advertising networked age fall 2009
TRANSCRIPT
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The The Networked Networked
AgeAge
M. Larry Litwin, APR, Fellow PRSAM. Larry Litwin, APR, Fellow PRSACopyright 2009Copyright 2009
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Portions tPortions taken from…aken from…
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Portions tPortions taken from…aken from…
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The Networked AgeThe Networked Age
• Radio• Television• Internet (and Interactive – Web
2.0/Blogs/Wikis)• iPod® (Podcasts, etc.)• Vcasts®
• Cell Phone• iPhone®
• Digital Signage• Aroma Marketing• WOMM• Silent Publicity
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The Networked Age – The Networked Age – The Mobile DecadeThe Mobile Decade
• Cross Platform– Print– Digital Signage*– Wireless*– Broadband*– TV
• Convergence of Distribution*Formerly referred to as “Alternative Media”
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You just need to...You just need to...
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Web 2.0 and Social Web 2.0 and Social Networking Networking StrategiesStrategies
• Users add value
• Two way communication - participation not publishing• Technology is used to create and diffuse new knowledge• Spontaneous collaborative work• Online content is the start of group-level work; perpetual beta• Online content is generated by many people• Faith in the community• Connections are the new king, although content still matters• Word of mouth marketing• Web as platform: anytime , anywhere access
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OK!OK!
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The Networked AgeThe Networked Age
• Cross Platform
• News/Media Convergence– Print– Digital Signage*– Wireless*– Broadband*– TV
*Formerly referred to as “Alternative Media”
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AppleApple®® Tops The Charts with Tops The Charts with Digital MusicDigital Music
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The The BigBig Idea Idea
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The Networked Age – The Networked Age – Mobile Decade – 1:1Mobile Decade – 1:1
• Cross Platform – Multiple Platform– Print– Wireless/Electronic
• Broadband• Internet embedded TV (Web TV)• Cell phones• Digital Signage*• Wireless*
– e-mails– Video Sharing– Podcasts and Vcasts– Message Boards– Social Networking– Widgets– Wikis– RSS– Blogging– Photo Sharing
*Formerly referred to as “Alternative Media”
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Basic Media ConceptsBasic Media Concepts
• Media mix– The way various types of media are
strategically combined in a marketing plan
• Media vehicle– A specific TV program, radio station,
Ipod or Internet
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Broadcast MediaBroadcast Media
•Transmit sounds or images electronically
•Include radio and television•Broadcast engages more
senses than reading
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The Structure of RadioThe Structure of Radio
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RadioRadio
• Relies on the listener’s mind to fill in the visual element
• Delivers a high level of frequency
• Radio spots lend themselves to repetition
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CategoriesCategories• Network Radio• Spot Radio• Syndicated Radio• Satellite Radio (SIRIUS/XM®)
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The Radio AudienceThe Radio Audience• Station fans• Radio fans• Music fans• News fans• Talk fans
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Clear ChannelClear Channel®® Radio RadioMakes it All About The FansMakes it All About The Fans
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Measuring the Radio Measuring the Radio AudienceAudience
•Dayparts•Coverage•Ratings
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Radio DaypartsRadio Dayparts
8 a.m. – MidnightSunday
8 a.m. – MidnightSaturday
11 p.m. or Midnight – 5 a.m. or 6 a.m.Overnights
M-F 6 – 11 p.m. or 6 – MidnightEvenings
M-F 3 – 7 p.m. or 3 – 8 p.m.Afternoon Drive
M-F 10 a.m. – 2 p.m. or 10 a.m. – 3 p.m.Mid-Day
M-F 6 a.m. – 10 a.m.; 5 a.m. – 9 a.m.;
5 a.m. – 10 a.m. Morning Drive
Standard Radio Dayparts
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Advantages of RadioAdvantages of Radio• Immediate• Target audience• Affordability• Frequency• Flexibility• Mental imagery• High level of
acceptance (Comfortable)
• Captive
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Disadvantages of RadioDisadvantages of Radio• Listener
inattentiveness• Lack of visuals• Clutter• Scheduling and buying difficulties• Lack of control
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ArbitronArbitron®® Radio Ratings and Radio Ratings and Media Research InformationMedia Research Information
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TelevisionTelevision• Television advertising/PR is
embedded in television programming
• Most of the attention in media placement, and in measuring effectiveness, focuses on the performance of various shows and how they engage their audiences
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The Structure of the TV The Structure of the TV IndustryIndustry
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Programming OptionsProgramming Options• Specialty television• Pay-per-view• Program
syndication• Interactive
television• High-Definition TV• Digital Video
Recorders
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Public Service Public Service AnnouncementsAnnouncements
• PSAs can run 10, 15, 20, 30 or 60 seconds
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TV DaypartsTV Dayparts
Note: All Times are Eastern Standard Time (EST).
Sa-Su 1:00pm-7:00pmWeekend afternoon
Sa 8:00am-1:00pmSaturday morning
M-Su 11:30pm-1:00amLate night
M-Su 11:00pm-11:30pmLate news
M-Sa 8:00pm-11:00pm
Su 7:00pm-11:00pm
Prime time
M-F 7:30pm-8:00pmPrime access
M-F 4:30pm-7:00pmEarly fringe
M-F 9:00am-4:30pmDaytime
M-F 7:00am-9:00amEarly morning
Standard Television Dayparts
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Measuring the Measuring the Television AudienceTelevision Audience
• Rating points• Share of audience• Gross Rating Points• People meters
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Advantages of TelevisionAdvantages of Television• Almost as immediate as radio (wireless technology)• Pervasiveness• Cost-efficiency• Impact• Audience• Comfort• Captive
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Disadvantages of Disadvantages of TelevisionTelevision
• Production costs• Clutter• Wasted reach/Coverage• Inflexibility• Intrusiveness
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A. C. NielsenA. C. Nielsen®® : : Better Marketing Better Marketing
DecisionsDecisions
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Film and VideoFilm and Video
• Video News Releases• Vcasts, Vidcasts, Vodcasts
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VNRs – Part 1VNRs – Part 1
• Goal• Strategic message• Timely• Newsworthy• Local “hook” or any “hook”• “Sexy” (appealing/emotional)• Excellent quality• Visuals
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VNRs – Part 2VNRs – Part 2• Real People• Commercialism• Brief Packages (90 – 120 seconds)• “B-roll”• Extra cuts• Names and titles• Script• Experienced Professionals• Truth
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Advantages of Film and Advantages of Film and VideoVideo
• Play to a captive audience
• Attention level is higher than for almost any other channel or vehicle
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Disadvantages of Film and Disadvantages of Film and VideoVideo
• Some may run too long• Poor production• Wrong message for
audience
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Web AdvantagesWeb Advantages
• Reaches the millions who have access to computers at home, work, in libraries, cyber cafes and other Wi-Fi locations
• Relative ease of using e-mail• Rapidly expanding use of web pages• Discussion groups, message boards and IMing• Web pages that offer links to immediate
information about your company or organization• Blogs – Citizen created content. Bloggers use their
expert knowledge based on categories.• Podcasts• Vodcasts, Vidcasts, Vcasts
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Web DisadvantagesWeb Disadvantages• Outdated information• Driving audiences to Web site• Difficult to navigate• Looks unprofessional• Failure to include contact information• Broken links• Sometimes unexpectedly not available• Security• Available only to individuals who have
computers
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PodcastsPodcasts
• Internet-distributed audio programs• Self-styled audio productions recorded
in digital format and downloaded to computers, iPods® or other digital music players.
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Vcast/Vidcast/VodcastsVcast/Vidcast/Vodcasts
• Video podcast sometimes shortened to vidcast or vodcast.
• Online delivery of video on demand video clip content.
• Usually distributed as a file or as a stream
• Vlog
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““Infodemic”Infodemic”
A complex phenomenon caused by the interaction of mainstream media, specialist media and Internet sites; and “informal” media – wireless phones, text messaging, wikis, twitters, pagers, faxes and e-mail, all transmitting some combination of fact, rumor, interpretation and propaganda.
David RothkopfChairman and CEO of The Rothkopf Group
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MAC Triad
M
+P+T
A C
M=Message A=Audience C=Channel P=Purpose T=Timing
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MAC Triad Plus cont.MAC Triad Plus cont.
• Informization– Disseminating information (message) to
target audience through the proper channel at the best possible time.
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““Infodemic”Infodemic”
A complex phenomenon caused by the interaction of mainstream media, specialist media and Internet sites; and “informal” media – wireless phones, text messaging, wikis, twitters, pagers, faxes and e-mail, all transmitting some combination of fact, rumor, interpretation and propaganda.
David RothkopfChairman and CEO of The Rothkopf Group
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“The newest computer can merely compound, at speed, the oldest problem in the relations between human beings, and in the end the communicator will be confronted with the old problem, of what to say and how to say it.”
Edward R. Murrow
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The FutureThe Future
• Industrial Age• Information Age• Story Telling (“Tell me a story.”)
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Public RelationsPublic Relations will always be the… will always be the…
• Antenna• Conscience• Voice
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““To be persuasive, we must To be persuasive, we must be believable; to be be believable; to be believable we must be believable we must be credible; to be credible, we credible; to be credible, we must be truthful.”must be truthful.” Edward R. Edward R. MurrowMurrow
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Your roleYour role
• Broker of idea• Foster collaboration• Share knowledge• Spark action• Lead people into the future
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Enter to Enter to LearnLearn
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Knowledge is Knowledge is PowerPower
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Go Forth and ServeGo Forth and Serve
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• “Everybody can be great because anybody can serve. You don’t have to have a college degree to serve. You don’t have to make your subject and your verb agree. To serve, you only need a heart full of grace, and a soul generated by love.”
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• “If my actions can inspire others to dream more, learn more and do more and become more, I will be a leader.”
John Quincy Adams
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• Enter to Learn
• Knowledge is Power
• Go Forth And Serve