Lecture 12

woebegoneidealInternet and Web Development

Nov 18, 2013 (4 years and 1 month ago)

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The Rise of Online & Alternative
Media

MKTG 340

Maureen O’Connor

Measured Media


Media channels in which the size of the
audience is measured and verified by an
outside source


Print (newspaper and magazines)


Broadcast (television and radio)


Outdoor (billboards and transit)

Issues in Measured Media


Despite concerns about reduced attention
paid to measured media, they still absorb the
majority of media dollars spent.


New research suggests viewership and
listenership numbers are stronger than
originally thought

New research and technology


DVRs are do not necessarily mean
consumers are skipping commercials


Portable People Meters research suggest
people are attending to much more radio
than previously thought


Trend toward commercial ratings (C3)


Evaluating the viewership of individual
commercials based on the “pod” in which the
commercial appeared

Factors that affect the cost of
measured media


Print:


Size, color, placement (cover), frequency, insert, bleed,
circulation, issue, caliber of audience


Broadcast:


Time of day (audience), length of ad, program


Radio


Time of day (audience), length, program


Outdoor


Production quality


location

Strengths and weaknesses of
measured media


See handout provided in class

The rise of online and alternative
media


Weaknesses in measured media, coupled
with technology advancements have
prompted advertisers to seek new ways to
reach consumers


Focus on engagement rather than exposure

Online and alternative media respond
to marketers’ needs for…


Increased points of contact with the consumer


Creating a robust brand experience


Creating experiences that cut through the clutter


Emphasizing a relationship with the consumer rather than a
transaction


Reducing costs


Providing a convenient retail environment


Gathering critical information about consumers for better
communications


More accountability


Answering consumer demand for more customization

Today’s Media Environment


Paid


Owned


Earned

Online Marketing


Strategies used exclusively on the web to enhance consumer
contacts


Blogs


Banner ads


E
-
mail marketing


E
-
newsletters


Online promotions


Podcasts


Social networks


Search engine optimization


Viral campaigns


Display (video and static) ads


Roll
-
overs

Key objectives of online


According to research, advertisers state the
main objectives online addresses:


Branding


Generate sales


Build loyalty


Build e
-
mail list


Generate leads

Effectiveness of online


Use visual emphasis and impact to
counteract the rapid, crowded environment


Be sure to tie in with off
-
line activities


Use off line to drive traffic to your online activities
and to maintain integration


Adweek podcasts


http://www.adweek.com/aw/video/index.jsp




Watch clips by


Lee Clow, TWBA


http://link.brightcove.com/services/player/bcpid190924325
1?bctid=2330756001