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Chapter 12

Chapter 12. !. The. Power. of. New Ideas. The Power of New Ideas !. The Challenge of Change. New Products. New Agencies. New Media. The Internet. New Marketing Services. New Ideas & You!. The Challenge of Change. The Speed of Change. Evaluation accelerates change.

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Chapter 12

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  1. Chapter 12 ! The Power of New Ideas

  2. The Power of New Ideas ! • The Challenge of Change • New Products • New Agencies • New Media... The Internet • New Marketing Services • New Ideas & You!

  3. The Challenge of Change • The Speed of Change Evaluation accelerates change • Uncertainty More Volatility • Inertia Resistance to Change

  4. The Challenge of Change • Information • “PowerShift” • Innovation • “The Dilemma”

  5. The Challenge of Change • Information • “PowerShift” • Innovation • “The Dilemma” • Individualization • “Personalization” is this The Next “P?”

  6. The P’s vs. the C’s • Four P’s • The Four C’s • Consumer • Cost • Convenience • Communication • Product • Price • Place • Promotion • It’s all about “The Fifth P” People

  7. New Products: • New Trends/Bad News • Slow/No growth • More Alternatives • Less Time • Campbell’s trying to add convenience and quality

  8. New/Old Products: • Old Trends/Good News • Up in a Down Economy • Veggies + Value • Campbell’s + V-8 • A “Green” brand

  9. New Products: • New Trends/Good News • High growth • Fills Unique Need • Saves Time • Smart Phones • Competition grows rapidly

  10. New Products: • And Those New Trends Create More New Trends …

  11. Eliot Kang - Kang & Lee New Agencies: • Agencies, like all businesses, respond to the market. • New & Growing Segments • Asian-American

  12. Melissa Lammers Y&R Puerto Rico New Agencies: • Agencies, like all businesses, respond to the market. • New & Growing Segments • Asian • Hispanic

  13. Melissa Lammers Y&R Puerto Rico www.bmwfilms.com www.R/GA.com New Agencies: • Agencies, like all businesses, respond to the market. • New & Growing Segments • Asian • Hispanic • Interactive

  14. New Hispanic Magazines Latin Pak - Hispanic Direct New Media: • New Target Segments • Worldwide Growth

  15. News Corporation Russian Outdoor New Media: • New Target Segments • Worldwide Growth • THE New Medium...

  16. The Internet: • The Beginning… • 1969 ARPAnet • 1971 e-mail • 1986 NSFNET • 1987 UUNET • 1991 HTML

  17. The Internet: • Browsers & Web sites • 1993 Mosaic “GUI” • 1993 600 Web sites • 1995 100,000 Web sites!

  18. The Internet: • Browsers & Web sites • 1993 Mosaic “GUI” • 1993 600 Web sites • 1995 100,000 Web sites! • 1994 First Banners (HotWired)

  19. The Internet: • Advertising Choices • Portals like AOL and… • Destination Sites • Micro-sites • Banner Ads Do You Yahoo?

  20. The Internet: • Three of the Big Issues: • Click Through • e-mail Marketing • The Birth of “Spam” • A Direct Revolution • The “Dot.com Explosion” • A Financial Disaster (2000-2001) • A Relationship Revolution • $$$ recovery by 2003-2004

  21. The Internet: • Bob Pittman Media Star • Started in Radio • A new TV idea… • He starts • Then AOL • AOL/Time-Warner “In charge of New Ideas”

  22. The Internet: • Bob Pittman Says… “Big Brands Win.” “This is not a test. The Internet has arrived.” “The mass market is moving to interactive.” “Convenience is King!”

  23. The Internet: • Interview with Bob Pittman

  24. The Internet: • New Internet Brands e-bay

  25. The Internet: • New Internet Brands • What are Your Favorite Internet Brands?

  26. New Marketing Thinking: • Account Planning (Agencies) • “Brand Journalism” • Larry Light/McDonald’s • Four Cultural Languages • Sports, Fashion, Music, & Entertainment • Consumer Insight (Marketers)

  27. New Marketing Services: • The Continuing Shift to a Consumer-Driven Perspective • DeeDee Gordon and “Cool Hunt” • Not just what kids think, but what the cool kids think.

  28. New Ideas & You • Which “Powershift” works for you? • New Products/ Growing Markets • New Agencies • “Hot” New Media • New Marketing Service Companies

  29. New Ideas & You • Some Examples: • “Green” Marketing & Energy • New Target Groups • Health Care • New Media-based Concepts • Agencies that specialize in these business areas

  30. New Ideas & You • Remember... “Ideas are a powerful driving force in our economy!”

  31. Questions: • Your • Questions • Go • Here

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