new media and marketing/advertising question 10

10: What impact has there been on how the media institution now has to produce the texts and the way in which the texts/products are distributed and exhibited?

advertising is used by business and no profit organisations to communicate a meassage about themsleves, their product or service. it is ma is mainly used to inform, persuade and remind the audience. before launching an advert, organisations must make several decisions in terms of objectives and stratergies. the number of competirs in the market and expenditure on advertising influneces a business to spend on a similar and higher degree. marketing professionals are required to be creative, imaginative and innovative in developing the advertising message. advertisers generally use personality symbol such as a character, lifestyle such a particular lifestyle which reaches their target audience and music.

institutions now have to be wary of how they advertise as it has become so competitve, institutions must have some form of advertising on new media in order for it to be successful. there is alot of competion based on what platform instituions are going to use to advertise their product. for instance if addidas was to advertise on television and launch a social event on television, Nike will have to do something similar and even better as they both target the same audiences. this has an impact on institutions as competion is endles. they must fulfil audience wants and needs by being unique and creative. instituitons now use celebrities and popular music to generate more audiences.

companies must make sute that all audience are ables to veiwe theire adverts through all institutions many institutions that invovle the audience are the most populatr because they feel more invloved and aslo because the internet is the most effiecnet wat to reach consumers as they are always on the internet.

New media and advertising/marketing question

12: Has new and digital media had an impact upon ownership and control of the media insitutions involved in your case study? Explain in detail any impact and what exactly has changed.

new and degital media has had a huge impact on many institutions, they have controlled the institutions so muc. that they can no longer be with out it. many institutions are dricen by new media. some companies use new media as their only way of advertising without it there products will not be able to reach those all around the wrold. seeing as the internet accounts for a quarter of all advertising in the uk, it goes to show that the internet is the most used form of media and has control of owner ship and control.

the guardian stated that the bbc's new media budget is greater than the digital budget of all uk newspapers put together. the print and newspaper industry is suffering a sales decline due to new media. they beleive that the overspend is due to the fact that tv commisioned more associated web content than expected. the bbc uses new media because its is part of there 'creative future stratergy'. the bbc are trying to keep the bbc relevant to the digital age.
they now have bbc i player which offers audience to catch up tv on there computer at any time. they can also downlaod any programme from the 8 bbc channels. they have a 'find' this is whetr vieweers can find programmes all the way from the 1937 and finally a 'share' page where viewers can share bbc programmes, thoughts, their own blog and home videos.

this goes to show how much new media has helped instiutions such as the bbc to become more successul and more engaged with theire audience. people can access the bb wherever they want whether its from tv, computers or therer phones.it has become the most effiecent way to reach out to viewers as they are always on the internet.

new media and marketing/advertising : Question 8

8: Who are the primary target audience now and has this changed? Who was it before and how do you know?

when advertisers advertise a message, no matter what media is used, it will only be successful if the message appeals to the target audience. marketing proffesional are required to be creative, imaginative and innovative in developing the advertising message. the target audience for advertisers varies depending on the product or service being advertised. when adverts where first launced into society, it only reached the print and broadcast platforms.
print was the main form of advertising, institutions advertised there products or services through magazines, newspapers and billboard. advertising reached television this was very sucessful as advertisers can reach there taregt audience a nd many more viewers. in todays day and age advertisiers mainly use the internet as a formo of advertising because this platform generates the most viewers. many consumers spend more than 25% of there time on the internet. this has helped companies become successful becasue they are promoting there product to the world through the media. most companies would advertise there procuts/services on successful, well known sites especially social networking sites. as they seem to be dominating the internet.

targt adrtising is the most effective way of advertising as advertisers would be able to have an understanding of the audience they are trying to engage. advetrtising across more than one platform attracts people who use the digital world more. however not all consumers are able to view digitlal media, for instance children adverts are likely to advertise on tv during early hours of the day, because their use of viewing digitla media limited.
many institutions tend to put there adverts between two successful to generate more audiecnes or to reach out for there target audience.

new media marketing and advertising question 4

4: Consider the effects so far, and possible effects in the future, on media institutions involved in your case study.

advertising has evolved rapidly throughout the years. the way in which advertiser advertise has become so diverse not only can they advertise through tv, radio, print and billboards. they can use the internet.

new media is interactive and interactive driven. it consist of websites, blogs, video blogs, visual and audio newscast and social networking, all in which advertisers have taken into account.

the internet allows users to experience traditional advertising in many different forms, whilst encouraging users to interact by clicking through sites and links. it allows users to view the advert and click into it to find out more information. users can now go beyond the depth of the emotion and contextual advertisment. its like a gateway which includes banners ads, pop up ads, text messaging and online video ads.

Advertising has become a part of our lives, but we dont realise how much advertising influences our lives. money is being made both ways to the the consumer and to the advertisers. there is now pay per click advertising, it may not look like consumers are making money out of it , it ads up. sites now use referalls and advertising for them to make money. the more referalls you have the more money.

however on tv , vendors are making less money due to new technologies that allow us to skip commercials or fast forward them. this has a huge effect on companies. even though a large number of people dont have this new technology, it is becoming bigger.

walkers crisps is the uk's best selling branded food snack. walkers has a result of long running advertising campaign featuring former England footballer Gary Linker, which first launched 15 years ago. walkers has maintained popularity by launching promotions inviting consumers to choose new and un usual flavours. walkers have an online site where consumers can interact by posting comments, vote, enter competitions and watch videos; this has let people be a part of walkers and Gary Lineker.

New media and marketing/advertising : Question 9

9: Is the size of the audience any different now than before the impact of new and digital media (or has the pattern of usage changed)?

the impact of new and digital media has affected the size of the audience on advertising because there is now a wide variety of ways in which people can access the media. it has become clear that the majority of consumers now use the internet to communicate, receive news and purchase products. Before new media came about, institutions would advertise through print and broadcast.

Through out the years advertising has changed for the better as it has allowed more people to view products and become more involved with the products and services advertised.

media is everywhere we go, we cant hide from it, wherever we go there is a form of advertisement. institutions use traditional advertising but they have now focused on new media advertising. they now advertise through interactive websites such as blogs, video blogs , social networking sites and youtube because the generate a large number of audience. compared to tv, print and radio. advertising through new media has become more effective.

New media and marketing/advertising : Question 1

Consider theoretical perspectives in relation to the impact of new/digital media in your case study.

One of the main theortical perspective in relation to the impact of new media on marketing and advertising is the postmodern theory. new media has become so closely connected with society that society has become subsumed within the mass media ; society and the media has merged together to show us how we should live. " we only accept reality throught tv and other simulacra" , many of us believe that what the media potrays to us through print, e-media and broadcast is how we should live life , which automatically becomes our 'reality'.

Adidas uses advertising which focuses on using celebrity power, fame and poplarity to gain recognition for their product and promote specific products or stores. advertisers generally advertisers their products for eg when celebrities such as David beckham (brand ambassoder) share their favourite products or wear clothes by specific brands or designers. it increases popularity and the audience are more likely to go buy the product. adidas recent advert featuring celebrites such as estelle, snoop dog and missy elliot at a house party having fun at a house party wearing addidas clothing. this relates to the uses and gratification theory. it is an audience centered apporach. when audience seek out media, they are seeking in order to gratify a need. in this case the addidas advertisment (well known brand) featured celebrities, audience feel more knowledgeable, they feel that they can relate to these celebrities because they have witnessed it through media.

the way in which advertisiers advertise has changed throughout the years, adverts are shown through platforms such as television, radio, tv , magazines and newspapers. the most popular ones today are social networking sites such as facbook, twitter and youtube. institutions advetise on these sites , because most audiences are known to spend the majority of their time on the internet more specifically on social networking sites. it is said that uk internet uses spend 25% of their time on social networks. this has meant that online advertising has grew rapidly througuh the £4bn barrier. - guardian. many companies use twitter because they ofund that peopple wer not using their technology directly for advertisements, but rather to come in to a customer service relationship. "the more genuine and human an organisation looks, the better the relationship.

The impact of new media on advertising/marketing

Advertising: Any paid from of non-personal presentation abnd promotion of ideas, goods or services through mass media such as newspapers, magazines, television by an identified sponsor.

Advertising is used by businesse and non proft organisations to communicate messages about themselves their products, services and causes.

It is used to inform, persuade and remind the audience.

eg ABSOLUTE VODKA. It is the 3rd largest international premium spirit in the world available in 125 markets. they first launched in 1979, absolute has achieved significant worldwide sales growth, from 10,000 nine-litre cases to 7.5 million litre cases in 2002.

MARKETING: has been running for more than 20 years and has followed a carefully developed strategy.

Before launching an advertising campaign, the organisation must make several key decisions, in terms of the objective, budget and stratergy.

Objective of advertising

Inform - seeks to tell the market about the product.
Persuade- to encourage the target audience to switch brands, make the purchase and create a pref in the market.

Factors which influence the settling of advertising competition:
the number of competitors in the market, and thier expenditure on advertising competing products , will influence a business to spend to a similar or gigher degree.

Product diffrentiation: A product very similar to other products on the market may require greater expenditure,

Advertising message
No matter how much money is spent, no matter what media is used , will only be successful if the message appeals to the target audience. marketing proffesioaks are required to be creative, imaginative and innovative in developing the advertising message.
How they advertise

personality symbol; many businesses will use a character be it an actual person or animated character to represent the product or company

lifestyle: the advert will link the product with a particular lifestyle to which the target audience is thought to aspire. eg. oxo is used the "oxo family2 gathering around the kitchen table to eat their meal.

Musical: tunes can stick in the mind and may adverts are built around a song or piece of music.

It is said that the best planned and executed advertisiement may only be noticed by less than 50% of the audience, 30 % wil actually recall the main message of the advert.

impact of new media on marketing and advertising

media strenghts and weaknesses

Television :
dynamic attention getting media, combining visual, sound and animated stimulus
high market coverage
good at demonstrating products
enables targetting through selection of viewing channe;s and slots between specific programmes

Poor at communication lenghty technical information
only on tv for a few seconds

Newspapers:
adverts can be reffered back to several times,
targeting is possible through profiling readership
good level of marketing coverage

not suitable for product demonstration
black and white print limited
todays newspaper become tommorows rubbish

Magazines:
high quality reproduction of colour images
good pass on readership
adverts can be refered back too

not suitable for product demonstration
lenghty lead time between advert being placed and magazine being published

Radio:
mass use of radio by audience especially in cars and homes
high geographic and demographic reach

audio communicatio only
now you hear it ow you done
lower attention levwels than tv and print.

The impact of new media on advertising/marketing

Expenditure on uk tv advertising in 2002 was 3.7 billion terrestial tv advertising is shown on the itv network, channel 4 and channel 5, between programmes and during programme intervals.

companies such as carlton and grampian tv - these companies sell advertising time and the money this generates pays for the programmes they show.

the internet allows for users to experience traditional informative advertising in many form, while ecncouraging interaction with consumers by click- through sites and links. it encourages a gateway in which consumers can go beyond the depth of the emotional and contextual advertisement to dive into a world of information and theotric. gateways include banner,ads, pop up ads, text messaging and online vid apps.

the aim of this is to develop a framework for an analysis of new media that focuses on its current implicit.

New media advertising employs new technology to reach consumers, specifically on the internet, traditional adverts influences has decreased forcing the marketing industry to consider new media avenues. a computer screen maybe the most effiecient way to reach consumers as they are always on the internet to communicate, recieve news and purchase products.

New media is interactive and internet driven, consist of websites, blogs and video blogs, visual and audio newcast and social networking.

companies use twitter because they found that people wer not using their technology directly for advertisements, but rather to come into a customer service relationship. "the more genuine and human an organisation looks, the better the relationship.

The impact of new media on advertising/marketing

bbc new media - online, interactive, broadband and mobile.

bbc's director of new media and technology Ashley highfield presentation beyond broadcast as part of the bbc's "creative future strategy" says "everything we do here is around technology innovation, to keep the bbc relevant in the digital age."

PLAY: BBCiplayer offers audience to catch up tv on there computer 7 days after transmission. at anytime you can download any programme from the 8 bbc channels and watch on your pc.

FIND: relates to the next generation where viewers can find programmes all the way from 1937. "its a window onto an amazing cultural and national resource".

SHARE: You cans share bbc programmes, your own thoughts your own blog and your own home videos. it allows you to create your own space.

The guardian

bbc's new media budget is greater than the digital budget of all uk newspapers put together. the print and newspaper industry is suffering a sales decline due to new media.

the overspend the fact that tv commisioned more associated web content than expected.

The impact of new media on advertising

where do advertisers like to spend there money?

online advertising google ad/sense and top 10 websites

2005

14.4% newspapers

2.4% internet

24.6% tv

5% magazines

8.4% radio

advertising expenditures dropper 12.3? in 2009 but digital grew 7.3%

the internet now account for a quarter of all advert spending in the uk.

value of online advertising grew by 12.8% in 2010, breaking through the £46 billion barrier.

uk internet users spend 25% of their online time on social networks.