{"id":4804,"date":"2006-07-04T13:18:00","date_gmt":"2006-07-04T13:18:00","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=4804"},"modified":"2026-04-02T08:51:34","modified_gmt":"2026-04-02T08:51:34","slug":"publicitatea-incotro","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=4804","title":{"rendered":"Publicitatea, incotro?"},"content":{"rendered":"<p><P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><SPAN class=text lang=RO style=\"mso-ansi-language: RO\">\u0084Integrarea mesajului publicitar\u0093 si \u0084viteza de transmitere\u0093 au fost cuvintele de ordine in limbajul comunitatii de publicitate prezente la Cannes Lions 2006, dupa parerea lui Terry Savage, presedinte executiv Cannes Lions.<?xml:namespace prefix = o ns = \"urn:schemas-microsoft-com:office:office\" \/><o:p><\/o:p><\/SPAN><\/P><SPAN lang=RO style=\"mso-ansi-language: RO\"><SPAN class=text>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><SPAN lang=RO style=\"mso-ansi-language: RO\"><\/SPAN>&nbsp;<\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><SPAN lang=RO style=\"mso-ansi-language: RO\"><STRONG>PERSONALIZARE<\/STRONG>: Se merge din ce in ce mai mult pe dezvoltare de continut personalizat, pe inserare de produs in programele de televiziune (TV placement), filme sau chiar in muzica &#8211; a fost una dintre concluziile unui seminar care i-a gazduit, printre altii, pe Guy Seese, creative director la Goodby, Silverstein &#038; Partners si pe Bob Scarpelli, chairman-chief creative officer, DDB Worldwide (ambele laureate traditionale ale festivalului de la Cannes). <o:p><\/o:p><\/SPAN><\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><SPAN lang=RO style=\"mso-ansi-language: RO\"><\/SPAN>&nbsp;<\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><SPAN lang=RO style=\"mso-ansi-language: RO\"><STRONG>STATISTICI<\/STRONG>: Conform unui studiu realizat de Advertising Age in randul celor mai mari 100 de advertiseri ai lumii, peste 70% dintre acestia au recurs la \u0084branded advertising\u0093 (ex. continut cu caracter publicitar, dezvoltat separat de clasicele spoturi), 80% la \u0084TV placement\u0093 (inserarea produselor in programe de TV) si 75% la \u0084film placement\u0093, a spus Scott Donaton, Associate Publisher la The Ad Age Group, moderatorul seminarului. \u0084Nu mai e suficient sa conduci o masina intr-un film (product placement): doar 8% din primii 100 de spenderi ai lumii au recurs, de altfel, la aceasta maniera de a face publicitate\u0093, a mai spus Scott Donaton, spunand ca acum s-a trecut la o noua etapa: sa faci film \/ sa dezvolti continut special pentru brandul respectiv.<o:p><\/o:p><\/SPAN><\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><SPAN lang=RO style=\"mso-ansi-language: RO\"><\/SPAN>&nbsp;<\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><SPAN lang=RO style=\"mso-ansi-language: RO\"><STRONG>CLASICUL NU MOARE<\/STRONG>: Vechile metode de publicitate nu mor: Nike cheltuie in continuare foarte mult pe mass-media traditionale.<o:p><\/o:p><\/SPAN><\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><SPAN lang=RO style=\"mso-ansi-language: RO\"><\/SPAN>&nbsp;<\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><SPAN lang=RO style=\"mso-ansi-language: RO\"><STRONG>UNITATE<\/STRONG>: Agentiile de creatie, agentiile de media si oamenii de strategie ar trebui sa stea la aceeasi masa atunci cand stabilesc planul de bataie al unei campanii\/brand. Discutiile separate nu mai au ce cauta in aceste timpuri.<\/SPAN><\/P><\/SPAN><\/SPAN><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u0084Integrarea mesajului publicitar\u0093 si \u0084viteza de transmitere\u0093 au fost cuvintele de ordine in limbajul comunitatii de publicitate prezente la Cannes Lions 2006, dupa parerea lui Terry Savage, presedinte executiv Cannes Lions. &nbsp; PERSONALIZARE: Se merge din ce in ce mai mult pe dezvoltare de continut personalizat, pe inserare de produs in programele de televiziune (TV [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[573],"tags":[758,3218],"class_list":["post-4804","post","type-post","status-publish","format-standard","hentry","category-media-marketing","tag-incotro","tag-publicitatea"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/4804","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4804"}],"version-history":[{"count":1,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/4804\/revisions"}],"predecessor-version":[{"id":26244,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/4804\/revisions\/26244"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4804"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4804"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4804"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}