Media and Culture in Marketing

Slide 1: 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

Slide 2: Definitions media (‘mēd-ē-ə) n: The means of communication, as in radio, television, newspapers, and magazines, that reach or influence people widely. & culture (‘kəl-chər) 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.

Slide 3: Statistics -UNITED STATES- Population: 300 million (est. 2006) Languages: English (216.8 million), Spanish (19.7 million) -EUROPE- 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 -THE NETHERLANDS- Population: 16.5 million (est. 2006) Languages: Dutch

Slide 4: Media Classes • BROADCAST – Television – Radio • PRINT – Magazines – Newspapers • OUTDOOR

Slide 5: TV Advertising -UNITED STATES- • Regulated by the FCC • 7 nationwide commercial networks: • Non-commercial public television network • Cable TV and Digital Satellite Service

Slide 6: TV Advertising -THE NETHERLANDS- • Public-service broadcasting: Publieke Omroep 1) Nederland 1  news, sports, family programming 3) Nederland 2  culture, arts, politics, religion 5) Nederland 3  children, youth, innovative television

Slide 7: TV Advertising -THE NETHERLANDS- • Commercial television: 1) RTL Nederland (part of RTL Group) 1) RTL4 (Pop Idol, American Idol, Dancing With The Stars, Dancing On Ice) 3) RTL5 (24, CSI: Miami, Heroes, Prison Break, Holland’s Next Top Model) 5) RTL7 (A1 Grand Prix, Formula 1, Dakar Rally, Indianapolis 500) 7) RTL8 (Dr. Phil, Oprah, As the World Turns, Everybody Loves Raymond)

Slide 8: TV Advertising -THE NETHERLANDS- • Commercial television: 1) ProSiebenSat.1 Media AG 1) SBS6 (reality shows, sports, background) 2) NET 5 (Desperate Housewives, ER, Grey’s Anatomy, Extreme Makeover, etc.) 3) Veronica (Friends, Seinfeld, The Simpsons, South Park, Star Trek) • Foreign shows are shown with subtitles

Slide 9: TV Advertising -THE NETHERLANDS- 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!

Slide 10: Radio Advertising UNITED STATES NETHERLANDS Dollars Spent: 18 billion 170 million Population: 300 million 16.5 million Dollars Spent/Person: $60.00 $10.00 Usage: 3.2 hours 2.8 hours

Slide 11: Radio Advertising -MEASUREMENTS- • 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)

Slide 12: Radio Advertising -UNITED STATES- • Commercial broadcasters • State commercial networks • Non-commercial broadcasters • Religious broadcasters • Satellite radio

Slide 13: Radio Advertising -THE NETHERLANDS- • Public radio networks: • National radio networks • National commercial radio networks

Slide 14: Radio Advertising -WHY’S IT DIFFERENT?- Radio Signal • 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

Slide 15: Print Advertising -MEDIA USAGE- -UNITED STATES- Year Percentage 2001 13.1% 2006 11.9% 2011 (forecast) 10.6% -NETHERLANDS (NEWSPAPER)- Year Aged: 12-19 Aged: 20+ 1975 60% 82% 2000 21% 45% 2010 (forecast) 6% 30%

Slide 16: Print Advertising -U.S. BIGGEST NEWSPAPERS- 1) USA Today (2.3 million) 3) Wall Street Journal (2.0 million) 5) New York Times (1.6 million) 7) Los Angeles Times (900,000) 9) Washington Post (750,000)

Slide 17: Print Advertising -NETHERLANDS BIGGEST NEWSPAPERS- 1) Telegraaf (719,000) 3) Algemeen Dagblad (540,000) 5) Metro (472,000) (FREE) 7) SP!TS (421,000) (FREE) 9) DAG (400,000) (FREE)

Slide 18: Print Advertising -U.S. BIGGEST MAGAZINES- 1) AARP The Magazine (22.6 million) 3) AARP Bulletin (22.0 million) 5) Reader’s Digest (10.1 million) 7) TV Guide (8.2 million) 9) Better Homes & Gardens (7.6 million)

Slide 19: Print Advertising -NETHERLANDS BIGGEST MAGAZINES- 1) Markethings (7.0 million) 3) TJEQ (6.5 million) 5) Kampioen (3.7 million) 7) Da Magazine (3.2 million) 9) Tuinplezier (2.8 million)

Slide 20: 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

Slide 21: Outdoor Advertising • Differences between the U.S.A and the Netherlands • Generally growing over time • Growth is due mostly to internet and outdoor Revenue (Billions) Year

Slide 22: 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%

Slide 23: Outdoor Advertising -WHAT’S DIFFERENT?- • Cabs • Metros and Buses • Big Billboards

Slide 24: Outdoor Advertising -WHY’S IT DIFFERENT?- • Older, more cultural buildings • People’s values • From Marketing Perspective: • Positive? • Negative?

Slide 25: Outdoor Advertising -WHAT IS BIG THEN?- • Media Provider: • Content: News, Sports, Advertisements • First companies in were: • How it is measured: Bluetooth & SMS (Text Messages)

Slide 26: Outdoor Advertising -WHAT’S THE FUTURE?- • Screens can/will be used for terrorism alerts • Screens in trains during traveling

Slide 27: Outdoor Advertising Q: Can anyone guess what Sportlife.com is promoting from this form of advertising known as ‘beamvertising’?

Slide 28: QUESTIONS? • Future of media in both countries? Which media class will increase the most and in which country first? Sources www.wikipedia.org www.molblog.nl www.dictionary.com www.emerce.nl www.arbitron.com www.missmag.nl www.youtube.com www.mediabuyerplanner.com http://portal.omroep.nl/radio