Media.NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
“Both a prisoner and a product of academic life, McLuhan broke out becausehe recognized the toxic effects of media long be...
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
“We are not just extending human agency through a new linguistic or    communications system. We are replicating the very ...
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
“A medium is technology that  enables communication…”                      Lisa Gitleman via Convergence Culture (2006) Je...
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
“A medium is a set of social andcultural practices that have grown     up around technology…”                         Lisa...
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
MediumCultural Practices                                                                                   Technology     ...
2005                     2009                                                                        2011                 ...
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
Technology                               Culture                                                              MediaMore Ac...
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
PAID | EARNED | OWNED    NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
56%                                                                  47%                                                  ...
via Brand ProgrammingNYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
via Brand ProgrammingNYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
thank youNYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
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If all brands today should behave like media, how does media come to exist and what are the ideas that drive marketing in the age of owned media, brand experiences, and activity systems?

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Media

  1. 1. Media.NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  2. 2. “Both a prisoner and a product of academic life, McLuhan broke out becausehe recognized the toxic effects of media long before media became the air weall breathe. And he did it before there was any genuine understanding of how human beings process mediated information.” Nicholas Carr, New York Times, reviewing “You Know Nothing of My Work!” by Douglas Coupland NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  3. 3. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  4. 4. “We are not just extending human agency through a new linguistic or communications system. We are replicating the very function of cognitionthrough external, extra-human mechanisms. These tools are not mere extensionsof the will of some individual or group, but tools that have the ability to think and operate other components in the neural network—namely, us.” Rushkoff, Douglas; Leland Purvis (2010-11-01). Program or Be Programmed NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  5. 5. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  6. 6. “A medium is technology that enables communication…” Lisa Gitleman via Convergence Culture (2006) Jenkins NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  7. 7. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  8. 8. “A medium is a set of social andcultural practices that have grown up around technology…” Lisa Gitleman via Convergence Culture (2006) Jenkins NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  9. 9. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  10. 10. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  11. 11. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  12. 12. MediumCultural Practices Technology NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  13. 13. 2005 2009 2011 The Evolution of Facebook’s Profile Page via TechSmashed NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  14. 14. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  15. 15. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  16. 16. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  17. 17. Technology Culture MediaMore Accessible Network of: Digital AgeNetworked Beliefs PersonalBuilding Blocks Behaviors Connected Conventions Distributed NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  18. 18. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  19. 19. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  20. 20. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  21. 21. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  22. 22. PAID | EARNED | OWNED NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  23. 23. 56% 47% 41% 23% 18% 18% 13% 12% 11%PAID | EARNED | OWNED[Newspaper, Magazine, TV] [WOM, Reviews, Seeing other people] [opt-in email, brand website, in-store] Trust by media type. Source: Forrester NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  24. 24. via Brand ProgrammingNYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  25. 25. via Brand ProgrammingNYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  26. 26. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  27. 27. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  28. 28. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  29. 29. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  30. 30. NYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012
  31. 31. thank youNYU I M.S. in Integrated Marketing I Digital Marketing I Prof. Camilo La Cruz I Spring 2012

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