Public relations media plan,all social media logos,social media marketing gurus - Tips For You

29.07.2014
The Media Kitchen used data from a survey like the ones we discussed in Chapter 6 "Segment, Target, and Position Your Audience: SS+K Identifies the Most Valuable News Consumer", conducted by Simmons Market Research Bureau, one of the leading authorities on consumer behavior. Describe the usefulness of out-of-home media, sponsorships, and direct-response media for carrying advertising messages. The television plan that The Media Kitchen put together had a heavy push the first week of the launch on select cable networks: BBC America, Comedy Central, Discovery, ESPN, ESPN 2, Food Network, History Channel, and National Geographic.
Describe the usefulness of out-of-home, sponsorships, and direct-response media in reaching target markets.
Review how social media and social networking sites can be used to advocate brands and brand messages. Unfortunately, online is a very fragmented media outlet due to the tens of millions of Web sites in existence. Mobile commerceNew media technology that enables advertisers to reach consumers through their cell phones and wireless PDAs. In addition to using cell phones to send broad-based ad messages, the coupon business is due for a radical makeover as mobile couponingNew media technology that enables cell phone users to sign up to receive coupons via cell phone; to cash in the coupons, consumers show their cell phone screens displaying the coupon to a store cashier. One new communication model seeks to get consumers and the media talking about the product, brand, or campaign. Viral marketingNew media technique that involves giving consumers a reason to recruit friends and family to the product; examples include shared-minutes cell phone programs and online ads remarkable enough that people will want to send them to their friends.
BuzzNew media technique involving creating a newsworthy event to get news coverage for a product or brand.
Some of the veterans of that effort also have pioneered a form of viral marketing the industry calls alternate reality gamesNew media platform in which fans interact with the company as they try to solve a puzzle, mystery, or staged crime., where fans interact with the company as they try to solve a puzzle.
This is a very short-sighted perspective: virtual worlds will most likely continue to mature and evolve into a major media platform over the next five or ten years.


You would have to be living in a deep hole not to be aware of the impact of social networkingOnline communities of people who share interests, activities, or relationships, and typically are interested in following the activities of other members. However, the publisher has asked for the customary Creative Commons attribution to the original publisher, authors, title, and book URI to be removed.
An ever-growing portfolio of media offers the promise of reaching different consumers in different contexts and at different times. The Media Kitchen is the media arm of creative shop Kirshenbaum Bond and Partners, which is owned by the holding company MDC Partners (which also owns the innovative ad agency Crispin Porter + Bogusky). Magazines last longer than newspapers and are often passed from person to person (magazines often cite this number of pass-along impressionsThe number of times a magazine or other piece of media is passed from one person to another.
On the other hand, younger consumers spend less time watching TV, so this medium is steadily aging.
Another disadvantage of radio is that ad agencies see it as a medium of secondary importance and often assign their junior people to work on the campaigns. Rather than pay for every media impression, advertisers influence their customers to work with them to create media impressions. Major media companies, including MTV Networks and Disney, continue to invest millions of dollars as they develop their own virtual worlds. In a twist to the old practice of using customer testimonials, companies are giving customers the power and the tools to make their own ads, a phenomenon known as consumer-generated media (CGM). According to results of a survey released by Accenture, media and entertainment executives see the ability and eagerness of individuals to create their own content as one of the biggest threats to their business. These are the criteria The Media Kitchen used to describe the News Explorer segment in the Simmons database. The vehicle lets the advertiser present in-depth information at less cost than would be possible on TV or in linear media like radio or quick-glance billboards.


Yet TV ad spending rose 5.3 percent in 2006, according to TNS Media Intelligence, and accounted for nearly 44 percent of all advertising spending in 2006. A typical placement deal between Staples and NBC illustrates how this works: when the office products retailer introduced a new paper-shredder called the MailMate in 2006, it engaged a company that specializes in placements to handle this part of its media strategy. While many media planners still have a stereotype of a typical gamer as a greasy-haired teenager who eats a lot of cold pizza, the reality is that 40 percent of gamers are women, and the average age of game players is thirty-five. Media planners who doubt the staying power of these platforms need look only to the next generation of consumers, who already are logging serious time in their own virtual worlds.
The first thing TMK had to do was to obtain demographic and media usage information about the News Explorers in order to understand where SS+K could find them. The targeted nature of magazines, the good visual quality of their images, and the high credibility of the medium means that the ads are likely to reach and influence the right audience. In addition, Nielsen Media Research reported that consumers spent more time watching conventional TV in 2006 than they did in 2005. Conventional radio (as opposed to satellite radio and other subscription audio) continues to be the medium of choice for 75 percent of all drivers. For example, snack-maker Doritos posted media clips online for consumers to tweak and make a commercial for the product, with the winning commercial being aired during the Super Bowl. Many major advertisers are shifting their media mix to include social media, especially those that want to speak to young people. For example, search adsNew media technology that lets advertisers associate their ad with the keywords that Web users enter into search engines like Google and Yahoo!.



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