JOUR 001 Lecture Notes - Lecture 16: Media Consumption, Video On Demand, Right Media
17 Sep 2020
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Document Summary
Middle class shrinking and many remain poor. Makes strategic communication more complex and challenging. More options are giving viewers/listeners more control over what/when/where they watch/listen to. Strategic communicators need to become less reliant on traditional marketing tactics and pursue a new generation of tools/techniques. Must be complemented by emerging strategic communication techniques. Advertising, public relations, promotions, direct response, interactive, and more. Speak to targets based on their individual needs and wants. Strategies must build visibility, trust, and loyalty through the creation and reinforcement of a clear identity. Differentiates your brand from competitors with messages that are relevant, original, and impactful = roi. Develop a long-term interactive communication process between a defined segment and the brand. Use a full array of communication messages and channels to build ties. Digital, social, and mobile media are key to building relationships. Technology allows narrowcasting and micro-marketing to individuals. Grounded in the synthesis of purchasing and media consumption behaviors.
