MCOM 323 Study Guide - Fall 2018, Comprehensive Midterm Notes - Web Search Engine, The Wall Street Journal, Swot Analysis

• School: Towson University
• Department: Mass Communication
• Course: MCOM 323
• Professor: kyongseok Kim

Document Summary

Roles of media: deliver content that informs and entertains, deliver an audience to an advertiser. Media (in marketing context: all forms of advertising media, medium: a single class of media. Connect the brands marketing messages with the target audience. Engage consumers with the brands marketing messages. Traditional media: tv, newspapers, magazines, books, outdoor. Digital media: website, internet search engines, social networks, mobile devices. Marketing service media: direct mail, consumer promotion offers, experiential marketing. Alternative media: gas station tv, blimps and skywriting, truck and taxi exteriors. Media class: general category of available delivery system, ex. Media vehicle: an individual carrier within a medium, specific channel within a medium, ex. Espn = tv class, wall street journal = newspaper class. Media mix: the use of multiple media (classes and vehicles) in a media plan. Media costs: 80-90% of an advertising budget. Corporate objectives: entire organization, company value, stock price or profit. Marketing objectives: brand, sales or market share, examples.