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The The Networked Networked Age Age M. Larry Litwin, APR, Fellow PRSA M. Larry Litwin, APR, Fellow PRSA Copyright 2009 Copyright 2009

Advertising Networked Age Fall 2009

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Page 1: Advertising Networked Age Fall 2009

The The Networked Networked

AgeAge

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

Page 2: Advertising Networked Age Fall 2009

Portions tPortions taken from…aken from…

Page 3: Advertising Networked Age Fall 2009

Portions tPortions taken from…aken from…

Page 4: Advertising Networked Age Fall 2009

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

Page 5: Advertising Networked Age Fall 2009

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”

Page 6: Advertising Networked Age Fall 2009

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

Page 7: Advertising Networked Age Fall 2009

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

Page 8: Advertising Networked Age Fall 2009

OK!OK!

Page 9: Advertising Networked Age Fall 2009

The Networked AgeThe Networked Age

• Cross Platform

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

*Formerly referred to as “Alternative Media”

Page 10: Advertising Networked Age Fall 2009

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

Page 11: Advertising Networked Age Fall 2009

The The BigBig Idea Idea

Page 12: Advertising Networked Age Fall 2009

A Drugstore Goes OnlineA Drugstore Goes Online

Page 13: Advertising Networked Age Fall 2009

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”

Page 14: Advertising Networked Age Fall 2009

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

Page 15: Advertising Networked Age Fall 2009

Broadcast MediaBroadcast Media

•Transmit sounds or images electronically

•Include radio and television•Broadcast engages more

senses than reading

Page 16: Advertising Networked Age Fall 2009

The Structure of RadioThe Structure of Radio

Page 17: Advertising Networked Age Fall 2009

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

Page 18: Advertising Networked Age Fall 2009

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

Page 19: Advertising Networked Age Fall 2009

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

Page 20: Advertising Networked Age Fall 2009

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

Page 21: Advertising Networked Age Fall 2009

Measuring the Radio Measuring the Radio AudienceAudience

•Dayparts•Coverage•Ratings

Page 22: Advertising Networked Age Fall 2009

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

Page 23: Advertising Networked Age Fall 2009

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

acceptance (Comfortable)

• Captive

Page 24: Advertising Networked Age Fall 2009

Disadvantages of RadioDisadvantages of Radio• Listener

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

Page 25: Advertising Networked Age Fall 2009

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

Page 26: Advertising Networked Age Fall 2009

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

Page 27: Advertising Networked Age Fall 2009

The Structure of the TV The Structure of the TV IndustryIndustry

Page 28: Advertising Networked Age Fall 2009

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

syndication• Interactive

television• High-Definition TV• Digital Video

Recorders

Page 29: Advertising Networked Age Fall 2009

Public Service Public Service AnnouncementsAnnouncements

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

Page 30: Advertising Networked Age Fall 2009

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

Page 31: Advertising Networked Age Fall 2009

Measuring the Measuring the Television AudienceTelevision Audience

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

Page 32: Advertising Networked Age Fall 2009

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

Page 33: Advertising Networked Age Fall 2009

Disadvantages of Disadvantages of TelevisionTelevision

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

Page 34: Advertising Networked Age Fall 2009

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

DecisionsDecisions

Page 35: Advertising Networked Age Fall 2009

Film and VideoFilm and Video

• Video News Releases• Vcasts, Vidcasts, Vodcasts

Page 36: Advertising Networked Age Fall 2009

VNRs – Part 1VNRs – Part 1

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

Page 37: Advertising Networked Age Fall 2009

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

Page 38: Advertising Networked Age Fall 2009

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

Page 39: Advertising Networked Age Fall 2009

Disadvantages of Film and Disadvantages of Film and VideoVideo

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

audience

Page 40: Advertising Networked Age Fall 2009

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

Page 41: Advertising Networked Age Fall 2009

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

Page 42: Advertising Networked Age Fall 2009

PodcastsPodcasts

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

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

Page 43: Advertising Networked Age Fall 2009

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

Page 44: Advertising Networked Age Fall 2009

““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

Page 45: Advertising Networked Age Fall 2009

MAC Triad

M

+P+T

A C

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

Page 46: Advertising Networked Age Fall 2009

MAC Triad Plus cont.MAC Triad Plus cont.

• Informization– Disseminating information (message) to

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

Page 47: Advertising Networked Age Fall 2009

““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

Page 48: Advertising Networked Age Fall 2009

“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

Page 49: Advertising Networked Age Fall 2009

The FutureThe Future

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

Page 50: Advertising Networked Age Fall 2009

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

• Antenna• Conscience• Voice

Page 51: Advertising Networked Age Fall 2009

““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

Page 52: Advertising Networked Age Fall 2009

Your roleYour role

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

Page 53: Advertising Networked Age Fall 2009

Enter to Enter to LearnLearn

Page 54: Advertising Networked Age Fall 2009

Knowledge is Knowledge is PowerPower

Page 55: Advertising Networked Age Fall 2009

Go Forth and ServeGo Forth and Serve

Page 56: Advertising Networked Age Fall 2009

• “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.”

Page 57: Advertising Networked Age Fall 2009

• “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

Page 58: Advertising Networked Age Fall 2009

• Enter to Learn

• Knowledge is Power

• Go Forth And Serve

Page 59: Advertising Networked Age Fall 2009

Questions Questions ??????

M. Larry Litwin, APR, Fellow PRSA

[email protected]