Chapter 2 Book Notes - Chapter 2 The big power struggle is...

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Chapter 2 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) o This has led to movement away from still dominant traditional offline media (print and broadcast) to online media (social network media and online ads) o Since you are part of the wired generation who grew up with web, cell phones, iPods, iPads, etc.; this creates opportunities for you in the ad/PR business 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: persuasive communications directed at target audiences—no matter what is happening with technology, economic conditions, society, or business philosophies 5 Trends Affecting Advertising and Promotion Industry: o Consumer Control: From Social Media, to Blogs, to TiVo Consumers are now in greater control about the information they receive about product categories and the brands within those categories The more entertaining and informative an ad is, the more likely consumer will want to actually watch the ad *use creativity! Another technique is to run the ad along the bottom of the programming TiVo offers “ads on demands” 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 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 Disney is the ultimate multiplatform Point is, media companies, in an effort to effectively “cover all the bases” in reaching audiences, have been wheeling and dealing during the last decade to engage consumers in as many ways as possible from traditional media to cable and satellite broadcast and all forms of Internet-based communication 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
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Fundamentally, there is greater focus on integrating more tools within the overall promotional effort in an attempt to reach more consumers in more different ways Advertisers are shifting spending out of traditional media because they
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This note was uploaded on 12/04/2011 for the course ADV 318J taught by Professor Murphey during the Spring '07 term at University of Texas at Austin.

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Chapter 2 Book Notes - Chapter 2 The big power struggle is...

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