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Jun132005 by Violeta-Loredana PascalNo Comments

CNN

Case Studies

Market In a constantly changing world where events across the globe and across the country have an impact close to home, the consumer’s connection to that world through news coverage has never been stronger. Cable’s all-news networks have never been as powerful as they are right now, drawing 62 percent of all television news viewership.1 The consumer’s use of news Web sites has exploded, particularly at work.2 And news brands are stronger and reaching more people than ever. In fact, the CNN brand reaches almost 107 million U.S. viewers and Web users alone each month.3 Month after month, year after year, at home and away from home, more Americans tune to CNN than to any other news channel.4 Achievements CNN is the largest, most trusted, most honored, and most watch...

Jun92005 by Violeta-Loredana PascalNo Comments

Make a Wish

Case Studies

Market With unmatched depth and quality of services, the Make-A-Wish Foundation® stands alone as the world’s premier wish-granting organization. It is the largest such charity in the world, with 75 chapters in the United States and its territories and 27 international affiliates on five continents. Every U.S. community is served by a local Make-A-Wish® chapter.The Make-A-Wish Foundation of America, based in Phoenix, Arizona, provides operational, financial, training, marketing, and developmental guidance and support to its U.S. chapters. Its sister organization, Make-A-Wish Foundation International, serves its worldwide affiliates outside the United States in a similar fashion. Any child between the ages of 21/2 and 18 with a life-threatening medical condition may be el...

Jun72005 by Violeta-Loredana PascalNo Comments

Creating brand instrumentality beyond the product

Expertiza locala

Dr. Dan HermanThe main reason for the general fascination with brands is their ability to provide the consumers an extra value in addition to what the product\service\company themselves can provide. A value which becomes the major motivation for consumers to desire the product. Everybody agrees about that, but from here on it becomes foggy. First of all, what is this value exactly? We know, for instance, of the ability of a brand to signal belonging to a certain group or status but there are some who talk about brands as the objects of the consumer's love (for instance: Kevin Roberts the CEO of "Saatchi & Saatchi") or even as a religion (as Young & Rubicam declared). Also, how precisely is this value being added and incorporated into the brand? Advertising professionals s...

May302005 by Violeta-Loredana PascalNo Comments

PR-ul are legatura cu finantarile?

Expertiza locala

Radu Gazda, Angajat.roCa intreprinzator ce viseaza si pune in aplicare mereu noi proiecte, domeniul finantarilor, adica modalitatile, sursele si economia (costuri / beneficii) obtinerii de bani necesari, este foarte important. Ca intreprinzator roman, acest domeniu capata cateva puncte in plus la capitolul importanta tocmai datorita mult mediatizatei integrari in Uniunea Europeana, a “asaltului” ofertelor bancare pentru categoria din care fac parte, a informatiilor vehiculate in mass media despre parca eternele si inepuizabilele surse de finantare.Astfel ca, preocupat de obtinerea de informatii pertinente din sectorul finantarilor, am inceput sa frecventez in ultima vreme tot felul de seminarii, conventii, sesiuni de comunicari pe aceasta tema aceasta in provincie cat si in mar...

May272005 by Violeta-Loredana PascalNo Comments

The New Market Segmentation

Expertiza locala

Dr. Dan HermanIf you’re trying to segment your market in the traditional way, what you may be looking for would be groups of consumers sorted out in such a way that a certain likeness exists within each group, and a difference exists between them. The variable determining the meaningful likeness or difference between those groups would be the segmentation variable. A trivial segmentation variable, just for the sake of demonstration, would be hair color. However, after having segmented the customers into groups, it is reasonable to assume that you would expect to do something with it. Let’s say that you have decided to target a certain segment. You would probably want to do some marketing activities that will appeal to this segment, or else, to communicate some kind of enticing ...

May172005 by Violeta-Loredana PascalNo Comments

Yama – Istoria unui succes

Case Studies

Credem ca in spatele oricarei marci de succes se afla o intreaga istorie … Performanta unei firme, pozitionarea ei pe o piata, nu sunt intamplatoare… au la baza valorile si principiile celor care au indraznit sa incerce… dar mai ales a consecventei aplicarii lor… sunt rezultatul unui efort de constructie constant si consistent in acelasi timp, in care viziunea, determinarea, pregatirea profesionala, talentul, sunt doar cateva ingrediente indispensabile succesului real, concret, obiectiv. De aceea, pentru a intelege ce este YAMA Studios, ar trebui sa stim care i-au fost inceputurile, cine-i sunt membrii si cum am ajuns azi la un nume de care nu putini au auzit. Compania YAMA Studios a plecat de la o echipa mica, formata in urma unor ani de munca, de expe...

May172005 by Violeta-Loredana PascalNo Comments

Customer magazines

Expertiza locala

Diana Capatina, Senior Copywriter/Partener, Re:ply Revistele de companie sunt un instrument de marketing pe care romanii inca nu l-au descoperit. Aflati de cativa ani buni sub vraja unor vehicule de comunicare “sigure” (tristul adevar este ca suntem un popor de televizomani), lasam sa treaca pe langa noi idei, concepte care in alte parti si-au dovedit de mult eficienta si priza la public.Ce sunt revistele pentru clientiCustomer magazines sunt reviste pe care companiile le publica pentru clientii lor existenti sau potentiali. Ele arata si se comporta ca niste reviste obisnuite, au (sau ar trebui sa aiba) o grafica foarte buna si un continut editorial relevant pentru cititori; in acelasi timp, ele sunt un instrument de marketing extrem de eficient, care permite companiei care pub...

May102005 by Violeta-Loredana PascalNo Comments

Rembrandt Hotel

Case Studies

“The place not the people” the brief from Rembrandt was succinct and clear. The focus for any PR initiative should be on the hotel and the hotel alone-in other words the building, the location and investment. Despite the fact that the 15 room boutique hotel is exceptionally well presented and designed, the opening of a hotel this size in itself is not exactly big news nor worthy of excessive coverage.This coupled with the fact that ‘not the people” translated into a “celebrity free zone” ensured that this would not be a standard opening and from a PR perspective rather unusual for Romania. The question then was how could we develop a PR event without the celebrity/star factor (traditionally a prerequisite for an event of this kind) but at the same time g...

May92005 by Violeta-Loredana PascalNo Comments

Crearea unui brand: AIM COMMUNICATION

Case Studies

Orice inceput de drum presupune alegerea unei pozitionari, gandirea unei strategii, crearea unei identitati de marca in concordanta cu toate aceste elemente. O firma de PR si comunicare nu face exceptie.Aparitia AIM COMMUNICATION Cu siguranta ca pentru a intelege bine o marca e important sa se cunoasca pozitionarea si cateva date despre organzatie. AIM COMMUNICATION a luat fiinta din dorinta de a aduce un suflu nou in domeniul crearii si consolidarii imaginii si identitatii de marca. Profesionalismul sta la baza intregii activitati si reprezinta o componenta esentiala a unei companii care se respecta. Viziunea companiei este una de ansamblu – asupra intregului si asupra parţilor sale componente. Rigurozitatea, minutiozitatea si atentia acordata fiecarui detaliu in parte asigura...

May92005 by Violeta-Loredana PascalNo Comments

De umor e mereu nevoie

Expertiza locala

De glume proaste aproape niciodataTeodora MigdaloviciAmbasador Cannes Lions in RomaniaE nevoie de umor in PR? La fel de mult cum e nevoie si-n viata. Umorul da culoare, da savoare. Sa ne uitam la spoturile publicitare premiate la Cannes pe vremuri. Nu era nevoie sa stii limba in care se vorbeste in spot daca situatiile de-acolo, universal valabile, provocau un ris la fel de global. Umor inseamna umanitate. Inseamna popular. Adica exact asa cum trebuie sa fie cel mai adesea relatiile publice, daca rostul lor e acela de a populariza informatia. Spun daca pentru ca in Romania relatiile publice sunt in mintea celor mai multi dintre cei care-si spun PR- isti cumparare de media prin diverse publicatii. Spatiile rezultate din achizitie sunt umplute cu acelasi comunicat sec, lipsit de savoare, pe...