ADV 318J Chapter Notes - Chapter 2: Omnicom Group, Web 2.0, Crowdsourcing
Document Summary
2-1: trends affecting: consumer control, media proliferation, consolidation, More ibp: crowdsourcing, mobile marketing/mobi le media. 2-3: scope and structure of the industry: structure, advertisers, role of advertiser in. Consumers have control, with increasing technologies traditional media adv down 15% (2009) Web 2. 0 simple as choosing what websites to visit. Social media most significant form for content creation and communication. Blogs sophisticated sources of product and brand information. Research shows that word of mouth leaves longer impressions and recruits more customers. More cable tv channels, direct marketing tech, web options, etc more advertising 29291 Walt disney co. , best ex of multiplatform media org: owns espn, abc, radio stations, websites, podcasts, books, magazines billion in revenue. Interactivecorp internet conglomerate / google youtube, chrome. Traditional media promotional activities, pr, brand placement, online comm, sponsorships. Def: involves the online distribution of certain tasks to groups of experts, enthusiasts, consumers. Consumers help (cid:1445)build the brand(cid:1446) (ex: visa (cid:1445)cheer(cid:1446) at london 2012)
