Traditional methods -THINK BY SECTOR. Radio, Billboards, TV, newspaper and magazines and posters. Before Web 2.0. Dominated by conglomerates. The traditional ways have a mass audience. A great way to make lots of money form the media product. A independent company would find this very expensive to do on a national level. Local radio Local TV local billboards. The only way and independent company can advertise traditionally to a mass audience is through a joint venture e.g. a conglomerate.
When does advertising happen in vertical integration - ie production distribution and exchange. In between production and distribution.
Digital methods/viral marketing THINK WHAT YOU SEE. Social Media Advertising online. Its is cheaper than traditional methods it is also quicker in reaching an audience, Easily target a specific audience through following accounts. Benefits everyone especially independent company don't need subsidiaries to produce and distribute.
Impact technological convergence Web 2.0 Blackbox devices digital natives are brought up with this converge different technology a multifunctional device e.g a phone olden days to have to buy physical objects while nowadays they are all converged into one singular device access a range of media all in 1 place. It is INTERACTIVE. web own language @ and hashtag. Black Box theory what we are consuming media digital natives younger age groups mainly. Grew up with technology. Digital migrants are older audience and have too had to adapt towards technology.
Henry Jenkins (2006) we now live in a convergence culture synergy. Synergy cross promotion on different platforms. A constistant House style font.
Above the line (mass media/ audience) v below the line advertising (personalised/niche/demographic). This is traditional methods aiming to the masses. Targeting everybody. put in on a particular media channel targeting specific audiences.
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