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Similar a Presentación Tesis Escp Distribuible
Similar a Presentación Tesis Escp Distribuible (20)
Presentación Tesis Escp Distribuible
- 1. Construyendo lovemarks: las nuevas tendencias del branding emocional Extracto de la presentación de Tesis de Diego Chicharro en ESCP Europe, Ms Marketing & Communication 2010 (no se incluyen datos confidenciales de investigación ni resultados de la misma)
- 2. ¿Por qué hacemos lo que hacemos? ¿Cómo influir en lo que hacemos? La investigación Resultados y recomendaciones
- 3. Antes de nada… •Aspectos cognitivos •Aspectos emocionales Comportamiento del consumidor
- 4. ¿Qué es la emoción? emoción sentimiento Causada por un estímulo exterior Es la experiencia psicológica de la emoción: alegría, miedo, ira… Comportamiento Es la acción que resulta de la emoción << La emoción conduce a acciones mientras que la razón nos lleva sólo a conclusiones>>
- 5. ¿Porqué deberían interesarnos las emociones? Los consumidores que tienen un apego emocional fuerte con una marca… Son más fieles a esa marca Más propensos a pagar un precio premium Proclives a realizar sacrificios económicos por consumir la marca Son un mayor foco de word-of-mouth positivo sobre la marca: son “embajadores” de la marca (Ahuvia y Carrol 2006; Thompson et al. 2005; Bowlby 1980)
- 6. Cinco razones para valorar las emociones de los consumidores Son igual, o Son esenciales Son la mejor Son Son más más en la fijación forma de universales – rápidas de importantes de nuestros captar nuestra Abarcan un transmitir y de que los recuerdos atención amplio procesar procesos abanico cognitivos en cultural la toma de decisiones 1/2/3/5(Zaltman 2003; Bagozzi et al 2003;Damasio 1996; Le Doux 1995; Romanski y Le Doux 1992) 4 (Jacks 2009; Chaudhuri 2006) << El 85% de nuestro pensamiento se produce en el área inconsciente de nuestras mentes>>
- 7. ¿Por qué hacemos lo que hacemos? ¿Cómo influir en lo que hacemos? La investigación Resultados y recomendaciones
- 8. Los indicios del cambio de modelo de comunicación Desde la antropología y la sociología La hiperrealidad en la que vivimos Las marcas como símbolos Desde la teoría económica Del homo oeconomicus a la racionalidad acotada Teoría del valor: el valor es subjetivo Desde la teoría de marketing El aprendizaje de marca: construcción y percepción de marca La experiencia de marca y el símil relacional La muerte del modelo AIDA y el nuevo modelo de instanciación Donde se cruzan los nuevos modelos de construcción de marca
- 9. Construyendo lovemarks •Narrativa de marca •Vista, oído, tacto, •Empatía, •Esencia de la ventaja •Vinculando pasado, olfato y gusto compromiso y pasión competitiva presente y futuro •Experiencias •Subir a una montaña, •Hacer soñar memorables de ir a la jungla y pensar marca como un pez. << Si quieres saber cómo caza un león no vayas al zoo ve a la jungla>>
- 10. Pero no todo es emoción… << Una marca basada sólo en el amor que sienten por ella sus consumidores está condenada a fracasar en el largo plazo>>
- 11. ¿Por qué hacemos lo que hacemos? ¿Cómo influir en lo que hacemos? La investigación Resultados y recomendaciones
- 12. Antes de nada… ¿Cómo establecer vínculos emocionales entre marcas y targets mediante acciones BTL en la categoría de babycare? •ATL •BTL Actividad de marketing
- 13. (Parte de investigación confidencial)
- 14. ¿Por qué hacemos lo que hacemos? ¿Cómo influir en lo que hacemos? La investigación Resultados y recomendaciones
- 15. (Parte de investigación confidencial)
- 16. Limitaciones de la investigación Técnica cuantitativa de medición de emociones • VS Técnicas cualitativas para entender los motivadores produndos Investigación únicamente ex ante • VS Medición de diferenciales de percepción de marca/comportamiento del consumidor ex ante y ex post Sesgo por selección de muestra y de tarea • Sólo madres buscadoras de información en internet • Densidad y complejidad del cuestionario + Experimentos repetitivos
- 17. Líneas futuras de investigación
- 18. Gracias por vuestra atención! Ahora…preguntas y respuestas
Notas del editor
- Animated picture list with color text tabs(Intermediate)To reproduce the SmartArt effects on this page, do the following:On the Home tab, in the Slides group, click Layout, and then click Blank. On the Insert tab, in the Illustrations group, click SmartArt.In the Choose a SmartArt Graphic dialog box, in the left pane, click List. In the List pane, double-click Horizontal Picture List (fifth row, second option from the left) to insert the graphic into the slide. Press and hold CTRL, and select the picture placeholder and text shape (top and bottom shape) in one of the objects. Under SmartArt Tools,on the Design tab, in the Create Graphic group, click Add Shape, and then click Add Shape After. Repeat this process one more time for a total of five picture placeholders and text shapes. Select the graphic. Under SmartArt Tools, on the Format tab, click Size, and then do the following:In the Height box, enter 4.44”.In the Width box, enter 9.25”.Under SmartArt Tools, on the Format tab, click Arrange, click Align, and then do the following:Click Align to Slide.Click Align Middle. Click Align Center. Select the graphic, and then click one of the arrows on the left border. In the Type your text here dialog box, enter text.Press and hold CTRL, and then select all five text boxes in the graphic. On the Home tab, in the Font group, select Corbel from the Font list,and then enter 22 in the Font Size box.Select the graphic. Under SmartArtTools, on the Design tab, in the SmartArtStyles group, do the following: Click ChangeColors, and then under Colorful click Colorful Range – Accent Colors 2 to 3 (second option from the left).Click More, and then under Best Match for Document click Moderate Effect (fourth option from the left).Select the rounded rectangle at the top of the graphic. Under SmartArtTools, on the Format tab, in the ShapeStyles group, click the arrow next to ShapeFill, and then under Theme Colors click White, Background 1, Darker 35% (fifth row, first option from the left).Click each of the five picture placeholders in the SmartArt graphic, select a picture, and then click Insert.To reproduce the animation effects on this slide, do the following:On the Animations tab, in the Advanced Animations group, click Animation Pane.On the slide, select the graphic. On the Animations tab, in the Animation group, click the More arrow at the Effects Gallery and under Entrance, click Float In.In the Animation group, click Effect Options, and under Sequence, click One by One. In the Timing group, in the Duration list, click 01.00.In the Animation Pane, click the double-arrow below the animation effect to expand the list of effects, then do the following to modify the list of effects:Select the first animation effect, and then do the following:On the Animations tab, in the Animation group, click the More arrow at the Effects Gallery and then click More Entrance Effects. In the Change Entrance Effects dialog box, under Moderate, click Basic Zoom.Click Effect Options, and under Zoom, click Out Slightly. In the Timing group, in the Start list, select With Previous.Also in the Timing group, in the Duration list, click 01.00.Press and hold CTRL, select the third, fifth, seventh, ninth, and 11th animation effects (effects for the text shapes), and then do the following:On the Animations tab, in the Animation group, click the More arrow at the Effects Gallery and then click More Entrance Effects. In the Change Entrance Effects dialog box, under Basic, click Peek In, and then click OK. In the Animation group, click Effect Options, and under Direction, click From Top.In the Timing group, in the Duration list, click 01.00.Press and hold CTRL, select the second, fourth, sixth, eighth, and 10th animation effects (effects for the pictures). In the Timing group, in the Start list, select After Previous.To reproduce the background effects on this slide, do the following:Right-click the slide background area, and then click Format Background. In the Format Background dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following:In the Type list, select Linear.Click the button next to Direction, and then click Linear Down (first row, second option from the left).Under Gradient stops, click Add gradient stop or Remove gradient stop until two stops appear on the slider, then customize the gradient stops as follows:Select the first stop in the slider, and then do the following:In the Position box, enter 0%.Click the button next to Color, click More Colors, and then in the Colors dialog box, on the Custom tab, enter values for Red: 130, Green: 126, and Blue: 102.Select the last stop on the slider, and then do the following: In the Position box, enter 71%.Click the button next to Color, and then click Black, Text 1 (first row, second option from the left).
- Animated trapezoid list as turning pages(Basic)To reproduce the SmartArt effects on this slide, do the following:On the Home tab, in the Slides group, click Layout, and then click Blank. On the Insert tab, in the Illustrations group, click SmartArt. In the Choose a SmartArt Graphic dialog box, in the left pane, click List. In the List pane, click Trapezoid List (seventh row, first option from the left), and then click OK to insert the graphic into the slide.To create a fourth shape in the graphic, select the third shape from the left, and then under SmartArtTools, on the Design tab, in the CreateGraphic group, click the arrow under AddShape and select AddShapeAfter.Select the graphic, and then click one of the arrows on the left border. In the Type your text here dialog box, enter text. (Note: To create a bulleted list below each heading, select the heading text box in the Type your text here dialog box, and then under SmartArtTools, on the Design tab, in the CreateGraphic group, click AddBullet. Enter text into the new bullet text box.)On the slide, select the graphic. Under SmartArtTools, on the Design tab, in the SmartArtStyles group, do the following:Click ChangeColors, and then under Accent 5 click Gradient Range - Accent 5 (third option from the left).Click More, and then under 3-D click Polished (first row, first option from the left).On the Home tab, in the Font group, select TwCen MT Condensed from the Font list, and then select 24 from the Font Size list. Select the text in one of the headings. On the Home tab, in the Font group, select 28 from the Font Size list. Repeat this process for the text in the other headings. Press and hold SHIFT, and then select all four of the quadrangles in the graphic. On the Home tab, in the bottom right corner of the Drawing group, click the Format Shape dialog box launcher. In the Format Shape dialog box, in the left pane, click Text Box. In the Text Box pane, under Text layout, in the Vertical alignment list, select Middle.Select the graphic. Under SmartArt Tools, on the Format tab, click Size, and then do the following:In the Height box, enter 3.74”.In the Width box, enter 6.67”.Under SmartArt Tools, on the Format tab, click Arrange, click Align, and then do the following:Click Align to Slide.Click Align Middle. Click Align Center. To reproduce the animation effects on this slide, do the following:On the Animations tab, in the Advanced Animations group, click Animation Pane.On the slide, select the graphic. On the Animations tab, in the Animation group, click the More arrow on the Effects Gallery and then click More Entrance Effects. In the Add Entrance Effect dialog box, under Subtle, click Expand, and then click OK. In the Timing group, in the Duration list, click 01.00.In the Advanced Animation group, click Add Animation, then under Motion Paths, click Lines.In the Animation group, click Effect Options and then click Right. On the slide, right-click the motion path effect, and then click ReversePathDirection.Press and hold CTRL, and then select both animation effects in the Custom Animation pane. In the Animation group, click Effect Options and under Sequence, click One by one.Also in the Animation Pane, click the double arrow under each of the animation effects to expand the contents of the list of effects. Press and hold CTRL, and then select the first, second, third, and fourth animation effects (expand effects) in the Custom Animation pane. In the Timing group, in the Start list, select After Previous.Press and hold CTRL, select the fifth, sixth, seventh, and eighth animation effects (right motion paths) in the Animation Pane, and then in the Timing group, do the following: In the Start list, click With Previous.In the Duration list, click 01.00.Also in the Custom Animation pane, do the following to reorder the list of effects:Drag the fifth animation effect (first right motion path) until it is second in the list of effects.Drag the sixth animation effect (second right motion path) until it is fourth in the list of effects.Drag the seventh animation effect (third right motion path) until it is sixth in the list of effects.To reproduce the background effects on this slide, do the following:Right-click the slide background area, and then click Format Background. In the Format Background dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following:In the Type list, select Radial.In the Direction list, click From Top Right Corner (fourth option from the left)in the drop-down list.Under Gradient stops, click Add gradient stop or Remove gradient stop until two stops appear on the slider, then customize the gradient stops as follows:Select the first stop on the slider, and then do the following:In the Position box, enter 0%.Click the button next to Color, and then under Theme Colors click White, Background 1 (first row, first option from the left).Select the last stop on the slider, and then do the following: In the Position box, enter 100%.Click the button next to Color, and then under Theme Colors click White, Background 1, Darker 35% (fifth row, first option from the left).
- Unfolding picture holders with SmartArt animation effects(Basic)To reproduce the SmartArt effects on this slide, do the following:On the Home tab, in the Slides group, click Layout, and then click Blank. On the Insert tab, in the Illustrations group, click SmartArt. In the Choose a SmartArt Graphic dialog box, in the left pane, click List. In the List pane, double-click Continuous Picture List (third row, fourth option from the left) to insert the graphic into the slide.On the slide, select the graphic. Under SmartArt Tools, on the Format tab, click Size, and then do the following:In the Height box, enter 5.05”.In the Width box, enter 7.57”.Under SmartArt Tools, on the Format tab, click Arrange, click Align, and then do the following:Click Align to Slide.Click Align Middle. Click Align Center. Select the graphic, and then click one of the arrows on the left border. In the Type your text here dialog box, enter text.Select the graphic. Under SmartArtTools, on the Design tab, in the SmartArtStyles group, click More, and then under Best Match for Document clickselect Moderate Effect (fourth option from the left).Click each of the three picture placeholders in the SmartArt graphic. In the Insert Picture dialog box, select a picture and then click Insert.Press and hold CTRL, and then select the three circle pictures on the slide. Under PictureTools, on the Format tab, in the PictureStyles group, click PictureEffects, point to Glow, and then do the following:Under Glow Variations, click 8 pt glow, Accent color 1 (second row, first option on the left).Point to MoreGlowColors,and then under Theme Colors click Orange, Accent 6, Lighter 80% (second row, 10th option from the left).Select the left-right arrow at the bottom of the SmartArt graphic. Under SmartArtTools, on the Format tab, in the ShapeStyles group, click the arrow next to ShapeFill, point to Gradient, and then click MoreGradients. In the Format Shape dialog box, in the left pane, click Fill,select Gradient fill in the Fill pane, and then do the following:In the Type list, select Linear.Click the button next to Direction, and then select Linear Right (first row, fourth option from the left).Under Gradient stops, click Add gradient stop or Remove gradient stop until three stops appear on the slider.Also under Gradient stops, customize the gradient stops as follows:Select the first stop on the slider, and then do the following:In the Position box, enter 0%.Click the button next to Color, and then under Theme Colors click Orange, Accent 6, Darker 25% (fifth row, 10th option from the left).Select the next stop on the slider, and then do the following: In the Position box, enter 50%.Click the button next to Color, and then click MoreColors. In the Colors dialog box,on the Custom tab, enter values for Red: 255, Green: 192, Blue: 0. Then click OK.Select the last stop on the list, and then do the following: In the Position box, enter 100%.Click the button next to Color, and then under Theme Colors click Orange, Accent 6, Darker 25% (fifth row, 10th option from the left).Press and hold CTRL, and then select the three rounded rectangles on the slide. On the Home tab, in the Font group, select Gill Sans MT from the Font list, enter 30 pt in the Font Size box, click the arrow next to Font Color, and then click White, Background 1 (first row, first option from the left).Under SmartArtTools, on the Format tab, in the ShapeStyles group, click Shape Effects, point to Reflection, and then under ReflectionVariations click Tight reflection, touching (first row, first option from the left).Under SmartArtTools, on the Format tab, in the ShapeStyles group, click Shape Fill, point to Gradient, and then click More Gradients. In the Format Shape dialog box, in the left pane, click Fill, select Gradient fill in the Fill pane, and then do the following:In the Type list, select Linear.In the Direction list, select Linear Down (first row, second option from the left).Under Gradient stops, click Add gradient stop or Remove gradient stop until two stops appear on the slider.Also under Gradient stops, customize the gradient stops as follows:Select the first stop on the slider, and then do the following:In the Position box, enter 19%.Click the button next to Color, and then under Theme Colors click Black, Text 1 (first row, second option from the left). Select the last stop on the slider, and then do the following: In the Position box, enter 100%.Click the button next to Color, and then under Theme Colors click Black, Text 1, Lighter 50% (second row, second option from the left).To reproduce the animation effects on this slide, do the following:On the Animations tab, in the Advanced Animations group, click Animation Pane.On the slide, select the graphic. On the Animations tab, in the Advanced Animation group, click Add Animation, and then click More Entrance Effects. In the Add Entrance Effect dialog box, under Subtle, click Expand,and then click OK. In the Timing group, in the Duration list, select 01.00.In the Animation group, click Effect Options, and then under Sequence, click One by One.In the Animation Pane, click the double arrows under the animation effect to expand the list of effects. Press and hold CTRL, and then select all of the animation effects in the Animation Pane. On the Animations tab, in the Timing group, in the Start list, select With Previous.In the Animation Pane, select the first animation effect (expand effect for the left-right arrow). On the Animations tab, in the Timing group, do the following: In the Delay list, enter 00.25. In the Duration list, enter 1.50.Press and hold CTRL, and then in the Animation Pane, select the second and third animation effects (expand effects for the left panel). On the Animations tab, in the Animation group, click Effect Options, and under Direction, select From Right. With the second and third animation effects still selected, on the Animations tab, in the Animation pane, in the Timing group, in the Delay box, enter 01.00.Press and hold CTRL, and then in the Animation Pane, select the sixth and seventh animation effects (expand effects for the right panel). On the Animations tab, in the Animation group, click Effect Options, and under Direction, select From Left.With the sixth and seventh animation effects still selected in the Animation Pane, on the Animations tab, in the Timing group, in the Delay box, enter 01.00.To reproduce the background effects on this slide, do the following:Right-click the slide background area, and then click Format Background. In the Format Background dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following:In the Type list, select Radial.Click the button next to Direction, and then click From Center (third option from the left). Under Gradient stops, click Add gradient stop or Remove gradient stop until two stops appear on the slider. Customize the gradient stops as follows:Select the first stop on the slider, and then do the following:In the Position box, enter 0%.Click the button next to Color, and then under Theme Colors click White, Background 1 (first row, first option from the left).Select the last stop on the list, and then do the following: In the Position box, enter 100%.Click the button next to Color, and then under Theme Colors click Black, Text 1, Lighter 25% (fourth row, second option from the left).
- Unfolding picture holders with SmartArt animation effects(Basic)To reproduce the SmartArt effects on this slide, do the following:On the Home tab, in the Slides group, click Layout, and then click Blank. On the Insert tab, in the Illustrations group, click SmartArt. In the Choose a SmartArt Graphic dialog box, in the left pane, click List. In the List pane, double-click Continuous Picture List (third row, fourth option from the left) to insert the graphic into the slide.On the slide, select the graphic. Under SmartArt Tools, on the Format tab, click Size, and then do the following:In the Height box, enter 5.05”.In the Width box, enter 7.57”.Under SmartArt Tools, on the Format tab, click Arrange, click Align, and then do the following:Click Align to Slide.Click Align Middle. Click Align Center. Select the graphic, and then click one of the arrows on the left border. In the Type your text here dialog box, enter text.Select the graphic. Under SmartArtTools, on the Design tab, in the SmartArtStyles group, click More, and then under Best Match for Document clickselect Moderate Effect (fourth option from the left).Click each of the three picture placeholders in the SmartArt graphic. In the Insert Picture dialog box, select a picture and then click Insert.Press and hold CTRL, and then select the three circle pictures on the slide. Under PictureTools, on the Format tab, in the PictureStyles group, click PictureEffects, point to Glow, and then do the following:Under Glow Variations, click 8 pt glow, Accent color 1 (second row, first option on the left).Point to MoreGlowColors,and then under Theme Colors click Orange, Accent 6, Lighter 80% (second row, 10th option from the left).Select the left-right arrow at the bottom of the SmartArt graphic. Under SmartArtTools, on the Format tab, in the ShapeStyles group, click the arrow next to ShapeFill, point to Gradient, and then click MoreGradients. In the Format Shape dialog box, in the left pane, click Fill,select Gradient fill in the Fill pane, and then do the following:In the Type list, select Linear.Click the button next to Direction, and then select Linear Right (first row, fourth option from the left).Under Gradient stops, click Add gradient stop or Remove gradient stop until three stops appear on the slider.Also under Gradient stops, customize the gradient stops as follows:Select the first stop on the slider, and then do the following:In the Position box, enter 0%.Click the button next to Color, and then under Theme Colors click Orange, Accent 6, Darker 25% (fifth row, 10th option from the left).Select the next stop on the slider, and then do the following: In the Position box, enter 50%.Click the button next to Color, and then click MoreColors. In the Colors dialog box,on the Custom tab, enter values for Red: 255, Green: 192, Blue: 0. Then click OK.Select the last stop on the list, and then do the following: In the Position box, enter 100%.Click the button next to Color, and then under Theme Colors click Orange, Accent 6, Darker 25% (fifth row, 10th option from the left).Press and hold CTRL, and then select the three rounded rectangles on the slide. On the Home tab, in the Font group, select Gill Sans MT from the Font list, enter 30 pt in the Font Size box, click the arrow next to Font Color, and then click White, Background 1 (first row, first option from the left).Under SmartArtTools, on the Format tab, in the ShapeStyles group, click Shape Effects, point to Reflection, and then under ReflectionVariations click Tight reflection, touching (first row, first option from the left).Under SmartArtTools, on the Format tab, in the ShapeStyles group, click Shape Fill, point to Gradient, and then click More Gradients. In the Format Shape dialog box, in the left pane, click Fill, select Gradient fill in the Fill pane, and then do the following:In the Type list, select Linear.In the Direction list, select Linear Down (first row, second option from the left).Under Gradient stops, click Add gradient stop or Remove gradient stop until two stops appear on the slider.Also under Gradient stops, customize the gradient stops as follows:Select the first stop on the slider, and then do the following:In the Position box, enter 19%.Click the button next to Color, and then under Theme Colors click Black, Text 1 (first row, second option from the left). Select the last stop on the slider, and then do the following: In the Position box, enter 100%.Click the button next to Color, and then under Theme Colors click Black, Text 1, Lighter 50% (second row, second option from the left).To reproduce the animation effects on this slide, do the following:On the Animations tab, in the Advanced Animations group, click Animation Pane.On the slide, select the graphic. On the Animations tab, in the Advanced Animation group, click Add Animation, and then click More Entrance Effects. In the Add Entrance Effect dialog box, under Subtle, click Expand,and then click OK. In the Timing group, in the Duration list, select 01.00.In the Animation group, click Effect Options, and then under Sequence, click One by One.In the Animation Pane, click the double arrows under the animation effect to expand the list of effects. Press and hold CTRL, and then select all of the animation effects in the Animation Pane. On the Animations tab, in the Timing group, in the Start list, select With Previous.In the Animation Pane, select the first animation effect (expand effect for the left-right arrow). On the Animations tab, in the Timing group, do the following: In the Delay list, enter 00.25. In the Duration list, enter 1.50.Press and hold CTRL, and then in the Animation Pane, select the second and third animation effects (expand effects for the left panel). On the Animations tab, in the Animation group, click Effect Options, and under Direction, select From Right. With the second and third animation effects still selected, on the Animations tab, in the Animation pane, in the Timing group, in the Delay box, enter 01.00.Press and hold CTRL, and then in the Animation Pane, select the sixth and seventh animation effects (expand effects for the right panel). On the Animations tab, in the Animation group, click Effect Options, and under Direction, select From Left.With the sixth and seventh animation effects still selected in the Animation Pane, on the Animations tab, in the Timing group, in the Delay box, enter 01.00.To reproduce the background effects on this slide, do the following:Right-click the slide background area, and then click Format Background. In the Format Background dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following:In the Type list, select Radial.Click the button next to Direction, and then click From Center (third option from the left). Under Gradient stops, click Add gradient stop or Remove gradient stop until two stops appear on the slider. Customize the gradient stops as follows:Select the first stop on the slider, and then do the following:In the Position box, enter 0%.Click the button next to Color, and then under Theme Colors click White, Background 1 (first row, first option from the left).Select the last stop on the list, and then do the following: In the Position box, enter 100%.Click the button next to Color, and then under Theme Colors click Black, Text 1, Lighter 25% (fourth row, second option from the left).
- Unfolding picture holders with SmartArt animation effects(Basic)To reproduce the SmartArt effects on this slide, do the following:On the Home tab, in the Slides group, click Layout, and then click Blank. On the Insert tab, in the Illustrations group, click SmartArt. In the Choose a SmartArt Graphic dialog box, in the left pane, click List. In the List pane, double-click Continuous Picture List (third row, fourth option from the left) to insert the graphic into the slide.On the slide, select the graphic. Under SmartArt Tools, on the Format tab, click Size, and then do the following:In the Height box, enter 5.05”.In the Width box, enter 7.57”.Under SmartArt Tools, on the Format tab, click Arrange, click Align, and then do the following:Click Align to Slide.Click Align Middle. Click Align Center. Select the graphic, and then click one of the arrows on the left border. In the Type your text here dialog box, enter text.Select the graphic. Under SmartArtTools, on the Design tab, in the SmartArtStyles group, click More, and then under Best Match for Document clickselect Moderate Effect (fourth option from the left).Click each of the three picture placeholders in the SmartArt graphic. In the Insert Picture dialog box, select a picture and then click Insert.Press and hold CTRL, and then select the three circle pictures on the slide. Under PictureTools, on the Format tab, in the PictureStyles group, click PictureEffects, point to Glow, and then do the following:Under Glow Variations, click 8 pt glow, Accent color 1 (second row, first option on the left).Point to MoreGlowColors,and then under Theme Colors click Orange, Accent 6, Lighter 80% (second row, 10th option from the left).Select the left-right arrow at the bottom of the SmartArt graphic. Under SmartArtTools, on the Format tab, in the ShapeStyles group, click the arrow next to ShapeFill, point to Gradient, and then click MoreGradients. In the Format Shape dialog box, in the left pane, click Fill,select Gradient fill in the Fill pane, and then do the following:In the Type list, select Linear.Click the button next to Direction, and then select Linear Right (first row, fourth option from the left).Under Gradient stops, click Add gradient stop or Remove gradient stop until three stops appear on the slider.Also under Gradient stops, customize the gradient stops as follows:Select the first stop on the slider, and then do the following:In the Position box, enter 0%.Click the button next to Color, and then under Theme Colors click Orange, Accent 6, Darker 25% (fifth row, 10th option from the left).Select the next stop on the slider, and then do the following: In the Position box, enter 50%.Click the button next to Color, and then click MoreColors. In the Colors dialog box,on the Custom tab, enter values for Red: 255, Green: 192, Blue: 0. Then click OK.Select the last stop on the list, and then do the following: In the Position box, enter 100%.Click the button next to Color, and then under Theme Colors click Orange, Accent 6, Darker 25% (fifth row, 10th option from the left).Press and hold CTRL, and then select the three rounded rectangles on the slide. On the Home tab, in the Font group, select Gill Sans MT from the Font list, enter 30 pt in the Font Size box, click the arrow next to Font Color, and then click White, Background 1 (first row, first option from the left).Under SmartArtTools, on the Format tab, in the ShapeStyles group, click Shape Effects, point to Reflection, and then under ReflectionVariations click Tight reflection, touching (first row, first option from the left).Under SmartArtTools, on the Format tab, in the ShapeStyles group, click Shape Fill, point to Gradient, and then click More Gradients. In the Format Shape dialog box, in the left pane, click Fill, select Gradient fill in the Fill pane, and then do the following:In the Type list, select Linear.In the Direction list, select Linear Down (first row, second option from the left).Under Gradient stops, click Add gradient stop or Remove gradient stop until two stops appear on the slider.Also under Gradient stops, customize the gradient stops as follows:Select the first stop on the slider, and then do the following:In the Position box, enter 19%.Click the button next to Color, and then under Theme Colors click Black, Text 1 (first row, second option from the left). Select the last stop on the slider, and then do the following: In the Position box, enter 100%.Click the button next to Color, and then under Theme Colors click Black, Text 1, Lighter 50% (second row, second option from the left).To reproduce the animation effects on this slide, do the following:On the Animations tab, in the Advanced Animations group, click Animation Pane.On the slide, select the graphic. On the Animations tab, in the Advanced Animation group, click Add Animation, and then click More Entrance Effects. In the Add Entrance Effect dialog box, under Subtle, click Expand,and then click OK. In the Timing group, in the Duration list, select 01.00.In the Animation group, click Effect Options, and then under Sequence, click One by One.In the Animation Pane, click the double arrows under the animation effect to expand the list of effects. Press and hold CTRL, and then select all of the animation effects in the Animation Pane. On the Animations tab, in the Timing group, in the Start list, select With Previous.In the Animation Pane, select the first animation effect (expand effect for the left-right arrow). On the Animations tab, in the Timing group, do the following: In the Delay list, enter 00.25. In the Duration list, enter 1.50.Press and hold CTRL, and then in the Animation Pane, select the second and third animation effects (expand effects for the left panel). On the Animations tab, in the Animation group, click Effect Options, and under Direction, select From Right. With the second and third animation effects still selected, on the Animations tab, in the Animation pane, in the Timing group, in the Delay box, enter 01.00.Press and hold CTRL, and then in the Animation Pane, select the sixth and seventh animation effects (expand effects for the right panel). On the Animations tab, in the Animation group, click Effect Options, and under Direction, select From Left.With the sixth and seventh animation effects still selected in the Animation Pane, on the Animations tab, in the Timing group, in the Delay box, enter 01.00.To reproduce the background effects on this slide, do the following:Right-click the slide background area, and then click Format Background. In the Format Background dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following:In the Type list, select Radial.Click the button next to Direction, and then click From Center (third option from the left). Under Gradient stops, click Add gradient stop or Remove gradient stop until two stops appear on the slider. Customize the gradient stops as follows:Select the first stop on the slider, and then do the following:In the Position box, enter 0%.Click the button next to Color, and then under Theme Colors click White, Background 1 (first row, first option from the left).Select the last stop on the list, and then do the following: In the Position box, enter 100%.Click the button next to Color, and then under Theme Colors click Black, Text 1, Lighter 25% (fourth row, second option from the left).