Planejamento da Campanha

Precificao de Anncios
Market analysis
(actual-condition)
Where are you?
What is the initial situation?
Marketing targets
(establish objectives)
Wher do you want to be?
Marketing strategy How will you reach your objectives?
Marketing instruments Which instruments will be used?
Success control Analysis of the difference between target and result
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Objetivos
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Animated Charts Collection
Project Timelines
Estrutura Segmentao Oramento
Planejamento da Campanha
Precificao de Anncios
Objetivos Criao Segmentao Oramento Anlise
Quais so os objetivos da
campanha
Criao da campanha e
definio dos elementos dos
anncios
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COMPANYLOGO
Strategic Positioning
Guiding Example (Vision, Mission, Core Values)
Setting the Course
Core contents will be explicitly and
implicitly predefined by top management
They are not subject to a vote
Teams will be assembled
1
Elaboration
In groups and workshops
Check acceptance
Critically question content
Accommodate additions
2
Communication
Initial communication through
Big-Bang events
Further communication in a continuous
process
3
Precificao de Anncios
Identification of company internal
strength and weaknesses
1
Identification company external
chances and risks
2
Illustration of combined portfolio 3
Derivation of norm strategies 4
Derivation of norm strategies 5
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COMPANYLOGO
Strategic Planning
Scoring-Models
Determine relevant evaluation and success criteria
1
Define restrictions (optional) 2
Rate evaluation criteria 3
Determine characteristics /fulfillment levels of separate criteria 4
Transform characteristics /fulfillment levels to partial utility values 5
Calculate overall use 6
COMPANYLOGO
Strategic Planning
Scenario-Technique
SWOT-Norm Strategies
Portfolio-Norm Strategies
Scoring-Models
Scenario-Technique
Gap-Analysis
Balanced Scorecard
Break-Even-Analysis
Quality Function Deployment
COMPANYLOGO
Strategic Planning
Determine
target value
1
Detect
and extra-
polate
actual
value
2
Deter-
mine gap
3
Develop ideas
to close
strategic gap
Develop Ideas
to close
operative gap
4
Plan measures
to close
strategic gap
Plan measures
to close
operative gap
5
Implement
measures
6
Gap-Analysis
COMPANYLOGO
Strategic Planning
Balanced Scorecard
Determine
gap
4
Detect and
extrapolate
actual value
5
Determine
gap
6
Determine
gap
7
Determine
perspective
1
Derive strategic
objectives within
the particular
perspective
from strategies
2
Determine
gap
3
COMPANYLOGO
Vision
If we are
successful,
how will our
shareholders
recognize it?
Financial Perspective

How do I have to
see the Customer
to accomplish my
vision?
Customer Perspective

Which processes
need to be
optimized to satisfy
the Customer?
Internal Perspective

How do I have to
develop my
organization to
accomplish my
vision?
Learning and Development






Ttulo
COMPANYLOGO
Vision
If we are
successful,
how will our
shareholders
recognize it?
Financial Perspective

How do I have to
see the Customer
to accomplish my
vision?
Customer Perspective

Which processes
need to be
optimized to satisfy
the Customer?
Internal Perspective

How do I have to
develop my
organization to
accomplish my
vision?
Learning and Development






Ttulo
COMPANYLOGO
Phases of Project Management
Practical Examples of Combined Tools
Project Definition Project Planning Project Conclusion
Project implementation
and Control
1 2 3 4

COMPANYLOGO
Project implementation
and Control
Project Conclusion

Project Definition
SWOT
Relevant
Influence
Factors
Impact-
Matrix
Critical
Influence
Factors
Brain-
storming
Project Planning
Possible
Measures
Ttulo
COMPANYLOGO
Business Importance of Strategy Tools
Strategic Planning
Benefit of customers
Benefit of value adding partner
Customer loyalty
Value Proposition
Performances
Performance range
Steps of value creation
Target group / target market
Distribution channel
Communication channel
Value adding partner
Position
in in the value chain
In the net of value creation
Cooperation
Architecture of Value Creation
Price of performances
Price development mechanism

Growth generators
Standard creation
Substitution demand
Increased demand
Transformation in
new business fields

Innovation
Yield and Growth Model
Clarity of information
and contributions to
company strategy
Monitoramento
Definio de
oramento e
cronograma
Planejamento da Campanha
Precificao de Anncios
Implementao do Anncio
Oramento Segmentao
Planejamento e Criao
Criao Objetivos
Anlise
Quais so os
objetivos da
campanha
Criao dos
elementos do
anncio
Segmentao
do pblico a ser
atingido
Definio de
oramento e
cronograma
Monitoramento
Definio de
oramento e
cronograma
Planejamento da Campanha
Precificao de Anncios
Implementao do Anncio
Oramento Segmentao
Planejamento e Criao
Criao Objetivos
Anlise
Quais so os
objetivos da
campanha
Criao dos
elementos do
anncio
Segmentao
do pblico a ser
atingido
Definio de
oramento e
cronograma
Monitoramento
Definio de
oramento e
cronograma
Planejamento da Campanha
Precificao de Anncios
Implementao do Anncio
Oramento Segmentao
Planejamento e Criao
Criao Objetivos
Anlise
Quais so os
objetivos da
campanha
Criao dos
elementos do
anncio
Segmentao
do pblico a ser
atingido
Definio de
oramento e
cronograma
Monitoramento
Definio de
oramento e
cronograma
Planejamento da Campanha
Precificao de Anncios
Implementao do Anncio
Oramento Segmentao
Planejamento e Criao
Criao Objetivos
Anlise
Quais so os
objetivos da
campanha
Criao dos
elementos do
anncio
Segmentao
do pblico a ser
atingido
Definio de
oramento e
cronograma
Planejamento da Campanha
Precificao de Anncios
Planejamento e Criao
Planejamento da Campanha
Precificao de Anncios
Implementao do Anncio Planejamento e Criao
Planejamento da Campanha
Precificao de Anncios
Implementao do Anncio Planejamento e Criao Anlise
Monitoramento
Definio de
oramento e
cronograma
Planejamento da Campanha
Precificao de Anncios
Implementao do Anncio
Oramento Segmentao
Planejamento e Criao
Criao Objetivos
Anlise
Quais so os
objetivos da
campanha
Criao dos
elementos do
anncio
Segmentao
do pblico a ser
atingido
Definio de
oramento e
cronograma
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Planejamento da Campanha
Cronograma da Campanha
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Planejamento da Campanha
Oramento Dirio
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Planejamento da Campanha
Oramento Vitalcio
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Planejamento da Campanha
Otimizao de Anncios
Chamada do Slide

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Planejamento da Campanha
CPM ou CPC
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Planejamento da Campanha
Otimizao de Lances
Chamada do Slide

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Planejamento da Campanha
Otimizao Para Cliques
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Planejamento da Campanha
Otimizao Automtica
Chamada do Slide

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Planejamento da Campanha
Otimizao Manual
Chamada do Slide

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Planejamento da Campanha
Otimizao Para Impresses
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Planejamento da Campanha
Preo
Chamada do Slide

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Planejamento da Campanha
Cortando Custos
Central de Ajuda ao Anunciante - http://bit.ly/AjudaAnuncios

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Planejamento da Campanha
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