ADPR 361 Lecture Notes - Lecture 1: Transmedia Storytelling, Social Media Optimization, Content Strategy

• School: UNL
• Department: Advertising & Public Relations
• Course: ADPR 361
• Professor: Dr.Jones

Document Summary

Ideas that connect brands and audiences and make them feel, think, and do something: audience + brand + media = building a consumer experience (with poem, paid, owned, earned media. The(cid:396)e is the(cid:374) a (cid:858)so(cid:272)ial e(cid:454)te(cid:374)sio(cid:374)(cid:859) of the (cid:272)a(cid:373)paig(cid:374: bottom-up model: this starts with the social or online activity (usually with direct consumer participation/co-creation). This activity is then selectivel(cid:455) (cid:858)(cid:396)e- (cid:271)(cid:396)oad(cid:272)ast(cid:859) to a (cid:449)ide(cid:396) audie(cid:374)(cid:272)e: prequel/teaser model: this uses digital (cid:272)ha(cid:374)(cid:374)els as a (cid:862)p(cid:396)e(cid:395)uel(cid:863) to (cid:272)a(cid:373)paig(cid:374) launches, seeding often longer-form video to establish some buzz around (cid:272)a(cid:373)paig(cid:374)s (cid:271)efo(cid:396)e the(cid:455) lau(cid:374)(cid:272)h (cid:373)o(cid:396)e (cid:858)t(cid:396)aditio(cid:374)all(cid:455)(cid:859). Audi real time engagement: (cid:862)e(cid:272)ho(cid:863) conversations that are currently happening, paid media myths, (cid:862)o(cid:374)l(cid:455) su(cid:272)ke(cid:396)s pa(cid:455) fo(cid:396) (cid:373)edia; (cid:373)(cid:455) st(cid:396)ateg(cid:455) is to go (cid:448)i(cid:396)al. (cid:863) 2/20/17: buying considerations, partner/vendor, size/length, positioning/placement, timing, flighting, added value, digital buying models, prices are often sated as cost per thousand impressions (cpm) It would not be good to only reach 30% of a large target audience 20 times.