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The changing model of promotional communication
The changing model of promotional communication
The changing model of promotional communication
The changing model of promotional communication
The changing model of promotional communication
The changing model of promotional communication
The changing model of promotional communication
The changing model of promotional communication
The changing model of promotional communication
The changing model of promotional communication
The changing model of promotional communication
The changing model of promotional communication
The changing model of promotional communication
The changing model of promotional communication
The changing model of promotional communication
The changing model of promotional communication
The changing model of promotional communication
The changing model of promotional communication
The changing model of promotional communication
The changing model of promotional communication
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The changing model of promotional communication

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These were the introductory slides to a panel debate on the impact of the web on professional financial advice businesses at the Personal Finance Society Annual Conference 2010 at the University of …

These were the introductory slides to a panel debate on the impact of the web on professional financial advice businesses at the Personal Finance Society Annual Conference 2010 at the University of Warwick.

They were designed to illustrate how the traditional model of mass communication had been disrupted and altered by the intervention of the social web.

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  • 1. The changing
    model of promotional communication
    Personal Finance Society Annual Conference
    University of Warwick, September 2010
    Ian Thomas
    www.newtradition.co.uk
  • 2. Health warning
    These slides are designed to illustrate how changes in technology have disrupted the traditional model of promotional communications.
  • 3. They do not, by any means, offer a comprehensive analysis – they just help to illustrate change.
  • 4. If you want to read all about mass communications theory, try Denis McQuail’s Mass Communications Theory.
    OK…
  • 5. So, at one end of the model, there’s an individual or organisation that wants to transmit something…
    Encoder
  • 6. Which means they have to decide on the content of a message…
    Encoder
    Message
  • 7. And select the media by which they intend to transmit that message…
    Encoder
    Message
    Medium
  • 8. In order to reach an individual at the other end of the process…
    Encoder
    Message
    Decoder
    Medium
  • 9. Encoder
    Message
    Decoder
    Medium
    …with access to the
    means to receive and understand the message
  • 10. So the rules of engagement are determined by those with the ability to gain access to the medium…
    Encoder
    Message
    Decoder
    Medium
  • 11. Encoder
    Message
    Decoder
    Medium
    …while consumers
    of content are subject to
    those rules
  • 12. Web 1.0 continued this pattern
    Encoder
    Message
    Decoder
    Medium
  • 13. Web 1.0 continued this pattern
    Encoder
    Message
    Decoder
    Medium
    But Web 2.0
    has entirely changed the potential of this role
  • 14. That’s because Web 2.0 has made the ability to publish content freely available
  • 15. That’s because Web 2.0 has made the ability to publish content freely available
    Free
  • 16. So the rules of engagement are
    determined by those with ability to
    gain access to the medium…
    Message
    Encoder
    Medium
  • 17. So the rules of engagement are
    determined by those with ability to
    gain access to the medium…
    Encoder
    Message
    Message
    Encoder
    Medium
    And the rules of engagement are determined by those with ability to gain access to the medium…
  • 18. You end up with a model where – so long as they’re prepared to invest the time – individuals possess the same potential as organisations to publish content via platforms
    Provider
    Content
    Content
    Provider
    Platform
  • 19. Which is social
  • 20. Which is social
    (As in socialist – everyone who’s able to can participate equally in a common means of sharing and publication)

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