Chapter 2 - Chapter 2 I Trends Affecting the advertising...

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Chapter 2 I) Trends Affecting the advertising and Promotion Industry I.A) Consumer control: From social Media to Blogs to TiVo (I.A.i) Consumer control is at the top of the list of trends (I.A.ii) Web 2.0 is the second generation of Web-based use and services that emphasize online collaboration and sharing among users (I.A.iii) Social media , highly accessible web-based media that allow the sharing of information between individuals and between individuals and groups, have emerged as the most significant form of consumer control over information creation and communication. (I.A.iv) Blogs – websites frequented by individuals with common interests where they can post facts, opinions, and personal experiences, have emerged as sophisticated sources of product and brand information. (I.A.v) TiVo making it to where you can by things off their DVR . I.B) Media Proliferation, consolidation, and “multiplatform” media Organization (I.B.i) News Corp, Disney, IAC = e.g.s of multiplatform media organizations I.C) Media Clutter and Fragmentation Means More IBP (I.C.i) There are more ways to try to reach consumers than ever before (I.C.ii) Promotion options such as online communication, brand placement in film and television, point-of-purchase displays, and sponsorships are most attractive to advertisers (I.C.iii) To combat the clutter and expense at on Super Bowl, Miller Brewing distributed thousands of inflatable Miller Lite chairs by game day (I.C.iv) Hollywood help to get brand featured on shows I.D) Crowdsourcing (I.D.i) Crowdsourcing involves the online distribution of certain tasks to groups of experts, enthusiasts, or even consumers. (I.D.ii) Get consumers involved with and committed to a brand in a way that passive, intrusive adverting simply cannot. I.E) Mobile Marketing/Mobile media (I.E.i) Goal to be persuasive is still there (I.E.ii) Reach out to cell phones II) The scope and structure of the advertising industry and promotion as a percentage of sales, the huge expenditures on adv. by large co.s is small (e.g., PG = 6%) I.F) Structure of the Advertising and Promotion Industry (I.F.i) Structure of the industry is really the key issue Loyalty Program $2.9 billion Product placement (brand insertion) $3.9.billion Digital marketing (Email, social networks, mobile) $25.6 billion Promotional Product $551 Million (I.F.ii) The new interactive and mobile media formats also provide advertisers the opportunity to work directly wit entertainment
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This note was uploaded on 02/18/2012 for the course ADV 318J taught by Professor Murphey during the Spring '07 term at University of Texas.

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Chapter 2 - Chapter 2 I Trends Affecting the advertising...

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