JOURN 201 Lecture Notes - Lecture 33: Century Media Records, Remote Control, Vonage
7 Jan 2019
School
Department
Course
Professor
Document Summary
Creating effective campaigns in a cultures media environment. At the undergrad level, the uw sjmc is divided into two tracks: multi-media journalism (emphasis on informing, strategic communication (emphasis on persuading) Contexts of strategic communication campaigns: advertising, pr, political, health, non-profit, social movements. Common objectives: changing knowledge, perceptions, attitudes, and behaviors. Common tactics: e. g. social media messaging. A much more challenging endeavor in the modern media environment: take the case of advertising for example. Process starts with the client (product manufacturer: the marketing plan, 4 p"s: product, place, price, promotion, an agency is hired to handle promotion. Agency develops strategic comm plan: 4 p"s ----> promotion = strategic communication plan. The practice of strategic communication in the 21st century media environment. Expanding media (tv, internet, others?: fragmented audiences. In 1965, reaching 80% of adults 18 to 49 required 3 tv ads. In 2002, it took 117 ads: more complicated media planning.
