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Archive for 2011
Media, ICT and digitization of information
Marketing uses the Internet as a medium of communication or transmission channel of advertising. The sophistication of ICT (see the features of Web 2.0) allows for possibilities:
Identification of the target, the use of cookies
customization or configuration message
Identification of the target, the use of cookies
customization or configuration message
collection of information online
media plan
The media plan for an advertiser (media planning, in English) is the choice of media, and the timetable for implementation of media
Importance of media studies
Given their effectiveness, but also their cost, the media data and analysis are at the heart of investment choices in communication (environmental product positioning, strategy, competitors, choice of materials, risks to the customer, impact on consumers, etc.).. Media studies, carried out from measurements of impact and audience (ratings) allow advertisers to choose the most appropriate media to target their advertising campaign, buying space communication, and monitoring of distribution media. They also check the return on investment budgets.
The study of the media does not neglect the qualitative analysis:
it seeks to understand how best to segment target audiences and deliver the messages are most effective.
it includes more analysis of issues such as:
-effects of the image of the advertiser and its product
-modes of communication in an urban environment (the majority of consumers now live in urban areas).
The study of the media does not neglect the qualitative analysis:
it seeks to understand how best to segment target audiences and deliver the messages are most effective.
it includes more analysis of issues such as:
-effects of the image of the advertiser and its product
-modes of communication in an urban environment (the majority of consumers now live in urban areas).
Communication "media" and "non-media"
The announcer refers to the company placed an order for support to achieve and / or broadcast a message towards a target. For this poster, the communication policy is one of the four pillars of the marketing mix. It can take actions say
non-media communication: as public relations, direct marketing, sponsorship, viral marketing example.
communication media by using media such as posters, cinema, press, radio, television and now ICT (including especially the Web).
Media audiences
The influence of the media - provided to select relevant messages and media - is generally geared towards those who buy (the consumer-buyer). However, other indirect targets are regularly referred to:
the consumer user: one who will actually eat, use the product.
the physician: one who is deemed able to advise and / or influence the buyer.
distributor: media campaigns for a product are forcing distributors to reference a strong product offers about (hard not to sell the product known and sought by the consumer ...)
the consumer user: one who will actually eat, use the product.
the physician: one who is deemed able to advise and / or influence the buyer.
distributor: media campaigns for a product are forcing distributors to reference a strong product offers about (hard not to sell the product known and sought by the consumer ...)
mainstream media
The mainstream media are now:
display where professionals apply the techniques of writing advertising
the press where professionals apply journalistic writing techniques,
radio journalism which uses radio writing,
TV broadcast of video montages commented,
Web, as hypertext system of public Internet-based digital content,
film,
tactical media (media or nearby). These alternative means of communication: indoor display, advertising (bread bag, place mat, cup, pizza box ...).
video games: Xbox, PS3, Wii, ...
Information can be prepared in advance by news agencies, which provide the editorial media subscribers. There are three main news agencies in the general world
AFP (France);
Reuters (UK);
Associated Press (USA).
Within a medium, the medium refers to a particular means of communication (eg radio is a medium and France Inter is a support). The media is the combination of media type.
display where professionals apply the techniques of writing advertising
the press where professionals apply journalistic writing techniques,
radio journalism which uses radio writing,
TV broadcast of video montages commented,
Web, as hypertext system of public Internet-based digital content,
film,
tactical media (media or nearby). These alternative means of communication: indoor display, advertising (bread bag, place mat, cup, pizza box ...).
video games: Xbox, PS3, Wii, ...
Information can be prepared in advance by news agencies, which provide the editorial media subscribers. There are three main news agencies in the general world
AFP (France);
Reuters (UK);
Associated Press (USA).
Within a medium, the medium refers to a particular means of communication (eg radio is a medium and France Inter is a support). The media is the combination of media type.
etymology
In Latin, media is the plural of medium (middle, middle). The French word comes from the English mass (-) media2. The notion of intermediary also a Greek origin, mediation developed by many philosophers including Socrates and Bergson and newly Francis Ball.
The term media is used as such by the academician Alain Peyrefitte, and is little used except in a few purists [ref. desired]. Since "media" has become writing designating multiple media, "media" has become writing designating a single support. As such, it is found in most dictionaries francophones2, 3.4. The Grand Dictionary of terminology and FranceTerme also recommend their "media" for English Media5.
The term media is used as such by the academician Alain Peyrefitte, and is little used except in a few purists [ref. desired]. Since "media" has become writing designating multiple media, "media" has become writing designating a single support. As such, it is found in most dictionaries francophones2, 3.4. The Grand Dictionary of terminology and FranceTerme also recommend their "media" for English Media5.
Pour les articles homonymes, voir Media.
Le terme média désigne dans l'acception la plus courante tout moyen de diffusion,
naturel (comme le langage, l'écriture, l'affiche)
ou technique (comme la radio, la télévision, le cinéma, Internet)
permettant la transmission d'un message, la communication ou l'échange d'informations.
Selon le critère de «mise à disposition du public» employé par les juristes français1, on distingue:
les médias simples: dont la consultation par le destinataire est directe (ex: un journal, une revue, un livre, une affiche ...),
les médias autonomes: dont la consultation implique la détention d'un équipement par le destinataire (ex: magnétoscope, lecteur CD, micro-ordinateur, téléphone mobile ...)
les médias de télédiffusion: dont la consultation suppose que le destinataire soit connecté à des réseaux de diffusion, dans le cadre d'une offre n'autorisant qu'un degré d'interactivité réduit. (ex: réseaux hertziens terrestres, télédistribution par câble, satellites de diffusion directe ...)
les médias de télécommunication: idem que ci-dessus, avec cependant la possibilité de consulter une offre présentant un degré d'interactivité important.
L'expression médias de masse (de l'anglais «mass-media») caractérise les médias qui sont un moyen de diffusion collective, permettant de communiquer rapidement, à un public vaste et / ou hétérogène, et situé sur un espace géographique plutôt étendu
naturel (comme le langage, l'écriture, l'affiche)
ou technique (comme la radio, la télévision, le cinéma, Internet)
permettant la transmission d'un message, la communication ou l'échange d'informations.
Selon le critère de «mise à disposition du public» employé par les juristes français1, on distingue:
les médias simples: dont la consultation par le destinataire est directe (ex: un journal, une revue, un livre, une affiche ...),
les médias autonomes: dont la consultation implique la détention d'un équipement par le destinataire (ex: magnétoscope, lecteur CD, micro-ordinateur, téléphone mobile ...)
les médias de télédiffusion: dont la consultation suppose que le destinataire soit connecté à des réseaux de diffusion, dans le cadre d'une offre n'autorisant qu'un degré d'interactivité réduit. (ex: réseaux hertziens terrestres, télédistribution par câble, satellites de diffusion directe ...)
les médias de télécommunication: idem que ci-dessus, avec cependant la possibilité de consulter une offre présentant un degré d'interactivité important.
L'expression médias de masse (de l'anglais «mass-media») caractérise les médias qui sont un moyen de diffusion collective, permettant de communiquer rapidement, à un public vaste et / ou hétérogène, et situé sur un espace géographique plutôt étendu
