Media Test 2

Who Controls the Media

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

Warner Brothers Discovery (12)

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

HBO MAX

CW (joint venture with Nexstar)

Comcast (7)

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

Peacock

Walt Disney Co. (12)

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

Disney+ Hulu, ESPN+

Paramount Global (10)

CBS, Showtime, Simon & Schuster,

Paramount Pictures, BET, Comedy Central, MTV, Nickelodeon

Paramount+

CW (joint venture with Nexstar)

The idea of a Niche Audience

• 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

Identifying Niches

Geographic Segmentation

Demographic Segmentation

Social Class Segmentation

Psychographic Segmentation

Geographic 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

• Demographic Segmentation

• Based on relatively enduring characteristics of audience members

  • Gender

  • Age

  • Ethnicity

  • Education

  • Income

• Social Class Segmentation

• 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

Psychographic Segmentation

• 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)

VALS Typology

Creo q dijo q no importa

Creating content to attract the target audience

• TRACK RECORD

• RESEARCH AND DEVELOPMENT (R & D)

• SURVEYS

• FOCUS GROUP

• ANALYSIS OF EXISTING DATA

News

• 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:  Key Idea

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

Subgenres of News

• HARD NEWS

• INVESTIGATIVE REPORTS

• EDITORIALS

• SOFT NEWS

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

HARD NEWS

• 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

Four Guidelines that determine what is and isn’t hard news

1. Timeliness

2. Unusualness

3. Conflict

4. The Closeness of the incident

Quality of news

Truthfulness

• By journalists

• By sources

Neutrality

• Lack of bias

• Balance

Accuracy

• Truthfulness and neutrality

• Context

• Full story

Investigative news

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

Editorials

• 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)

Soft news

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

Advertising

• 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

Subgenres of Advertisements

• INFORMATIONAL ADS

• HARD-SELL ADS

• SOFT-SELL ADS

Vertical integration

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

Summary of economic models

Economic Model: MVPDs

The advertising industry

Advertising

Advertising agencies

Agency holding companies

ADVERTISING

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

ADVERTISING AGENCIES

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

AGENCY HOLDING COMPANIES

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

CLIENT CONFLICTS

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

Ad agencies can be described along four dimensions

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

PRODUCTION in the advertising agency

• ACCOUNT EXECUTIVE

• CREATIVES/CREATIVE PERSONNEL

• MARKET SEGMENTATION

• SALES PITCH

• BRANDING

Distribution in the advertising industry

• MEDIA PLANNERS

• PSYCHOGRAPHIC DATA

• MEDIA PLAN

• IN-STORE MEDIA

• COST PER THOUSAND (CPM)

Public Relations

Publicity

Media Relations

PUBLICITY

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

MEDIA RELATIONS

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

Prominent Public Relations Activities

• Corporate Communications

• Financial Communications

• Health Care

• Public Affairs

• Crisis Management

• INTEGRATED MARKETING COMMUNICATION (IMC)/MARKETING COMMUNICATION –

• 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

Types of Marketing communications

• Branded Entertainment

• Event Marketing

• Event sponsorship

• Product placement

• Direct Marketing

• Relationship Marketing

BRANDED ENTERTAINMENT

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

Marketing Communications

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

Media convergence

Lines between advertising and PR are sometimes blurry

Experts have divided communication into three categories:

• Paid media

• Owned media

• Earned media

7 dirty words by George Carlin

shit, piss, fuck, cunt, cocksucker, motherfucker and tits