What is advertising?
o There is a promotional element
What is marketing?
o You realize the needs and wants
How does being online change both?
o From advertising point of view – online media has not stuck quite well. People get
annoyed with the presence of online advertisements. Everyone is trying to figure out the
best way for advertising, but nothing is sticking
o The second is cost on advertising revenue. It does not seem like nothing is getting better.
There are some Facebook ads that are intrusive, not successful, and very bizarre.
o i.e. You are a Pakistani, when you are not
How does it integrate into other media spaces?
o By not integrating with traditional media, they created something new and interesting.
Nowadays, you see news channels that trend on Twitter, viral videos, etc. They are
interlinked and not intrusive to one another
Importance of Course
Traditional media decline = divergence of resources
o There are places where they do not have newspapers because the amount of money to
produce newspapers and the resources is much higher than what people are paying for
People who create content expect the reward for their services
Online ads now exceed print worldwide
o Obama builds a community of practice in social media rather than just giving them
information (not one sided anymore)