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UT Knoxville ADVT 250 - Digital Media
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ADVT 250 1st Edition Lecture 14Outline of Last Lecture I. Egyptian & Middle Eastern AdvertisingOutline of Current Lecture Digital Media: Media PlanningI. What is Digital?II. InternetIII. Gaining Perspective on ‘New’IV. Being Successful in DigitalV. Search Engine MarketingCurrent LectureI. What is Digital?- Internet- Mobile Media- Social MediaII. Internet- Platform for sharing information- Private, Educational and Commercial Uses (in the hopes of educating many more people.) - Carries a wide variety of content2.) Internet as an Advertising Tool: Many ways to deliver product information that are not “Advertising”.-Company Website-News Reports- Consumer reviews/ commentary 3.) Internet Advertising: Paid Messages on websites.-Example: Ad for Disney World of weather.com-The ad would likely link consumers to more information such as an official Disney webpage.4.) Buying Internet Ads: Use same criteria as selecting other media types (TM, Coverage, Cost, etc). What is different is how we buy it! We buy it through cost per click. You can see how many people clicked on the ad. 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.5.) Social Media: Wide variety of platforms that encourage users to like up and share information. Facebook, MySpace, Twitter, Pinterest, etc. Social media may be ‘free’ to users, but Facebook (for example) must make money to stay in business. Ads are once source of revenue for social media platforms. Targeting based on information consumersprovides can be very useful for advertisers. When you ‘Like’ something, you’re revealing information about yourself that can be used by marketers to target you. -Anybody can buy a Facebook ad: Individuals, Non-profits, and corporations.6.) Advergames: computer games designed by marketers to promote specific products. Itmakes the product ‘cool’. III. Gaining Perspective on ‘New’1.) Other Digital Platforms-Proliferation of Platforms-Impossible to Keep Up.-How to evaluate new platforms. 2.) We need to realize that digital isn’t going away, but neither is advertising, marketing, journalism, or PR. The goal is to be able to adapt to new developments. 3.) Gaining Perspective: Digital provides new communication platforms. However, we’ve experienced new platforms before in the printing press, newspapers/magazines, telegraph, telephone, radio, television, e-mail, internet, etc. 4.) You need to stop and think about what is so ‘new’ about new? Have you ever ‘liked’ aproduct before social media? Ever ‘endorsed’ a product to friends before social media? Ever joined a fan club before social media? We have always done these things! We are just doing them differently through social media. We can perhaps communicate these things quicker but itisn’t new. 5.) So we must consider:-Function of Communication-Delivery System- Interaction between the two: how does the social media interact with the function of communication. 6.) Questions to ask:- Has the function of advertising changed?- Is branding still relevant?- Has persuasion changed?- Have learning processes changed?- Have the basics of human communication changed?- Have people changed fundamentally? NO7.) How to Manage:-Know how to evaluate the usefulness of new platforms.-Target, adoption, utility to user and marketer, marketing message receptivity of users, cost, media mix, trial and error. -Example: Dell Computers, Mindshare, Academic ResearchIV. Being successful in Digital1.) Facilitate the purpose of the platform: if the purpose of social media is to connect people and entertain people then you need to do things that connect and entertain people. Ex: China’s orange juice game.2.) Be relevant and helpful: pretty much the key to advertising in general. V. Search Engine Marketing1.) Way consumers navigate internet to find information. - Paid Search results: companies have purchased key search terms through Google or Bing and caused your business to come up first. - Unpaid Search results: Comes up when you search based on the prevalence of your website. The most related to your


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