Advertising Networked Age Fall 2009

The The Networked Networked

AgeAge

M. Larry Litwin, APR, Fellow PRSAM. Larry Litwin, APR, Fellow PRSACopyright 2009Copyright 2009

Portions tPortions taken from…aken from…

Portions tPortions taken from…aken from…

The Networked AgeThe Networked Age

• Radio• Television• Internet (and Interactive – Web

2.0/Blogs/Wikis)• iPod® (Podcasts, etc.)• Vcasts®

• Cell Phone• iPhone®

• Digital Signage• Aroma Marketing• WOMM• Silent Publicity

The Networked Age – The Networked Age – The Mobile DecadeThe Mobile Decade

• Cross Platform– Print– Digital Signage*– Wireless*– Broadband*– TV

• Convergence of Distribution*Formerly referred to as “Alternative Media”

You just need to...You just need to...

Web 2.0 and Social Web 2.0 and Social Networking Networking StrategiesStrategies

• Users add value

• Two way communication - participation not publishing• Technology is used to create and diffuse new knowledge• Spontaneous collaborative work• Online content is the start of group-level work; perpetual beta• Online content is generated by many people• Faith in the community• Connections are the new king, although content still matters• Word of mouth marketing• Web as platform: anytime , anywhere access

OK!OK!

The Networked AgeThe Networked Age

• Cross Platform

• News/Media Convergence– Print– Digital Signage*– Wireless*– Broadband*– TV

*Formerly referred to as “Alternative Media”

AppleApple®® Tops The Charts with Tops The Charts with Digital MusicDigital Music

The The BigBig Idea Idea

A Drugstore Goes OnlineA Drugstore Goes Online

The Networked Age – The Networked Age – Mobile Decade – 1:1Mobile Decade – 1:1

• Cross Platform – Multiple Platform– Print– Wireless/Electronic

• Broadband• Internet embedded TV (Web TV)• Cell phones• Digital Signage*• Wireless*

– e-mails– Video Sharing– Podcasts and Vcasts– Message Boards– Social Networking– Widgets– Wikis– RSS– Blogging– Photo Sharing

*Formerly referred to as “Alternative Media”

Basic Media ConceptsBasic Media Concepts

• Media mix– The way various types of media are

strategically combined in a marketing plan

• Media vehicle– A specific TV program, radio station,

Ipod or Internet

Broadcast MediaBroadcast Media

•Transmit sounds or images electronically

•Include radio and television•Broadcast engages more

senses than reading

The Structure of RadioThe Structure of Radio

RadioRadio

• Relies on the listener’s mind to fill in the visual element

• Delivers a high level of frequency

• Radio spots lend themselves to repetition

CategoriesCategories• Network Radio• Spot Radio• Syndicated Radio• Satellite Radio (SIRIUS/XM®)

The Radio AudienceThe Radio Audience• Station fans• Radio fans• Music fans• News fans• Talk fans

Clear ChannelClear Channel®® Radio RadioMakes it All About The FansMakes it All About The Fans

Measuring the Radio Measuring the Radio AudienceAudience

•Dayparts•Coverage•Ratings

Radio DaypartsRadio Dayparts

8 a.m. – MidnightSunday

8 a.m. – MidnightSaturday

11 p.m. or Midnight – 5 a.m. or 6 a.m.Overnights

M-F 6 – 11 p.m. or 6 – MidnightEvenings

M-F 3 – 7 p.m. or 3 – 8 p.m.Afternoon Drive

M-F 10 a.m. – 2 p.m. or 10 a.m. – 3 p.m.Mid-Day

M-F 6 a.m. – 10 a.m.; 5 a.m. – 9 a.m.;

5 a.m. – 10 a.m. Morning Drive

Standard Radio Dayparts

Advantages of RadioAdvantages of Radio• Immediate• Target audience• Affordability• Frequency• Flexibility• Mental imagery• High level of

acceptance (Comfortable)

• Captive

Disadvantages of RadioDisadvantages of Radio• Listener

inattentiveness• Lack of visuals• Clutter• Scheduling and buying difficulties• Lack of control

ArbitronArbitron®® Radio Ratings and Radio Ratings and Media Research InformationMedia Research Information

TelevisionTelevision• Television advertising/PR is

embedded in television programming

• Most of the attention in media placement, and in measuring effectiveness, focuses on the performance of various shows and how they engage their audiences

The Structure of the TV The Structure of the TV IndustryIndustry

Programming OptionsProgramming Options• Specialty television• Pay-per-view• Program

syndication• Interactive

television• High-Definition TV• Digital Video

Recorders

Public Service Public Service AnnouncementsAnnouncements

• PSAs can run 10, 15, 20, 30 or 60 seconds

TV DaypartsTV Dayparts

Note: All Times are Eastern Standard Time (EST).

Sa-Su 1:00pm-7:00pmWeekend afternoon

Sa 8:00am-1:00pmSaturday morning

M-Su 11:30pm-1:00amLate night

M-Su 11:00pm-11:30pmLate news

M-Sa 8:00pm-11:00pm

Su 7:00pm-11:00pm

Prime time

M-F 7:30pm-8:00pmPrime access

M-F 4:30pm-7:00pmEarly fringe

M-F 9:00am-4:30pmDaytime

M-F 7:00am-9:00amEarly morning

Standard Television Dayparts

Measuring the Measuring the Television AudienceTelevision Audience

• Rating points• Share of audience• Gross Rating Points• People meters

Advantages of TelevisionAdvantages of Television• Almost as immediate as radio (wireless technology)• Pervasiveness• Cost-efficiency• Impact• Audience• Comfort• Captive

Disadvantages of Disadvantages of TelevisionTelevision

• Production costs• Clutter• Wasted reach/Coverage• Inflexibility• Intrusiveness

A. C. NielsenA. C. Nielsen®® : : Better Marketing Better Marketing

DecisionsDecisions

Film and VideoFilm and Video

• Video News Releases• Vcasts, Vidcasts, Vodcasts

VNRs – Part 1VNRs – Part 1

• Goal• Strategic message• Timely• Newsworthy• Local “hook” or any “hook”• “Sexy” (appealing/emotional)• Excellent quality• Visuals

VNRs – Part 2VNRs – Part 2• Real People• Commercialism• Brief Packages (90 – 120 seconds)• “B-roll”• Extra cuts• Names and titles• Script• Experienced Professionals• Truth

Advantages of Film and Advantages of Film and VideoVideo

• Play to a captive audience

• Attention level is higher than for almost any other channel or vehicle

Disadvantages of Film and Disadvantages of Film and VideoVideo

• Some may run too long• Poor production• Wrong message for

audience

Web AdvantagesWeb Advantages

• Reaches the millions who have access to computers at home, work, in libraries, cyber cafes and other Wi-Fi locations

• Relative ease of using e-mail• Rapidly expanding use of web pages• Discussion groups, message boards and IMing• Web pages that offer links to immediate

information about your company or organization• Blogs – Citizen created content. Bloggers use their

expert knowledge based on categories.• Podcasts• Vodcasts, Vidcasts, Vcasts

Web DisadvantagesWeb Disadvantages• Outdated information• Driving audiences to Web site• Difficult to navigate• Looks unprofessional• Failure to include contact information• Broken links• Sometimes unexpectedly not available• Security• Available only to individuals who have

computers

PodcastsPodcasts

• Internet-distributed audio programs• Self-styled audio productions recorded

in digital format and downloaded to computers, iPods® or other digital music players.

Vcast/Vidcast/VodcastsVcast/Vidcast/Vodcasts

• Video podcast sometimes shortened to vidcast or vodcast.

• Online delivery of video on demand video clip content.

• Usually distributed as a file or as a stream

• Vlog

““Infodemic”Infodemic”

A complex phenomenon caused by the interaction of mainstream media, specialist media and Internet sites; and “informal” media – wireless phones, text messaging, wikis, twitters, pagers, faxes and e-mail, all transmitting some combination of fact, rumor, interpretation and propaganda.

David RothkopfChairman and CEO of The Rothkopf Group

MAC Triad

M

+P+T

A C

M=Message A=Audience C=Channel P=Purpose T=Timing

MAC Triad Plus cont.MAC Triad Plus cont.

• Informization– Disseminating information (message) to

target audience through the proper channel at the best possible time.

““Infodemic”Infodemic”

A complex phenomenon caused by the interaction of mainstream media, specialist media and Internet sites; and “informal” media – wireless phones, text messaging, wikis, twitters, pagers, faxes and e-mail, all transmitting some combination of fact, rumor, interpretation and propaganda.

David RothkopfChairman and CEO of The Rothkopf Group

“The newest computer can merely compound, at speed, the oldest problem in the relations between human beings, and in the end the communicator will be confronted with the old problem, of what to say and how to say it.”

Edward R. Murrow

The FutureThe Future

• Industrial Age• Information Age• Story Telling (“Tell me a story.”)

Public RelationsPublic Relations will always be the… will always be the…

• Antenna• Conscience• Voice

““To be persuasive, we must To be persuasive, we must be believable; to be be believable; to be believable we must be believable we must be credible; to be credible, we credible; to be credible, we must be truthful.”must be truthful.” Edward R. Edward R. MurrowMurrow

Your roleYour role

• Broker of idea• Foster collaboration• Share knowledge• Spark action• Lead people into the future

Enter to Enter to LearnLearn

Knowledge is Knowledge is PowerPower

Go Forth and ServeGo Forth and Serve

• “Everybody can be great because anybody can serve. You don’t have to have a college degree to serve. You don’t have to make your subject and your verb agree. To serve, you only need a heart full of grace, and a soul generated by love.”

• “If my actions can inspire others to dream more, learn more and do more and become more, I will be a leader.”

John Quincy Adams

• Enter to Learn

• Knowledge is Power

• Go Forth And Serve

Questions Questions ??????

M. Larry Litwin, APR, Fellow PRSA

larry@larrylitwin.comwww.larrylitwin.com