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This document discusses the evolution of communications platforms from traditional earned, owned, and paid media to their modern digital forms. It outlines how Moore's law and disruptive technologies like printing, broadcasting, and the internet have transformed the communications landscape. Now, earned media involves extensive digital public relations and social media engagement. Paid media encompasses diverse digital advertising channels. And owned media centers on self-publishing across an organization's website and social media platforms. The document stresses that digital content is permanent and owned media remains important alongside earned and paid strategies.
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Key Words-Media
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Media can be defined as the various outlets used to store and share information and data. This includes print media like newspapers, magazines, and books, as well as broadcast media like television, radio, and video games. Print media involves reporters investigating stories and editors deciding what gets published. There are different types of print media such as books, magazines, newspapers, and films. Broadcast media provides information through television, radio, and newer forms of media that interact like video games. Radio was the first electronic mass medium while television found success worldwide. New technologies also allow for synergy and convergence across different types of media.
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The document discusses different types of media, including print media such as newspapers and books, broadcast media like television and radio, and digital or new media consisting of online platforms and social media. It explains that media convergence occurs when different media sources combine, allowing content to be distributed across multiple devices. Examples provided include smartphones that converge functions like cameras, maps and web browsing, and internet companies like Google and Facebook that offer diverse converged services and platforms.
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The document discusses Blackburn with Darwen Borough Council's transition from analogue to digital services and engagement. It notes that local print newspapers are declining while social media use is rising. The council is taking initial steps to engage residents digitally through social media, online services, and open data. However, the document acknowledges that not all residents have caught up digitally yet and the council needs to prepare support and training to help with the transition to come. The overall aim is to have an organization that can use all digital channels for two-way communication.
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The document defines mass media as the delivery of cultural messages through various communication channels to diverse audiences. It discusses the main types of mass media including print, recordings, cinema, radio, television, and the internet. Each mass medium is described along with examples. The advantages of mass media are its ability to educate people, spread news and information quickly, showcase talents, and promote products. However, disadvantages include individualism, unsuitable content for children, health issues from overuse, and potential addiction.
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The document discusses media convergence and the changing landscape of journalism. It describes how print, broadcast and online media are converging, with journalists now expected to work across multiple platforms. Examples are given of media companies that have successfully integrated their print, broadcast and online operations. The challenges and opportunities of convergence for both media companies and journalists are also examined.
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The four main types of media are:
1. Print media - This includes newspapers, magazines, books, flyers etc. Information is printed on paper.
2. Broadcast media - Also known as electronic media or mass media. It uses electronic equipment to transmit audio and video content to a wide audience like radio, television etc.
3. Digital/Online media - Also known as new media. It delivers content through the internet and digital platforms like websites, blogs, social media, emails etc.
4. Outdoor media - It delivers messages to audiences directly when they are outdoors through billboards, posters at bus stops or metro stations to reach a mass audience.
SociologyExchange.co.uk Shared Resource
This document defines and discusses the characteristics of mass media. It identifies three key aspects of mass media: production of messages, content of media messages, and reception of messages by audiences. It also outlines three forms of media organization: community based, public, and private. While all three are important, the document suggests that private media organizations, which include large conglomerates like News Corporation and Time Warner, have become the most significant due to industry trends toward consolidation through vertical integration, horizontal integration, and transnational ownership.
Media Convergence
Media convergence brings together previously separate content, computing, and communication technologies. It involves the interlocking of industries like telecommunications, computing, and content providers. Media convergence results in technological, industrial, and cultural convergence. It allows for multimedia experiences that engage users across different modes on a single platform. Transmedia storytelling spreads content across multiple media forms. While opportunities exist like lower costs and enhanced quality, challenges also exist like information overload, lack of skills to use new technologies, and rapid changes obstructing audiences.
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Sociology of the mass media: Media forms, ownership and control
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Convergence
Media convergence refers to different media sources joining together into one platform where audiences can access multiple types of media. It involves the interlocking of computing, telecommunications, and content providers across industries like publishing, music, television and film. Convergent technology allows consumption of media like radio, newspapers, TV and the internet from a single device. Digital projection is an example of convergent technology in film, as movies are now produced and distributed digitally, lowering costs. Cross-media convergence is similar to synergy and involves marketing media products across different platforms like print, web and television.
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More from Kevin Brett, M.A.
COM300qualitative
This document discusses qualitative research methods. It defines qualitative research as aiming to gather an in-depth understanding of human behavior. Qualitative research is described as subjective, interpretive, and focused on answering "what" and "why" questions. The document contrasts qualitative and quantitative methods, noting that qualitative research typically involves fewer respondents, observation, and coding of responses, while quantitative research relies on larger sample sizes and tabulation of results. Examples of qualitative methods provided include ethnographic research, focus groups, interviews, and literature reviews. The document then provides examples of how qualitative coding and ensuring intercoder reliability could be applied to analyzing the State of the Union address, television drug ads, and a focus group about Super Bowl ads.
Secondary Research: Fast and Cost-Effective
Secondary research involves summarizing, collecting, and synthesizing existing data rather than primary data collection methods. It can be as rigorous as primary research and helps clients solve problems. Some disadvantages are that it may not find specific data needed and sources vary in quality. Secondary research was important for James Michener's novel "Texas" and is virtually impossible to conduct effective paid media without syndicated research sources that provide data on audiences.
Non-Profit Public Relations
There are 1.5 million non-profits with an estimated $2.6 trillion in assets. Some are huge operations including the United Way, Red Cross, American Cancer Society and the YMCA. Some lobby. Some compete against non-profits. They all compete against each other for donations. All face compassion fatigue, and many run into PR difficulties ... or worse (see Lance Armstrong and Livestrong). They may not be for profit and for the most part they are well respected, but they still need reputation and brand management in our 24-7-365 digital society.
Brand Communication and Society
Brands may be 30 percent of Wall Street value. They need to be enhanced and protected. There are limits to brand management. The Federal Trade Commission regulates false advertising (e.g., Skechers). FedEx has come into contact with the Green Washing line. Ditto for KFC and Pink Washing. Shameless 5-hour ENERGY leaped over the Pink Washing divide. Firms need to guard against false advertising, green washing, pink washing and astroturfing (e.g., social media masquerades).
Managing Brand Equity
Manage or Be Managed? That is the question. Intangible brands may be hard to measure, but they equate to 30 percent of total Wall Street values. Some even see them as needing to be listed as "assets" on balance sheets. In this 24/7/365 digital world, what are the best and most effective strategies to protect brand equity. Yep, it is manage or be managed.
The Era of Big Data
The Era of Big Data is upon us. We are attempting to rise above complexity on steroids. We address B2B, B2C, B2G and now B2C2C business segments. Our IMC campaigns must include owned, paid and earned communications platforms. And today's three major technology drivers: social, mobile and cloud. What is the evolving strategy to rise above the noise of our Big Data world?
The Right to Lie
It's zero dark thirty. The choppers are coming for a landing. You know what is coming next. You are asked by a reporter about rumors of a surgical strike. Your mom told you to always tell the truth. Do you?
Presidential press secretaries Jody Powell and Larry Speakes were both confronted with the same difficult choice.
Segmentation.ppt
What are winning digital techniques for segmenting, targeting audiences and getting out the vote? Who are the audiences for our messages? What are the best integrated marketing communication techniques to reach them?
Corporate vs. Agency PR
Presentation to the PRSSA chapter at Central Washington University on October 13, 2014. The PowerPoint presents the pros and cons of PR agency life vs. working in a corporate public relations department. The presentation also offers strategies to close the gender pay gap in communications disciplines.
History of Public Relations
From the Rosetta Stone to the Boston Tea Party to the "Torches of Freedom" to today's digital age, public relations or responsible advocacy (and sometimes not so responsible) have been a part of the human landscape.
PR Ethics and the Law
What are the ethical obligations and responsibilities for public relations and communications professionals? Let's start with two of PRSA's core values -- Responsible Advocacy and Honesty -- and go from there. And don't forget full disclosure.
Why Public Relations?
This document provides an overview of the public relations field including typical salaries, career paths, tools used, and types of public relations work. It discusses common misconceptions about public relations and outlines how public relations helps manage communication between organizations and their audiences. The document also contrasts corporate versus agency public relations and describes two primary methods of client engagement used in public relations.
Basic Truths of Social Media
The document discusses the growth of social media and its impact on communications and business. Some key points:
- 2 billion people now use the internet globally, and social media engagement continues rising, with over 2/3 of internet users on social platforms.
- Social media has democratized communications, allowing anyone to share content with just a few clicks. It is ubiquitous but not monolithic, with many different platforms and formats.
- Major social media companies like Facebook, Twitter, and LinkedIn have grown enormously, some going public with multibillion-dollar valuations, showing the major impact and business potential of social media.
My Proposed Public Relations Research Agenda.ppt
As I continue my new career as a higher education instructor/student in public relations/communications/investor relations, I have adopted a proposed research agenda. My areas of potential emphasis include social media, international communications and corporate public relations/investor relations
Buy on Rumor, Sell on News
There are more than 5,000 publicly traded companies on the NYSE and the NASDAQ and more being added with each IPO. Everyone of these companies is required to report to the SEC and to tell its story to the investing public. Skilled financial communicators are in high demand. The key question? How does a company make money?
Doing Well; Doing Good; Avoiding Pink Washing
What are effective public relations strategies to avoid Pink Washing, pass the giggle test, and do some good for people while your organization does well? Fiduciary Responsibility and Corporate Social Responsibility are not mutually exclusive.
Technology and Baby Boomers.ppt
Are Baby Boomers late adopters or worse yet, laggards, when it comes to technology? That may be the perception, but is that the reality? It seems that Baby Boomers have a PR problem as it applies to competing with younger generations in the coming years.
Germany: From Holocaust to Normalcy
Germany has undergone a transformation from the Holocaust during World War II to becoming a normalized country. In 1945 after Nazi defeat, Germans faced guilt over the Holocaust. But authors like Thomas Mann expressed hope for a new Germany that was part of Europe rather than dominating it. Since then, Germany rebuilt itself economically and politically despite occupation and division. It acknowledged and repented for its Nazi past. Reunification followed the fall of the Berlin Wall. Germany is now known for economic success, environmentalism, women's empowerment, and high-quality manufactured goods. It has achieved a public relations miracle in overcoming its dark history.
Starbucks and Conservation International.ppf
How did Starbucks and NGO Conservation International work together to maintain fiduciary responsibility and achieve corporate social responsibility (CSR). It wasn't easy, but it happened.
Strategies for Winning PR Portfolios
What are effective strategies for preparing and presenting winning public relations portfolios to potential/existing clients and prospective employers? Think conventional media. Think social media. Don't think mere scrapbook. Instead use your deliverables to tell your story, and tell it well.
More from Kevin Brett, M.A. (20)
Recently uploaded
ASONAM2023_presection_slide_track-recommendation.pdf
Presented at the 2023 IEEE/ACM International Conference on
Advances in Social Networks Analysis and Mining.
Presentatie 4. Jochen Cremer - TU Delft 28 mei 2024
Dutch Power Event
“AI – Navigeren naar de toekomst?”
Op 28 mei 2024 bij Info Support.
Artificial Intelligence, Data and Competition – OECD – June 2024 OECD discussion
Artificial Intelligence, Data and Competition – OECD – June 2024 OECD discussionOECD Directorate for Financial and Enterprise Affairs
This presentation by OECD, OECD Secretariat, was made during the discussion “Artificial Intelligence, Data and Competition” held at the 143rd meeting of the OECD Competition Committee on 12 June 2024. More papers and presentations on the topic can be found at oe.cd/aicomp.
This presentation was uploaded with the author’s consent.
Artificial Intelligence, Data and Competition – SCHREPEL – June 2024 OECD dis...
Artificial Intelligence, Data and Competition – SCHREPEL – June 2024 OECD dis...OECD Directorate for Financial and Enterprise Affairs
This presentation by Thibault Schrepel, Associate Professor of Law at Vrije Universiteit Amsterdam University, was made during the discussion “Artificial Intelligence, Data and Competition” held at the 143rd meeting of the OECD Competition Committee on 12 June 2024. More papers and presentations on the topic can be found at oe.cd/aicomp.
This presentation was uploaded with the author’s consent.
Artificial Intelligence, Data and Competition – ČORBA – June 2024 OECD discus...
Artificial Intelligence, Data and Competition – ČORBA – June 2024 OECD discus...OECD Directorate for Financial and Enterprise Affairs
This presentation by Juraj Čorba, Chair of OECD Working Party on Artificial Intelligence Governance (AIGO), was made during the discussion “Artificial Intelligence, Data and Competition” held at the 143rd meeting of the OECD Competition Committee on 12 June 2024. More papers and presentations on the topic can be found at oe.cd/aicomp.
This presentation was uploaded with the author’s consent.
Tom tresser burning issue.pptx My Burning issue
Addressing the status of black home ownership in America. and what actions are taken to impact these trends.
Carrer goals.pptx and their importance in real life
Career goals serve as a roadmap for individuals, guiding them toward achieving long-term professional aspirations and personal fulfillment. Establishing clear career goals enables professionals to focus their efforts on developing specific skills, gaining relevant experience, and making strategic decisions that align with their desired career trajectory. By setting both short-term and long-term objectives, individuals can systematically track their progress, make necessary adjustments, and stay motivated. Short-term goals often include acquiring new qualifications, mastering particular competencies, or securing a specific role, while long-term goals might encompass reaching executive positions, becoming industry experts, or launching entrepreneurial ventures.
Moreover, having well-defined career goals fosters a sense of purpose and direction, enhancing job satisfaction and overall productivity. It encourages continuous learning and adaptation, as professionals remain attuned to industry trends and evolving job market demands. Career goals also facilitate better time management and resource allocation, as individuals prioritize tasks and opportunities that advance their professional growth. In addition, articulating career goals can aid in networking and mentorship, as it allows individuals to communicate their aspirations clearly to potential mentors, colleagues, and employers, thereby opening doors to valuable guidance and support. Ultimately, career goals are integral to personal and professional development, driving individuals toward sustained success and fulfillment in their chosen fields.
Competition and Regulation in Professions and Occupations – ROBSON – June 202...
Competition and Regulation in Professions and Occupations – ROBSON – June 202...OECD Directorate for Financial and Enterprise Affairs
This presentation by Professor Alex Robson, Deputy Chair of Australia’s Productivity Commission, was made during the discussion “Competition and Regulation in Professions and Occupations” held at the 77th meeting of the OECD Working Party No. 2 on Competition and Regulation on 10 June 2024. More papers and presentations on the topic can be found at oe.cd/crps.
This presentation was uploaded with the author’s consent.Competition and Regulation in Professions and Occupations – OECD – June 2024 ...
Competition and Regulation in Professions and Occupations – OECD – June 2024 ...OECD Directorate for Financial and Enterprise Affairs
This presentation by OECD, OECD Secretariat, was made during the discussion “Competition and Regulation in Professions and Occupations” held at the 77th meeting of the OECD Working Party No. 2 on Competition and Regulation on 10 June 2024. More papers and presentations on the topic can be found at oe.cd/crps.
This presentation was uploaded with the author’s consent.
Pro-competitive Industrial Policy – OECD – June 2024 OECD discussion
Pro-competitive Industrial Policy – OECD – June 2024 OECD discussionOECD Directorate for Financial and Enterprise Affairs
This presentation by OECD, OECD Secretariat, was made during the discussion “Pro-competitive Industrial Policy” held at the 143rd meeting of the OECD Competition Committee on 12 June 2024. More papers and presentations on the topic can be found at oe.cd/pcip.
This presentation was uploaded with the author’s consent.
Updated diagnosis. Cause and treatment of hypothyroidism
Types, classification, causes, diagnosis and treatment of hypothyroidism
XP 2024 presentation: A New Look to Leadership
Presentation slides from XP2024 conference, Bolzano IT. The slides describe a new view to leadership and combines it with anthro-complexity (aka cynefin).
原版制作贝德福特大学毕业证（bedfordhire毕业证）硕士文凭原版一模一样
原版一模一样【微信：741003700 】【贝德福特大学毕业证（bedfordhire毕业证）硕士文凭】【微信：741003700 】学位证，留信认证（真实可查，永久存档）offer、雅思、外壳等材料/诚信可靠,可直接看成品样本，帮您解决无法毕业带来的各种难题！外壳，原版制作，诚信可靠，可直接看成品样本。行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备。十五年致力于帮助留学生解决难题，包您满意。
本公司拥有海外各大学样板无数，能完美还原海外各大学 Bachelor Diploma degree, Master Degree Diploma
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留信网认证的作用:
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2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
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8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
Collapsing Narratives: Exploring Non-Linearity • a micro report by Rosie Wells
Insight: In a landscape where traditional narrative structures are giving way to fragmented and non-linear forms of storytelling, there lies immense potential for creativity and exploration.
'Collapsing Narratives: Exploring Non-Linearity' is a micro report from Rosie Wells.
Rosie Wells is an Arts & Cultural Strategist uniquely positioned at the intersection of grassroots and mainstream storytelling.
Their work is focused on developing meaningful and lasting connections that can drive social change.
Please download this presentation to enjoy the hyperlinks!
2024-05-30_meetup_devops_aix-marseille.pdf
Slides de notre meetup DevOps AixMarseille du 30 mai 2024 chez SmarTribune
Sujets: platform engineering / terragrunt / test containers
Mastering the Concepts Tested in the Databricks Certified Data Engineer Assoc...
• For a full set of 760+ questions. Go to
https://skillcertpro.com/product/databricks-certified-data-engineer-associate-exam-questions/
• SkillCertPro offers detailed explanations to each question which helps to understand the concepts better.
• It is recommended to score above 85% in SkillCertPro exams before attempting a real exam.
• SkillCertPro updates exam questions every 2 weeks.
• You will get life time access and life time free updates
• SkillCertPro assures 100% pass guarantee in first attempt.
Artificial Intelligence, Data and Competition – LIM – June 2024 OECD discussion
Artificial Intelligence, Data and Competition – LIM – June 2024 OECD discussionOECD Directorate for Financial and Enterprise Affairs
This presentation by Yong Lim, Professor of Economic Law at Seoul National University School of Law, was made during the discussion “Artificial Intelligence, Data and Competition” held at the 143rd meeting of the OECD Competition Committee on 12 June 2024. More papers and presentations on the topic can be found at oe.cd/aicomp.
This presentation was uploaded with the author’s consent.
Suzanne Lagerweij - Influence Without Power - Why Empathy is Your Best Friend...
This is a workshop about communication and collaboration. We will experience how we can analyze the reasons for resistance to change (exercise 1) and practice how to improve our conversation style and be more in control and effective in the way we communicate (exercise 2).
This session will use Dave Gray’s Empathy Mapping, Argyris’ Ladder of Inference and The Four Rs from Agile Conversations (Squirrel and Fredrick).
Abstract:
Let’s talk about powerful conversations! We all know how to lead a constructive conversation, right? Then why is it so difficult to have those conversations with people at work, especially those in powerful positions that show resistance to change?
Learning to control and direct conversations takes understanding and practice.
We can combine our innate empathy with our analytical skills to gain a deeper understanding of complex situations at work. Join this session to learn how to prepare for difficult conversations and how to improve our agile conversations in order to be more influential without power. We will use Dave Gray’s Empathy Mapping, Argyris’ Ladder of Inference and The Four Rs from Agile Conversations (Squirrel and Fredrick).
In the session you will experience how preparing and reflecting on your conversation can help you be more influential at work. You will learn how to communicate more effectively with the people needed to achieve positive change. You will leave with a self-revised version of a difficult conversation and a practical model to use when you get back to work.
Come learn more on how to become a real influencer!
Pro-competitive Industrial Policy – LANE – June 2024 OECD discussion
Pro-competitive Industrial Policy – LANE – June 2024 OECD discussionOECD Directorate for Financial and Enterprise Affairs
This presentation by Nathaniel Lane, Associate Professor in Economics at Oxford University, was made during the discussion “Pro-competitive Industrial Policy” held at the 143rd meeting of the OECD Competition Committee on 12 June 2024. More papers and presentations on the topic can be found at oe.cd/pcip.
This presentation was uploaded with the author’s consent.
Recently uploaded (20)
ASONAM2023_presection_slide_track-recommendation.pdf
ASONAM2023_presection_slide_track-recommendation.pdf
Presentatie 4. Jochen Cremer - TU Delft 28 mei 2024
Presentatie 4. Jochen Cremer - TU Delft 28 mei 2024
Artificial Intelligence, Data and Competition – OECD – June 2024 OECD discussion
Artificial Intelligence, Data and Competition – OECD – June 2024 OECD discussion
Artificial Intelligence, Data and Competition – SCHREPEL – June 2024 OECD dis...
Artificial Intelligence, Data and Competition – SCHREPEL – June 2024 OECD dis...
Artificial Intelligence, Data and Competition – ČORBA – June 2024 OECD discus...
Artificial Intelligence, Data and Competition – ČORBA – June 2024 OECD discus...
Carrer goals.pptx and their importance in real life
Carrer goals.pptx and their importance in real life
Competition and Regulation in Professions and Occupations – ROBSON – June 202...
Competition and Regulation in Professions and Occupations – ROBSON – June 202...
Competition and Regulation in Professions and Occupations – OECD – June 2024 ...
Competition and Regulation in Professions and Occupations – OECD – June 2024 ...
Pro-competitive Industrial Policy – OECD – June 2024 OECD discussion
Pro-competitive Industrial Policy – OECD – June 2024 OECD discussion
Updated diagnosis. Cause and treatment of hypothyroidism
Updated diagnosis. Cause and treatment of hypothyroidism
Collapsing Narratives: Exploring Non-Linearity • a micro report by Rosie Wells
Collapsing Narratives: Exploring Non-Linearity • a micro report by Rosie Wells
Mastering the Concepts Tested in the Databricks Certified Data Engineer Assoc...
Mastering the Concepts Tested in the Databricks Certified Data Engineer Assoc...
Artificial Intelligence, Data and Competition – LIM – June 2024 OECD discussion
Artificial Intelligence, Data and Competition – LIM – June 2024 OECD discussion
Suzanne Lagerweij - Influence Without Power - Why Empathy is Your Best Friend...
Suzanne Lagerweij - Influence Without Power - Why Empathy is Your Best Friend...
Pro-competitive Industrial Policy – LANE – June 2024 OECD discussion
Pro-competitive Industrial Policy – LANE – June 2024 OECD discussion
Media Platforms
- 1. Taking a Deep Dive Into Communications Platforms COM 280 Kevin Brett November 6, 2014
- 2. The World Was So Much Simpler •Earned Media – Stakeholder Relations; Publicity; Media Relations – Newspapers, Radio, Television •Paid Media – Display, Classified Ads, Billboards, Television and Radio Ads
- 3. Moore’s Law •Gordon Moore and Moore’s Law: The number of transistors on the chip doubles every 18-24 months
- 4. Disruptive Technologies •Print Era: Printing presses for newspapers, magazines, posters, books (1439 to Present) •Broadcast Era: Ascendancy of Radio and Television (20th Century) •Digital Era: Access of digital content via wireline; wireless; websites (Web 1.0; 1990) •Social Media Era: Exchange of digital content via blogs, social, mobile & cloud (Web 2.0; 1995)
- 5. Digital Flattens the Earth Makes Communications More Complex •Earned Media – Public Relations, Publicity, Media Relations, Blogger Relations, Social Media Participation/ Monitoring; Newspapers, News Aggregators, Radio, Video Streaming, Television, Cable, Satellite …
- 6. Digital Flattens the Earth Makes Communications More Complex •Paid Media – Newspaper, Magazine, Radio, Television, Billboards, Search Engines, Social Media Sites, QR Codes, Product Placement, Guerilla Marketing (e.g., coupons, leaflets, sandwich boards), algorithms to identify desired demographics…
- 7. Drum Roll: Owned Media •Digital in Nature •Embraces Self-Publishing •Intent May Be Two-Way Asymmetrical •Reality: Two-Way Symmetrical •Keep in Mind: Digital is Eternal
- 8. The Website is Still Relevant •Owned Media – Organization website with text, audio, video, search; blogs; FB, Twitter, LinkedIn, YouTube, Instagram pages, infographics, Tactile and online brochures, media kits, company events, trade shows (e.g., CES)
- 9. Think: Three-Communications Platform Campaigns •Earned Media: Conventional/Digital Public Relations/Publicity •Owned Media: Predominantly Digital Publishing; Organization Controlled Content •Paid Media: Conventional/Digital Advertising