D e E
cpm baixo
Monday, August 13, 2012
![Page 26: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/26.jpg)
rádio
portabilidade (ouve em qq lugar)cobertura muito boa classes C,D e E
cpm baixo
requer muita verba para cobrir
grandes áreas
Monday, August 13, 2012
![Page 27: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/27.jpg)
jornal
Monday, August 13, 2012
![Page 28: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/28.jpg)
jornal
perfil público formador de opiniãopossibilita muita informação (textos,
gráficos, dados, preços)alto impacto no dia (notícias)mais de 1 leitor por exemplar
Monday, August 13, 2012
![Page 29: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/29.jpg)
jornal
perfil público formador de opiniãopossibilita muita informação (textos,
gráficos, dados, preços)alto impacto no dia (notícias)mais de 1 leitor por exemplar
alto investimento para 1 dia
Monday, August 13, 2012
![Page 30: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/30.jpg)
revista
Monday, August 13, 2012
![Page 31: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/31.jpg)
revista
principais títulos=grandes circulaçõessegmentação (pesca, música, gastronomia...)
mais de 1 leitor por exemplarvida longa (mesmo edições semanais)
Monday, August 13, 2012
![Page 32: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/32.jpg)
revista
principais títulos=grandes circulaçõessegmentação (pesca, música, gastronomia...)
mais de 1 leitor por exemplarvida longa (mesmo edições semanais)
cpm altorevistas mensais demoram para
iniciar veiculação (+- 20 dias)
Monday, August 13, 2012
![Page 33: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/33.jpg)
outdoor
Monday, August 13, 2012
![Page 34: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/34.jpg)
outdoor
atinge TODOS os públicosvisibilidade e alto impacto
Monday, August 13, 2012
![Page 35: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/35.jpg)
outdoor
atinge TODOS os públicosvisibilidade e alto impacto
não tem segmentaçãoinformação rápida/curta
Monday, August 13, 2012
![Page 36: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/36.jpg)
mídia exterior
Monday, August 13, 2012
![Page 37: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/37.jpg)
mídia exterior
atinge TODOS os públicospode estar associada a um serviço:
relógios, paradas de ônibus, placas de esquina
Monday, August 13, 2012
![Page 38: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/38.jpg)
mídia exterior
atinge TODOS os públicospode estar associada a um serviço:
relógios, paradas de ônibus, placas de esquina
não é permitada na cidade de SPmensagens curtas
Monday, August 13, 2012
![Page 39: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/39.jpg)
mídia on line
Monday, August 13, 2012
![Page 40: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/40.jpg)
mídia on line
interatividadefeedback para correção de curso
custos para todos os bolsospossui todos os recursos dos outros meios
Monday, August 13, 2012
![Page 41: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/41.jpg)
mídia on line
interatividadefeedback para correção de curso
custos para todos os bolsospossui todos os recursos dos outros meios
baixa penetração em classes D e Enecessita interface/equipamento
Monday, August 13, 2012
![Page 42: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/42.jpg)
crossmedia
Monday, August 13, 2012
![Page 43: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/43.jpg)
campanha
Monday, August 13, 2012
![Page 44: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/44.jpg)
campanha
Monday, August 13, 2012
![Page 45: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/45.jpg)
campanha
Monday, August 13, 2012
![Page 46: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/46.jpg)
campanha
Monday, August 13, 2012
![Page 47: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/47.jpg)
campanha
Monday, August 13, 2012
![Page 48: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/48.jpg)
campanha
Monday, August 13, 2012
![Page 49: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/49.jpg)
projeto/plataforma
Monday, August 13, 2012
![Page 50: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/50.jpg)
projeto/plataforma
Monday, August 13, 2012
![Page 51: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/51.jpg)
projeto/plataforma
Monday, August 13, 2012
![Page 52: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/52.jpg)
projeto/plataforma
Monday, August 13, 2012
![Page 53: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/53.jpg)
projeto/plataforma
Monday, August 13, 2012
![Page 54: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/54.jpg)
projeto/plataforma
Monday, August 13, 2012
![Page 55: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/55.jpg)
projeto/plataforma
Monday, August 13, 2012
![Page 56: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/56.jpg)
projeto/plataforma
Monday, August 13, 2012
![Page 57: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/57.jpg)
projeto/plataforma
Monday, August 13, 2012
![Page 58: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/58.jpg)
transmediastorytelling
Monday, August 13, 2012
![Page 59: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/59.jpg)
o fluxo de conteúdo
através dos meios
Monday, August 13, 2012
![Page 60: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/60.jpg)
1. convergência midiática
2. inteligência coletiva
3. cultura participativa
3 conceitos:
Monday, August 13, 2012
![Page 61: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/61.jpg)
1. convergência midiática
um processo cultural e não tecnológico
3 conceitos:
Monday, August 13, 2012
![Page 62: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/62.jpg)
2. inteligência coletiva
nova forma de consumo = poder
3 conceitos:
Monday, August 13, 2012
![Page 63: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/63.jpg)
2. cultura participativa
nova forma de produção coletiva descentralizada
3 conceitos:
Monday, August 13, 2012
![Page 64: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/64.jpg)
mix de mídia?
Monday, August 13, 2012
![Page 65: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/65.jpg)
Monday, August 13, 2012
![Page 66: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/66.jpg)
tv
Monday, August 13, 2012
![Page 67: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/67.jpg)
tvjornal
Monday, August 13, 2012
![Page 68: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/68.jpg)
tvjornal
rádio
Monday, August 13, 2012
![Page 69: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/69.jpg)
tvjornal
revista
rádio
Monday, August 13, 2012
![Page 70: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/70.jpg)
tvjornal
revista
cinema
rádio
Monday, August 13, 2012
![Page 71: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/71.jpg)
tvjornal
revista
cinema
web
rádio
Monday, August 13, 2012
![Page 72: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/72.jpg)
tvjornal
revista
cinema
web
games
rádio
Monday, August 13, 2012
![Page 73: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/73.jpg)
tvjornal
revista
cinema
web
games
QR code
rádio
Monday, August 13, 2012
![Page 74: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/74.jpg)
tvjornal
revista
cinema
web
games
QR code
celular
rádio
Monday, August 13, 2012
![Page 75: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/75.jpg)
tvjornal
revista
cinema
web
games
QR code
celular
rfidrádio
Monday, August 13, 2012
![Page 76: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/76.jpg)
tvjornal
revista
cinema
web
games
QR code
celular
rfid
MOOH
rádio
Monday, August 13, 2012
![Page 77: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/77.jpg)
tvjornal
revista
cinema
web
games
QR code
celular
rfid
MOOH
“viral”
rádio
Monday, August 13, 2012
![Page 78: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/78.jpg)
tvjornal
revista
cinema
web
games
QR code
celular
rfid
MOOH
“viral”
flashmob
rádio
Monday, August 13, 2012
![Page 79: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/79.jpg)
convergência
Monday, August 13, 2012
![Page 80: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/80.jpg)
convergência
Monday, August 13, 2012
![Page 81: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/81.jpg)
convergência
Monday, August 13, 2012
![Page 82: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/82.jpg)
convergência
Monday, August 13, 2012
![Page 83: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/83.jpg)
convergência
Monday, August 13, 2012
![Page 84: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/84.jpg)
convergência
Monday, August 13, 2012
![Page 85: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/85.jpg)
convergência
Monday, August 13, 2012
![Page 86: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/86.jpg)
convergência
Monday, August 13, 2012
![Page 87: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/87.jpg)
convergência
Monday, August 13, 2012
![Page 88: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/88.jpg)
Monday, August 13, 2012
![Page 89: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/89.jpg)
relevância:diferenciação:
fixação:disseminação:
interesse
conteúdo ou forma
simplicidade e entendimento
fácil de espalhar
checklist:
Monday, August 13, 2012
![Page 90: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/90.jpg)
narrativapoderosa
fluênciamídias
domínio:
>
Monday, August 13, 2012
![Page 91: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/91.jpg)
Monday, August 13, 2012
![Page 92: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/92.jpg)
fluêncianarrativa
mídiapoderosa
domínio:
<
Monday, August 13, 2012
![Page 93: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/93.jpg)
Monday, August 13, 2012
![Page 94: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/94.jpg)
mercado objetivado
Monday, August 13, 2012
![Page 95: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/95.jpg)
cpm x adequaçãociclo de vida de marca e objetivos de mercado
Monday, August 13, 2012
![Page 96: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/96.jpg)
$
t
Monday, August 13, 2012
![Page 97: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/97.jpg)
objetivos de comunicação+
objetivos de mídia
Monday, August 13, 2012
![Page 98: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/98.jpg)
objetivos de mídia
níveis de cobertura sobre o público-alvo (restrições inclusive)
as funções dos meios de comunicação
abrangência geográfica da campanha
definições
Monday, August 13, 2012
![Page 99: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/99.jpg)
caseKeepcooler
Monday, August 13, 2012
![Page 100: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/100.jpg)
CASE KEEPCOOLER
Monday, August 13, 2012
![Page 101: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/101.jpg)
objetivos de comunicação
rejuvenescimento de marca
Monday, August 13, 2012
![Page 102: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/102.jpg)
objetivos de mídia
níveis de cobertura sobre o público-alvo (restrições inclusive)
público-jovem entrante segmentoalcoolico
definições
Monday, August 13, 2012
![Page 103: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/103.jpg)
objetivos de mídia
as funções dos meios de comunicação
atrair novo público a se relacionar com marca
gerar vendas novo público provar produto
definições
Monday, August 13, 2012
![Page 104: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/104.jpg)
objetivos de mídia
abrangência geográfica da campanha
mercados coberto pela distribuição: Brasil todo
definições
Monday, August 13, 2012
![Page 105: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/105.jpg)
verba
não havia verbadisponível para comunicação
apenas para uma promoção de PDV
definições
Monday, August 13, 2012
![Page 106: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/106.jpg)
verba
R$ 300.000,00
definições
Monday, August 13, 2012
![Page 107: Mída II - Aula 2 crossmedia](https://reader034.vdocuments.mx/reader034/viewer/2022051610/5496b2beac795987318b45ec/html5/thumbnails/107.jpg)
escolha de meios:objetivos de comunicação
(mensagem)
objetivos de mídia(cobertura de público e mercado)
cpm x adequação (verba e eficiência)
Monday, August 13, 2012