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Media & Culture in Marketing - A Study of the U.S. and Netherlands
 

Media & Culture in Marketing - A Study of the U.S. and Netherlands

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    Media & Culture in Marketing - A Study of the U.S. and Netherlands Media & Culture in Marketing - A Study of the U.S. and Netherlands Presentation Transcript

    • 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
    • TV Advertising -THE NETHERLANDS-
      • 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)
    • TV Advertising -THE NETHERLANDS-
      • 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