ADPR 3120: Week One
ADPR 3120: Week One ADPR 3120
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This 3 page Class Notes was uploaded by Ariana Cammllarie on Friday January 15, 2016. The Class Notes belongs to ADPR 3120 at University of Georgia taught by Peggy Kreshel in Summer 2015. Since its upload, it has received 37 views. For similar materials see Media Planning in Advertising at University of Georgia.
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Date Created: 01/15/16
Media Planning ADPR 3120 Jan 14. Media in Context Baby Carrots – Eat Em Like Junk Food - Example of how the media culture has changed into a conglomeration of different platforms o Media Culture is a scholarly term, not jargon The current media culture is referred to as “Contemporary Chaos ” - The media is not added onto culture or located “outside” society - Media culture and society have become so entwined with each other that they have become one entity There are three C’s of Media: 1. Channels 2. Consumers 3. Conten t Channels : There are over +50,000 media channels and platforms for advertisers to choose from and the majority of them are digital The contemporary era favors digital channels since they can: - be easily manipulated - changed to match our constantly evolving society - target individuals with “pinpoint accuracy” - blur the boundaries between channels *Media is no longer controlling distribution and pulling together different vehicles for advertisers to reach to consumers* Programmatic Revolution : the technological era of advertising that explains how ads are able to cater to individuals on their browser screens - Life of a Programmatic Ad Impression: 200 Milliseconds o Example of just how fast paced the programmatic world is Consumers : Consumers spend lots of time with media but don’t watch it; they watch content. - We no longer say “ We are going to watch TV” instead we say “We are going to watch Netflix” o Consumers can watch Netflix on TV, laptops, phones, ipads… No way for the media to control where and when ads sh ould appear Audiences have become fragmented and have now become channels themselves: - One person shares a video to their 300+ friends; - Their friends watch the video and share it to their 300+ friends… o Friends get the content directly from the original s harer, not from the TV where the video came from Content: The magnet that draws audiences in and involves them in the marketing process - One medium is inefficient in today’s society o Multiple platforms are needed to capture an audience Spreadable Media: Henry Jenkins: interested in media literacy in the media age - Wrote about how Susan Boyle’s fame reached the heights it did o Showed # of views from the original, traditional medium (Live TV) VS # of views from all the shares from other platforms (social media, YouTube, etc.) - Her success derived from our current Participatory Culture Participat ory Culture: The public is viewed not as simply consumers of pre- constructed messages but as people who are shaping, sharing, reframing, and remixing media content in ways which might have been previously imagined. - Consumers decide what and when to share information and who to share it with. - People can transform media into a context completely unforeseen o EX: Spoofing GOP debates into silly songs Media in the past : Use to pull people in through media and keep them there - Stickiness : centralizing the audience’s presence in a particular online location to generate advertising revenue or sales. - Contemporary Chaos: Audiences share media for their own individual purposes - Spreadability : the potential—both technical and cultural—for audiences to share content for their own purposes, sometimes with permission of rights holders, sometimes against their wishes. o Easy to circulate content within a community o Access to social networks that link people together Conscience Decisions : Questions Consumers Ask Themselves q Do I want to look at it? q If I decide to, is it worth sharing with others? q If it is worth sharing with others, what combination of people I know would I want to share it with, depending on the content? q What is the context I am going to share it under? Conscience Decisions VS Viral When a consumer decides to share something, the meaning changes from the original source’s purpose into the consumer’s new goal - BBC posts a news story à consumer shares story because they care about the subject à the story is shared because the consumer hopes to encourage others to care That was a conscience decision made by a consumer, not an uncontrollable share by someone “affected” by a virus - Viral is an inappropriate metaphor for what is happening in the Contemporary Chaos era Because advertisers act as the base or foundation for most platforms, they are the reason spreadability is able to exist - They fund conscience decisions
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