Advertising on Mobile Phones

8/12/2019 Advertising on Mobile Phones

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Mobile PhoneThe new medium of advertising Mobile PhoneThe new medium of advertising

Submitted by

VINOD KUMAR

Roll No: 385Batch: 2001-2003

Under the Supervision of

PROF. BEDABAL RA

Institute for Integrated Learning in ManagementInstitute for Integrated Learning in ManagementLodhi Institutional Area,Lodhi Institutional Area,

New Delhi110003.New Delhi110003.April- 003April- 003


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Mobile PhoneThe new medium of advertising Mobile PhoneThe new medium of advertising

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P$o/$a((#

Submitted by

VINOD KUMAR Roll No: 385

Batch: 2001-2003

Under the Supervision of

PROF. BEDABAL RA

I%"t!t&t# +o$ I%t#/$at#) L#a$%!%/ !% Ma%a/#(#%tI%"t!t&t# +o$ I%t#/$at#) L#a$%!%/ !% Ma%a/#(#%t

Lo)h! I%"t!t&t!o%al A$#aLo)h! I%"t!t&t!o%al A$#aN#, D#lh! 110003.N#, D#lh! 110003.

A*$!l-2003A*$!l-2003


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AA KNO LED EMEN4KNO LED EMEN4

I would like to thank my eminent guide Mr.. Bedable Ray (Prof. IILM). Without whose

guidance this ro!ect would not ha"e been so as it is. I also would like to thanks Mr.

Ra!at #era (Prof. IILM)$ Mr. %an!ay and Mr. Bhaskaran (Profs. I&$ IILM)$ for

encouraging me to undertake this Pro!ect.

I am also grateful to members of Library Mr. #aurishankar$ the com uter lab Incharge

Mr. Mishra$ Mr. 'a"in$ and Mr. &a esh and other members of staff who hel ed me to

carry out the Pro!ect.

I s ecially wish to thank my classmates without whose res onse this re ort would not

ha"e been ossible.

V!%o) K&(a$

P -2

Roll No-385

IILM


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EE E U4IVEE U4IVE 6UMMAR6UMMAR

&he ro!ect is about the emergence of the Mobile hones as the new mediums of

ad"ertising in world of ad"ertising ser"ice business.

With mobile hone enetration reaching ercent and o"er in many *uro ean

countries$ mobile marketing is becoming an im ortant channel for enter rises$ es ecially

for those wishing to target the youth market. &he use of mobile marketing resents

com anies with the o ortunity to build interacti"e relationshi s with customers. &o

e+tent this relation one of the way mobile com anies ha"e ado ted now a days is ,Mobile

-d"ertising .

&he need for good media/channel in ad"ertising is growing. &he e"er declining click0

through0rates of banners and o 0u s ro"e that traditional on0line ad"ertising has

become ordinary. 'ew methods to bring the brand to the customer and the customer to

the brand must be de"elo ed to continue to rea the benefits of on0line ad"ertising. -

ma!or itfall of on0line ad"ertising is that$ historically$ the ma ings to a direct ayoff

weren1t correctly linked. -fter a cou le false tries$ the user grows frustrated$ and ignores

the easily recogni2ed on0line ad gimmicks. - ste forward may include owrking the

ad"ertising into the content of the mobile/site so it doesn1t look like ad"ertising. If linkedto te+t the user is interested in$ s/he may be more inclined to search further.

%ince till 3445 the traditional ad"ertising media ruled the roads in India. Because of the

decline in the reach of these channels the satisfaction le"el of com anies is going down

continuously. &o change this situation so that we can romote the mobile hone as the

effecti"e way of ad"ertising we ha"e to ro"ide them a few benefits like lower cost of

call ser"ice and free %M% ser"ice. 6or the com anies ro"iding cellular ser"ices it would

be !ust another method of generating re"enues.


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6or romoting this scheme first we ha"e to con"ince the eo le both the customers as

well as the com anies which can ro"ide this kind of ser"ice about the benefits of this

ser"ice.

&his ro!ect thus deals with the direct interaction with eo le working in ad"ertisingindustry as well as the literature re"iews. &his includes the changing of the customer

erce tion about the traditional ad"ertising channels.


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66 4A4EMEN44A4EMEN4 OFOF PP ROBLEMROBLEM

In India com anies are still using the traditional methods of the ad"ertising that is

reaching to the customer in the traditional ways while in rest of world$ which is far ahead

using other interacti"e methods of the ad"ertising. 'ow a days after e"ery si+ months the

methods and technology changed. In this fast changing scenario it is "ery difficult to ha"e

e"ery bit of knowledge about the new technology. &he com anies ro"iding cellular

ser"ices in this highly com etiti"e world$ cost of the ser"ice is the only factor$ which

go"erns all the a rehensions.

Increased com uting ower has ermitted the media to alter its "ery nature. With the

ad"ent and accelerated dis ersion of technology through society$ media has become less

of a mass institution$ where all efforts are aimed at ro"iding the most widely a ealing

news$ entertainment and information$ to a highly customi2ed industry able to su ly "ery

narrow windows into the "ast news and entertainment offerings now a"ailable. 'o longer

do thousands of co ies of identical content create unbeatable economies of scale in

roduction costs. %mall and large media firms can ro"ide selecti"e content to a selecti"e

audience with reasonable efficiency. 'ew media ty es ha"e been created to satisfy thewants of select grou s of consumers. 7ld media ha"e been altered and re"am ed to meet

new$ more e+acting$ consumer demands.

&his has resulted in fundamentally different interfaces between media and consumers.

%ome of the most startling changes ha"e occurred in the amount of interaction a

consumer ha"e with media today. Both traditional media and the new media offer

increasing o ortunities for communication with and feedback from audience members.

&ele"ision news rograms are ro"iding hone numbers$ emails addresses and fa+ lines

to learn what their "iews think and feel about e"ents that effect their li"es. &he Internet

offers ad"ertisers and marketers to get intimate details$ such as urchase intention$ in

real0time from real customers.


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-nother fundamental change has been in the amount of effort consumers must e+ end in

their search and ac8uisition of media content. - consumer must e+ end a great deal of

effort to access "ery selecti"e$ and therefore interesting$ media and "ehicles$ !ust as the

le"el of effort they must e+ end to rotect themsel"es from unwanted or intrusi"e media

and "ehicle has increased. 9on"ersely and seemingly contradictorily$ consumers are also

able to access a wider "ariety of entertainment and information with e"en less effort :5

channel 9-&;


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OO B7E 4IVEB7E 4IVE

&he statement of roblem formulated "arious research 8uestions. &he ob!ecti"es of a

ro!ect are always to find out the answers to the research roblems related to the field.

&he ob!ecti"es of this ro!ect are gi"en below> 0

3. &o im ro"e the re"enue generation ca acity of cellular com anies by utili2ing

cellular ser"ice as a new medium of ad"ertising.

@. &o ca ture the targeted customers by effecti"e means.

A. &o s read awareness about new ad"ertising medium among the business society.


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MM E4 ODOLOE4 ODOLO

6or this study the secondary method is ado ted to gather the information. % ecific

literature and websites are used to collect the relati"e information. -lso the secondary

data has been collected from the com any records.

&o define the roblems e+actly what it is we ha"e to discuss se"eral oints with

Professors as well as the managers of different ad"ertising and cellular com anies. &his

we can call is detailed robing method to gather all the related information.


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44 ABLEABLE OFOF ON4EN46ON4EN46

-. Declaration of 7RI#I'-LI&E

B. -cknowledgement

9. *+ecuti"e %ummery. 3

3. Product Cistory.

@. Introduction of Pro!ect.

A. %tatement of Problem.

. 7b!ecti"es.

5. Methodology.

F. -nalysis and Discussions.

G. 9onclusion and Recommendations.

. Reference.

4. - endices.


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ENERALENERAL II N4RODU 4IONN4RODU 4ION

With mobile hone enetration reaching ercent and o"er in many *uro ean

countries$ mobile marketing is becoming an im ortant channel for enter rises$ es ecially

for those wishing to target the youth market. &he use of mobile marketing resents

com anies with the o ortunity to build interacti"e relationshi s with customers. &o

e+tent this relation one of the way mobile com anies ha"e ado ted now a days is

9Mo'!l# A) #$t!"!%/; .

hat !" Mo'!l# A) #$t!"!%/ the information tended to stick in the reci ients1 minds and

generated a strong im ulse to make an actual urchaseH (Bluds2uweit$ @ @). &he ca"eat

here is the bre"ity of the e+istence of wireless ad"ertising. &he results may be due to

no"elty on0line banners and o 0u ads en!oyed much higher click0through rates at their

launch than they do now. 7n the other hand$ the new functionality of wireless de"ices$ on both the front and back end$ renders com arison to the on0line en"ironment im ossible.

I%t#$act! #


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Placing an ad in the alm of the audience uts a new s in on Hinteracti"eH. -"esair$ alone$

ro"ides se"eral ad formats for lacement on the wireless network besides Wireless

- lication Protocol (W-P). H&hese formats include %hort Message %er"ice (%M%)$

instant messaging$ chat$ Multimedia Messaging (MM%)$ mobile email$ and Interacti"e

;oice Res onse (I;R) to all ma!or wireless de"ices including mobile hones$ PD-s$ and

agersH (6oreman Bagley$ @ @).

Locat!o% locat!o% locat!o%

7ne of the distinct differences between wireless ad"ertising and traditional on0line

ad"ertising is a mo"ing target. &his affords ad"ertising new o ortunities for

ersonali2ation. %iemens Information and 9ommunication Mobile #rou (I9 Mobile) has

ado ted such strategies Hallow:ing< carriers and ser"ice ro"iders to take consumers1

resent whereabouts into account when ad"ertisements are sent o"er mobile honesH

(Bluds2uweit$ @ @). %iemens offers an e+am le of a "acationer ato a ski slo e checking

the local forecast$ knowing his or her location allows for direct ad"ertising about

Hdiscothe8ues or s ort sho s in the areaH as well (Bluds2uweit$ @ @). -d"ertising ro"es

more effecti"e because it is reaching a geogra hically targeted audience. Cowe"er$

ossessing the means to s ecifically target ads is only art of what makes the cam aign a

success$ the other art lies in the I-.

Path+!%)#$ +o$ th# +&t&$#

&he current state of the wireless market is a work in rogress. When dealing with a new

medium$ new rules must be sought out and tested. 9a abilities are useless if the message

is not deli"ered effecti"ely. *nter the Information -rchitect. &he miniature and mobile

nature of the com uting de"ice magnifies the concerns of I-. %ome considerations

include> the user1s mobile or stationary osition$ distractions$ the wide0range in de"icefunctionality$ the absence of comforts like keyboards and mice$ users unfamiliar with

de"ices and clients$ otential lack of color interface$ and slow connection s eeds (%mith$

@ @). HI-s must abandon notions of oint0and0click in fa"or of click0and0flowH (%mith$

@ @). Princi les of Internet I- must be ared down to su ort the smaller interface and

key ad while still roducing effecti"e ad"ertising.


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IA a%) a) #$t!"!%/

&he need for good I- in ad"ertising is growing. &he e"er declining click0through0rates of

banners and o 0u s ro"e that traditional on0line ad"ertising has become ordinary. 'ew

methods to bring the brand to the customer and the customer to the brand must be

de"elo ed to continue to rea the benefits of on0line ad"ertising. - ma!or itfall of on0

line ad"ertising is that$ historically$ the ma ings to a direct ayoff weren1t correctly

linked. -fter a cou le false tries$ the user grows frustrated$ and ignores the easily

recogni2ed on0line ad gimmicks. - ste forward may include owrking the ad"ertising

into the content of the site so it doesn1t look like ad"ertising. If linked to te+t the user is

interested in$ s/he may be more inclined to search futher.


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Mo'!l# Pho%# Ba"!c"

&his segment ro"ides a brief introduction to the basic conce ts and technologies

associated with mobile communications.

Wireless telecommunications can be di"ided into two broad categories> mobile

communications and fi+ed wireless communications. *ach category has its own uni8ue

market in terms of customer needs and technology re8uirements. &he mobile

communications market re8uires mobility or non0tethered communications.

&he goal of mobility is anytime$ anywhere communications. Mobile communications

technology must be able to allow roaming 0 the ability to ro"ide ser"ice to a mobile

hone users while outside their home system. 7n the other hand$ fi+ed wireless is sim ly

an alternati"e to wired communications. &he fi+ed wireless user does not need mobility.

Instead$ the fi+ed wireless user needs cost effecti"e telecommunications from fi+ed

locations. Wireless is an alternati"e means of ro"iding ser"ice. It is sometimes the only

means. When the customer is in a remote location$ satellite is the only alternati"e.

#ll&la$ a%) P 6

&he ersonal communications conce t arose after cellular networks were de loyed.

Personal 9ommunications %er"ice (P9%) technologies were designed to meet the needs

of anytime$ anywhere ersonali2ed communications. P9% networks were de loyed

utili2ing cellular R6 designs similar to cellular. Cowe"er$ many P9% carriers initially

de loyed larger grou ings of smaller cell sites to co"er densely o ulated urban areas.

P9% also uses a higher ortion of the R6 s ectrum (34 MC2 in the % "ersus MC2

for cellular). Being de loyed after the initial cellular networks$ P9% networks also

initially had more ad"anced technologies than P9%$ including %%G network infrastructurefor ser"ices such as calling number identification. Cowe"er$ cellular would soon catch u

due to com etiti"e ressures. In aggregate$ there are now no substanti"e differences

between the initial HcellularH networks and HP9%H. In fact$ they both utili2e the same

underlying technologies.


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Mo'!l# o((&%!cat!o%" P$otocol"

Ra)!o F$#C%c P$otocol"

Interim %tandard 3AF (I%03AF) is a s ecific &ime Di"ision Multi le -ccess (&DM-)

based radio fre8uency (R6) standard.

I%045 is a s ecific 9ode Di"ision Multi le -ccess (9DM-) based radio fre8uency (R6)

standard. With &DM-$ multi le+ing occurs within time slots within dedicated fre8uency

band for each call or data session. 7n the other hand$ 9DM- is a Hs read s ectrum

technologyH$ utili2ing all a"ailable fre8uency and time slots within an allocated ser"ice

band.

It is im ortant to be aware that &DM- and 9DM- are digital R6 rotocols. &here are

"arious analog R6 rotocols that are still in commercial ser"ice$ but they are being

re laced with &DM- and 9DM- as mobile o erators u grade their networks.

Mo'!l# N#t,o$ !%/ P$otocol"

I%03AF and I%045 based networks both utili2e -'%I0 3 as a rotocol for mobilenetworking. -'%I0 3 based networks are de loyed rimarily in the -mericas and arts

of -sia.

#lobal %ystem for Mobility (#%M) is a global standard based on &DM-. #%M utili2es

the #%M Mobile - lication Part (M-P) as a mobile networking rotocol.

Mo'!l# N#t,o$ !%/

9ellular/P9% networks can use different ty e of mobile networking rotocols that allow

for roaming S the use of a mobile hone while away from the home area S and ad"anced

ser"ices.


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#lobal %ystem for Mobility (#%M) networks de loyed in *uro e and throughout the

world utili2es a rotocol called the #%M Mobile - lication Part (M-P)$ standardi2ed

by the *uro ean &elecommunications %tandards Institute (*&%I). 7ther &DM- based

networks and 9DM- networks utili2e a rotocol called -'%I0 3$ a rotocol standardi2ed

by the &elecommunications Industry -ssociation (&I-) and the -merican %tandards

Institute (-'%I).

Mobile networking entails communication between Come Location Registers (CLR) and

;isiting Location Registers (;LR) 0 databases used to store information about

subscribers. 9ommunication between these databases allows roaming.

AN6I-?1 a%) 6M MAP

#%M M-P and -'%I0 3 are key rotocols that utili2e %%G to allow roaming and

ad"anced as well as more ad"anced ca abilities. 9ommunication between the ;LR in the

ser"ing system and the CLR of the home area is facilitated by these mobile networking

rotocols and signaling based on a signaling rotocol called %ignaling %ystem number

%e"en (%%G).

In #%M networks$ the M-P rides on to of %%G$ allowing ;LR to CLR (and CLR to

;LR) communications.

In non0#%M networks (such as many of those found in the nited %tates)$ -'%I0 3 is

de loyed (which also uses %%G) for CLR/;LR communications.

Mo'!l# IN +o$ 6M AN6I-?1

While there are "arious ro rietary0based mobile intelligent network (I') technologies$

the standards based technologies are often of most "alue to the mobile network o erator

and their customers. &hese standards based technologies are referred to as 9ustomi2ed

- lications for Mobile *nhanced Logic (9-M*L) and Wireless Intelligent 'etwork

(WI') and are used in #%M and -'%I0 3 based networks res ecti"ely.


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4 *#" o+ Mo'!l# N#t,o$ "

2.5

9DM-@ 1s 3+R&& is the first technology for the e"olution of cdma7ne @# networks

to @.5# networks. PR6 re resents the first acket0based technology for e"olution from

@# #%M networks to @.5# networks.-nother #%M @.5# acket technology$ *nhanced

Data rates for #%M *"olution (*D#*). -nother @.5# technology that is circuit based$

Cigh % eed 9ircuit %witched Data (C%9%D).

I(*#t&" +o$ 2.5

&he ma!or im etus for @.5# is the Halways0onH ca ability. Being acket based$ @.5#

technologies allow for the use of infrastructure and facilities only when a transaction is

re8uired$ rather than maintaining facilities in a session0like manner. &his ro"ides

tremendous infrastructure efficiency and ser"ice deli"ery im ro"ements.

sing #PR% as a bearer for W-P$ for instance$ will allow for the use of W-P on a er0

transaction rather than a er0minute0of0use basis. More im ortantly erha s is the ability

for #PR% to allow for autonomous ser"ice reali2ation through the always0on ca ability.

6or e+am le$ a #PR% customer could recei"e content or ser"ices without actually

manually in"oking a ser"ice or transaction. &his has significant im lications for mobile

commerce and location based ser"ices.

Data 6*##)

PR6 data s eeds are e+ ected to reach theoretical data s eeds of u to 3G3.@ Nb s.

Cowe"er$ this is based on o timal conditions in terms of a"ailable cell/sector

ca acity in terms of a"ailable time slots$ ma+imum coding scheme (9%0 ) as well as

moible hone a"ailability to su ort the ma+imum number of time slots 0 eight.
http://www.mobilein.com/gprs.htmhttp://www.mobilein.com/gprs.htmhttp://www.mobilein.com/wap.htmhttp://www.mobilein.com/wap.htmhttp://www.mobilein.com/gprs.htmhttp://www.mobilein.com/gprs.htmhttp://www.mobilein.com/wap.htmhttp://www.mobilein.com/wap.htmhttp://www.mobilein.com/gprs.htm


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More ractical data rates are currently in the order of 0F Nb s. 9DM-@ 3+R&&

data s eeds are a"eraging about G 0 Nb s.

*D#* will boost data theoretical data rates to A Nb s if/when de loyed. *D#*

accom lishes these higher rates through introduction of a new modulation scheme knownas *ight Phase %hift Neying ( P%N). P%N ro"ides for u to A bits er symbol (rather

than #PR%1s 3 bit er symbol)$ facilitating an u to A T1s im ro"ement o"er #PR%.

C%9%D will ro"ide s eeds of u to F Nb s. Cowe"er$ C%9%D er etuates the

inefficient use of s ectrum and transmission that is relegated by any circuit switched

mechanism.

Prior to the introduction of these technologies$ 9ellular Digital Packet Data (9DPD)$offered only u to 34.@ kb s on -MP% networks. 7ther current means of mobile data

such as '&& Do9oMo1s PD9 network offer only 4.F k bs$ such as used for the highly

successful iMode .

3 technologies such as 9DM-@ (3+*;0D7 and A+) and W09DM- will theoreticaly

ro"ide u to @ Mb s in a fi+ed location. &here will$ howe"er$ be some significant

limitations to this theoretical ca acity.

2.5 A$ch!t#ct&$# a%) I"""

#PR% re resents an o"erlay network de loyment to #%M$ thus new network elements

are laced into the network while e+isting network elements$ such as the CLR$ sim ly

re8uire a software u grade.

9DM-@ also re resents an o"erlay network$ with 3+R&& first re8uiring new channelcards$ and later "ersions of 9DM-@ re8uiring new 9ore 'etwork (9') infrastructuresuch as the AAA ser"er and Packet Data %er"er 'ode (PD%') as art of a Mo'!l# IP network infrastructure.

3
http://www.mobilein.com/wap_imode.htmhttp://www.mobilein.com/3G.htmhttp://www.mobilein.com/aaa.htmhttp://www.mobilein.com/mobile_IP.htmhttp://www.mobilein.com/wap_imode.htmhttp://www.mobilein.com/3G.htmhttp://www.mobilein.com/aaa.htmhttp://www.mobilein.com/mobile_IP.htm


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&hird generation (A#) networks were concei"ed from the ni"ersal

Mobile&elecommunications %er"ice ( M&%) conce t for high s eed networks for

enabling a "ariety of data intensi"e a lications. A# systems consist of the two main

standards$ 9DM-@ and W09DM-$ as well as other A# "ariants such as '&&

Do9oMo1s 6reedom of Mobile Multimedia -ccess (67M-) and &ime Di"ision

%ynchronous 9ode Di"ision Multi le -ccess (&D0%9DM-) used rimarily in 9hina.

Data 6*##)

&he data s eed of A# is determined based on a combination of factors including the chi

rate$ channel structure$ ower control$ and synchroni2ation.

-n e+am le of calculating the theoretical A# data s eed is as follows>

W09DM- assigned code 05 N bs/code. F codes T U @Mb s ( M&% target

for A# data s eed in fi+ed location)

-ctual data s eeds will "ary in accordance with se"eral factors including>

'umber of users in cell/sector

Distance of user from cell

ser is mo"ing or stationary

'etwork o erator ca acity and network o timi2ation re8uirements

3+*;0D7 is a data0only solution$ su orting a theoretical data s eed of u to @. 5G

Mb s. 3+*;0D; is a data and "oice solution$ su orting a theoretical data s eed of u to

A. G@ Mb s

67M- has two o erational modes$ su orting a dedicated F Nb s connection or a A

Nb s downlink/F Nb s u link best0effort connection. &D0%9DM- can o erate in 3.F

MC2 or 5 MC2 mode for @ Mb s or F M bs res ecti"ely


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o(*a$!"o% o+ - DMA to DMA2000

Both use a coding scheme that se arates each subscriber from other subscribers.Both use

control channels to manage the network

W09DM- and 9DM-@ are not com atible from the ers ecti"e that they ha"e

different chi rates 0 A. M9P% for W09DM- "s. 3.@ M9P% for 9MD-@ . W0

9DM- uses a 5 MC2 channel. Initially$ 9DM-@ uses only a 3.@5 MC2 channel$ but

with 9DM-@ A+$ three 3.@5 MC2 channels can be combined to form a su er channel

structure.

W09DM- is synchronous$ relying on mobile station time measurements between two

base stations$ rather than using #P% as 9DM-@ does.

&here are three modes of o eration for W09DM-/9DM-@ >

Direct %e8uence (D%) W09DM- ( M&%) for 6re8uency Di"sion Du le+ (6DD)

W09DM- &ime Di"ision Du le+ (&DD)

9DM-@ Multi0carrier 6DD

*ach of the three radio interface methods may be em loyed on either a #%M or -'%I0

based 9ore 'etwork (9').

I%0 AA is a standard$ de"elo ed by the A#PP@$ to su ort 9DM-@ 3+R&& Radio

-ccess 'etwork (R-') to interface with a #%M 9'. R-' u grade re8uired includes9DM- base station and B%9. 9' u grade re8uired includes 9DM- PD%' and ---

ser"er.


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I(*#t&" +o$ 3

&he ma!or im etus for A# is to ro"ide for faster data s eed for data0intensi"e

a lications such as "ideo. In addition$ A# to ro"iding faster data s eeds on a er0user

basis$ A# is also hel ful to ro"ide greater o"erall ca acity for "oice and data users. 6ore+am le$ '&& Do9oMo1s lan to migrate iMode users from the @# PD9 network to

67M is dri"en by o"erall ca acity concerns$ as a osed to indi"idual user data s eed

re8uirement.

3 A$ch!t#ct&$#

W09DM- uses the same 9' as #PR%$ utili2ing e+isting infrastruture such as the ##%'

and %#%'. W09DM-$ howe"er$ does re8uire new R-' infrastructure such as the 'odeB$ which re laces the B&%$ and the Radio 'etwork 9ontroller (R'9)$ which re laces the

B%9. ltimately$ the W09DM- 9' will e"ol"e to com rise a full Mo'!l# IP

infrastructure including Media #ateway (M#W) and Media #ateway 9ontroller (M#9)

e8ui ment for ;oIP and other new e8ui ment such as the C%% and 9%D6.

9DM-@ starts with new channel cards and then migrates to a full Mo'!l# IP

infrastructure re8uiring new 9ore 'etwork (9') infrastructure such as the AAA ser"er

and Packet Data %er"er 'ode (PD%').
http://www.mobilein.com/mobile_IP.htmhttp://www.mobilein.com/mobile_IP.htmhttp://www.mobilein.com/aaa.htmhttp://www.mobilein.com/mobile_IP.htmhttp://www.mobilein.com/mobile_IP.htmhttp://www.mobilein.com/aaa.htm


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4h# 4#ch%olo/ &"#) ' Mo'!l# Pho%#"

AAA

%ometimes referred to as Htri le0-H or !ust ---$ authentication$ authori2ation$ and

accounting re resent the Hbig threeH in terms of IP based network management and olicy

administration.

-uthentication ro"ides a "ehicle to identify a client that re8uires access to some systemand logically recedes authori2ation. &he mechanism for authentication is ty ically

undertaken through the e+change of logical keys or certificates between the client and the

ser"er.

-uthori2ation follows authentication and entails the rocess of determining whether the

client is allowed to erform and/or re8uest certain tasks or o erations. -uthori2ation is

therefore at the heart of olicy administration.

-ccounting is the rocess of measuring resource consum tion$ allowing monitoring and

re orting of e"ents and usage for "arious ur oses including billing$ analysis$ and

ongoing olicy management.

--- is a fundamental as ect of IP networking. -s mobile IP technology e+ ands to

enable a multitude of mobile$ Internet0enabled de"ices$ --- ser"ers will ro"ide the

means of administering olicy to ensure ro er use and management of resources. In a

s ecific e+am le$ #%M location ser"ice (L9%) standards s ecify that the #atewayMobile Location 9enter (#ML9) must administer --- olicy towards any L9% client

that re8uests location information.

In a more generic I& e+am le$ a --- olicy ser"er would interact with network access

and gateway ser"ers$ databases$ and directories to ro"ide olicy direction to any mobile
http://www.mobilein.com/mobile_IP.htmhttp://www.mobilein.com/location_based_services.htmhttp://www.mobilein.com/mobile_IP.htmhttp://www.mobilein.com/mobile_IP.htmhttp://www.mobilein.com/location_based_services.htmhttp://www.mobilein.com/mobile_IP.htm


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IP de"ice that re8uests access or information within a "irtual ri"ate network

en"ironment.

AAA 6ta%)a$)" a%) A)(!%!"t$at!o%

--- may be administered based on the agreed u on standards for communication and

rocessing. In the receding e+am le$ the L9% client must send the a ro riate

information o"er the -PI$ allowing the #ML9 to a ly --- olicy.

In a more generic I& e+am le$ many remote com uter access ser"ers utili2e the R-DI %

(Remote -uthentication Dial0In ser %er"ice) rotocol. Cowe"er$ with the otential

multitude of remote com uting de"ices enabled by mobile IP$ a new rotocol called

DI-M*&*R is being de"elo ed by the I*&6 to better su ort the mobile IP en"ironment.

!$#l#"" E(#$/#%c 6#$ !c#"

Wireless *mergency %er"ices (W*%) refers to the use of mobile ositioning technology

to in oint mobile users for ur oses of ro"iding enhanced wireless emergency dis atchser"ices (including fire$ ambulance$ and olice) to mobile hone users.

While W*% is a ty e of location0based ser"ice (LB%)$ it is a mandate in the nited %tates

where 433 is the official dialing attern for fi+ed and mobile network access to

emergency ser"ices.

AP !Mo)#

Wireless - lication Protocol (W-P)$ a rotocol used to ro"ide mobile data ser"ices$

and iMode$ a com lete mobile Internet ser"ice. &he ur ose of this a er is to briefly
http://www.mobilein.com/mobile_IP.htmhttp://www.mobilein.com/mobile_positioning.htmhttp://www.mobilein.com/location_based_services.htmhttp://www.mobilein.com/mobile_IP.htmhttp://www.mobilein.com/mobile_positioning.htmhttp://www.mobilein.com/location_based_services.htm


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discuss some of the technical differences between W-P and iMode rather than

commercial as ects of either technology.

W-P uses a s ecial language called Wireless Marku Language (WML) for

communication between a s ecial rotocol con"ersion de"ice called a W-P #ateway(#W) and content on the Internet. &he W-P #W con"erts between WML and C&ML$

allowing deli"ery of W-P based content to a W-P ca able mobile de"ice.

In most network today$ the connection between the M%9 and the #W is circuit switched

as indicated in the illustration abo"e in which the M%9 must utili2e the Public %witched

&elecommunications 'etwork (P%&') to connect to the #W. -s mobile network

o erators de loy ne+t generation acket0data technologies such as #eneral Packet Radio

%er"ice (#PR%)$ the connection between the M%9 and the W-P #W will be u graded to

le"erage the faster acket connection facilitated by the #PR% network.

In contrast to W-P$ iMode utili2es an o"erlay acket network for direct communications

(no gateway needed) to the content ro"iders on the Internet.

While W-P uses WML$ iMode uses a deri"ation of C&ML called com act C&ML (c0

C&ML). Being a sub0set of C&ML$ c0C&ML is easier to learn and a ly than WML.

It is likely that both W-P and iMode will e"ol"e at some oint to incor orate TML.

W-P de"ices must su ort a W-P browser whereas iMode ca able de"ices must be able

to dis lay information from c0C&ML.W-P de"ices dis lay only te+t information

whereas iMode de"ices dis lay multi0color images.W-P su orts na"igation between

layered menus whereas iMode su orts na"igation through hy erlinks.

While W-P and iMode ha"e technical differences$ they must su ort the same market

for mobile data ser"ices.


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A) a%c#) M#""a/!%/ 4#ch%olo/!#"

-d"anced messaging technologies will ro"ide ad"anced ca abilities beyond those

ro"ided by %M%. In fact$ many belie"e that messaging is the single most im ortant

a lication to e+ loit the ca abilities of A# (and beyond) networks.

Short Message Service

%hort Message %er"ice (%M%) is a mobile data ser"ice that allows al hanumeric

messaging between mobile hones and other e8ui ment such as "oice mail systems and

email.

4#ch%olo/

%M% is a store0and0forward system. Messages are sent to a %hort Message %er"ice 9enter

(%M%9) from "arious de"ices such as another mobile hone or "ia email. &he %M%9

interacts with the mobile network to determine the a"ailability of a user and the user1s

location to recei"e a short message.

Because %M% uses the control channel (rather than the "oice channel)$ a uni8ue feature of

%M% is that the user can recei"e a %M% whether or not a call is in rogress 0 the hone

need only be turned on. If the hone is not turned on$ the %M%9 will wait until the hone

is turned on to send the message. - Hmessage recei"edH is sent to the %M%9 from the

M%9 u on deli"ery to the mobile de"ice$ allowing the %M%9 to ro"ide confirmation of

recei t to the sender u on re8uest.

7ne of the issues with %M% is intero erability between different technologies such as9DM- and #%M. &o accom lish messaging between these different technologies$ Inter0

carrier Messaging technology must be de loyed to ro"ide for messaging between

mobile o erators with different technologies.
http://www.mobilein.com/sms.htmhttp://www.mobilein.com/ICM.htmhttp://www.mobilein.com/ICM.htmhttp://www.mobilein.com/sms.htmhttp://www.mobilein.com/ICM.htmhttp://www.mobilein.com/ICM.htm


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B&"!%#"" I"""

%M% first a eared in #%M in about 3443. %M% later a eared in 9DM- and &DM-

networks. Mobile 7rigination (M7) 0 a key feature of %M%$ allowing the user to originate

%M% messages from the handset 0 has only became a"ailable to non0#%M users in @ .

%M% has become a key ser"ice for mobile o erators$ generating tremendous usage$

articularly among the youth market segment. With the ad"ent of technologies such as

W-P and the introduction of #PR% and A#$ some 8uestion the future of %M%. It is clear$

howe"er$ that %M% will ha"e a long life as a low0bandwidth messaging ser"ice$ a"ailable

on all ty es of hones.

B#%#+!t" o+ 6M6

%M% increases the amount of "oice calling by ro"iding a mechanism for "oice mail

notification to the handset.

%M% ro"ides a con"enient$ low0cost mechanism for non0"oice communication.

%M% ro"ides a mechanism for enabling "arious other a lications such as re aid.

6M6 E%a'l#) A**l!cat!o%"

%M% can be used for a "ariety of uses in con!unction with mobile re ay including

notification of low balance and balance in8uiry$ short codes used in con!unction with

re aid roaming$ and e"en %M% itself can be ro"ided on a re aid basis by the mobile

network o erator.

When used in con!unction with the %IM &oolkit$ %M% can be used as the "ehicle for a

"ariety of secure transaction0oriented ser"ices such as mobile banking.

EMS


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users$ %M% will be used as an alert mechanism 0 to tell customers that they ha"e some

MM% content waiting for them at the MM%9.

7"er time$ MM% will also need to integrate with unified messaging and communications

systems.

Other Messaging Technologies

&here are other as ects of ad"anced messaging$ including mobile instant messaging and

inter0carrier messaging . Messaging will most certainly e"ol"e to take many forms within

mobile communications. 7ne thing is certain to not change 0 that mobile messaging will

remain a "alue0added ser"ice.

Inter operator Messaging

Inter0carrier Messaging (I9M) 0 sometimes referred to as inter0o erator or inter0network

messaging 0 refers to the ability to transmit messages between mobile communications

networks regardless of technologies in"ol"ed (9DM-$ #%M$ iDen$ PD9$ or &DM-) and

regardless of %M%9 rotocols de loyed (9IMD$ %MPP$ 9P).

h !" I M I(*o$ta%t @ Za @ href @ YH mailto>ad"ertising[mail.ute+as.edu?

htt >//ad"ertising.ute+as.edu/inde+.htmlUhtt >//www.ad"ertising.ute+as.edu/ @ aUZbrU

@ email> @ Za @ href @ Y
http://advertising.utexas.edu/index.htmlhttp://advertising.utexas.edu/index.htmlhttp://advertising.utexas.edu/index.htmlhttp://advertising.utexas.edu/index.htmlhttp://advertising.utexas.edu/index.htmlhttp://advertising.utexas.edu/index.htmlhttp://advertising.utexas.edu/index.html


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Fo$#,o$)

&his document is the result of brown0bag discussions held by the 6aculty of the

De artment of -d"ertising at &he ni"ersity of &e+as at -ustin during the % ring of

3445. &hese discussions were held for the ur ose of clarifying the osition of the6aculty with res ect to the dynamic e"ents taking lace in the fields of ad"ertising$

marketing and communication.

Eou will see that the 6aculty$ as re resented by the thoughts in this White Pa er$ do not

underestimate the im ortance of the im act of technological change on the field of

ad"ertising. But you should also learn that the 6aculty does not acce t$ generally$ the

materialist "iew of e"ents as the only e+ lanation of the changes now taking lace. %uch

one0dimensional determinations undoubtedly o"er0sim ly the role of men and women in

building and changing social institutions$ ad"ertising being one such rominent

institution. -n institution e+ists to satisfy some need of society. &he 6aculty in these

ages ha"e attem ted to clarify historically what needs of society ad"ertising has fulfilled

and which needs are likely to endure00technological change or not. 6urther$ the 8uestion

is raised as to whether ad"ertising or alternati"e$ yet0to0be0de"ised or constructed

institutions$ is likely to meet these needs more com letely for the society.

&he 6aculty has re ared this material to briefly ro"ide some "iews on this matter for

students$ interested colleagues at other institutions$ and$ im ortantly$ ractitioners and

ublic olicy makers gra ling with some "ery difficult issues which will ine"itably

affect the institution of ad"ertising as it e+ists today.

It is our ho e you will find the "iews e+ ressed here to be thought0 ro"oking. Eou will

find an o timism in this a er which can only arise from a ositi"e oint of "iew. -nd

this ositi"e "iew takes into account the changes taking lace now and likely to take

lace in the future. &he 6aculty "iews these changes as a challenge for ad"ertising that

should ser"e to energi2e students$ rofessors and ractitioners alike in the months and

years ahead.

('ote> &his document was constructed using email transmittal among the 6aculty.)


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4ho&/ht" a'o&t th# F&t&$# o+ A) #$t!"!%/

I. hat Fo$(" !ll A) #$t!"!%/ 4a # !% th# F&t&$#<

II. Eco%o(!c I"""

III. 6oc!al a%) L#/al I"""

IV. 4h# M#)!a a%) A) #$t!"!%/

V. A) #$t!"!%/ $#at! !t a%) It" R#!% #%t!o%

VI. $o""- &lt&$al I""" a%) I%t#$%at!o%al A) #$t!"!%/

VII. R#co%c#*t&al!G!%/ o%"&(#$ R#"#a$ch

VIII. D#+!%!%/ th# HN#, A) #$t!"!%/H
http://advertising.utexas.edu/research/papers/WhiteLong.html#Formshttp://advertising.utexas.edu/research/papers/WhiteLong.html#Economichttp://advertising.utexas.edu/research/papers/WhiteLong.html#Socialhttp://advertising.utexas.edu/research/papers/WhiteLong.html#Mediahttp://advertising.utexas.edu/research/papers/WhiteLong.html#Creativityhttp://advertising.utexas.edu/research/papers/WhiteLong.html#Crosshttp://advertising.utexas.edu/research/papers/WhiteLong.html#Consumerhttp://advertising.utexas.edu/research/papers/WhiteLong.html#Definehttp://advertising.utexas.edu/research/papers/WhiteLong.html#Formshttp://advertising.utexas.edu/research/papers/WhiteLong.html#Economichttp://advertising.utexas.edu/research/papers/WhiteLong.html#Socialhttp://advertising.utexas.edu/research/papers/WhiteLong.html#Mediahttp://advertising.utexas.edu/research/papers/WhiteLong.html#Creativityhttp://advertising.utexas.edu/research/papers/WhiteLong.html#Crosshttp://advertising.utexas.edu/research/papers/WhiteLong.html#Consumerhttp://advertising.utexas.edu/research/papers/WhiteLong.html#Define


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4ho&/ht" a'o&t th# F&t&$# o+ A) #$t!"!%/

%ke tics who forecast the demise of ad"ertising ignore the fact that business and otherenter rises ha"e an innate need to communicate with their ublics. Cence$ the real8uestion is not will ad"ertising continue to be an im ortant tool of business

communication (the answer to that 8uestion is yesV) but sim ly$hat Fo$(" !ll A) #$t!"!%/ 4a # !% th# F&t&$# (3) state in"ol"ement in national ad"ertising regulation$ (@) a se"eredownsi2ing of the 6&9$ and (A) the influ+ of 9hicago %chool economists into the 6&9.&hese three factors seem to ha"e had something of a stabili2ing effect on the9ommission1s e+treme swings.

In res onse to de0regulation during the 34 s many state -ttorneys #eneral ste ed0utheir regulatory acti"ities concerning ad"ertising$ including attacks on national adcam aigns$ to fill what they belie"ed was a ga created by 6&9 inacti"ity. &his resultedin increased regulation$ since ad"ertising now was oliced by a large number ofgo"ernment agencies. It also ut olitical ressure on the 6&9 to take a more aggressi"estance$ to a"oid being u staged by the states.

While state in"ol"ement hel ed to shift regulation into higher gear$ the other two changesmay ha"e ser"ed to su ress it. Reduction of the 6&9 staff by nearly 5 ercent laceddefinite limits on its caseload. -nd the economists ushered in during the Reagan-dministration ha"e retained an influential role in the agency. &heir free0market

orientation continues to affect the 9ommission1s case selection and olicies$ therebyadding some internal ressure to a"oid regulatory actions that may harm consumers morethan hel them.

&he net effect of these changes is that new forces$ both internal and e+ternal$ ha"e beenadded to the mi+ that traditionally resulted in radical swings in regulatory "igor. &hesenew forces a ear to act as counterweights$ thereby diminishing the e+tent of thoseswings. &hroughout the 344 s$ so far$ the 6&9 has e+ erienced little$ if any$ ubliccriticism.

Cowe"er$ new technologies and the e"er0e+ anding number of media "ehicles threaten to

alter this balance. - larger number of "ehicles with which to con"ey marketing messagestranslates into more otential work for the 9ommission. Perha s more im ortant$howe"er$ are the added com le+ities of monitoring$ in"estigating$ and ro"ing illegalitiesin this high0technology en"ironment.

6or e+am le$ as romotional techni8ues become e"er0more inter ersonal and interacti"ein nature$ the message recei"ed from a single Had"ertisementH can "ary from consumer toconsumer. Where the 6&9 traditionally would look at an ad"ertisement and determine


56/67

what message or messages are con"eyed to reasonable consumers who "iew the ad$ thesenew HtailoredH messages offer the otential of one ad resenting nearly an infinite numberof messages. -nd it is e"en concei"able that no two consumers will see the samemessage. In such cases$ the 9ommission1s task will be far more difficult that withcon"entional ad"ertising.

-dditionally$ new means for decei"ing consumers may be disco"ered in these newtechnologies. -nd the relati"ely low cost of ad"ertising "ia the Internet now allowsrelati"ely small ad"ertisers to reach a national audience. 9onse8uently$ new layers lessfamiliar with or less concerned about 6&9 regulations$ and less likely to ha"e their work

re0screened by a legal staff$ are becoming national ad"ertisers. &his romises to attract asignificant amount of the 9ommission1s attention.

-s regulation becomes more demanding and roblematic$ the amount of time ande+ ense dedicated to many cases will$ naturally$ increase. #i"en the agency1s finiteresources$ and the current reluctance of 9ongress to e+ and those resources$ this resentsa fair robability that the 6&9 may again find itself critici2ed for offering inade8uateconsumer rotection.

Oth#$ L#/al I(*l!cat!o%"

Just two decades ago the %u reme 9ourt$ in ;irginia Pharmacy$ announced thatcommercial s eech deser"ed rotection under the 6irst -mendment. But during the ast35 years the 9ourt1s commitment to that rinci le has wa"ered. -lthough the 9ourtestablished a test in 34 $ designed to erect a significant barrier to legislati"einfringement on such s eech$ in some later cases it "irtually ignored the test and in someothers it e"en weakened the test. In some of its o inions the 9ourt seemed to retreat from;irginia Pharmacy$ but in others it seemed to fully endorse that decision. &he only

certainty to emerge from these cases was that commercial s eech is less rotected thanmost other forms of s eech.

In art this a arent inconsistency resulted from changes in the 9ourt1s com osition. Butin art it stems from a failure of the 9ourt to ade8uately define commercial s eech$ andto e+ lain why such s eech holds second0class status. Cowe"er$ the 9ourt1s generally lowregard for commercial s eech is consonant with the "iew of the ublic0at0large.

&he ublic is wary of mass media$ because of uncertainty and sus icion about theireffects on society. 9onse8uently$ the media are blamed for growing "iolence in society$altering our "alue system$ corru ting our children$ and any number of other ercei"ed

social ills. 9ommercial ad"ertising$ as a class of messages carried by those media$ creates articular misgi"ings because of the rofit moti"e behind it. -d"ertising is blamed fore"erything from romoting materialism to biasing the news and entertainment content ofmedia.

%et against this background it is redictable that new media$ and new ad"ertisingtechni8ues made ossible by those media$ are rife with otential for wides read distrustand acrimony. &heir effects are unknown$ and we are naturally dis osed to fear the


57/67

unknown. - common res onse to such fear is> H&here ought to be a lawVH 'ewtechnologies undoubtedly will lead to numerous cries for regulation.

-s we continue to de0massify (or inter ersonali2e) ad"ertising$ one of the rimaryconcerns will be infringement on consumers1 ri"acy. -s ad"ertisers become more

intimate with$ and knowledgeable about$ indi"idual consumers$ those same consumerscan be e+ ected to grow increasingly sensiti"e to the use and abuse of ri"ate facts. -ndas ads are thrust in the face of consumers$ such as when they are na"igating the Internet$they will become annoyed with these intrusions on their ri"acy$ !ust as they nowfre8uently react to telemarketing. %o ri"acy is the central area that can be e+ ected tofoster regulatory ro osals targeted s ecifically at those new technologies$ but it is

robably not the only area.

In other words$ new o ortunities for marketing communication are not cost0free. &hereare risks that consumers might de"elo negati"e attitudes toward the marketers$ and thatthe go"ernment may inter"ene. &raditional mass ad"ertising$ by com arison$ will berelati"ely risk0e+em t$ because it is already well entrenched in our social system.


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4h# M#)!a a%) A) #$t!"!%/

4h# M#)!a

&his term refers to the entire set of channels through which it is ossible to deli"ermessages to arts or all of the ublic. &he form of the channel :broadcast$ rint orelectronic< is a less defining characteristic than its1 function. If a channel is used todistribute the same message to many eo le simultaneously it is considered a massmedium. If the channel is only able to transmit a message to one erson at a time it is nota considered a mass medium$ rather it is a carrier :traditional tele hone use


59/67

the number of small businesses engaged in ma!or ad"ertising work. Cowe"er$ asmomentous as these changes in the ad"ertising industry ha"e been$ their effects on themedia industry are not as ronounced or as er"asi"e as the effects er etrated onad"ertising by changes in the media realm.

4h# E++#ct" o+ A) #$t!"!%/ o% M#)!a M#)!a M#a"&$#(#%tJ While the ad"ertising industry as embodied in the ad"ertising agency has been in a stateof transition for some time now as signaled by the arri"al of Martin Mayer1s book onWhate"er Ca ened to Madison -"enue? in 344@$ it was not until the s ring of 344 thatthe issues in the media end of the institution of ad"ertising reached a high decibel. -t theannual meeting of the -merican -ssociation of -d"ertising -gencies in #reenbrier$;irginia$ Mr. *dwin L. -rt2t$ 9hairman of Procter #amble$ the largest nationalad"ertiser in the %$ sounded the alarm to ad"ertising agencies. Ce directly stated theyhad better get in"ol"ed with the Hnew mediaH or lose their businesses$ lain and sim le.

7f course$ agency media lanners had for some time been watching the changing natureof the Hold mediaH scene. 'etwork tele"ision dro ed from ty ical abilities to deli"er 4

ercent of the % o ulation to something a roaching F ercent by 3445. &his has been caused largely by a combination of circumstances$ not the least of which is thede"elo ing Hnew mediaH scene. But this meeting ro"ided a Hwake0u H call to ad"ertisingagency eo le and media eo le in those agencies in articular. Cistory shows thatagencies originated in their ability to ro"ide a ser"ice to ad"ertisers through theirconnection with the media$ notably news a ers. It was the news a ers agreement to

ro"ided agents a commission for selling their a er to otential ad"ertisers which ro"ided the im etus for the beginning of the agency conce t. -rt2t suggested it was timenow for agencies to establish relationshi s with the e"ol"ing Hnew mediaH in order tocontinue their traditional role of Hser"ice organi2ationH to the media and ad"ertiser.

7ne of the most im ortant contributions of ad"ertising agency media eo le has been tohel establish definitions of audience measurement and romote such measurementthrough third0 arty organi2ations. It is this system which ser"es as the foundation ofmedia ricing by media com anies as well as media buying by ad"ertising agencies andmedia buying com anies. It was 3 F4 when one of the first agents$ #eorge P. Rowell$issued his first rate directory of news a ers with their rate cards and his own estimate oftheir circulation this was the first attem t by anyone to systematically define audiencele"els of a medium and ro"ide estimates of such audience le"els.

%ome ha"e made the argument that audience definition and measurement is the

com elling as well as controlling feature of the media industry in general. #igi &aylor(3445)$ doctoral student in the De artment of -d"ertising at &he ni"ersity of &e+as at-ustin has re"iewed these arguments based u on the work of Peter Miller (HMade0to07rder and %tandardi2ed -udiences> 6orms of Reality in -udience Measurement)$ BethBarnes and Lynne &homson (HPower to the Peo le (Meter)> -udience Measurement&echnology and Media % eciali2ationH)$ and Muriel 9antor (Hthe Role of the -udience inthe Production of 9ulture> - Personal Research Retros ecti"eH) which a ears in the

book -udiencemaking> Cow the Media 9reate -udience. In her a er entitled$


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HInstitutionali2ed Reality> Cow Media Institutions (Measurement 9om anies$ Media$-d"ertisers$ and Producers) 9reate -udiences$H she oints out that although each of theseinstitutions uses the conce t of HaudienceH in somewhat different ways reflecting eachinstitution1s ur oses$ they all share a common need for definition and measurement ofthat audience.

-rt2 was leading with agencies to become in"ol"ed with making definitions andconstructing measurement systems for the Hnew mediaH as a ser"ice to ad"ertisers. In hisreference to the new media$ he said$ these are designed to carry Hno ad"ertising at allH -sa result$ mass marketers like P # Hwill ha"e a hard time achie"ing the reach andfre8uency we need to su ort our brands.H (-D -#*$ May 3F$ 344 $ .3). In the astyear$ many think as a result of his strong stance on this matter$ a task force of the -1sand the -ssociation of 'ational -d"ertisers called 9oalition for -d"ertising0%u ortedInformation and *ntertainment (9-%I*) was formed. &his committee has now maderecommendations (-D -#*$ March F$ 3445$ . @ ) regarding legislati"e/regulatoryissues (su orting uni"ersal access to the so0called information su erhighway)$ research(urging new0media com anies to work with third0 arty research com anies such as -.9.

'ielsen to ro"ide accountability in audience measurement) and technology standards(lack of standards is one of the main reasons why ad"ertisers ha"e not rushed to embracesome of the new media technologies).

9learly$ the issues of audience definition and measurement and who will ro"ide themare of fundamental im ortance in sha ing the nature of media lanning in ad"ertisingagencies of the near0term future. -n e+am le of !ust one such new medium may oint outthe roblems in"ol"ed. - new com any called Product ;iew Interacti"e (-D -#*$ - ril3G$ 3445) has been formed in 3445 to ro"ide the new medium of Helectronic mailH toconsumers. 6or those who do not ha"e access to the internet through go"ernment0relatedagencies$ email is not uni"ersally a"ailable free of cost or at minimal cost like the Holdmail.H 7ne must ay a monthly fee to Prodigy or similar on0line ser"ice$ as well as a er0minute fee in many cases$ to get access to email ri"ileges. Product ;iew lans to

ro"ide email to anyone who subscribes for free to the subscriber. &his ser"ice will besubsidi2ed entirely by ad"ertisers$ as is almost the case in old media of news a ers$maga2ines and the like. *ach iece of email going through the system will be tagged withan ad"ertiser1s Hstam H or logo. -dditionally$ buttons will a ear on the screen for accessto ads and additional information about the roduct whose stam a ears. - differentstam will a ear on each iece of email o ened by the consumer. But ad"ertisers arealready com laining about some of the cost structure (es ecially for business referrals).9learly$ ad"ertisers must ha"e e"idence of the rational relationshi of cost structure of themedium to the otential audience of this medium.

Cow will H otential audienceH be defined for this email medium? Cow will audience bemeasured? Who will do the measuring? Will this measuring com any be audited? Bywhom? &hese 8uestions need addressing now in order for the medium to sur"i"e if thethesis regarding the im ortance of Haudience measurementH stated abo"e is correct.

7nce the audience is defined and measured for this new medium$ how will thisinformation be used by media lanners in ad"ertising agencies? Reach and fre8uency


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ha"e e"ol"ed since the 345 1s$ largely at the behest of media eo le in ad"ertisingagencies$ into fundamental conce ts which form the basis of most media lanningschemes in use today (John D. Leckenby and Cee!in Nim$ HCow Media Directors ;iewReach/6re8uency *stimation> 'ow and a Decade -go$H Journal of -d"ertising Research$%e tember/7ctober$ 344 ). It is clear ad"ertisers will continue to want to know how

much money to ut into a new medium such as email$ and this decision can be basedu on the estimated reach and fre8uency of so many HbuysH in this medium. 7nce theHratingH or a"erage audience of email through Product;iew is measured$ this rating can

be used in traditional reach/fre8uency models to estimate the reach/fre8uency of anynumber of buys in that medium. If$ for e+am le$ the definition and measurement for thismedium are such that one could know the a"erage number of eo le who HclickH o en atleast one email message in a week for a gi"en amount of H lacementsH of one ad"ertisersstam on email going through Product ;iew1s system$ then the cost can be set rationallyfor this unit of measurement and lacement as the basis for a unit of Hbuy.H 6urther$ thisunit and resulting measurement can then ser"e as the basis for ro!ection to any numberof HbuysH in this medium for the ur ose of estimating the reach/fre8uency of that

number of units of Hbuy.H &his would ser"e as the basis$ as in all media$ for thecalculation of cost er thousand eo le reached one or three times$ cost er oint eo lereached$ gross rating oints$ reach$ a"erage fre8uency and the truncated fre8uencydistribution of e+ osure. 'otice ad"ertising media eo le$ at least in this medium$according to the definition offered here$ would still be faced with the enduring issue ofe+ osure to the medium as o osed to e+ osure to the message of the ad"ertiser in themedium. &his deals with the conce t of effecti"e reach/fre8uency which is currently ofsuch great interest to ad"ertising media eo le. &he o ortunities for dealing with thisissue through such new media as internet home ages which are the ads (the medium isthe message) will be great for agency media eo le as well as academicians. 'iran!anRaman$ doctoral student in the De artment of -d"ertising at &he ni"ersity of &e+as at-ustin$ is currently working on a dissertation recisely in this area of in8uiry.

4h# E++#ct" o+ M#)!a o% A) #$t!"!%/ N#, M#)!aJ

Increased com uting ower has ermitted the media to alter its "ery nature. With thead"ent and accelerated dis ersion of technology through society$ media has become lessof a mass institution$ where all efforts are aimed at ro"iding the most widely a ealingnews$ entertainment and information$ to a highly customi2ed industry able to su ly "erynarrow windows into the "ast news and entertainment offerings now a"ailable. 'o longerdo thousands of co ies of identical content create unbeatable economies of scale in

roduction costs. %mall and large media firms can ro"ide selecti"e content to a selecti"eaudience with reasonable efficiency. 'ew media ty es ha"e been created to satisfy thewants of select grou s of consumers. 7ld media ha"e been altered and re"am ed to meetnew$ more e+acting$ consumer demands.

&his has resulted in fundamentally different interfaces between media and consumers.%ome of the most startling changes ha"e occurred in the amount of interaction aconsumer ha"e with media today. Both traditional media and the new media offerincreasing o ortunities for communication with and feedback from audience members.&ele"ision news rograms are ro"iding hone numbers$ email addresses and fa+ lines to


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learn what their "iews think and feel about e"ents that effect their li"es. &he Internetoffers ad"ertisers and marketers to get intimate details$ such as urchase intention$ inreal0time from real customers.

-nother fundamental change has been in the amount of effort consumers must e+ end in

their search and ac8uisition of media content. - consumer must e+ end a great deal ofeffort to access "ery selecti"e$ and therefore interesting$ media and "ehicles$ !ust as thele"el of effort they must e+ end to rotect themsel"es from unwanted or intrusi"e mediaand "ehicle has increased. 9on"ersely and seemingly contradictorily$ consumers are alsoable to access a wider "ariety of entertainment and information with e"en less effort :5channel 9-&;


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res onding with anything other than Hyou need to tell us what you want and then we1llin"est the time and money to see how you should do it.H Both wanted the other to be therisk0taking guide. It seems that one of the im ortant 8uestions is who1s res onsibility is itto understand how to use the new media strategically.

&he Hnew mediaH re resent$ then$ the future for ad"ertising agency media eo le. -ndthey re resent a challenge to academic rograms in ad"ertising education. %tudents willneed to be ointed in the direction of new a lication of e+isting media lanningconce ts in ad"ertising. &hey will need to understand how these conce ts fit into the newen"ironment. &hey will need to be in"ol"ed in de"elo ing new ideas about definitions$conce ts$ measurements and im lementations in ad"ertising media. But one thing isclear00the Hnew mediaH re resent o ortunities for growth of ad"ertising rather than itsdemise if ad"ertising history is any indicator at all of the future. nderstandingad"ertising1s role in the de"elo ment of the media system of today is key tounderstanding the de"elo ment of that media system tomorrow.

A) #$t!"!%/ $#at! !t a%) It" R#!% #%t!o%

-s our increasingly technological world mo"es beyond mere age and screen media$ad"ertising will continue to lay a "ital role in the e"olution of consumerism. -d"ertisingmessages will be "ital conduits for social change$ as they ush and ull a world culturedown a "irtual ath where communication has ne"er before tra"eled. It will be amarket lace in and of itself$ as well as a roadma for those seeking immediateinformation. -d"ertising will call to its ranks those who are in"entors of new technologyand those who rein"ent "isual$ "erbal$ and aural forms in order that messages becomemuch different than they ha"e been in the ast a writer1s or an art director1s knowledge

base$ creati"e rocess$ and imagination will be reformed and re"itali2ed often.

&he realities for industry and academe are many. 'ew forms of technology andinteracti"e communication will e"ol"e at a furious ace$ as the com uter continues astool and rocess for the ad"ertising creati"e. 9once tual strategies will be shar er$ honedfor s ecific consumers as the demand for crystalli2ed messages becomes e"ermoreim ortant. -udiences will see forms and "isual sets differently$ they will read and s eakin new languages in both literal and figurati"e terms. &he consumer1s "ery intuition as tothe how and why of a message will be more so histicated. &hus$ the re"olution inad"ertising communication 00 in essence fueled each time e"ol"ed technology touches theconsumer at a ersonal le"el 00 will mean the marrying of old and new artistic$ cultural$

and communicati"e forms. &he ad"ertising industry and its constituencies must be readyfor continual creati"e rein"ention of the form. &hat rein"ention 00 in great art fueled bythe com uter and its cultural milieu 00 will be found in the design$ language$ and conte+tof the ad"ertising message.


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4h# o(*&t#$ a" R# ol&t!o%a$ 4ool

Like the once0feared camera$ the com uter was first dis araged$ and then firmlyembraced as the latest technological inno"ation in both the fine and a lied arts. -s aresult$ it is now the tool/medium of choice for artists$ designers$ and 00 of articular

interest to the ad"ertising industry 00 art directors. Because of this ongoing technologicalre"olution$ the com uter is now one of the ma!or de"ices used in conce tuali2ing$de"elo ing$ and roducing materials for both the rint and electronic masscommunication media. With its e"er0increasing ca abilities$ the com uter changesfore"er the "isual communication industry.

&he technological re"olution has become a ermanent art of the ad"ertising industry.9o ywriters ha"e grown accustomed to the s eed and ease of com osing on machineswhich allow erfunctory editing and roofreading and some thematic de"elo ment. &heart director in the ad"ertising agency is becoming more broad0based as a multimediaresource and$ as such$ shifts to a different le"el of communication with clients. 9onsiderthe new systems em loyed by creati"e rofessionals. -rt directors now generate theirown ty e and final high0resolution gra hics$ sa"ing the time and e+ ense of usingty esetters and hoto houses. 6inished Hcom sH are roduced 8uickly and in final formusing a "ariety of designs and colors for clients1 re"iew and a ro"al. In0house agenciesgenerate so histicated business gra hics including ad"ertising$ resentation slides$re orts$ trans arencies$ animated "ideos$ newsletters$ and a "ariety of other useful andcost efficient materials. %lides$ color com s$ and animatics ha"e almost com letelyre laced traditional methods of resentation. 9reati"e teams use com uter roducedHcom sH to show clients more 8uickly resol"ed roughs and com rehensi"es.

Eet the com uteri2ed creati"e en"ironment does ha"e its drawbacks. -rt directors must beware the dangers of sterile creati"e strategy and design which relies too much on thefunctional arameters of com uteri2ed rocesses or software. -lso$ ossessing thea ro riate hardware and software suggests to some that anyone with access to same candesign$ when in actuality$ the designer still must ha"e the basic aesthetic knowledge andintuiti"e skills for the task. &his syndrome translates into oor design roduced welltechnically. &he com uter$ most wonderful inno"ation$ is still but a tool for the artdirector and designer.

Moreo"er$ the hiloso hical foundation of com uter usage in the work lace is anontraditional aradigm$ as young rofessionals often come to the industry with higherle"els of awareness and defined skills than some of their middle managementcounter arts. In many instances$ younger generations of ad"ertising creati"es are a t to

guide their industry elders in the use of the com uter$ e"en setting the tone in anemotional sense for the embrace of inno"ation. &herefore$ the com uter alters manywork0a0day ers ecti"es> shifts in workload and rofessional relationshi s with cohortsare and will continue to be o"erwhelmingly affected by these new tools. -t the most

basic of le"els$ com uters are res onsible for the blurring of lines between what se arateswriter from art director$ since both become ca able of in"enting "isually and "erbally

because of this tool.


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&his technology 00 with its "ast ossibilities and burdens 00 is changing established rocedures in all areas of the industry. Many agencies ha"e created new$ technicallys ecific ositions in their creati"e de artments with the title of Hcom uter managerH.Incoming art directors and gra hic designers are re8uired to ha"e com uting skills to stayin ste with changing !ob re8uirements. ni"ersities and design schools can no longer

teach traditional design and roduction methods to re are students for entry into any ofthe "isual communications industries.

o(*&t#$" a%) $#at! # P$oc#""

&hose teaching creati"e thought to art directors must stay abreast of the methods bywhich thought rocesses work and change in tandem with technological inno"ation. Justas the com uter has taken o"er some erfunctory duties in art direction and writing$ sotoo the image0generating station can take o"er calculations for the designer and artdirector. It can 00 with the use of software 00 think. In this light$ the com uter enters intoan ideal symbiotic relationshi with the art director$ allowing her to s end more time onhigh0end conce tual tasks such as designing$ defining$ and refining a gi"en image. -t thisle"el of higher functioning these machines actually enter into the creati"e rocess. &hestorage ca acity of the machine allows an art director to make many changes in a work$sa"ing each change in color$ scale$ or te+ture$ se arately$ thereby offering a more rela+edand di"erse a roach to decision making. &his fle+ibility will ha"e a far greater im acton the art director than the word rocessor has had on the writer$ in that the writer stillusually ends with one main document and the art director can end with many "ariationsof a articular image.

&hese issues significantly alter the design rocess. With increased fle+ibility in the endstages of roduction$ the art director might well delay or lengthen the final decisionmaking rocesses that generally occur earlier in the creati"e stages. &hough it is surelysubstantial in sco e$ technology1s full im act on the creati"e rocess is as of yetunknown.

4h# ha%/# !% V!"&al Fo$(" a%) P$oc#""

-rt directors ha"e owerful conce tual tools at their dis osal. &heir craft embracessemiotics$ understands consum tion symbolism$ and makes e+ ert use of "isualcommunication arameters. 9ombining a keen sense of their socio0cultural en"ironment$their audiences$ the elements of design$ the use of color$ and an understanding ofad"ertising as art form$ the art director holds e+citing o ortunity for e+ ression of clientoffering and consumer needs. 9ontinual study of a culture1s codes and e"er0e"ol"ing

tenets of design romises to enrich the art director1s ability to orchestrate the age orscreen to offer a message. In such an inno"ation laden world as the 344 s$ cultural codesare enriched and rewritten 8uickly new connections are made constantly with attention tonumber and 8uality of ideas$ offering art directors a lethora of conce tual images fromwhich to choose.

-d"ertising art directors ha"e fashioned a new style o"er the last half decade. &he mostdrastic changes are ob"ious during the last two years. %ome credit M&;$ some credit the


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general multisensory information saturation of young adults now entering the work force$some oint to the com uter as generator of change and its reconfiguration of how we

rocess and create. Whate"er the influence$ this new shift is rein"enting years oftraditional ad"ertising design constructs. &ele"ision ads mo"e at the s eed of light.%tories are told in a heart beat. Messages are deli"ered with a new language of

iconogra hy. 9once tually$ messages must be more a licable to the consumer than tothe roduct. -udiences must learn new ways of reading$ new ways of inter reting socialicons and imagery to ada t to the new ad"ertising.

&he long held rules of ad"ertising design which include s ecific layouts and word countsfor rint ad"ertising are relics. In this new era$ images and ty e are layered$ recariously

balanced and si2ed$ ghosted$ running hither and yon around the age and generallydeconstructed$ sometimes beyond recognition but with full intent as to how therein"ented image reads. &y e becomes image and image ty e. Product shots and logosand taglines dance around the age and the screen$ no longer comfortable with

redictable lacement and scale. Increasingly$ images o erate ur osefully in dissonant atterns. &y ical$ comfortable "isual balance is more often than not absent. In essence$tradition is broken a recedent is set for far0reaching inno"ation at e"ery turn$ forcinggreat lea s in ers ecti"es rather than the gentler e"olutionary changes of the ast. &hefuture focuses on this constant rein"ention.

&hat is not to say there is no room for con"entional design or any of its well0studiedconditions. It is only to say that 00 and this is the heart of the craft1s new form 00 one canno longer learn or teach formulaic solutions to ad"ertising design. &ruly creati"esolutions 00 inno"ation re8uiring conte+tual bra"ery and an ability to wed medium tomedium 00 re8uire art directors and creati"e rofessoria know traditional design

rinci les$ new technology$ and ra idly e"ol"ing culturally0based images around them.&heir task is to meld the old and the new in strategic and inno"ati"e ways$ a !ob whichre8uires them to reach further for creati"e "isual solutions than their earlier counter arts.

A) #$t!"!%/ La%/&a/# a%) th# L& &$ o+ 6t l#

-s "isual and conce tual forms e"ol"e$ so too does the language of ad"ertising. 7nce$there e+isted a discernible wall between roduct / medium and consumer / audience$ oneconstructed of o"erblown language$ stereoty ed characters$ redictable headline andtagline words$ and body co y stee ed in the correctness of grammar and olitics. 'ow$the tendency in new ad"ertising is for earthiness$ sim licity (e"en in com le+ form)$multiculturalism$ and / or language which often shakes and sur rises the audience.

In rint ad"ertising$ communication has long been built u on the headline. 'o longer doheadlines look or beha"e like the lines of old$ few rules now constrict lacement or si2e.If long headlines work for conce t and strategy$ then as many words as necessary can beused. Likewise$ if using no headline in the ad is a conce tually strong o tion$ thatdecision is easily reached. In the most a"ant garde of ads$ headlines yell$ curse$ 8uashtradition and grammar with easy disregard. Interestingly$ e"en for more con"entional

roducts$ a feeling of circum"enting traditional ad"ertising s eak is a arent. %elf0refle+i"eness 00 in this case$ that tendency for an ad"ertising headline and co y to


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acknowledge that it is ad"ertising$ that ad"ertising can be hy erbolic and unbelie"able$ but that you and I are beyond all that 00 is a trademark of the new cynicism thatgenerations raised on ad"ertising ha"e culti"ated. &his tendency$ grown from a youthculture but filtered into many messages aimed at dis arate audiences$ reflects a gradualchange toward two dichotomous oints on the ad"ertising co y continuum> it means

ad"ertising stee ed in hea"y hy erbole and therefore easily understood as that sort ofe+aggeration$ or it becomes ad"ertising language structured around honeststraightforward communication geared to fight the audience1s reaction to re"iouso"erblown claims and half0truths. In either case$ ad"ertising has changed its "oice fromads eak to con"ersation.

Indeed$ ad"ertising language$ at its best$ will continue to be wo"en from real notions ofwho is out there listening. -s media "enues e"ol"e and one0to0one interacti"ity becomesa real o tion for a wide range of ad"ertisers$ the message written will be more a ersonalone$ crafted with a desire to resent roducts and ser"ices in commodious fashion.Writers of co y will be less rone to the !argon of ad"ertising (HintroducingVH Hnew andim ro"edH and$ in general$ the HVH of ast erformances)$ and more a t to em loy writerly

!udgment to s in the writer / reader relationshi . &his$ after a long tradition of relati"eanonymity from writers$ signals a certain stylistic signature occurring in some ads. &he

best ad"ertising writers$ always searching for methods of mi+ing tone with strategicthinking$ will use this trend to create a body of work recogni2ed as good writing$ as wellas good strategic ad"ertising.

$#at!%/ M#""a/#" !% th# N#a$ F&t&$#

With changes in the way ad"ertising words and ictures are being rocessed and created$the conte+t of ad"ertising is also charged with re"olutionary changes. %ites on the worldwide web stretch design$ language$ and conce tual skills by "irtue of their si2e andmo"ement "ariables. 9once tual themes and ersonality dri"en ages demand the artdirector and writer rein"ent the ad"ertising baseline no longer is ersuasion andawareness of sole im ortance. Instead$ the two mi+ with entertainment$ inno"ation forinno"ation1s sake$ and a high end consumer curiosity to establish a new medium.Playfulness becomes art of the consumer rofile. 9reation of a home age meansengaging the consumer in an interacti"e iece of informational entertainment. 9lick

oints must be inno"ati"e yet easily understood$ designs re8uire not only color and image be communicated$ but add the "ariables of "ertical and hori2ontal mo"ement to thedesigner1s task.

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