Advertising and Marketing

Advertising and Marketing 

Advertising: payments from brand in return for the placement of promotional material on pages or during production- could be in the form of commercial breaks, or via product placement.

e.g. Instant endorsement when celebrities include wearing branded products in any media production 

Could be considered in two main ways:

• Traditional advertising -pre-digital era forms of advertising

e.g. newsprint, adverts on tv trailers, billboard, leaflet, posters

• Digital advertising -ad-space, interactive billboards, QR codes, sponsors 

e.g. display ads, social media ads, search engine marketing, native advertising, re-marketing/retargeting, video ads, email marketing. 

Above the line advertising

where mass media is used to promote brands. These include conventional media such as television and radio advertising, print and the internet.

Below the line advertising

advertising that isn't as obvious and takes the forms of leaflets/pamphlets. Generally more word of mouth.

Distribution: 

includes two elements 

• how a product or brand reaches an audience (web, television, cinema, etc.)
• Its marketing and promotion

My Media Consumption

make a list of all the media you consume each day including social media, film, television, video games, music
Identity how each product was distributed to you. consider:

• Did you buy the product? if so, where?

didn't have to pay for anything except Spotify

• Did you have to leave the house to access the product?

online, didn't have to leave the house

• What devices do you use to consume the product?

phone, tv, laptop

Instagram

Reddit 

Twitter

Netflix

Made In Chelsea (TV)

Spotify 

Love Island (TV)

Youtube

WEB2.0 Technological Convergence 

Technological Convergence allows audiences to access media content from multiple platforms on one device. It involves the coming together of information and communication technologies to create new ways of producing and distributing products and services to media audiences

A black box is a device that supplies us with all our informational and media requirements (e.g. a smartphone, laptop)

Today modern marketing campaigns are considered technologically converged when they operate across a wide range of different digital platforms. 

What is Web2.0?

• The dot.com boom (early days of the internet when people were willing to invest into it) (1998-2001) was a huge rise in the number of internet-based companies.
• There was then a shift from Web1.0 to Web2.0. 
• It was the possibility of 'staying' online and interacting online which really changed things.

• It allows users to interact and collaborate with each other in a social media dialogue as creators (prosumers) of user-generated content. 
• Web2.0 or 'new digital media' shapes the relations of public/private, work/non work, home/outside home.
• Mobile phones enhance social connections that have always existed: gossip, making arrangements etc.

Impact of Online Distribution

Music and television can now be downloaded streamed or simulcasted at the click of a button - without ever having to leave your armchair. It is available to you whenever, wherever 

Online distribution uses the internet to distribute media products instead of physical distribution such as DVDS, CDS

It means that production companies can easily distribute their media products

Netflix vs Blockbuster (2004-2010)

Blockbuster was a physical distributed company that specialised in DVDs, now bankrupt by 2010.
Netflix is an online distributed company revenue 0.5b to 2.2billion by 2010.

Amazon buys 'LOVEFILM' 2 million subscribers by 2011 in the space of 6 years it was shut down not having/earning any money at all. 2014 stop their streaming service. 2017 stopping their postal services. This shows the power of online distribution in the media today as we know it. 

Simulcasting  When a media product is broadcast both online and via a traditional medium at the same time. In television terms, it could refer to programme being broadcast on two different channels (such as the French Open tennis tournament).

On a side note, the US Open tennis tournament was broadcast on Amazon Prime in 2018, one of the first occurrences of a video streaming service acquiring the rights to a live sporting contest.

ie. Sports rights to an online only platform. Most expensive rights you can buy on TV. Amazon Prime buying 20 premier league matches. 

Narrowcast channels  Television channels that distribute special interest (niche) content. 

Below-the-line advertising The distribution of pamphlets, stickers, promotions etc. at the point of sale.

Online Advertising becoming increasingly sophisticated. companies beginning to advertise to you without you realising you are being advertised to. 
Online advertisements putting viral videos together, with low production budgets, with disingenuous aims to advertise. Builds a hype for audiences around the product, before the audiences even know what it is. 

Why do you think it's important that products take advantage of both below and above the line advertising?
Its important that companies provide both forms of advertising so that they can attract an overall larger audience. If a customer discovers both forms of above and below the line advertising, it also provides consumers a sense of security that a product can be recommended to them as well as just enticed online.