Media and Culture in Marketing

Media & Culture A Study of the U.S.A. and the Netherlands Presented By : Nick Kuiper Guilherme Luttikhuizen dos Santos Maikel De Maertelaere Lawrence Nagazina

Definitions media (‘m ē d- ē - ə ) n : The means of communication, as in radio, television, newspapers, and magazines, that reach or influence people widely. & culture (‘k ə l-ch ə r) n : The quality in a person or society that arises from a concern for what is regarded as excellent in arts, letters, manners, scholarly pursuits, etc.

Statistics -U NITED S TATES- Population: 300 million (est. 2006) Languages: English (216.8 million) , Spanish (19.7 million) -E UROPE- Population: 728 million (est. 2005) Languages: 23 official languages (2007) 1) 18% German 3) 13% Italian 5) 9% Spanish 7) 5% Dutch 2) 13% English 4) 12% French 6) 9% Polish -T HE N ETHERLANDS- Population: 16.5 million (est. 2006) Languages: Dutch

B ROADCAST

Television

Radio

P RINT

Magazines

Newspapers

O UTDOOR

Media Classes

TV Advertising -UNITED STATES-

Regulated by the FCC

7 nationwide commercial networks:

Non-commercial public television network

Cable TV and Digital Satellite Service

TV Advertising -THE NETHERLANDS-

Public-service broadcasting:

Nederland 1

news, sports, family programming

Nederland 2

culture, arts, politics, religion

Nederland 3

children, youth, innovative television

Publieke Omroep

Commercial television:

RTL Nederland (part of RTL Group)

RTL4 (Pop Idol, American Idol, Dancing With The Stars, Dancing On Ice)

RTL5 (24, CSI: Miami, Heroes, Prison Break, Holland’s Next Top Model)

RTL7 (A1 Grand Prix, Formula 1, Dakar Rally, Indianapolis 500)

RTL8 (Dr. Phil, Oprah, As the World Turns, Everybody Loves Raymond)

Commercial television:

ProSiebenSat.1 Media AG

SBS6 (reality shows, sports, background)

NET 5 (Desperate Housewives, ER, Grey’s Anatomy, Extreme Makeover, etc.)

Veronica (Friends, Seinfeld, The Simpsons, South Park, Star Trek)

Foreign shows are shown with subtitles

Old Lady #1: So check it, I'm in my ride, 50 cent pumping out my speakers. You know, just chillin’. So you know I'm flooring that shit, and then this cop pulls up with his fake-ass shoes. Old Lady #2: Nooooooh!? Old Lady #1: Says that copper that I can't be speedin' here and that I have to pass him do. Old Lady #2: Tsssssss! Old Lady #1: So I says, hey, don't get all up in my business, I ain't yo bitch! Old Lady #2: Awesome! TV Advertising -THE NETHERLANDS-

U NITED S TATES Dollars Spent: Population: Dollars Spent/Person: Usage: Radio Advertising 18 billion 300 million $60.00 3.2 hours 170 million 16.5 million $10.00 2.8 hours N ETHERLANDS

Arbitron in the U.S.A.

PRE foundation in NL

Personal diary measurement

USA: 180,000 (sample group of people)

Netherlands: 15,000 (  10 yrs. old)

Radio Advertising -MEASUREMENTS-

Commercial broadcasters

State commercial networks

Non-commercial broadcasters

Religious broadcasters

Satellite radio

Radio Advertising -UNITED STATES-

Public radio networks:

National radio networks

National commercial radio networks

Radio Advertising -THE NETHERLANDS-

AM radio in United States

News channels

FM radio occurs in paces of 0.2 MHz frequencies

Info. channels in United States (ex. National Parks)

DJ’s speak in commercials themselves

Commercials are longer and more direct

Radio Advertising -WHY’S IT DIFFERENT?- Radio Signal

Print Advertising -MEDIA USAGE- -NETHERLANDS (NEWSPAPER)- Year Aged: 12-19 Aged: 20+ 1975 60% 82% 2000 21% 45% 2010 (forecast) 6% 30% -UNITED STATES- Year Percentage 2001 13.1% 2006 11.9% 2011 (forecast) 10.6%

USA Today (2.3 million)

Wall Street Journal (2.0 million)

New York Times (1.6 million)

Los Angeles Times (900,000)

Washington Post (750,000)

Print Advertising -U.S. BIGGEST NEWSPAPERS-

Print Advertising -NETHERLANDS BIGGEST NEWSPAPERS-

Telegraaf (719,000)

Algemeen Dagblad (540,000)

Metro (472,000) (FREE)

SP!TS (421,000) (FREE)

DAG (400,000) (FREE)

Print Advertising -U.S. BIGGEST MAGAZINES-

AARP The Magazine (22.6 million)

AARP Bulletin (22.0 million)

Reader’s Digest (10.1 million)

TV Guide (8.2 million)

Better Homes & Gardens (7.6 million)

Print Advertising -NETHERLANDS BIGGEST MAGAZINES-

Markethings (7.0 million)

TJEQ (6.5 million)

Kampioen (3.7 million)

Da Magazine (3.2 million)

Tuinplezier (2.8 million)

Print Advertising -WHAT DOES THIS MEAN?- -NEWSPAPERS- Population Circulation Reach NL 16,370,000 719,000 4.39% U.S. 301,140,000 2,300,000 0.76% -MAGAZINES- Population Circulation NL 16,370,000 7,000,000 U.S. 301,140,000 22,600,000

Differences between the U.S.A and the Netherlands

Generally growing over time

Growth is due mostly to internet and outdoor

Outdoor Advertising Revenue (Billions) Year

Outdoor Advertising -EUROPE-

Between 2.5% and 8% a year

France holds 10% of advertising market

Great Britain holds 9.7%

Spain holds 6.9%

The Netherlands holds only 3.5%

Cabs

Metros and Buses

Big Billboards

Outdoor Advertising -WHAT’S DIFFERENT?-

Older, more cultural buildings

People’s values

From Marketing Perspective:

Positive?

Negative?

Outdoor Advertising -WHY’S IT DIFFERENT?-

Media Provider:

Content: News, Sports, Advertisements

First companies in were:

How it is measured: Bluetooth & SMS (Text Messages)

Outdoor Advertising -WHAT IS BIG THEN?-

Screens can/will be used for terrorism alerts

Screens in trains during traveling

Outdoor Advertising -WHAT’S THE FUTURE?-

Q: Can anyone guess what Sportlife.com is promoting from this form of advertising known as ‘ beamvertising’ ? Outdoor Advertising

QUESTIONS?

Future of media in both countries? Which media class will increase the most and in which country first?

Sources www.wikipedia.org www.dictionary.com www.arbitron.com www.youtube.com www.mediabuyerplanner.com http://portal.omroep.nl/radio www.molblog.nl www.emerce.nl www.missmag.nl