Seven common methods of marketing communication are described below: Advertising: Any paid form of presenting ideas, goods, or services by an identified sponsor. Historically, advertising messages have been tailored to a group and employ mass media such as radio, television, newspaper, and magazines. Advertising may also target individuals according to their profile characteristics or behavior; examples are the weekly ads mailed by supermarkets to local residents or online banner ads targeted… Read More »Seven common methods of marketing communication

Integrated Marketing Communication (IMC) Definition IMC: Making an Impact with Marketing Communication Having a great product available to your customers at a great price does absolutely nothing for you if your customers don’t know about it. That’s where promotion enters the picture: it does the job of connecting with your target audiences and communicating what you can offer them. In today’s marketing environment, promotion involves integrated marketing communication (IMC).  In a nutshell, IMC involves… Read More »Promotion: Integrated Marketing Communication

Chapter 16- The Future of Mass Media The Tablet Computer: A New Digital Age? Does the tablet computer represent the future of media? Tech-savvy consumers certainly seem to think so—on the day Apple’s much-hyped iPad hit the market in April 2010, the company sold more than 300,000 devices. Described as “Goldilocks” gadgets—not too big, not too small—tablet computers are creating what former Apple CEO Steve Jobs calls a “third segment”… Read More »The Future of Mass Media

Chapter 15- Media and Government Facebook versus the FTC Figure 15.1 In May 2010, the social networking website Facebook was thrown into the news when its chief executive officer, Mark Zuckerberg, announced new changes to the site’s privacy policy. Although the announcement alone did not necessarily garner heavy attention from the news media, the involvement of the Federal Trade Commission (FTC) ramped up public interest. The previous month, several watchdog… Read More »Media and Government

Chapter 14-Ethics of Mass Media TMZ, Tabloids, and Celebrity Gossip: Freedom of the Press or Invasion of Privacy? Figure 14.1 The U.S. Constitution’s First Amendment guarantees Americans freedom of the press, which many would agree is an important ingredient in upholding democratic principles. Freedom from government censorship allows the news media to keep citizens informed about the state of their society. But when does the press take this freedom from… Read More »Ethics of Mass Media

Chapter 13- Economics of Mass Media Media Conglomerate or Monopoly? Figure 13.1 In the late 19th century, Andrew Carnegie had a brilliant idea. Instead of buying materials and manufacturing steel, Carnegie bought up mines, railways, and all other aspects of the industry, pioneering a business model that later became known as vertical integration, in which a company owns both its suppliers and buyers. Gathering, manufacturing, and delivering raw materials and… Read More »Economics of Mass Media

Chapter 12-Advertising and Public Relations The Subservient Chicken Typing www.subservient-chicken.com into a web browser will lead the user to a site featuring video footage of a person dressed in a chicken suit. The user can then type commands, causing the chicken to perform a variety of actions. Although the chicken does not actively promote a particular product, it does appear on the Burger King website—the URL connects to a Burger King–hosted site.… Read More »Advertising and Public Relations

Chapter 11- The Internet and Social Media Cleaning Up Your Online Act Figure 11.1 It used to be that applying for a job was fairly simple: send in a résumé, write a cover letter, and call a few references to make sure they will say positive things. The hiring manager understands that this is a biased view, designed to make the applicant look good, but that is all forgivable. After… Read More »The Internet and Social Media

Chapter 10- Electronic Games and Entertainment Want to Get Away? Figure 10.1 Video games have come a long way from using a simple joystick to guide Pac-Man on his mission to find food and avoid ghosts. This is illustrated by a 2007 Southwest Airlines commercial in which two friends are playing a baseball video game on a Nintendo Wii–like console. The batting friend tells the other to throw his pitch—and… Read More »Electronic Games and Entertainment

Chapter 9- Television Rethinking Content Delivery In November 2007, more than 12,000 film, television, and radio writers working in the United States went on strike for fairer pay. Lasting for more than 3 months, the strike disrupted many hit shows in 2008 and cost the Los Angeles economy $2.5 billion.Associated Press, “Writers Strike Cost L.A. Economy $2.5 billion,” MSNBC, February 19, 2008, http://www.msnbc.msn.com/id/23244509/.While production for many television shows was on hiatus, several… Read More »Television