STC 114 Lecture Notes - Lecture 11: Media Planning, Branded Content, Guerrilla Marketing

• School: University of Miami
• Department: Strategic Communication
• Course: STC 114
• Professor: Kay Snell

Document Summary

Media is the channel in the communication model; the way messages are sent and returned by the source and receiver. Media refers to the way messages are delivered to target audiences and increasingly, back to companies and among audience members. Media is the go-between step in the communication model; the way messages are sent and returned by the source and receiver. Here, the source and receiver are the company or brand, and its customers. Mass media: the channels through which messages are sent to large, diverse audiences. Broadcasting media cast their audio and visual signals broadly to reach mass audiences. Niche media are communication channels through which messages are sent to niche segments. Measured media: the ability to analyze the cost of a media buy relative to the size of its audience. Addressable media includes internet, mail, and telephone are used to send brand messages to specific geographic and electronic addresses.