COMM 401: Week 1 - 8/24, 8/26, 8/28
COMM 401: Week 1 - 8/24, 8/26, 8/28 COMM 401 W01
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This 4 page Class Notes was uploaded by Sam Sizer on Wednesday September 9, 2015. The Class Notes belongs to COMM 401 W01 at Indiana University of Pennsylvania taught by Dr. Wilson in Summer 2015. Since its upload, it has received 26 views. For similar materials see Promotions for Radio, TV, Cable in Education and Teacher Studies at Indiana University of Pennsylvania.
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Date Created: 09/09/15
PROMOTIONS 824 Media and Audiences Designing eFFec rive promo rions Mos r impor ran r concep r in designing promo rions know your audience lunders rand and rarge r audience Ino r jus r any audience bu r rhe nigh r audience Targe r Audience gt the speci c group of people you are rrying ro reach Even r marke ring quotEven rs bring rhe people ro rhe produc r quotEven rs bring rhe produc r 0 The people Even rs ge r people ro rry new rhings Iden riFy The kind of experience you wan r your audience ro have quotMake your even r differen r From o rhers Advan rages of even r as promo rional rools Oge rs people ro physically see gt remember more Omakes rhem Feel involved oge rs people ralking 826 Media and Audiences cont Charac reris rics Charac reris rics rha r de ne roday39s media audiences 0 our rolerance For con ren r has grown 0 social media changes our viewpoin r 0 we wan r i r now gt leads ro misinforma rion mul riple op rions For informa rion and en rer rainmen r o busy lifes ryles 0 limi red rime gt no r prepared ro wai r For if audiences choose media because of some need linForma rion en rer rainmen r saFe ry audience does wha r39s convenien r 0 look a r media while wai ring For rhings ro happen 0 audiences are loyal ro cer rain media and rypes oF media 0 audiences will NOT pay a r ren rion ro confusing messages 0 simple clear accura re bu r compelling lFunny lemo rional lsad lhear rwarming Obs racles ro reaching audience Information glu r o more delivery sys rems 0 ondemand inForma rion rha r rs rheir liFes ryle 0 user genera red con ren r ldon f need rradi rional ways oF recogni rion publisher recording s rudio e rc busy lifes ryles o wan r labor saving devices For inForma rion o wan r convenience 0 once swi rching ro online probably never go back ro prin r diversi ry of audiences 0 racial e rhnic sexual orien ra rion Family s rruc rure 0 e rhnic and genderspeci c media poorly designed messages 0 confusing boring poorly wri r ren Media usage Wha r happens ro magazines newspapers 0 rhrown away diFFeren r media has diFFeren r quali ries and diFFeren r aFFec rs on The audience quotTV usage changes based on a ream o more or less viewers based on winninglosingchanges quotIn rerne r allows unlimi red amoun r of informa rion ro reach consumer while o rher Forms of media have limi ra rions In rerne r allows For Lse 828 Audiences Measuring Audiences Exposure gt basic measuremen r of any audience 0 opens eyes or ears Facing rhe medium or vehicle 0 number oF people who say rhey wa rched TV during a cer rain rime period doesn f mean rhey saw an add or program quotWho cares about your messageeven rprogram farge r audience mus r be clearly and speci cally de ned 0 Demographics and Psychographics Demographics gt charac reris rics ro de ne rarge r audience lmore speci c the be r rer lcan f reach big groups wi rh rhe same message ldemographic da ra Age use lis r of breakdown Income Educa rion level E rhnic background Gender Demographic Age Breakdown 211 1824 2534 611 1834 2549 55 1217 1849 3554 Psychographics gt audience lifes ryles and in reres rs lwha r do rhey do wi rh Free rime Hobbies and in reres rs quotUnders randing your audience 0 crea re a person ro rarge r Wha r is the bes r way to reach This person Why will rhey pay a r ren rion ro your message Audience needs ro gain some rhing quotRadio and TV audiences are diFFeren r 0 TV laudiences wa rch programs more rhan s ra rionsne rworks laudience vary rhrough daypar rsprograms laudience builds la re aF rernoon ro evening