Sociology 2172A/B Lecture 2: Soc 2171 - Week 2 notes + reading
2 Feb 2018
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Week 2 reading: introducing advertising and promotion: an integrated marketing communications approach. The first somewhat mythologized creative advertising revolution of the 1960s occurred in the context of a classical media funding model ( paid for advertising generated the revenue to fund media channels) Content, could be news, documentary, entertainment, opinion, indeed any communication format all which has the potential to generate audience engagement. New media funding models are emerging because of various pressures, including the fragmentation of media audiences under the influence of new communication technology, and deregulated media markets. The audience reach of each individual media vehicle and changing patterns of media consumption. Another pressure on the traditional funding model for media is the changing media consumption patterns. More consumers are reviewing, and interacting with, media content on mobile phones, pcs, laptops and other wireless devices such as netbooks.
