莫利亚提《广告学：原理与实务（英文版·第11版）》moriarty_adv11e_12.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 12Media BasicsCopyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 4Principle: Media in a World of Change Key ObjectivesExplain how various media work in marketing communication and how the industry is organized.Describe the key strategic media concepts.Discuss why and how the media landscape is changing Chapter Opener: An Axe Campaign for MillennialsThis Axe campaign declared to men: “The magic isn’t in the can, it’s in you.” This message reflects emerging cultural definitions of masculinity, dating, and what it means to be attractive. What do we Mean by Media? What do we Mean by Media? (1 of 2)Media refers to the way messages are delivered to audiences, back to companies, and among audience members.Media are the channel step in the communication model, conveying the message from company/brand to customers. Principle (1 of 3)All marketing communication messages, other than personal conversations, are carried by some form of media. What do we Mean by Media? (2 of 2) Messages move through channels of communication. Media deliver messages.In traditional mass media, it is a one-way process from source to receiver.Today’s media are also interactive, because they offer opportunities for dialogue and two-way conversation.Media also offers engagement opportunities and connects a brand with its audience. IMC and MediaMedia are contact points in that they connect a brand with the audience, touch their emotions, and engage their minds.Delivery is the first step in connecting.Delivery opens the door to touching a customer in a meaningful way with a brand message.IMC plans are multiplatform, multichannel, and multitargeted. Changes in the Media IndustryMedia spending in 2015 passed its pre-recession peak.Media spending is moving away from traditional outlets to vehicles that provide more feedback and accountability.Together, TV and internet advertising will be nearly 60 percent of total gl