Media Test 2

Warner Brothers Discovery, Comcast, Walt Disney Co., Paramount Global

Discovery, DirecTV, Turner (CNN, Cartoon Network, TBS, TNT, etc), HBO, Warner Brothers Pictures, DC Entertainment

HBO MAX

CW (joint venture with Nexstar)

Comcast Cable (Xfinity), NBC, Telemundo, MSNBC, Bravo, Universal Parks & Resorts,

Peacock

ABC, ESPN, Disney Channels, Fox Assets, Walt Disney Studios, Pixar, Marvel Studios, Lucas Films, Walt Disney Parks & Resorts

Disney+ Hulu, ESPN+

CBS, Showtime, Simon & Schuster,

Paramount Pictures, BET, Comedy Central, MTV, Nickelodeon

Paramount+

CW (joint venture with Nexstar)

• Particular messages are constructed to appeal to particular people

• These audiences are then rented to advertisers

• Each person is a member of multiple niche audiences

Geographic Segmentation

Demographic Segmentation

Social Class Segmentation

Psychographic Segmentation

• Most important for local TV, newspapers, radio, media that involve geographic boundaries to coverage areas

• Many companies expanded to national distribution, so this segmentation is becoming less useful

• Based on relatively enduring characteristics of audience members

  • Gender

  • Age

  • Ethnicity

  • Education

  • Income

• Income and psychological characteristics

  • Lower class: low income, your fate is not under your control

  • Middle class: perspective that you control your fate, make sacrifices now, invest in the long-term

  • Upper class: more money, more power, more control over resources

• VALS Typology

  • Uses a wide variety of variables to create its segments, such as demographics, lifestyle, and product usage

  • Focus on consumers’ drives (ideals, motivators)

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• TRACK RECORD

• RESEARCH AND DEVELOPMENT (R & D)

• SURVEYS

• FOCUS GROUP

• ANALYSIS OF EXISTING DATA

• News, like entertainment, involves telling stories.  The stories presented in the news are a tale with a beginning, middle and end.  JOURNALISTS today must present the news using many forms of media including audio and video reports on the web.

News is not a reflection of actual events; it is a construction by news workers who are subjected to many influences and constraints.

Corporate constraints

• Ratings

• Marketing

• Budget

• Who controls editorial decisions?

• Timing

• Deadlines

• Personal/corporate bias

• HARD NEWS

• INVESTIGATIVE REPORTS

• EDITORIALS

• SOFT NEWS

  (Know what they are and be able to identify them)

• What most people think of as news.  It is the firsthand reportage of a battle, the coverage of a congressional bill’s passage, or the details of a forest fire.

• Other important elements associated with hard news are OBJECTIVITY and ACCURACY

1. Timeliness

2. Unusualness

3. Conflict

4. The Closeness of the incident

Truthfulness

• By journalists

• By sources

Neutrality

• Lack of bias

• Balance

Accuracy

• Truthfulness and neutrality

• Context

• Full story

INVESTIGATIVE REPORTS are in-depth explorations of some aspects of reality

• Share the same standards of objectivity, fairness and accuracy as hard news

• Difference between hard news and investigative reports is the amount of time journalists devote to the project

• A subgenre of news that concentrates on an individual’s or an organization’s point of view

  • Columnist: Individuals who are paid to write editorials on a regular basis—usually weekly, monthly, or daily

  • BLOGS: Journalistic websites or opinion sites in which writings are in the style of journal entries, often in reverse chronological order. (Dijo don’t worry about blogs)

The kind of news story that news workers feel may not have the critical importance of hard news but nevertheless would appeal to a substantial number of people in the audience

Also known as a human-interest stories

• Examples:  cooking, sports, daily life tips, local and community events like plays or recitals

• An ADVERTISEMENT is a message that explicitly aims to direct favorable attention to certain goods and services

• A broad definition of advertising even includes PRODUCT PLACEMENT, which is the paid insertion of products into TV shows and movies in order to associate those products, often quietly, with certain desirable characters or activities

• INFORMATIONAL ADS

• HARD-SELL ADS

• SOFT-SELL ADS

An organization’s control over a media product from production through distribution to exhibition

Advertising

Advertising agencies

Agency holding companies

The activity of explicitly paying for media space or time in order to direct favorable attention to certain goods or services

Companies that specialize in the creation of ads for placement in media that accept payment for exhibiting those ads

Firms that own full-service advertising agencies, specialty agencies, direct-marketing firms, research companies, and even public relations agencies

Are situations that occur when agencies serve companies that compete with one another

1. BUSINESS-TO-BUSINESS vs. CONSUMER AGENCIES

2. GENERAL AGENCIES vs. SPECIALTY AGENCIES

3. TRADITIONAL AGENCIES vs. DIRECT-MARKETING AGENCIES

4. AGENCY NETWORKS vs. STAND-ALONE FIRMS

• ACCOUNT EXECUTIVE

• CREATIVES/CREATIVE PERSONNEL

• MARKET SEGMENTATION

• SALES PITCH

• BRANDING

• MEDIA PLANNERS

• PSYCHOGRAPHIC DATA

• MEDIA PLAN

• IN-STORE MEDIA

• COST PER THOUSAND (CPM)

Publicity

Media Relations

The process of getting people or products mentioned in the news and entertainment media in order to get members of the public interested in them

All dealings with reporters and other members of media organizations who might tell a story about a client

• Corporate Communications

• Financial Communications

• Health Care

• Public Affairs

• Crisis Management

• Advertising (Marketing) is expensive while PR (Communication) is not, integrating the two results in IMC

• Definition: A type of PR, the goal of which is to blend (integrate) historically different ways to communicate to an organization’s various audiences and markets

• Branded Entertainment

• Event Marketing

• Event sponsorship

• Product placement

• Direct Marketing

• Relationship Marketing

The act of linking the firm or product’s name (and personality) with an activity that the target audience enjoys

1. Event Marketing:  creating compelling circumstances that command attention in ways that are relevant to the product or firm

2. Event Sponsorship:  range from simple logos at sporting events, for example, to sponsoring of entire events

3. Product Placement:

Barter: no cash exchanged, only good and/or services

Paid:  Product integration

Different prices depending on exposure or level of “integration” of product

Lines between advertising and PR are sometimes blurry

Experts have divided communication into three categories:

• Paid media

• Owned media

• Earned media

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