SMC219Y1 Chapter Notes - Chapter 1: Gutenberg Bible, Email, Parchment Paper

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yellowhound990

30 Oct 2012

School

UTSG

Department

St. Michael's College Courses

Course

SMC219Y1

Professor

Steve Hoselton

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Document Summary

Biagi chapter 1: mass media and everyday life. 1455 second info com revol: movable type. 1899 first wireless radio by guglielmo marconi. 1920s first feature-length motion picture (jazz singer) in nyc. 1920-30s nbc debuts tv: 5/9inch ~600. 1951 third info com revol: digital computers that can process, store, and retrieve infos. 1980 deregulation of broadcast media \ 2008 internet advertising income: billion; doubled since 2000. Today wireless digital tech is standard for all mass media; mass media is becoming personalized and mobile. Today"s adults spend more than their waking lives with media (more than sleeping) Mass media affects us economically, socially and culturally. American media industries make about billion a year (most from tv, least from books and radios) Until the 1990s, electricity was required to work your radio/tv/computer/etc. Today, we have wireless mass media wi-fi (wireless fidelity); media at any location without wires; media became mobile.

Related Questions

What do you think of the effectiveness of online marketing? Howcould the firms use online marketing channels to gain competitiveadvantages?

Please provide a response to the students discussion post:

It is no secret that the internet is the next large mediamarket. American spend 23 hours, more than a solid part time job,online, and this stat is from 2013, I would anticipate the currentstat to be even higher (Mielach). Even media traditionally consumedvia other means, such as radio, TV, news, sports are migrating tothe internet. As a football fan I can remember in 2015 when Yahoostreamed their first game, it was streamed online as opposed tobeing broadcasted by a TV network (I forget who played, but as aBroncos fan last year was a much happier time in my life). However,the internet has many advantages, not only is it more broad in itsreach (Facebook has over 1 billion accounts as of 2016), but canalso be cheaper to access. Most small businesses use the internetto advertise exclusively (MarketingProf). Advertising online can beextremely valuable, especially as the line between entertainment,advertising and pop culture are all blurred away. Facebookmarketing allows big ticket clients who wish to advertise onFacebook to earn access to a huge wealth of marketing informationon their 1 billion customers; this includes profile data, posts,friends, and most significantly, groups and subscriptions (Chang).This data allows marketers to strike with surgical precision. Theymay already be able to tell you're looking for that exact product,and when you anticipate on buying. These ads can be sneaked intothe content you interact with in such a manner that you might noteven realize you are browsing an ad. Furthermore, watching a newsbroadcast this morning, the news anchor began discussing herweekend plans, talking about having grilled Christmas dinner withher family. She casually mentioned the brand name of the grill thatshe had used, and showed an instagram photo of her, with the brandname of the grill casually, unobtrusively, yet clearly visible.This sort of marketing via social networking is a trick as old astime, the celebrity endorsement. However, by making it less obviousto the casual viewer it merely appears as an anecdote from acelebrity, and the grill brand name merely an added bonus ofinteracting with celebrities online; discovering how they live.Even more subtle, and my favorite example of a viral marketingcampaign is the following video. I recommend watching it, withoutreading more of my post if you are unfamiliar with it. If you areunfamiliar, ask yourself if you can catch the ad.

For those of you unfamiliar did you catch the ad? Turns out thisvideo is fake, and was created by CGI with the intent of marketinga brand. I honestly saw the video, and did not detect it was fake,did not realize it was an ad. It was shared "virally" on socialnetworks. My friends were advertising on a companies behalf, andentertaining me, and did not even realize it. The ad in this video,if you haven't guessed, was the logo displayed on the wing justprior to the landing, "KILLA". This advertising was extremelyeffective for building brand awareness, and no one realized how.Personally, I had no clue who Killa was, or what they sold.However, if later in my life, if I hadn't realized the marketingaspect, if I saw the brand name Killa, I would have recognized itas a sports advertiser, and probably assumed the company was largerand more established, and hence the products moresuccessful/valuable then otherwise. I was just being primed tolater be exposed to a company, predisposed to believe in theirprowess due to a viral video.

yellowcricket507

Case Study:

Wine Exports to China rise in value before the mid-1990s, the wine market in Asia was non-existent and many wine producers did not see potential in the Asian markets. But during the late 1990s and early 2000s, the markets started to change, and, almost overnight, wine became a symbol of wealth and class. The only problem was that very few producers were serving the market. As more producers became aware of the new potential markets, they started to enter China, Thailand, Singapore, Korea, and Japan. China posed specific problems for producers and importers as distribution channels and marketing strategies were virtually non-existent because the market was too new. The wine market maintained double-digit growth from 2005 - 2010, and it should grow faster than any other alcoholic beverage sector in the coming five years. With consumption rising at 10% - 15% per year it can be tempting for producers, whose traditional markets are stagnant, to consider China as a possible solution to their problems. Though there is little doubt that the market will continue to expand, the challenges are numerous: 1. A lack of transparency, counterfeit products, and unreliable information. 2. Dominance of the domestic giants. 3. Consumer and cultural challenges. 4. Distribution and logistics. The rewards are great for any foreign winery that can crack the market but the challenges are also great. The first step a winery must take before they carve out their niche, is to understand the reasons behind Chinese consumers buying habits, and how consumers purchase wine in China. Why do Chinese Consumers buy wine? The majority of wine purchases are made during the major holidays: Chinese New Year, Spring Festival, and the mid-Autumn Festival. Most of these purchases are destined as gifts for people. This is an interesting insight because gift-giving in China is important to the concept of Face. The Chinese wine consumer is typically a market follower, not a leader. He needs to feel safe about his purchase and does not want to lose face by choosing the wrong wine or admit that his knowledge of wine is limited. Chinese consumers buy wine to impress or gain Face (the Chinese word guanxi or the concept of face is somewhat analogous to influence or opportunities) within their social groups. Buying the right bottle of wine for a boss during the holidays could mean a promotion. In contrast to America or Europe, wine is also used as a social lubricant in place of spirits or beer. European consumers will often pair wine with food but Chinese are more likely to use wine as a social lubricant at parties or events. How do Chinese consumers buy wine? A survey conducted by the research company Wine Intelligence, which surveyed more than 1,000 Chinese upper middle-class drinkers of imported wine found that 75% of them said they often go online to look for wine information, and 62% said they frequently use social media as a source. New wine consumers were increasingly reliant on the digital world to learn about wine, with an estimated 13 million Chinese adults frequently accessing information online. This is a significant percentage of consumers searching for information online. Wineries that are looking to make an impact in China must create a strong digital strategy. (Source: http://www.digitalintheround.com/chinese-wine-market-digital-strategy/)

Page 6
Question 9:
Provide two (2) reasons why it is said wineries that are looking to make an impact in China must create a strong digital strategy. In your opinion, do you think digital strategy is suitable for the luxury industry like the wine market?
(18 marks)

fuchsiagnat301

The topic is: How has the social network reshaped marketingtoday?

Thanks to the new advent of social media, marketers and advertisershave to take a hard look at the way they conduct business.Marketers looking to promote their businesses online have recentlybegun to adapt themselves to the growing trend of using socialmedia outlets such as Twitter, Facebook, and Youtube. This newtrend of social networking websites such as Facebook and Youtubehas proven to be a goldmine of opportunity for businesses lookingto maintain and expand their clientele. Online sponsorship is justone of the many options companies have discovered for beingsuccessful online. While a lot of companies were leery of socialmedia at first, they ultimately realized that by navigating thisnew road, they could better serve their customers.

Branding is a vital key for a business to garner the upmostbenefits of social media. One important aspect of branding involvesestablishing personable relationships with people. To be effectivein branding also requires that businesses share information andinclude others in potential business opportunities whenrelevant.

The best method for attracting people into a business is magneticsponsoring. Instead of businesses limiting themselves to one site,they should use multiple sites (e.g. Facebook, Myspace, Foursquare,Twitter, etc.)

Social network marketing tends to succeed when one can attractpeople; a fun , lighthearted , unimposing, hard-working personalityincites a sense of curiosity in others to familiarize themselvesmore with a company. The famous social networking sites BetterNetworker and Warrior Forums are popular with network marketers onthe Internet. If proper rules of engagement on websites such asBetter Networker and Warrior Forum are followed, then congenialrelationships can foster and generate some solid business contacts.Adding some value while on these sites also helps foster growth inbusinesses.

Keeping in touch- The advent of social networking sites makes theInternet very popular as a mode of communication. Common peoplepost personal profiles, pictures, videos, music and messages inthese proprietary websites. Users of these social networking sitescan invite other "friends" to join their network so they can viewand share personal information with each other.
By creating a profile on these social networking websites andadding friends, business partners can constantly keep in touch withone another. Posting and messaging the latest information allowsbusiness to promote various business developments without payinganything.

Social Networking has incorporated marketing strategies into siteslike Facebook. When a Facebook user likes a certain movie or foodproduct, advertisements will appear on the right side of the User'sFacebook page pertaining to whatever the person likes. Theadvertisements that appear on the right side are all things thatmay interest him/her. The advertiser (working in collaboration withFacebook) uses certain demographics from the user to know when andwhere to place their product advertisement. This has, in turn,changed marketing and reshaped it.

Job hunting- Social networking sites also allow many companies inthe US and Europe to search for competent employees. Jobsapplicants are posting their resumes and credentials everyday onthese job-hunting websites. Using these sites as a tool facilitatesthe process of selecting employees applicable to certain aspects ofa business.

Emergency- In addition to helping with keeping in touch and findingemployees, social network sites also help in times of tragedy.Websites such as Twitter help to pass messages to thousands ofconcerned citizens or business relations in a snap. In conclusion,social networking sites continue to transform the world and remaina powerful tool for marketing and advertising.

Sources:
http://ezinearticles.com/?Social-Network-Marketing-Strategies-and-Techniques&id=5499700
http://aryacetas.posterous.com/how-social-media-has-helped-to-reshape-market
http://ezinearticles.com/?The-Importance-of-Social-Networking-in-Our-Society&id=4114348

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SMC219Y1 Chapter Notes - Chapter 1: Gutenberg Bible, Email, Parchment Paper

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