Chapter 2 Textbook Notes

Chapter 2 Textbook Notes - C hapter 2: Textbook Notes The...

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Chapter 2: Textbook Notes The big power struggle is about how the ad industry can adapt to the new technologies that you and I as consumers are willing and eager to use to gain more control over our information and entertainment environment o (We like Facebook and Youtube, we do not like the commercial TV viewing without TiVo or similar technology so we can skip ads we find intrusive and boring. Since you are part of the wired generation who grew up with the web, cell phones, iPods, etc. this creates opportunities for you) The advertising industry is in constant change. We need to keep in mind that the fundamental process of adv and the role it plays in organizations remains steadfastly the same o Often advertisers struggle with whether to use traditional vs. new media but the focus should be on the brand and what is the best/most efficient way to reach the target audience 5 Trends Affecting Advertising and Promotion Industry: o The “Undoing” of Agency Consolidation and Globalization—or Not? There has been a lot of mergers and globalization between full-size agencies While all of this consolidation and globalization provided an enormous array of services to clients, it has created problems as well: Clients have felt they were missing out on the creativity that small shops can offer Bigger has not always meant more profitable either o Media Proliferation, Consolidation, and “Multiplatform” Media Organizations The media level, proliferation, and consolidation have been taking place simultaneously The proliferation of cable TV channels, direct marketing technology, Web options, and alternative new media have caused a visible proliferation of media options
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Media companies of all types tend to pursue more and more “properties” if they are allowed to, thus creating what are now referred to as “multiplatform” media organizations The ultimate multiplatform may be Disney o Media Clutter and Fragmentation While more and more media firms are consolidating, that does not mean there are fewer media options In fact, here are more ways to try to reach consumers than ever before Fundamentally, there is greater focus on integrating more tools
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This note was uploaded on 08/29/2011 for the course ADV 318J taught by Professor Murphey during the Spring '07 term at University of Texas.

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Chapter 2 Textbook Notes - C hapter 2: Textbook Notes The...

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