Electronic and Web Media

1. DESIGN FOR PRODUCTION
SANGEETA JAIN

2. LECTURE 4 ELECTRONIC AND WEB MEDIA

3. Electronic media are media that use
electronics or electromechanical
energy (electricity) to deliver the
content.
https://en.wikipedia.org/wiki/Electronic_media
ELECTRONIC MEDIA

4. • The earliest form of electronic media was the telegraph in 1795. The telephone
came in 1849, followed by the radio in 1897 and the Internet in 1963.
• The main types of electronic media are:
§ Radio
§ TV
§ Telephone
§ Online/Internet Advertising
• Radio provides sounds and television provides sound, visuals and motion which
can be very attractive to viewers. The inception of smart phones is e new
addition to the electronic media which in addition to sound and visuals provides
a text option as well. There are more and more channels for electronic media
that come out as our technology grows and expands.
ELECTRONIC MEDIA

5. • The advantages of electronic media are:
– Can combine various media in a single message
– Communication is quick and interactive
– Coverage is fast and wide
– Various range of cost options available
– Global reach
• The disadvantages of electronic media are:
– Volume of information available can be overwhelming
– Undelivered data due to technical errors
– Responses may be short-lived
ELECTRONIC MEDIA

6. Vintage vector designed by Freepik

7. • The radio is the oldest form of electronic media. There are thousands of
radio stations across the world and advertisements are frequent features on
most of these. It is the first form of spoken advertisement.
• Radio advertising is a cost effective medium and changes to the
advertisements can be made more easily then TV however it lacks the
visual impact.
• Radio can be accessed in the car, at work, at play…people can take it with
them wherever they go!
• It is the uncluttered medium of advertising. Not surrounded by other
advertisements or columns of text or news. It appeals to emotions and sells
with intimacy. The advertisement can be on the radio stations that match
with the interest of the audience.
RADIO

8. • “Sea FM’s ‘Car Full of Stars’ was the text-book sales
promotion – we delivered for the client and the Sea FM
listener” Andrew Very, Content Director – Sea FM/Gold FM.
• Gold Coast Mazda
• Station: 90.9 Sea FM, Gold Coast
• Campaign Type: Direct Response
• Promotion Timeframe: 1 month
• Target Market: 18 – 24 yrs, 25 – 39 yrs
• http://www.radioitsalovething.com.au/Case-Studies/Automotive/Gold-Coast-
Mazda.aspx
RADIO

9. Vintage vector designed by Freepik

10. • Television is very effective in generating feelings and
illustrating actions and behaviors, and not so strong in
communicating specific facts.
• Television provides with the highest volume of electronic
media advertising. There are hundreds of advertisements
shown on each channel per day and some slots are sold for
millions to the advertisers as they large impact in short time.
• Television is the most popular medium for companies to
advertise but it is expensive to produce and place TV ads.
TELEVISION

11. • The first TV commercial — the first legal one, at any rate —
aired in the U.S. on July 1, 1941. It was a shaky, 10-second
spot for Bulova, a watch and jewelry company that had been
founded in New York 66 years before.
• "[The commercial] wasn't filmed at all, as far as I know," a spokesperson for
Bulova told Mashable in an e-mail. "It was just the graphic and the live
voice-over.”
• Watch it...
http://mashable.com/2013/08/01/first-tv-commercial-bulova-video/
#8IPPTrLRVGq5
WORLD’S FIRST TV AD

12. Vintage vector designed by Freepik

13. • Telephone advertising or telemarketing is traditionally a method of
direct marketing in which a salesperson asks prospective customers
to buy products or services, either over the phone. It can be viewed
both as a marketing medium and a response mechanism.
• The rise of smart phones, apps and mobile internet access has
made the phone a key medium to seek customers' attention
however however, are often seen as an unwelcome interruption
therefore prospective customers are difficult to convert into buyers.
• While it is a very flexible and cost-effective medium of electronic
advertising, it could be an intrusive medium and requires highly
trained operators who are very familiar with the product or service
they are selling and sensitive to user needs and moods.
TELEPHONES

14. Vintage vector designed by Freepik

15. • Online advertising is advertising that uses the Internet and other forms of
digital media to help a business promote and sell goods and services.
• It reaches wide range of potential customers by connecting with them over
the web. Whether a business is big or small, online advertising can be
extremely beneficial for business.
• Online advertising is the immediate publishing of information that is not
limited by geographic or time constraints. It works 24 hours a day, 7 days a
week. Compared to print advertising or TV commercials, online banners are
still relatively inexpensive.
• On the other hand, consumers have greater control over the content they
see, affecting the timing, placement, and visibility of online advertisements.
ONLINE ADVERTISING

16. • Online advertising types include:
– Email: was the first form of online advertising.
– Display Ads: is the use of web banners placed on third-party websites to
advertise or drive users to the product website. It captures users
browser history to determine the demographics, location and interest in
order to display appropriate advertisements to the users.
– Websites: collection of web pages, images, videos or other digital
assets that is hosted on one or several Web server(s), usually
accessible via the Internet. It holds all the information about the product
or service. Some websites are categorized as e-commerce websites
which sell the products online.
ONLINE ADVERTISING

17. • Online advertising types include:
– Social network advertising: is a new form of online advertising found on
social network websites such as Facebook, Linkedin etc. They are
mostly in the form of display ads.
– Search engine marketing: is a form of marketing that is promoted by
increasing visibility or ranking on a search engine result. There are also
paid search engine advertisements. Advertisers pay each time users
click on their advertisement and are directed to their website.
– Mobile advertising: is the newest addition to online advertising. It is
usually done through text messages or as applications. Although the
size of the advertisement is small on the mobile interface, it has a huge
potential to deliver personalized and effective messages.
ONLINE ADVERTISING

18. • SweetGeorgia is an artisan yarn company that makes exquisite hand-dyed
yarns and fibres in stunningly saturated colours. SweetGeorgia offers
webinars, workshops, and guides to knitting and crafting with yarn. Based in
Vancouver, British Columbia.
• Read their case-study here…
• http://forgeandsmith.com/our-case-studies/sweetgeorgia/
ONLINE ADVERTISING

19. Continue to work with the same product or service selected from
mashable.com in Assessment Task 1 and create THREE
ELECTRONIC advertisements.
1. Radio Script
2. TV Commercial
3. Website - Homepage
ASSESSMENT TASK 2