This document discusses measuring digital marketing and analytics. It notes that there is no single formula for success in digital marketing due to many variables. It emphasizes setting benchmarks, determining what is and is not working, and adapting strategies in real time. The document recommends starting measurement by asking questions and considering all forms of marketing to measure. It highlights Google Analytics as a key tool and discusses other metrics like key performance indicators.
How to Strategically Transform and Grow Your BusinessinterlinkONE
interlinkONE and Grow Socially CEO John Foley, Jr. delivered this presentation at the Dscoop at drupa event in May 2012.
During this presentation, John Foley, Jr. presents an in-depth look at the dramatic changes that have affected the print industry recently.
He provides proven strategies, plans, and tactics that print service providers can follow to grow their business despite the decrease in printed materials.
He provides case studies of companies that have already found ways to adjust their business model, and succeed.
He provides commentary and advice from industry leaders who not only offer valuable guidance on what printers must do now, but also how they can prepare for what changes will come in the near future.
Driving digital donations with direct mail - DMAW Data Strategy ForumBrenna Holmes
Direct mail is not dead; but not everyone has checks or stamps at home, or feels comfortable sending their credit card information through the mail via that reply device. Plus, did you know that approximately a third of your direct mail prospects Google your organization before deciding to make a gift? This session will teach you how to make your DM digital-friendly to amp up your response rate, average gift (online gifts are almost ALWAYS higher value), and create a new segment of multichannel donors.
Learning Objectives:
- How to create digital-friendly DM packages
- Search and homepage optimization for DM recipients
- Multichannel tracking, reporting and analysis
How to Strategically Transform and Grow Your BusinessinterlinkONE
interlinkONE and Grow Socially CEO John Foley, Jr. delivered this presentation at the Dscoop at drupa event in May 2012.
During this presentation, John Foley, Jr. presents an in-depth look at the dramatic changes that have affected the print industry recently.
He provides proven strategies, plans, and tactics that print service providers can follow to grow their business despite the decrease in printed materials.
He provides case studies of companies that have already found ways to adjust their business model, and succeed.
He provides commentary and advice from industry leaders who not only offer valuable guidance on what printers must do now, but also how they can prepare for what changes will come in the near future.
Driving digital donations with direct mail - DMAW Data Strategy ForumBrenna Holmes
Direct mail is not dead; but not everyone has checks or stamps at home, or feels comfortable sending their credit card information through the mail via that reply device. Plus, did you know that approximately a third of your direct mail prospects Google your organization before deciding to make a gift? This session will teach you how to make your DM digital-friendly to amp up your response rate, average gift (online gifts are almost ALWAYS higher value), and create a new segment of multichannel donors.
Learning Objectives:
- How to create digital-friendly DM packages
- Search and homepage optimization for DM recipients
- Multichannel tracking, reporting and analysis
Social media professional with an experience of 4.7 years, whose experience lies in social media monitoring, measurement, event analysis and lead generation through social media and PPC
Social media professional with an experience of 4.7 years, whose experience lies in social media monitoring, measurement, event analysis and lead generation through social media and PPC.
Monitoring & Measuring Social Media - A Practical GuideSpiral16
http://spiral16.com Internet and social media monitoring can yield valuable insight and actionable intelligence that drives business forward. One of the most common applications for social listening and measurement is brand management, but there's so much more to be gained in so many different areas.
This presentation from Eric Melin of Spiral16, given at the Helzberg Entrepreneurial Mentoring Program (HEMP) Retreat on Nov. 15, 2013, spotlights the basics of social listening and measuring for a number of different uses, including competitive intelligence, industry research, market research, lead generation, customer service, crisis management, and campaign/product/service monitoring. Each practical application has a case study/example to make it easier to apply the concepts to your own business.
There is no one-size-fits all solution for social media ROI, so each company has to take a customized approach based on their own specific goals and objectives. Tying your social media program into the business goals of your company or brand is the foundation for success. Companies today simply cannot survive without metrics, objectives, analytics data and actionable information.
Find out what kind of opportunities there are for your brand, agency, or business in the wide-open field of Internet tracking and social media monitoring.
Linking PR to Sales (South Carolina Governor's Conference on Tourism & Travel)Tim Marklein
Presentation on "Communications Measurement: Linking PR to Sales"" -- delivered by Tim Marklein, Executive VP of Measurement & Strategy for Weber Shandwick -- presented February 21, 2011 at the South Carolina Governor's Conference on Tourism & Travel in Charleston, SC.
Generating Insights: Using Competitive Assessment to Shape Your Content StrategyLaura Blaydon
Most organizations today are facing an increasingly competitive global market, requiring greater brand and product differentiation than ever before. In this environment, assessment of competitor content offerings provides valuable insights that can be leveraged when creating near- and long-term content strategies.
Whether highlighting opportunities for creating new content, repositioning current offerings or completely overhauling content, competitive assessment enables content strategists to provide specific, targeted recommendations that can transform a brand and win the hearts and minds of consumers.
Introducing Annie Melnic: A Strategic Analytics and Insights Leader
Annie Melnic is an accomplished analytics and insights leader, renowned for her expertise in driving transformative change within organizations. With a focus on developing Voice of Customer (VOC) programs, she has a proven track record of establishing innovative analytics practices and spearheading the transition from product-centric to customer-centric strategies.
As a seasoned product owner, Annie brings a wealth of experience in leveraging data-driven insights to inform strategic decision-making and optimize business outcomes. Her visionary approach to analytics empowers teams to uncover actionable intelligence, driving meaningful improvements in customer satisfaction, engagement, and loyalty.
With a passion for driving business transformation, Annie excels in bridging the gap between data and strategy, ensuring alignment with organizational objectives and delivering tangible results. Her collaborative leadership style, combined with her dedication to continuous improvement, makes her a valuable asset in any analytics-driven initiative.
Annie Melnic: A visionary leader at the forefront of analytics innovation, empowering organizations to unlock the full potential of their data and drive sustainable growth.
Social media professional with an experience of 4.7 years, whose experience lies in social media monitoring, measurement, event analysis and lead generation through social media and PPC
Social media professional with an experience of 4.7 years, whose experience lies in social media monitoring, measurement, event analysis and lead generation through social media and PPC.
Monitoring & Measuring Social Media - A Practical GuideSpiral16
http://spiral16.com Internet and social media monitoring can yield valuable insight and actionable intelligence that drives business forward. One of the most common applications for social listening and measurement is brand management, but there's so much more to be gained in so many different areas.
This presentation from Eric Melin of Spiral16, given at the Helzberg Entrepreneurial Mentoring Program (HEMP) Retreat on Nov. 15, 2013, spotlights the basics of social listening and measuring for a number of different uses, including competitive intelligence, industry research, market research, lead generation, customer service, crisis management, and campaign/product/service monitoring. Each practical application has a case study/example to make it easier to apply the concepts to your own business.
There is no one-size-fits all solution for social media ROI, so each company has to take a customized approach based on their own specific goals and objectives. Tying your social media program into the business goals of your company or brand is the foundation for success. Companies today simply cannot survive without metrics, objectives, analytics data and actionable information.
Find out what kind of opportunities there are for your brand, agency, or business in the wide-open field of Internet tracking and social media monitoring.
Linking PR to Sales (South Carolina Governor's Conference on Tourism & Travel)Tim Marklein
Presentation on "Communications Measurement: Linking PR to Sales"" -- delivered by Tim Marklein, Executive VP of Measurement & Strategy for Weber Shandwick -- presented February 21, 2011 at the South Carolina Governor's Conference on Tourism & Travel in Charleston, SC.
Generating Insights: Using Competitive Assessment to Shape Your Content StrategyLaura Blaydon
Most organizations today are facing an increasingly competitive global market, requiring greater brand and product differentiation than ever before. In this environment, assessment of competitor content offerings provides valuable insights that can be leveraged when creating near- and long-term content strategies.
Whether highlighting opportunities for creating new content, repositioning current offerings or completely overhauling content, competitive assessment enables content strategists to provide specific, targeted recommendations that can transform a brand and win the hearts and minds of consumers.
Introducing Annie Melnic: A Strategic Analytics and Insights Leader
Annie Melnic is an accomplished analytics and insights leader, renowned for her expertise in driving transformative change within organizations. With a focus on developing Voice of Customer (VOC) programs, she has a proven track record of establishing innovative analytics practices and spearheading the transition from product-centric to customer-centric strategies.
As a seasoned product owner, Annie brings a wealth of experience in leveraging data-driven insights to inform strategic decision-making and optimize business outcomes. Her visionary approach to analytics empowers teams to uncover actionable intelligence, driving meaningful improvements in customer satisfaction, engagement, and loyalty.
With a passion for driving business transformation, Annie excels in bridging the gap between data and strategy, ensuring alignment with organizational objectives and delivering tangible results. Her collaborative leadership style, combined with her dedication to continuous improvement, makes her a valuable asset in any analytics-driven initiative.
Annie Melnic: A visionary leader at the forefront of analytics innovation, empowering organizations to unlock the full potential of their data and drive sustainable growth.
Delivering Creativity & Innovative Strategies. Lead Generation and Content Marketing for Multinational Organisations.
SEO for Website development and SEM & PPC on Social Media and Google Adwords (Text , Display & Video)
Digital Media Expert with specialised skills in SEO , SEM (Google Adwords ) , PPC (Social Media ), CRM , Performance Display via (Google Analytics) and Experience in Branding Strategies including website designs , digital creatives and Content Marketing.
How to Transform Your Digital Marketing for Success (Webinar Slides)Pinpointe On-Demand
Marketers are constantly challenged to deliver remarkable, content-driven experiences…
Creating these experiences requires a proper understanding of how to effectively connect each marketing touchpoint through a focused and unified framework.
These slides accompany a webinar put on by Pinpointe and Linda Ford, content marketing expert and President of BB Marketing Group. They explain how to leverage a digital marketing transformation framework to guide your marketing initiatives, create connected experiences and deliver positive business outcomes.
If you'd like to see more, check out the webinar replay at http://email-marketing.pinpointe.com/webinar-how-to-transform-your-digital-marketing-ford
Neoteam's Marketing Process Outsourcing Servicesneoteamindia
Neoteam provides marketing outsourcing services to global corporations through offshore delivery centers in Mumbai. We combine strategy, creativity and technology to improve all of the tools that our clients use to attract prospects and retain clients.
We address the marketing challenges and help companies generate and manage demand by applying proven process methodologies with integrated IT and process outsourcing solutions. Our solutions have helped companies to reduce costs, enhance effectiveness and optimize marketing operations.
Acetabularia Information For Class 9 .docxvaibhavrinwa19
Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
This slide is special for master students (MIBS & MIFB) in UUM. Also useful for readers who are interested in the topic of contemporary Islamic banking.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Chapter 3 - Islamic Banking Products and Services.pptx
ROI and Analytics Class 13
1. BDMM 4336
Measuring Digital
Marketing
• No one can tell you what will work
ROI,
Analytics & • Too many variables
Media Ethics • No silver bullet
Class • Digital is different than traditional
13/14
Fall 2011 • No formula for success
@AndreaGenevieve
andream@stedwards.edu
2. BDMM 4336
Why Do We Measure?
ROI,
Analytics & • Set benchmarks
Media Ethics • Find what’s important for your
Class brand
13/14 • Determine what is working and what
Fall 2011
isn’t
@AndreaGenevieve
andream@stedwards.edu
3. BDMM 4336
Digital Marketing
ROI,
• Cheap
Analytics &
• Easy
Media Ethics
• Adapt on the fly
Class
• Results in real time
13/14
Fall 2011 • Simple
• Shift now from selling to the audience
to selling to behavior
@AndreaGenevieve
andream@stedwards.edu
4. BDMM 4336
Questions
ROI,
Analytics & • Start your analysis with questions
Media Ethics and consider all forms of marketers
to measure
Class
13/14
Fall 2011 • -Do you budget for pay-per-click?
-Do you wait for organic search?
-Do you create banner ads on high
traffic sites?
@AndreaGenevieve
andream@stedwards.edu
5. BDMM 4336
How To Start
ROI,
Analytics & • Use your intuition
Media Ethics • Look at your competitors
Class • Use your research
13/14
• Align measurement to goals and
Fall 2011
business strategy
• Trends
@AndreaGenevieve
andream@stedwards.edu
6. BDMM 4336
Google Analytics
ROI, • Google Analytics= Data goldmine!
Analytics &
Media Ethics
Class
• Users: IP address, time stamp,
13/14 referring pages, geolocation,
Fall 2011 browser data, cookies and more
@AndreaGenevieve
andream@stedwards.edu
7. BDMM 4336
http://www.google.com/an
alytics/tour.html
ROI,
Analytics &
Media Ethics
Class
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
8. BDMM 4336
Other sources of Traffic
ROI,
• Ad campaign
Analytics &
• Newsletter
Media Ethics
• Email
Class
• Banner ads
13/14
Fall 2011 • Affiliate marketing
Use a Tag!
@AndreaGenevieve
andream@stedwards.edu
9. BDMM 4336
Key Performance
Indicators
ROI,
Analytics & • Focus on what’s important to your
Media Ethics business
Class • Decide how to get maximum value
13/14 from statistics
Fall 2011
• Develop KPI= Key Performance
Indicators
@AndreaGenevieve
andream@stedwards.edu
10. BDMM 4336
KPI’s
ROI,
Analytics & • KPI are NOT METRICS
Media Ethics • Clearly aligned with business goals
Class • Defined by management
13/14
• Based on valid data
Fall 2011
• Easy to understand
• Quantifiable
@AndreaGenevieve
andream@stedwards.edu
11. BDMM 4336
Good Web based KPI’s
ROI,
• Conversion rate
Analytics & • Page views
Media Ethics • Absolute unique visitors
Class • New vs returning visitors: proportion
13/14 of visitors who have been to your
Fall 2011 site before
• Bounce rates
• Abandonment rate
• Cost per conversion
• Your financial database
• Other Records
• Newsletters or e-blasts open rates
@AndreaGenevieve
andream@stedwards.edu
12. BDMM 4336
Test
ROI, Invest
Analytics &
Media Ethics
Class
13/14
Tweak
Fall 2011
Reinvest
@AndreaGenevieve
andream@stedwards.edu
13. BDMM 4336
A/B Testing
ROI,
• Split test your ads
Analytics &
• Copy
Media Ethics
• Graphics
Class
• Headlines
13/14
Fall 2011 • Landing pages
• Calls to action
• Buttons
• Site design
@AndreaGenevieve
andream@stedwards.edu
15. BDMM 4336
ROI
ROI,
Analytics & Return On Investment!
Media Ethics
Class Allows you to make marketing
13/14 projections based on assumptions.
Fall 2011
Gives you a snapshot of how your
investment or yielding results.
Bottom LINE!
@AndreaGenevieve
andream@stedwards.edu
16. BDMM 4336
7 Pillars of ROI
ROI,
Analytics & • Content
Media Ethics • Deign and User Experience
Class • SEO
13/14
• Digital Media Marketing
Fall 2011
• CRM
• Social Media
• Mobile
@AndreaGenevieve
andream@stedwards.edu
17. BDMM 4336
ROI Example
ROI, The Apple Co. ran two campaigns at separate times of the
Analytics & year. (The goal of an apple company is to sell apples
on their website)
Media Ethics
Class • Campaign 1 achieved 10,000 visitors to the website,
200 orders, 12 enquiries & 500 email sign-ups. It cost
13/14 $50k to run & delivered $13k of value, which equates
Fall 2011 to an ROI of $0.27.
• Campaign 2 achieved 9,000 visitors, 400 orders, 50
enquiries & 500 email sign-ups. It cost $50k to run &
delivered $24k of value, which equates to an ROI of
$0.49.
Now you can more easily compare the performance of
each campaign. Campaign 1 returned $0.27 and
campaign 2 returned $0.49, so campaign 2 was nearly
@AndreaGenevieve
twice as effective.
andream@stedwards.edu
18. BDMM 4336
• Radian 6
Tools
• Bit.ly
ROI, • Eloqua
Analytics & • Altimeter Group
Media Ethics • Salesforce
Class
13/14
• Email software
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
19. BDMM 4336
Time for A Poll
ROI,
Take out your
Analytics & cellphones… we’re
Media Ethics going to poll the
Class room!
13/14
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
20. BDMM 4336
What is Ethics?
“Ethics is concerned with how we should
ROI,
live our lives. It focuses on questions
Analytics &
about RIGHT and WRONG, fair and
Media Ethics
unfair, caring or uncaring, good or bad
Class
13/14
and responsible and irresponsible.”
Fall 2011
@AndreaGenevieve
andream@stedwards.edu
21. BDMM 4336
AMA Guide the Ethics
ROI, ETHICAL NORMS
As Marketers, we must:
Analytics &
1.Do no harm. This means consciously avoiding harmful actions
Media Ethics or omissions by embodying high ethical standards and adhering
to all applicable laws and regulations in the choices we make.
Class
2. Foster trust in the marketing system. This means striving for
13/14 good faith and fair dealing so as to contribute toward the
Fall 2011 efficacy of the exchange process as well as avoiding deception
in product design, pricing, communication, and delivery of
distribution.
3.Embrace ethical values. This means building relationships and
enhancing consumer confidence in the integrity of marketing
by affirming these core values:
honesty, responsibility, fairness, respect, transparency and
citizenship.
@AndreaGenevieve
andream@stedwards.edu
22. BDMM 4336
Examples:
ROI,
Analytics & • A marketing firm allegedly asked its
Media Ethics interns to write positive product
reviews on message boards
Class
13/14 • A lobbying firms sent out letters
Fall 2011 using letterhead from other
organizations
• Bloggers posted favorable reviews
about products but failed to disclose
they were paid for writing
@AndreaGenevieve
andream@stedwards.edu
23. BDMM 4336
Marketing and the Law
ROI,
Copyright Privacy
Analytics &
Media Ethics Slander
Class Liability
13/14 Trademark
Fall 2011
Can’t use the defense “The client told
me to do.”
Marketers must practice ethic
behavior.
@AndreaGenevieve
andream@stedwards.edu
24. BDMM 4336
Libel & Slander
ROI,
Analytics & Libel= printed falsehood
Media Ethics Slander= oral falsehood
Class
13/14
Fall 2011
Defamation= the term used in court
for either of these offenses
@AndreaGenevieve
andream@stedwards.edu
25. BDMM 4336
Individuals vs. Public
Figure
ROI,
Citizens have more rights than public
Analytics &
figures.
Media Ethics
Class
13/14 Actual Malice= making a libelous
Fall 2011 statement while knowing the
information was false or publishing
the information with “reckless”
disregard as to whether or not its
false.
(corporations are considered public
figures)
@AndreaGenevieve
andream@stedwards.edu
26. BDMM 4336
Libel
ROI,
A personal filing a libel suit usually must prove:
Analytics & 1. False statement was communicated to others
Media Ethics through print, broadcast or electronic means
Class 2. The person claiming to be libeled was
13/14 identified or identifiable
Fall 2011 3. There is actual injury in the form of money
loss, loss of reputation or mental suffering
4. The person making the statement was
malicious or negligent
@AndreaGenevieve
andream@stedwards.edu
27. BDMM 4336
Copyright Law
ROI,
Analytics & • Should a brochure be copyrighted?
Media Ethics Or an annual report?
Class
13/14 • You need to know 1. Which
Fall 2011
organizational materials should be
copyrighted and 2. How copyrighted
materials of others can be used
correctly
@AndreaGenevieve
andream@stedwards.edu
28. BDMM 4336
Copyright
ROI,
“Protections of a creative work from
Analytics & unauthorized use.”
Media Ethics
Class DOES NOT PROTECT IDEAS, but it protects the
13/14 way those ideas are expressed.
Fall 2011
Ex: An idea for promoting a product can not be
copyrighted but the brochures, drawings
and news features, photos, videos, slogans
etc. can be.
@AndreaGenevieve
andream@stedwards.edu
29. BDMM 4336
Copyright Con’t
ROI,
Take the time to protect your
Analytics &
materials. It prevents competitors
Media Ethics from capitalizing on your creative
Class work.
13/14
Fall 2011
They could create a copy of something
and use it to mislead the public
Copyright starts from the moment a
piece is published. (Legal filing is
most effective)
@AndreaGenevieve
andream@stedwards.edu
30. BDMM 4336
Fair Use
ROI,
Analytics & Fair use= part of a copyrighted article
Media Ethics may be quoted directly , but it must
be in relation to the length of the
Class
13/14 original work.
Fall 2011 (Ex 1 paragraph from 750 words or 300 words from a
chapter)
If you use copyright quote for
advertising, you MUST get
permission from the author. (paraodies
are loopholes)
Verbatim use requires quotation
@AndreaGenevieve marks.
andream@stedwards.edu
31. BDMM 4336
Photography and Artwork
ROI,
Analytics & • Freelances retain rights and
Media Ethics ownership
Class • Duplication is illegal (infringement)
13/14 • Freelancers charge on basis of use
Fall 2011
• Parodies are not allowed unless
given permission
• Logos on commercial products must
pay a licensing fee
@AndreaGenevieve
andream@stedwards.edu
32. BDMM 4336
Freelance writers
ROI,
Analytics & • Recently gained more control
Media Ethics • All freelancers own their original
Class works, unless specified by the
13/14 purchaser. Use must be clearly
Fall 2011 stated for both parties.
@AndreaGenevieve
andream@stedwards.edu
33. BDMM 4336
Internet and Copyright
ROI,
Analytics & • Downloading material: Same rules
Media Ethics apply to cyberspace as print.
Class • Uploading Material: owners can
13/14 upload their own material, but third
Fall 2011 parties can’t.
@AndreaGenevieve
andream@stedwards.edu
34. BDMM 4336
Trademark Law
ROI,
Analytics & Trademark: “Word, symbol or slogan
Media Ethics the identifies a product or service
origin.”
Class
13/14
Fall 2011
• Serves as an indicator of quality
• Brand recognition and credibility
• Always capitalized and never used
as nouns
• What happens when trademarks
become generic?
@AndreaGenevieve
andream@stedwards.edu
35. BDMM 4336
Infringement
ROI,
Analytics & • Must be a registered trademark,
Media Ethics used for exploitation or commercial
purposes
Class
13/14 • Misappropriation of personality is a
Fall 2011 form.
Ex: Using Robert Pattinson in an ad for
your new soap.
You don’t have permission!
@AndreaGenevieve
andream@stedwards.edu
36. BDMM 4336
FTC Regulation
ROI,
Analytics & • Has jurisdiction to determine if ads
Media Ethics are deceptive or misleading.
Class • Also has jurisdiction over product
13/14 news releases, videos etc.
Fall 2011
Look for words like authentic,
certified, cure, custom-made,
natural, unbreakable,first-
class,perfect, low-carb and organic.
@AndreaGenevieve
andream@stedwards.edu
37. BDMM 4336
Creative Commons
ROI,
Analytics &
Media Ethics
Class Looking for creative work?
13/14
Fall 2011
“Creative Commons has developed a search
portal that allows you to find CC-licensed
works through sources like Google and
Flickr.”
@AndreaGenevieve
andream@stedwards.edu