Journalism 201 1st Edition Lecture 17 Outline of Last Lecture II. Alternatives to For-Profit MediaIII. Does Anyone Even Care?IV. Public Media OutcomesV. Why Different Outcomes?VI. Non-Profit MediaVII. “Water Watch” ProjectVIII. Non-Profit GovernanceOutline of Current Lecture I. Intro to Strategic CommunicationII. Strategic CommunicationIII. Two Basic Types of Strategic CommunicationIV. AdvertisingV. Who Advertises?VI. What About Earned Media?VII. Where Advertising comes fromVIII. Advertising, 1870IX. Post War: 1940’s, 1950’sX. 1960’s – 1970’sXI. Advertising TodayCurrent LectureI. Intro to Strategic CommunicationII. Strategic Communicationa. Definition – communication designed to effect a change in belief, attitude or behaviorb. Has a strategic purposec. How is this different from journalism/ other media?i. 1. Much more specifically designed to change the way people think aboutsomething in a specific wayii. 2. Privet Focus (i.e. so that consumers will use your product)III. Two Basic Types of Strategic Communicationa. “Paid Media”i. You buy space or airtimeii. AdvertisingThese 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.1. Whether commercial, political, non-profit, ect.iii. You can say exactly what you wantb. “Earned Media”i. Media covers youii. “Public Relations”1. News releases, events, research2. Crisis Communicationsiii. Don’t get much say on what they say about youIV. Advertisinga. $150 billion/year industryb. But much more nowc. A major cultural forced. One of the most innovative, creative professionse. Also one with ethical problems and implicationsV. Who Advertises?a. Big companiesb. Little companiesc. Public Health campaignsd. Nonprofit organizationse. Political Candidatesf. Statesg. CountriesVI. What About Earned Media?a. The same folks b. But approaches and techniques are somewhat differentVII. Where Advertising comes froma. Grocery store in the 19th centuryi. “Soap”ii. “Bread”b. Brands emerge in late 19th centuryi. Certify quality of productii. Remind consumers of what they likeVIII. Advertising, 1870a. Straight forwardIX. Post War: 1940’s, 1950’sa. Brands take on personal identities and stories…Tony the Tiger, Jolly Green Giantb. Fostering a personal connection with brand c. Palmolived. Does she, or doesn’t she?i. 1956 Clairolii. Hair coloring product for at homeX. 1960’s – 1970’s a. Increasing psychological involvementb. Research becomes more sophisticated (and more relied upon)c. Creativity more prizedd. What are consumers’ deep, underlying desires? The desires they may not even themselves understand?XI. Advertising Todaya. Media structures are changing, new media platforms are availableb. 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 noisef. **Break through noise** g. Yet: Fundamentals
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