2. Red Keds 3. , 4. 1. ?2. ?3. ?4. ? 5. ?. . 6. c, ?6 , 7. 2004
2006 13 . --- 2006 2009 BBDO . 2009 ( ) Red Keds . 8. 9. , , . . .
10. 2009 . 90 . 11. vs. 12. vs. 13. 14. 15. 11:00 11:30 11:30 13:00
13:00 13:30 13:30 15:00 15:00 15:15 15:15 16:00 16. 17. , 18. ... ,
. , . 19. 20. ? 21. ? 22. ? ? 23. 6 . .1. . 2. . 3. . 4. . 5. , .
6. . 24. ? ? 25. - 26. McDonalds 27. ! 28. Coca-Cola 29. - 30.
Mercedes 31. - - 32. S.M.A.R.T.S. Specic , . M. Measurable . A.
Achieveable . R. Relevant . T. Time-bounded . ( ).A R , . 33. ? 34.
? 35. ? 36. KPI ... (key purchase index) . , KPI. 37. KPI KPI KPI
38. , . , . ! 39. , . - ! 40. 41. (Awareness) (Awareness)%% (Trial)
(Familiarity)% % (Monthly+) (Preference)%% (Loyalty) (Loyalty) 42.
(Loyalty) (Preference) (Familiarity) (Awareness) 43. 44. 0,1% 2%
45. vs. (Awareness) % (Trial) % (Monthly+) % (Loyalty) 46. 47. , .
. 48. 49. 50. (Awareness) , + 51. (Awareness) , + 52. 53. ( ) 54.
55. , , ROI. . 56. 57. = * 58. 59. ! 60. 61. AIDA ... , .A
(Attention) I (Interest) D (Desire) A (Action) 62. A (Attention),
.I (Interest) .D (Desire).A (Action), . 63. ? 64. A (Attention), .I
(Interest) . ? D (Desire).A (Action), . 65. ? 66. A (Attention) ?,
.I (Interest) .D (Desire).A (Action), . 67. vs. 68. , , 69. -, -
70. ? 71. 72. 3 73. 74. 75. + + + 76. ? ? 77. ? 78. - - - 79. , ?
80. Take out 81. 82. 83. 84. (paid) ... (owned) ... (earned) ...
85. , - - - - - - - - - - - - , - - - WOM - - - - - - - 86. 3.View
contact : , - ..Engagment contact - : , , ..Lead contact , : , RSS,
, .. 87. 13:30 88. 89. 90. 91. vs. 92. 93. 94. 95. 96. 97. 98. 99.
, ? ? ? ? 100. , ? ? ? ? ? ? ? 101. 102. 103. 15:15 104. 105. !
106. Red [email protected] www.ilyapetrov.com
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