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8/10/2019 Giannini Mpr1e Ch5
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5-1Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
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Chapter 5
About the Media
Copyright 2010 Pearson Education, Inc. publishing as Prentice
Hall
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Chapter Objectives
1. Differentiate between news media andadvertising media.
2. Classify media types according todemographics, format, geography, size, andtopic.
3. Describe the importance of relationships,beats, and ethics in the interaction betweenmarketing and media professionals.
4. Discuss the different kinds of media
opportunities available to MPR professionals.5. Describe the concept of media convergence
and how it is affecting the media industry andmarketers.
Copyright 2010 Pearson Education, Inc. publishing as Prentice
Hall
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Advertising Media
Segment of the media businessfocused on generating revenue
through the sales of advertisements
Copyright 2010 Pearson Education, Inc. publishing as Prentice
Hall
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News Media
Any person or entitythat gathersinformation ofpotential interest to asegment of thepublic, uses itseditorial skills to turnthe raw materialsinto a distinct work,and makes its
products available tothe general publicthrough purchase,subscription, or freedistribution
Copyright 2010 Pearson Education, Inc. publishing as Prentice
Hall
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Content
All non-advertising elements of media,including but not limited to articles,
columns, feature stories, and editorials
Copyright 2010 Pearson Education, Inc. publishing as Prentice
Hall
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Basic News Media
Classifications Print
newspapers, magazines, and trade
journals
Broadcast television and radio news
Organizational publications
newsletters, reports, and Web sitesproduced by companies and associations
Electronic
news Web sites and blogsCopyright 2010 Pearson Education, Inc. publishing as Prentice
Hall
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Vodcast
A video podcast
Copyright 2010 Pearson Education, Inc. publishing as Prentice
Hall
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Social Media
Online technologies and practices thatpeople use to share opinions, insights,
experiences, and perspectives,
including text, images, audio, andvideo
Copyright 2010 Pearson Education, Inc. publishing as Prentice
Hall
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Blog
A hybrid form of Internetcommunication that combines a
column, diary, and directory. The
term, short for Web log, refers to afrequently updated collection of short
articles on various subjects with links
to further resources.
Copyright 2010 Pearson Education, Inc. publishing as Prentice
Hall
57 millionAmerican
adults
read
blogs
More than 100
million blogs are
currently in
existence
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Trade Journal
A print publication similar in form toeither a magazine or newspaper that
focuses its content on a specific
industry or profession
Copyright 2010 Pearson Education, Inc. publishing as Prentice
Hall
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Pitch
A marketers attempt to convince ajournalist to report on a topic relevant
to his or her product or company
Copyright 2010 Pearson Education, Inc. publishing as Prentice
Hall
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Beat
A journalists area of interest orspecialty
Copyright 2010 Pearson Education, Inc. publishing as Prentice
Hall
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Media Opportunities
Editorials
Expert articles
Cases
Events
Interviews
Copyright 2010 Pearson Education, Inc. publishing as Prentice
Hall
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Op-ed
An opinion piece, often published innewspapers, and more recently in
online publications. The term op-ed
means opposite the editorial. Innewspapers, it describes the common
placement of an op-ed piece on the
page opposite an editorial.
Copyright 2010 Pearson Education, Inc. publishing as Prentice
Hall
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Event
A special activity, showing, display, orexhibit designed to demonstrate
products or to connect the product to
favorable products or activities
Copyright 2010 Pearson Education, Inc. publishing as Prentice
Hall
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Susan G. Komen
Race for the Cure
This event which raises money forbreast cancer research is supported
by many products on race day
including these national sponsors Yoplait
New Balance
Bank of America
Coldwater Creek
Ford Motor Company
Copyright 2010 Pearson Education, Inc. publishing as Prentice
Hall
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Media Convergence
The trend of media organizationsshifting toward a multiple-format
approach to producing and distributing
content. This trend is driven byinnovations in technology and
changing consumer preferences.
Copyright 2010 Pearson Education, Inc. publishing as Prentice
Hall
Radu Razvan/Shutterstock.
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Concept Case 5.1: Falcons
LairLocal Media1. Are news and talk radio stations appropriate
for The Falcons Lair? Explain.
2. What electronic opportunities might be
available to the company?3. Is The Falcons Lair missing important MPRopportunities by not forming relationshipswith national media? Explain.
4. Explore one medium in each class listed
above and select a journalist who is anappropriate contact for The Falcons LairMPR efforts. Explain why you selected thatperson.
Copyright 2010 Pearson Education, Inc. publishing as Prentice
Hall
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Concept Case 5.2: Falcons
LairEvents
1. Discuss media opportunities that the
two annual events could generate.
2. What other media opportunities aresuited to promoting The Falcons Lair?
Explain why you have chosen each.
Copyright 2010 Pearson Education, Inc. publishing as Prentice
Hall
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Reflection Questions1. Compared to news media, advertising media provide a
marketer with much more control over messaging. What are
some ways in which such control can be helpful and how can it
hinder a marketer?
2. Discuss how a mediums format is related to the demographics
of its audience.
3. Why is building relationships with journalists beneficial to
marketers, and why is ethical behavior important in these
relationships?
4. Explain how the principle of journalistic ethics affects the
Marketing Public Relations professional.5. Why would an article written by a company executive be more
effective in achieving the firms marketing objectives than an
advertisement?
6. How has media convergence changed how marketers have to
think about media?
Copyright 2010 Pearson Education, Inc. publishing as Prentice
Hall
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Practice Portfolio Using your positioning statement from Chapter 2 as a guide, list the
media classifications that will best help you to reach your MPR goals.Briefly explain why you chose each classification. (Hint: Creating a
table of all media classifications and listing their pros and cons relative
to your company is an effective method for completing this task.)
Using the list you created for the Practice Portfolio in Chapter 4 as a
starting point, select the media outlets that best fit the classifications
you have chosen above. You may add or delete media from your listbased on this analysis.
Explore four media outlets on your list and identify the journalists who
would be most interested in covering your company or products. List
their names and their beats. (Hint: A single medium may have more
than one journalist who would be interested in your company or
products.) List the types of media opportunities that will contribute most
effectively to achieving your goals and briefly explain your selection. In
addition, find an example of each opportunity within one medium on
your media list.
Copyright 2010 Pearson Education, Inc. publishing as Prentice
Hall