Journalism 201 1st Edition Lecture 17 Outline of Last Lecture II Alternatives to For Profit Media III Does Anyone Even Care IV Public Media Outcomes V Why Different Outcomes VI Non Profit Media VII Water Watch Project VIII Non Profit Governance Outline of Current Lecture I Intro to Strategic Communication II Strategic Communication III Two Basic Types of Strategic Communication IV Advertising V Who Advertises VI What About Earned Media VII Where Advertising comes from VIII Advertising 1870 IX Post War 1940 s 1950 s X 1960 s 1970 s XI Advertising Today Current Lecture I II III Intro to Strategic Communication Strategic Communication a Definition communication designed to effect a change in belief attitude or behavior b Has a strategic purpose c How is this different from journalism other media i 1 Much more specifically designed to change the way people think about something in a specific way ii 2 Privet Focus i e so that consumers will use your product Two Basic Types of Strategic Communication a Paid Media i You buy space or airtime ii Advertising These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute IV V VI VII VIII IX X 1 Whether commercial political non profit ect iii You can say exactly what you want b Earned Media i Media covers you ii Public Relations 1 News releases events research 2 Crisis Communications iii Don t get much say on what they say about you Advertising a 150 billion year industry b But much more now c A major cultural force d One of the most innovative creative professions e Also one with ethical problems and implications Who Advertises a Big companies b Little companies c Public Health campaigns d Nonprofit organizations e Political Candidates f States g Countries What About Earned Media a The same folks b But approaches and techniques are somewhat different Where Advertising comes from a Grocery store in the 19th century i Soap ii Bread b Brands emerge in late 19th century i Certify quality of product ii Remind consumers of what they like Advertising 1870 a Straight forward Post War 1940 s 1950 s a Brands take on personal identities and stories Tony the Tiger Jolly Green Giant b Fostering a personal connection with brand c Palmolive d Does she or doesn t she i 1956 Clairol ii Hair coloring product for at home 1960 s 1970 s a Increasing psychological involvement b Research becomes more sophisticated and more relied upon XI c Creativity more prized d What are consumers deep underlying desires The desires they may not even themselves understand Advertising Today a Media structures are changing new media platforms are available b Research on audiences is becoming even more intensely important big data c Micro Targeting d and at the same time audiences are increasingly sophisticated and skeptical of advertising techniques e And the media is overwhelmed with noise f Break through noise g Yet Fundamentals Remain
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