Advertising expert Chuck Nau used these handouts during his one-day session focused on online advertising for community newspaper publishers. The workshop was hosted by the Texas Center for Community Journalism and underwritten by the Texas Newspaper Foundation.
Technology Use of College Students: An Exploratory StudyJoseph Stabb, ABD
3/2007
“Technology Use of College Students: An Exploratory Study”
Published by the Department of Communication, Rochester Institute of Technology
Stabb, J. (2007). Technology use of college students: an
exploratory study. Converent for Undergraduate Research in Communication, 177-185.
Experience Mazda Zoom Zoom Lifestyle and Culture by Visiting and joining the Official Mazda Community at http://www.MazdaCommunity.org for additional insight into the Zoom Zoom Lifestyle and special offers for Mazda Community Members. If you live in Arizona, check out CardinaleWay Mazda's eCommerce website at http://www.Cardinale-Way-Mazda.com
Looks at digimarketing (digital marketing) from the point of view of the opportunity it offers; the distinctive qualities of digital media; and the digimarketing difference. Introducing the new 4 P's of digimarketing: Permission, Participation, Profile, and Personalization
APRA Upstate New York Winter Newsletter February 2016Joseph Stabb, ABD
This newsletter from the APRA-UNY chapter discusses upcoming events and opportunities for members. It thanks members and volunteers for their contributions over the past year. It highlights a Researcher Road Trip opportunity for members to apply for funds to cover travel expenses for professional development. An article encourages members to get involved and introduce new people to join. Upcoming board challenges are listed like growing membership and planning conferences. Finally, it announces an article on finding passion and purpose in work and encourages members to share ideas.
The document discusses the results of a global Nielsen survey on consumers' willingness to pay for online content. Some key findings include:
1) The vast majority (85%) of consumers surveyed prefer that content remain free online, though willingness to pay varies by content type.
2) Consumers are most willing to pay for content they normally pay for offline like movies, music, games and TV shows. They are least willing to pay for user-generated content.
3) For content to be paid for online, consumers believe it must be significantly better than free alternatives and that payment systems must be easy to use.
4) There is no consensus on the best payment model, but many consumers favor
This presentation covers some of the major trends in marketing that are now taking hold. It covers whether newspapers as we know them will survive, cable television, yellow pages and what will replace them as they die.
A presentations that give an overview of the current state of play for the social media world. Latest stats, examples of ROI formulas and definitions of the major aspects of your social media strategy.
Technology Use of College Students: An Exploratory StudyJoseph Stabb, ABD
3/2007
“Technology Use of College Students: An Exploratory Study”
Published by the Department of Communication, Rochester Institute of Technology
Stabb, J. (2007). Technology use of college students: an
exploratory study. Converent for Undergraduate Research in Communication, 177-185.
Experience Mazda Zoom Zoom Lifestyle and Culture by Visiting and joining the Official Mazda Community at http://www.MazdaCommunity.org for additional insight into the Zoom Zoom Lifestyle and special offers for Mazda Community Members. If you live in Arizona, check out CardinaleWay Mazda's eCommerce website at http://www.Cardinale-Way-Mazda.com
Looks at digimarketing (digital marketing) from the point of view of the opportunity it offers; the distinctive qualities of digital media; and the digimarketing difference. Introducing the new 4 P's of digimarketing: Permission, Participation, Profile, and Personalization
APRA Upstate New York Winter Newsletter February 2016Joseph Stabb, ABD
This newsletter from the APRA-UNY chapter discusses upcoming events and opportunities for members. It thanks members and volunteers for their contributions over the past year. It highlights a Researcher Road Trip opportunity for members to apply for funds to cover travel expenses for professional development. An article encourages members to get involved and introduce new people to join. Upcoming board challenges are listed like growing membership and planning conferences. Finally, it announces an article on finding passion and purpose in work and encourages members to share ideas.
The document discusses the results of a global Nielsen survey on consumers' willingness to pay for online content. Some key findings include:
1) The vast majority (85%) of consumers surveyed prefer that content remain free online, though willingness to pay varies by content type.
2) Consumers are most willing to pay for content they normally pay for offline like movies, music, games and TV shows. They are least willing to pay for user-generated content.
3) For content to be paid for online, consumers believe it must be significantly better than free alternatives and that payment systems must be easy to use.
4) There is no consensus on the best payment model, but many consumers favor
This presentation covers some of the major trends in marketing that are now taking hold. It covers whether newspapers as we know them will survive, cable television, yellow pages and what will replace them as they die.
A presentations that give an overview of the current state of play for the social media world. Latest stats, examples of ROI formulas and definitions of the major aspects of your social media strategy.
- The PR industry needs to move past experimenting with online tools and develop structured online management approaches and processes to recommend to clients.
- Traditional media like print are struggling while online platforms like social media are booming. PR must adapt practices in areas like media relations, corporate affairs, and public affairs for the digital age.
- PR should focus on reputation management, issues monitoring, developing objectives and strategies for multiple online channels, and using automation while maintaining security and legal compliance. Resources for these functions are provided.
POLITICAL CAPABILITY BUILDING TRAINING FOR POLITICIANS,TOP LEADERS,PARTY WORKERS,INTELLECTUALS,EDUCATIONAL INSTITUTIONS & STUDENTS.
http://politicalconsultant.net.in
contact.theconsultants@gmail.com
Mob+91-8587067685
This document provides background information on Huffington Post and the potential opportunity for a "College Edition" targeted towards college students. It discusses Huffington Post's company information, demographics of the target audience, readership of college newspapers, and the competitive landscape. The target demographic of 18-24 year old college students is growing and spends significant time online daily. While college newspaper readership is declining, the majority of college students still read their school newspaper regularly. There is an opportunity to engage this audience through a college-focused Huffington Post site.
The Scope of Newspaper as a Futuristic Medium for PublicityDr. Amarjeet Singh
The news paper as a medium for publicity and
Advertisements is losing its luster and relevance in America
and some western countries. But the same medium has shown
remarkable growth in India. Circulation increased by more
than 23 million copies a day between 2006 and 2016,
according to a new report from India's Audit Bureau of
Circulation. That's average growth of nearly 5% per year.
Meanwhile, circulation came down in major Western
countries including the U.S. (-3%), France (-6%), Germany (-
9%) and the U.K. (-12%). Despite the strong growth of digital
media in India, the traditional formats of television and print
still account for the largest portion of total media ad
expenditure. India remains somewhat unusual in that print
revenues continue to grow, with newspapers specifically still
serving as an effective way for advertisers to reach a
significant audience. The research reports point out that
newspaper growth was really coming from papers published
in Hindi and in other local languages and dialects—generally
referred to collectively as “vernacular” papers. English is
used in India’s largest cities, leaving readers in smaller cities
and rural areas with an appetite for content in their local
languages. The scope of the present research paper is to
identify reasons for this and futuristic scope for news paper
as a medium for publicity.
This document provides a list of the 50 most widely used websites in Japan according to Ogilvy Public Relations Worldwide (Japan). It summarizes the purpose and ownership of each site, including portal sites like Yahoo Japan and goo, social networking sites like Mixi and GREE, blogs like Ameblo and Cocolog, video sharing sites like YouTube and Nikoniko-douga, and other types of sites related to news, entertainment, shopping, and more. The list aims to help understand where online conversations are taking place and what content Japanese internet users are viewing.
The document discusses the emergence of play marketing as an alternative to traditional advertising methods that are losing effectiveness due to issues like advertisement blindness. Play marketing uses gamification techniques to make advertising and marketing more engaging by integrating game mechanics and principles. It has the potential to become a long-term solution for advertising by keeping customers engaged through fun rather than just interrupting them.
Social media, especially Facebook, has played a significant role in changing Indian politics. The 2014 Indian general election saw widespread use of social media by politicians like Narendra Modi, who leveraged platforms like Facebook and Twitter to reach large audiences, especially youth. Social media use has increased transparency and engagement between politicians and constituents. It has become a core part of political campaigns in India, with major parties allocating billions of rupees to their social media strategies. Overall, social media has transformed how politicians communicate and interact with voters in India.
FACEBOOK AS A MEDIUM FOR POLITICAL CAMPAIGNS DURING THE LAST MAY 2013 LOCAL E...Alyssa Louise Lozanes
This study examined how first-time voters at the University of St. La Salle assessed the use of Facebook for political campaigns during the May 2013 midterm elections in Bacolod City, Philippines. Most respondents were 19 years old and spent 1-3 hours per day on Facebook, accessing it 3-5 days a week. The most common political content on Facebook included campaign posters and photos of activities. Congressman Anthony Golez and Mayor Monico Puentevella had the most Facebook presence among candidates. However, over 50% of respondents said Facebook did not influence their voting decisions. While candidates used Facebook for visibility, it did not necessarily lead to election success.
Business Opportunities in Online Political Campaigning (Product Development R...Kondiment Group
Just how big is the online political communication market? And why should an entrepreneur or business man care about online political campaigns? The simple answer is this: there are numerous possibilities and business opportunities that have emerged from political campaigns shifting towards the online. Find out what are the key elements of a political campaign in the 21st century and discover an important paradigm shift in this domain: from services to products.
Deloitte Media Consumer Survey 2014 - Australian media and digital preference...Francois Van Der Merwe
This third edition of Deloitte’s Media Consumer Survey, previously known as the State of the Media Democracy report, is a snapshot of how Australians are consuming different media and entertainment. In it we consider:
* How we like to be entertained
* Our preferred technologies and devices
* How we use social networks and their influence
* What and who we respond to
* Where advertising fits.
For more information visit: http://www.deloitte.com/au/mediaconsumer
The Digital Vote Bank - The Tipping point in 2009 General Elections in IndiaSidharth Rao
The buzz for India's15th general elections has started brimming with anticipation of choosing a leader who adequately represents the ‘mass’ as well as the ‘class’ of over one billion inhabitants. Political parties need to step in tune with expectations of an evolving electoral base which is intelligent, opinionated, and leverages the power of the digital medium to find its individual voice amongst a crowd.
The following discussion elucidates the need for political parties to change the Indian campaign/political landscape by including a bottom-up interactive online strategy to communicate with and engage the central character in this effort – ‘The Voter’.
Building a Digital Marketing and Social Media Strategy in ChinaDr Jens Thraenhart
This document summarizes key points about digital marketing and social media trends in China. It discusses how social media platforms like Weibo, Weixin and Youku are most popular in China compared to Facebook and Twitter. Mobile internet usage is growing rapidly in China and will surpass 20% of the global online population by 2015. The new Chinese consumer values experiences over material goods and shares travel experiences online. Digital and social media must be an integral part of marketing strategies to reach Chinese travelers.
Social media is changing how politicians engage with the public and how citizens participate in the political process. It allows people to directly interact with elected officials and provides unprecedented access and transparency. While social media helps promote participation and evens the playing field for candidates, it can also increase polarization and gridlock. Barack Obama's successful use of social media in his presidential campaigns ushered in a new era of digital political engagement.
The document discusses how digital communications have revolutionized since 2000. It notes that online advertising is growing even in recessions due to improved targeting and more creative ads. Social media and video have added new dimensions to online communication. People now expect information, ads, and services to be highly personalized and relevant based on their profiles, behaviors, locations, and devices. Search capabilities have expanded beyond keywords to provide more contextual and ambient findability of information. Mobile devices are always connected and personalized, and will continue gaining new sensing and interface capabilities. The conclusion emphasizes the need for brands and services to be findable, relevant, and engaging across digital platforms.
Why Spend Money On Seo Inbound Marketing VmPel Abbott
This document discusses the shift from traditional to digital and inbound marketing. It notes that people now spend more time online and on mobile devices, and are more likely to research products and services through search engines and social media. As a result, search engine optimization and inbound marketing techniques are now critical for businesses to reach customers where they spend their time online.
What's it take to do smart social in 2018? Insights and key trends for brandsZeinaKhodr1
So what’s it take to do smart social? These days everyone’s a publisher creating daily random acts of content. The rate of change in the social media world hasn’t slowed at all. The bigger social gets, the bigger the conversations become, and the more there is to consider for all involved. Some of the big social media conversations in 2017 centred around trust, health, political influence, privacy, regulation, and advertising. It was a tough year for marketers to know where they stood in relation to the big platforms, what approach was best, what were the ‘right’ results, and what was required to grow their brands’ social presence
This document provides background information and outlines a study that examines how negative online word-of-mouth influences consumer evaluations of an underdog brand compared to a top brand. It begins with an introduction on the topic and a literature review on relevant areas like wearable technology brands, word-of-mouth effects, and underdog theory. It then proposes two competing hypotheses about whether an underdog or top brand will be more negatively impacted. The document describes two pilot studies and the main study methodology which manipulates brand type and review valence to test the hypotheses. It concludes with a discussion of implications and limitations.
This document discusses the challenges facing the newspaper industry as readers increasingly get their news online rather than from print publications. It notes that newspaper circulation and advertising revenue have sharply declined as people get news digitally. While newspapers have tried strategies like consolidation, spinoffs of print divisions, and paywalls online, these have not reversed the downward trends. The document suggests that further consolidation may be needed to help newspapers gain scale and resources to successfully transition to digital-first business models.
Joseph plans a trip to the North Pole to see Santa Claus. He brings his bike and sneaks out of bed. Along the way, he meets an elf named Jeremiah who offers to help. Jeremiah tells Joseph that his siblings are with him and knows where Santa is. Jeremiah agrees to take Joseph and his siblings to Santa. They arrive at the North Pole and meet Santa, proving to Joseph that his journey was real.
The document discusses various new media tools that news organizations can use to share documents, text, maps, and data online in order to provide transparency, more efficient storytelling, and audience engagement. It provides examples of documents, text formats, maps, and data that can be shared, as well as free and easy-to-use tools like Google Docs, Blogger, CoverItLive, UMapper, and Mapalist that require basic skills to use for sharing these elements online.
The document provides recommendations for solving common problems on social media and tips for creating a presence, cleaning follower lists, covering live events, and posting live multimedia. It suggests using trynamechk.com to reserve usernames, trytwitblock.org to remove spam followers, and trytidytweet.com to reduce advertisements. For live events, it recommends trycoveritlive.com and posting videos to TwitVid.com or streaming live video on Quik.com. Hootsuite and apps are also mentioned for posting multimedia from phones and computers.
- The PR industry needs to move past experimenting with online tools and develop structured online management approaches and processes to recommend to clients.
- Traditional media like print are struggling while online platforms like social media are booming. PR must adapt practices in areas like media relations, corporate affairs, and public affairs for the digital age.
- PR should focus on reputation management, issues monitoring, developing objectives and strategies for multiple online channels, and using automation while maintaining security and legal compliance. Resources for these functions are provided.
POLITICAL CAPABILITY BUILDING TRAINING FOR POLITICIANS,TOP LEADERS,PARTY WORKERS,INTELLECTUALS,EDUCATIONAL INSTITUTIONS & STUDENTS.
http://politicalconsultant.net.in
contact.theconsultants@gmail.com
Mob+91-8587067685
This document provides background information on Huffington Post and the potential opportunity for a "College Edition" targeted towards college students. It discusses Huffington Post's company information, demographics of the target audience, readership of college newspapers, and the competitive landscape. The target demographic of 18-24 year old college students is growing and spends significant time online daily. While college newspaper readership is declining, the majority of college students still read their school newspaper regularly. There is an opportunity to engage this audience through a college-focused Huffington Post site.
The Scope of Newspaper as a Futuristic Medium for PublicityDr. Amarjeet Singh
The news paper as a medium for publicity and
Advertisements is losing its luster and relevance in America
and some western countries. But the same medium has shown
remarkable growth in India. Circulation increased by more
than 23 million copies a day between 2006 and 2016,
according to a new report from India's Audit Bureau of
Circulation. That's average growth of nearly 5% per year.
Meanwhile, circulation came down in major Western
countries including the U.S. (-3%), France (-6%), Germany (-
9%) and the U.K. (-12%). Despite the strong growth of digital
media in India, the traditional formats of television and print
still account for the largest portion of total media ad
expenditure. India remains somewhat unusual in that print
revenues continue to grow, with newspapers specifically still
serving as an effective way for advertisers to reach a
significant audience. The research reports point out that
newspaper growth was really coming from papers published
in Hindi and in other local languages and dialects—generally
referred to collectively as “vernacular” papers. English is
used in India’s largest cities, leaving readers in smaller cities
and rural areas with an appetite for content in their local
languages. The scope of the present research paper is to
identify reasons for this and futuristic scope for news paper
as a medium for publicity.
This document provides a list of the 50 most widely used websites in Japan according to Ogilvy Public Relations Worldwide (Japan). It summarizes the purpose and ownership of each site, including portal sites like Yahoo Japan and goo, social networking sites like Mixi and GREE, blogs like Ameblo and Cocolog, video sharing sites like YouTube and Nikoniko-douga, and other types of sites related to news, entertainment, shopping, and more. The list aims to help understand where online conversations are taking place and what content Japanese internet users are viewing.
The document discusses the emergence of play marketing as an alternative to traditional advertising methods that are losing effectiveness due to issues like advertisement blindness. Play marketing uses gamification techniques to make advertising and marketing more engaging by integrating game mechanics and principles. It has the potential to become a long-term solution for advertising by keeping customers engaged through fun rather than just interrupting them.
Social media, especially Facebook, has played a significant role in changing Indian politics. The 2014 Indian general election saw widespread use of social media by politicians like Narendra Modi, who leveraged platforms like Facebook and Twitter to reach large audiences, especially youth. Social media use has increased transparency and engagement between politicians and constituents. It has become a core part of political campaigns in India, with major parties allocating billions of rupees to their social media strategies. Overall, social media has transformed how politicians communicate and interact with voters in India.
FACEBOOK AS A MEDIUM FOR POLITICAL CAMPAIGNS DURING THE LAST MAY 2013 LOCAL E...Alyssa Louise Lozanes
This study examined how first-time voters at the University of St. La Salle assessed the use of Facebook for political campaigns during the May 2013 midterm elections in Bacolod City, Philippines. Most respondents were 19 years old and spent 1-3 hours per day on Facebook, accessing it 3-5 days a week. The most common political content on Facebook included campaign posters and photos of activities. Congressman Anthony Golez and Mayor Monico Puentevella had the most Facebook presence among candidates. However, over 50% of respondents said Facebook did not influence their voting decisions. While candidates used Facebook for visibility, it did not necessarily lead to election success.
Business Opportunities in Online Political Campaigning (Product Development R...Kondiment Group
Just how big is the online political communication market? And why should an entrepreneur or business man care about online political campaigns? The simple answer is this: there are numerous possibilities and business opportunities that have emerged from political campaigns shifting towards the online. Find out what are the key elements of a political campaign in the 21st century and discover an important paradigm shift in this domain: from services to products.
Deloitte Media Consumer Survey 2014 - Australian media and digital preference...Francois Van Der Merwe
This third edition of Deloitte’s Media Consumer Survey, previously known as the State of the Media Democracy report, is a snapshot of how Australians are consuming different media and entertainment. In it we consider:
* How we like to be entertained
* Our preferred technologies and devices
* How we use social networks and their influence
* What and who we respond to
* Where advertising fits.
For more information visit: http://www.deloitte.com/au/mediaconsumer
The Digital Vote Bank - The Tipping point in 2009 General Elections in IndiaSidharth Rao
The buzz for India's15th general elections has started brimming with anticipation of choosing a leader who adequately represents the ‘mass’ as well as the ‘class’ of over one billion inhabitants. Political parties need to step in tune with expectations of an evolving electoral base which is intelligent, opinionated, and leverages the power of the digital medium to find its individual voice amongst a crowd.
The following discussion elucidates the need for political parties to change the Indian campaign/political landscape by including a bottom-up interactive online strategy to communicate with and engage the central character in this effort – ‘The Voter’.
Building a Digital Marketing and Social Media Strategy in ChinaDr Jens Thraenhart
This document summarizes key points about digital marketing and social media trends in China. It discusses how social media platforms like Weibo, Weixin and Youku are most popular in China compared to Facebook and Twitter. Mobile internet usage is growing rapidly in China and will surpass 20% of the global online population by 2015. The new Chinese consumer values experiences over material goods and shares travel experiences online. Digital and social media must be an integral part of marketing strategies to reach Chinese travelers.
Social media is changing how politicians engage with the public and how citizens participate in the political process. It allows people to directly interact with elected officials and provides unprecedented access and transparency. While social media helps promote participation and evens the playing field for candidates, it can also increase polarization and gridlock. Barack Obama's successful use of social media in his presidential campaigns ushered in a new era of digital political engagement.
The document discusses how digital communications have revolutionized since 2000. It notes that online advertising is growing even in recessions due to improved targeting and more creative ads. Social media and video have added new dimensions to online communication. People now expect information, ads, and services to be highly personalized and relevant based on their profiles, behaviors, locations, and devices. Search capabilities have expanded beyond keywords to provide more contextual and ambient findability of information. Mobile devices are always connected and personalized, and will continue gaining new sensing and interface capabilities. The conclusion emphasizes the need for brands and services to be findable, relevant, and engaging across digital platforms.
Why Spend Money On Seo Inbound Marketing VmPel Abbott
This document discusses the shift from traditional to digital and inbound marketing. It notes that people now spend more time online and on mobile devices, and are more likely to research products and services through search engines and social media. As a result, search engine optimization and inbound marketing techniques are now critical for businesses to reach customers where they spend their time online.
What's it take to do smart social in 2018? Insights and key trends for brandsZeinaKhodr1
So what’s it take to do smart social? These days everyone’s a publisher creating daily random acts of content. The rate of change in the social media world hasn’t slowed at all. The bigger social gets, the bigger the conversations become, and the more there is to consider for all involved. Some of the big social media conversations in 2017 centred around trust, health, political influence, privacy, regulation, and advertising. It was a tough year for marketers to know where they stood in relation to the big platforms, what approach was best, what were the ‘right’ results, and what was required to grow their brands’ social presence
This document provides background information and outlines a study that examines how negative online word-of-mouth influences consumer evaluations of an underdog brand compared to a top brand. It begins with an introduction on the topic and a literature review on relevant areas like wearable technology brands, word-of-mouth effects, and underdog theory. It then proposes two competing hypotheses about whether an underdog or top brand will be more negatively impacted. The document describes two pilot studies and the main study methodology which manipulates brand type and review valence to test the hypotheses. It concludes with a discussion of implications and limitations.
This document discusses the challenges facing the newspaper industry as readers increasingly get their news online rather than from print publications. It notes that newspaper circulation and advertising revenue have sharply declined as people get news digitally. While newspapers have tried strategies like consolidation, spinoffs of print divisions, and paywalls online, these have not reversed the downward trends. The document suggests that further consolidation may be needed to help newspapers gain scale and resources to successfully transition to digital-first business models.
Joseph plans a trip to the North Pole to see Santa Claus. He brings his bike and sneaks out of bed. Along the way, he meets an elf named Jeremiah who offers to help. Jeremiah tells Joseph that his siblings are with him and knows where Santa is. Jeremiah agrees to take Joseph and his siblings to Santa. They arrive at the North Pole and meet Santa, proving to Joseph that his journey was real.
The document discusses various new media tools that news organizations can use to share documents, text, maps, and data online in order to provide transparency, more efficient storytelling, and audience engagement. It provides examples of documents, text formats, maps, and data that can be shared, as well as free and easy-to-use tools like Google Docs, Blogger, CoverItLive, UMapper, and Mapalist that require basic skills to use for sharing these elements online.
The document provides recommendations for solving common problems on social media and tips for creating a presence, cleaning follower lists, covering live events, and posting live multimedia. It suggests using trynamechk.com to reserve usernames, trytwitblock.org to remove spam followers, and trytidytweet.com to reduce advertisements. For live events, it recommends trycoveritlive.com and posting videos to TwitVid.com or streaming live video on Quik.com. Hootsuite and apps are also mentioned for posting multimedia from phones and computers.
This handout from the Texas Center for Community Journalism's second New Media for the News Media workshop shows how the Wise County Messenger leverages the power of the Internet to bring their community newspaper product to readers.
Social networks can be used as reporting tools to find sources and stories. Key strategies include searching platforms like Facebook and Twitter for terms, contacting user groups and profiles, tracking conversations over time, asking questions to crowdsource information, monitoring keywords and giving credit to users who provide tips or submit content. Background information on sources can also be found on LinkedIn and Facebook, and trends can be monitored by letting users do research.
The document provides tips for writing concise and interesting news stories by focusing on the essential facts and narrative elements. It recommends starting with the basics by identifying the key news and writing clear headlines and leads. Reporters are advised to outline the core details of who, what, when, where and why, and focus on conflict, winners/losers, financial impacts and background context to engage readers. Editors should use a "finger test" to check if the lead and nut graph accurately reflect the essential story and introduce main ideas.
This document provides recommendations for easy and powerful online tools for mapping data, creating simple charts, visualizing words, and sharing work. It lists Google Map Builder and Click2Map for mapping, Google Docs and Google ChartTool for charts, Wordle for word clouds, and Google Docs and Document Cloud for sharing documents. It also provides contact information for Andrew Chavez.
Technology has profoundly impacted many aspects of modern life. People now rely on smartphones and apps to communicate, online shopping to purchase goods from home, and wearable devices to track health and fitness. Every aspect of life has been influenced by constant technological improvements. The internet is widely accessible and allows access to vast amounts of information. Younger people spend more time using TV-connected devices and digital platforms than watching traditional TV. Consumers conduct online searches and research using their smartphones and search engines before making purchases. Popular online purchases include fashion, travel, and entertainment. Video consumption has greatly increased on platforms like YouTube, with people spending more time watching online videos than Netflix or cable TV. Consumer trends are always changing as new technologies emerge and
Consumers making product & brand choices are increasingly turning to computer-mediated communication for information on which to base their decisions. Besides perusing advertising & corporate websites, consumers are using newsgroup, chat rooms, email & other online formats to share ideas, build communities & contact fellow consumers who are seen as more objective information source.
Marketing researchers use a variety of methods to study consumers. NETNOGRAPHY is one such qualitative & explorative research approach to analyse the consumer dialogue in online communities in order to gain unbiased consumer insights. These consumer insights in turn are converted into solutions. If these solutions are implemented in the product or service , it can capture lot of market.
My seminar focuses on research methodology tool , Netnography, the procedure to conduct Netnograhy online along with the example of Apple i-pod nano, the various online solutions which do this Netnography survey along with the case of Listerine and finally the review of netnography, its scope and limitations , conclusion and the ethical considerations to use this tool to survey online communities.
Presentation deals with the understanding on how spending and saving time support the perceived value of the online or printed version of the magazine, Group Leisure in the UK.
The outcome of this study was paramount for the publishing industry and online journalism.
The document discusses the growth of online advertising and its influence on consumer purchasing behavior. It notes that online advertising provides value through branding and cost efficiency. It also summarizes findings that consumers spend $6 offline for every $1 spent online, and that the internet is the preferred source for finding local merchants and stores. The document then examines lessons learned about online advertising, including the prevalence of targeting, changes in ad formats, and downward pressure on pricing. It also discusses experiments with paid online content and the challenges newspapers currently face with declining print circulation and revenue.
This document provides an overview of interactive marketing strategies and tactics. It introduces Ben Morton and his work in advertising. It then discusses the shift from traditional advertising being a monologue to interactive media enabling a dialogue. Various interactive marketing channels are examined, including banner advertising, online video, search engine marketing, email marketing, and social networks. Case studies are presented to illustrate building online communities and being timely and relevant on social media. Quotes emphasize the importance of not fearing being wrong and avoiding enabling mediocrity.
Google Newspaper Economics Hal Varian March 2010Subrahmanyam KVJ
This document discusses the economics of newspapers and how the internet has impacted the newspaper industry. It covers several key points:
1) Newspaper revenues previously came mostly from advertising but costs were high. The internet has reduced advertising revenue and changed reader habits.
2) Circulation and ad revenues for newspapers have declined significantly in recent decades. Online advertising and readership make up a small portion of totals.
3) People access news from many sources now both online and offline. Online news consumption is frequent but brief while offline reading provides more in-depth exposure.
4) The type of news stories that newspapers traditionally monetized well, like automotive or real estate, are now found on specialized websites. Pure
The document summarizes newspaper economics and the impact of the internet. It reviews newspaper revenues, costs, advertising levels and composition. It examines how the internet has impacted newspaper ad revenue and reader habits. The document speculates on opportunities to improve the newspaper industry and lists various data sources. Key points include newspapers derive most revenue from advertising but costs are high. While online readership is growing, time spent online is low and accounts for a small portion of total readership and revenue.
The document summarizes newspaper economics and the impact of the internet. It reviews newspaper revenues, costs, advertising levels and composition. It examines how the internet has impacted newspaper ad revenue and reader habits. The document speculates on opportunities to improve the newspaper industry and lists various data sources. Key points include newspapers derive most revenue from advertising but costs are high. While online readership is growing, time spent online is low and accounts for a small portion of total readership and revenue.
L'economia dei giornali secondo Hal Varian e GoogleVittorio Pasteris
The document summarizes newspaper economics and the impact of the internet. It reviews newspaper revenues, costs, advertising levels and composition. It examines how the internet has impacted newspaper ad revenue and reader habits. The document speculates on opportunities to improve the newspaper industry and lists various data sources. Key points include newspapers derive most revenue from advertising but costs are high. While online readership is growing, time spent online is low and accounts for a small portion of total readership and revenue.
This document discusses trends in consumer behavior and technology that are impacting marketing. It notes that while internet usage in Canada is high, many small businesses still lack an online presence. Consumers are doing extensive online research prior to purchases. Mobile internet usage and smartphone ownership are growing rapidly and will continue to change consumer habits. The document provides recommendations for marketers to have an online and mobile-friendly presence, utilize social media and location-based advertising, and provide measurable multi-media experiences to engage consumers.
The document discusses the rise of social media and how people are increasingly using the internet and social media for information, entertainment and communication. It notes that people spend a significant amount of time online through social platforms like YouTube, MySpace and Flickr rather than traditional websites. Advertising revenues are shifting online as people ignore traditional ads and publishers see declining print readership. The value of social media companies is driven by the relationships and user-generated content on their platforms rather than traditional assets.
The document discusses the value of newspaper media for advertising. It notes that while there are many challenges in today's fragmented media landscape, newspapers provide opt-in advertising where readers actively seek out content and ads. Research shows that newspaper readers and visitors to newspaper websites are engaged, influential consumers who discuss products they see advertised with friends and family. Case studies demonstrate that newspaper advertising can boost awareness, store traffic, sales and customer loyalty.
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Keys to Growing Online Advertising Revenue workshop handouts
1. Advertising in 2008 and First Half 2009 ... An Overview
Ad Spending in 2008 DOWN 4.1% (to $ 141.7B) vs ‘07
Newspapers were DOWN 10.0% in ‘08.
- TNS Media Intelligence December ’08 & May 2009
Ad Spending in First Quarter 2009
Declined 14.2% (to $30.8B) vs 2008
- TNS Media Intelligence May 2009
Ad spending in the Second Quarter of 2009 was off 13.9 % vs
‘08, Fifth Consecutive Quarter of Year-over-Year declines.
Total Advertising Expenditures ($60.87B)
in the first six months of 2009 DOWN 14.3% vs ‘08
- TNS Media Intelligence September 16, 2009
Internet display (+6.5%) and FSI’s (+4.6%) were the only
media to achieve expenditure growth in the first half of 2009.
Online publishers also capitalized on a spending surge from
wireless telecom operators.
Newspapers were DOWN 24.2% and Magazines were
DOWN 20.9%. Total spending in Radio was down 24.6% due
to ongoing weakness in automotive, retail and local services.
Per IAB Report, 2008 Internet Ad Revenues totaled $23.4B
UP 10.6%. Retail, financial services, computing and automotive
were top categories.
Per IAB Report, First Half ‘09 Internet Ad Spending
dropped 5.3%to $ 10.9B ... Expected to decline for full year.
- MediaPost October 8’09
2. Internet Advertising Resources
- Borrell Associates Inc. Research (borrellassociates.com)
- comScore (comscore.com)
- eMarketer (eMarketer.com)
- (IAB) Interactive Advertising Bureau (iab.net)
(Price/Waterhouse/Coopers)
- MediaPost (mediapost.com)
- MORI Research (moriresearch.com)
- Nielsen/Net Ratings (nielsen-online.com)
- National Newspaper Association (nna.org)
- Newspaper Association of America (naa.org)
- Pew Research and American Life Project (pewresearch.org)
- TNS Media Intelligence (tns-mi.com)
- Texas Center for Community Journalism (tccj.tcu.edu)
- Texas Press Association (texaspress.com)
3. Internet Ad Spending Formats
• Search .... 45%
• Display ... 33%
(Banner - 21%, Rich Media* 7%
Digital 3%, Sponsorship 2%)
• Classifieds ... 14%
• Lead Generation ... 7%
• email ... 2%
* (e.g. Interactive, Sight Sound, Video)
Interactive Ad Bureau & MediaPost April 2009
Interactive Advertising Bureau shows that only 38%
of online advertising was sold through a CPM pricing model
58% sold on a performance basis.
Remaining 4% classified as hybrids deals.
4. Digital Immigrants
versus
Digital Natives
Immigrants
_____________________
PRINT
FILM/VIDEO
WEB
Natives
__________
WEB
VIDEO/FILM
PRINT
5. Radio took 38 years to reach 50 million listeners!
To reach 50 million viewers TV took 13 years!
Internet took just four years to reach 50 million users!
To reach 50 million users iPod took just three years!
Facebook took just five years to reach 50 million users!
- Google did not exist a more than decade ago.
(More than 31 Billion Searches on Google every month)
- Six years ago, no one had heard of MySpace
(MySpace has MORE than 200 Million Registered Users)
(Fifth Largest Country in the World?
MySpace if it were a country!)
- Facebook is just five years old
- YouTube is not quite four.
- “Did You Know?” 2008 - Compiled by Fisch/McLeod/Brenman
6.
7. Paper Chase ...
40% Of Net Users Visit Newspaper Sites
In every month of the Third Quarter 2009, newspaper web sites
attracted more than 74 Million unique visitors on average
(+8.5% over ‘08) (40% of all Internet users). Newspaper
Association of America, citing research performed by Nielsen
Online.
This is the most unique visitors recorded since the NAA and
Nielsen began tracking newspaper Web site audiences in 2004.
The previous record was 73.3 million in the first quarter of 2009.
Taking a somewhat longer view, the long-term growth of
newspaper Web site audiences has been substantial. This
year's third-quarter figure of 74 million represents an increase of
82.2% over 40.6 million unique visitors in the third quarter of
2004. Active reach increased from 27.6% of all U.S. Internet
users to about 40%.
(- Erik Sass MediaPost October 26, 2009)
Time spent on newspaper web sites averages about 38.5
minutes per month.
8. ‘Newspapers Web Site Users Are Power Users ...’
Newspaper Web site users remain Power Users ... Compared
with Internet Users WHO DO NOT VISIT newspaper sites.
Power Users go online more frequently, spend more time
online and are demographically more desirable
(younger,better-educated and more affluent) to advertisers.
• Much more interested in news content,
entertainment content and various online services
than nonusers of newspaper sites.
People who visit newspaper websites on an average day are
more likely to make online purchases, and make greater use
of the Internet for advertising, shopping information and
various types of news and information than nonusers of
newspaper sites.
- Newspapers and newspaper web sites users are the top
choice among affluent, college educated homeowners who
read every issue or almost every issue of their newspaper, and
go online more frequently, spending more time online and are
more likely to have high-speed Internet access.
- Newspapers and newspaper web sites are the primary source
of local community news and advertising.
- Newspaper Web site users are PowerUsers ( 2006 MORI Research
‘Power Users Newspapers Online Audiences in a Broadband World’.)
9. Print Newspaper Ads
Drive Online Traffic And Purchases!
In a Study Commissioned by Google and Conducted by Clark,
Martire & Bartolomeo in October ‘07 and released in April ‘08.
Among individuals who research products and services after
seeing them advertised in newspapers, 67% use the Internet
to find more info, and nearly 70% percent of them actually
make a purchase following their add’l research.
Among Newspaper Readers Who Use the Internet ...
• 56% researched or purchased at least one product
they saw advertised in the newspaper in the previous month.
• 48% of them visited a store ...
71% visiting a store are likely to make a purchase ...
23% called a store ... 23% asked a friend.
• 72% of those who responded to a newspaper ad
and used Google to search are likely to make a purchase.
Print newspaper advertising is incredibly effective in
motivating consumers to make a purchase and drive people to
conduct additional product research online.
10. Print Newspaper Ads
Drive Online Traffic And Purchases!
Consumers' exposure to advertising messages across mediums
influences their subsequent research and purchasing behavior...
Newspaper advertisements drive readers to the Web,
where they search, find and obtain products... "
Overall, 30% of Internet-using newspaper readers went
online to research at least one product that they saw in the
newspaper, researching nine on average.
The majority of respondents felt that newspapers
are more useful than the Internet ...
• Learning about Promotions ...
68% Rated Newspapers Very Useful.
• 54% Rated Newspapers Very Useful ...
When Deciding Where to Buy.
• When to Buy - 43% Rated Newspapers Very Useful.
Print newspaper advertising is incredibly effective in
motivating consumers to make a purchase and drive people to
conduct additional product research online.
- Clark, Martire & Bartolomeo Study
Commissioned by Google
October 2007
11. Short Quiz
The following quiz consists of four questions and will help you
determine whether you measure up to be a professional!
• How do you put a giraffe in a refrigerator?
This question tests whether you tend to do simple things in an
overly complicated way. The correct answer - Open the
refrigerator, put in the giraffe, close the door.
• How do you put an elephant in a refrigerator?
This question tests your ability to think through the
repercussions of your previous actions. The correct answer -
Open the refrigerator, take out the giraffe, put in the elephant and
close the door.
• The Lion King is hosting an animal conference. All
animals attend except one. Which animal does not attend?
This question tests your memory. The correct answer - The
elephant. He is in the refrigerator. You just put him in there.
Ok, even if you did not answer the first three questions correctly,
you still have one more chance to show your true abilities.
• There is a river you must cross but it is inhabited by
crocodiles. How do you manage it?
This question tests whether you learn quickly from your
mistakes. The correct answer - You swim across. All the
crocodiles are attending the animal conference.
- Anderson Consulting Worldwide
12. Why Advertise on a Newspaper Website??
It’s All About Value ...
Where’s YOUR Newspaper’s Website Value?
• PURCHASING POWER ...
A greater percentage of newspaper web site users purchase
more often online compared with general web site users.
Like newspapers ...
Newspaper websites have higher demos!
• REINFORCEMENT and Reference ...
65% of online newspaper users also read the newspaper
in the past seven days, repetition increases awareness.
• MEDIA MIX ...
Recent studies have shown the power of online,
when included in a mix with traditional media,
to elaborate the brand message.
Newspaper print & online products combined have
the highest penetration & most desirable audience
of any other local medium.
- 2002/2004/2206 ‘Power Users’ MORI Research
13. Newspapers Still Send Consumers To The Store!
Reinforcing the Google findings is a new study in which early
data from MORI released in August ‘09, found that 59% of
adults identify newspapers as the medium they use for planning,
shopping and purchase decisions.
In the MORI study entitled “American Consumer Insights”
73% of adults indicated that they regularly or occasionally read
newspaper inserts.
Additionally, 82% of the surveyed adults indicated that they
have been spurred to action by newspaper advertising in the
past month.
• 61% clipped a coupon
• 50% purchased something
• 33% visited a web site to learn more
• 27% tried something for the first time
AGAIN ... After Seeing Newspaper Advertising!!
14. • Key Ways to Generate Online Revenue
... On YOUR Newspaper Web Site!
The opportunity for online advertising growth is local,
NOT national.
• Become THE local web marketing consultants
in your community.
• Target Non-Print advertisers ....
• Pursue Long Term Commitments (3 - 6 - 12 Months)
• Develop New Web Site Prospects?
• Offer Local Businesses Video Options
(Retailers, Real Estate, Churches, Schools)
• Set Your Online Ad Rates to Reflect Value
... Pricing per month, Price Differently Within Your Web Site
Obits should yield a premium rate!
• Implement IAB [Interactive Advertising Bureau]
Standard Sizes for all advertising
• Develop or Enhance
Your Self-Service Ad Placement Capability
15. Early data also reveals that other media, as reported by MORI,
trailed well behind newspapers as the primary medium for
checking advertising.
The closest competitor, the Internet, trailed newspapers by 20
percentage points, direct mail gained a 14% response in the
survey, and television was cited by only 8% of respondents.
Primary Medium for Checking Advertising
2009
Medium % of Respondents
Newspapers 41%
Internet 21%
Direct Mail 14%
Television 8%
Catalogs 6%
Magazines 3%
Radio 2%
Newspapers Still Send Consumers To The Store!
- MORI study “American Consumer Insights” August 2009
16. How Much Should a Retailer Invest
in Dollars on Advertising?
... depends on a number of factors!
• Business Location - High traffic area? Low traffic area?
The lower the traffic, the more rural or out of main street flow
the larger dollar investment in advertising required.
• Top of Mind Awareness - A new business as opposed to an
established business with awareness, familiarity and trust
will need a larger dollar investment in advertising.
• Competitive Market - Businesses in a market with a number
of competitors will need a larger dollar investment in advertising
as opposed to those one of a kind business in a market.
• Price vs Value - A business that guarantees lowest price
or features continual sale efforts will need a larger dollar
investment in advertising to continually reinforce this message.
When you advertise price, or if you are only selling price ...
you have to continue to lower the price, or come up with
enhanced incentives, on an ongoing basis in order to continue
building your customer base.
Most retailers set their investment in advertising dollars
based on a % of sales.
17. Online Retailers Continue to Ring Up Impressive Sales ...
The smallest U.S. businesses are less receptive to banner ads
in favor of search engine ads, online directory listings, and
streaming video.
The 14.6M smallest U.S. businesses account for $6.9B in
locally generated, locally targeted interactive advertising
in 2008, more than half the U.S. total.
- Borrell Research - March ‘09
PerWebvisible and Nielsen research, only 44% of small
businesses have a website and finds an accelerating trend
toward online media for local search. A significant disconnect
between the way small business owners act as consumers vs.
the way they market their businesses online.
The survey also found that search engines are the most popular
source for finding local information:
• 82% use search engines
• 57% use Yellow Pages directories.
• 53% use local newspapers
• 49% use Internet Yellow Pages
• 49% use TV
• 38% use direct mail
- MediaPost Research Brief - February 13’09
18. Coupons ... Don't Count!
Coupons are a promotional tool in the form of a price
reduction, and to promote a specific product or promotion
within their store for a limited time basis.
Coupons are a call to action to motivate
potential buyers to act now.
Coupons should NOT be used by a retailer or potential
advertiser to count response in a particular media vehicle
( ... direct mail, Internet, magazine, newspaper).
If a retailer or potential advertiser wishes to count or TRACK
response to a particular ad or a series of ads, the retailer should
monitor a variable over a given time period.
(Total number of transactions, Sales totals for ALL
inventory, Sales totals for ADVERTISED item(s) or
Revenue)
In this manner, the retailer is able to observe any revenue
shifts due, in part, to their advertising investment.
Many variables may affect the response to a retailer's
coupon offer ... Be sure to ascertain what marketing strategy
they want to accomplish by using a coupon.
Online coupons represent only 1% of the 2.6B coupons
offered annually in the U.S.
ComScore Data showed that most consumers still get their
coupons from paper sources ... Coupons from Sunday fliers
(42%), InStore coupons (39%), Manuf coupons (38%), Direct
Mail 33%. Less than 30% of consumers claim to go online
to find coupons. - eMarketer March 12’09
19. Local Weekly Papers Continue To Be Read
by Community Residents
A National Newspaper Association survey co-sponsored
by the Missouri School of Journalism found that 81% of
respondents read a local weekly paper each week spending
an average of 40 minutes with the paper.
Almost 75% also indicated that they read
‘most or all’ of the newspaper.
Additionally, selected survey findings included ...
• On average, weekly newspaper readers,
passed along their paper with 2.3 readers.
• Nearly 40% of those surveyed community readers
retained their newspaper for more than a week.
• 47% of community newspaper readers indicated
that there are days they read the newspaper
as much for the ads as for the news.
• Searching for Local News Online ...
63% found it on the local newspaper's web site,
compared to 17% for sites such as Google, Yahoo, or MSN
and only 12% searched a local TV station web site.
- National Newspaper Association
October 2009
20. Why Advertise on a Newspaper Website??
It’s All About Value ...
Where’s YOUR Newspaper’s Website Value?
• FREQUENCY ...
The online newspaper website user spends almost twice as
many hours online than the general user.
Newspaper visitors return to the site several times per day!
• CREDIBILITY and CONTENT ...
Web users agree that online
advertising is more believable from a trusted website,
like the local newspaper. In most markets ...
The newspaper website is the dominant local media site
• TARGETED ...
If you want to focus on a particular backyard,
advertising on a local newspaper website is more personal,
and more relevant because it is LOCAL.
21. A Word About Misleading Website Traffic Numbers ...
Hits ... This statistic is worthless. A ‘hit’ is nothing more than a
request to a Web server for a file. The problem is that a single
webpage can include dozens of file (the page itself, plus every
style sheet, logo, graphic file, photo...). Double the graphics on a
page and you double the number of hits for a site.
Page Views ... Better than ‘hits’, but still easily manipulated.
The trouble with page views is that a huge % of traffic online
comes not from human, but automated agents (search engine
spiders, spammers’ robots, clipping service agents).
Unique Visitors ... This is a better test of a site’s traffic. A
spider might view 1,000 pages when it comes to a website, but it
will count as only one visit. Be sure to filter automated agents
from your unique visitors report ... best apple to apple metric for
comparing website popularity.
Click - Throughs ... Most display ad click throughs come
from a very small number of consumers per ComScore study.
The heavy clickers (25 to 44 years old 2/HH income under
$40,000 ... online 4x as much as non-clickers, but were not big
spenders) surveyed represented just 6% of the online
population, but made one half of all display ad clicks.
- eMarketer February 28’08
22. Seizing the Advertising and Marketing Opportunities
... In a Challenging Economic Environment
What strategy might you suggest to assist your client in seizing
the opportunity presented by a economic downturn?
• Stress BENEFITS. Talk VALUE ...
• Capitalize on local AWARENESS and FAMILIARITY ...
The best advice and the best value ...
Always come from someone you KNOW!
• Maximize COMPETITIVE ADVANTAGES.
• It’s all about LONG TERM.
Coach your advertisers to plan and prepare for growth when
the economic uncertainty ends.
• Don’t sell an ad. Sell an IDEA, a CAMPAIGN.
23. Some Closing Thoughts ...
“Do One Thing Every Day That Scares You.”
- Eleanor Roosevelt
“The ultimate measure of a man is not where he stands in
moments of comfort and convenience, but where he stands at
times of challenge and controversy.”
- Martin Luther King, Jr.
“The Chinese use two brush strokes to write the word 'crisis.'
One brush stroke stands for danger; the other for opportunity.
In a crisis, be aware of the danger
- but recognize the opportunity.”
- John F. Kennedy
“We make a living by what we get,
We make a life by what we give.”
- Winston Churchill
... and last, but not least
“Time’s fun when you’re having flies.”
- Kermit the Frog