insisting on convenience and control in the media exposure (tivo)

-makes branding more important because they choose what and where they will be exposed to these messages

brand is going to have to be a part of their daly life

-Coke paying to have cups used by American Idol judges

1. Undoing of Agency Consolidation and Globalization

2. Media Proliferation (expansion) and Consolidation

3.Media Clutter and Fragmentation

4. Consumer Control: Blogs-Tivo

many olittle companies combined into big ones

-clients felt they were missing out on creativity of small ones

-not always profitable, debt increase for ad companies

-control of media has always been a driving force behind media companies

-FCC says a single company can own TCV stations that reach up to 45% of US houses

-also ended a ban on joint ownership of newspaper and broadcast station in a city

-media companies will expand if it can

-dangerous potential consolidation of power to influence/corrupt??

-increasingly more ways to reach consumers, average consumer has access to 100 channels

-new and increased media has resulted in clutter making effectiveness of ads decrease

-turned to promotional tie ins

-consumers expressing a desire for commerce experience

-Miller light chairs for game day

Consumer Control: Blogs-Tivo

-blogs as product and brand info

-tivo allowing to skip adv all together 1/4 houses will have it by 2007

-to combat that make ads more entertaining, creative, and informative

-blogs and info from these=caveat emptor on multiple dimensions?

1. Advertisers

2. Advertising and promotion agencies

3. external facilitators

4. media organizations

5. target audiences

-manufacturers and service firms

-trade sellers: all organizations in the marketing channel of distribution tha tbuy products to resell to consumers

-federal, state, and local govts

-social organizations (red cross)

*advertisers have to do their homework to help agency do its job effectively

*-an organization of professionals who provide creative and business services to clients in planning, preparing, and placing ads, and other IBP promotions

-to reflect range of promotions, events, PR, startegies that good ad agencies suggest to clients

1. full service agency-array of adv professionals to meet promotional needs of clients

2. creative boutiques-emphasizes creative concept development copywriting and artistic services to clients, idea factories

3. interactive agencies-help advertisers prepare communications for new media

4. in house agencies-adv department in a firm and takes responsibility for the planning and preparation of adv materials, greater coordination

5. media specialists-specialize in buying media time and space and offer media strategy consulting to agencies

1. Direct Marketing-large databases of mailing lists

2. E-commerce Agencies-help firms conduct all forms of promotion through electronic media, internet, sweepstakes, coupons

3. Sales Promotion-operate contests, special displays, coupon campaigns, experts at making incentive programs

4. Event Planning-experts at finding locations and dates, put together a promotional event and makes sure there is publicity for it

5. Design Firms-create a logo for a firm or graphic mark that will indentify the company, designs packaging, brochures, banners

6. PR Firms-manage an organization's relationships with  media, community, competitors, government

Infomercials

1. Account Services-work with clients and develop a complete promotion plan, translate consumer values to ads through creative services, develop media strategy

2. Marketing Research Services-reserach group will help the client interpret the research and communicate interpretations to creative and media people, *research is key to successful promotional campaigns

3. Creative and Production Services-develops the message that will be delivered through advertising in interesting and memorable ways

4. Adeministrative Services-managing business to make sure deadlines are met

5. Media Planning and Buying-advertisers can contract for media buying and planning to determine how a client's message can most effectively reach a target audience

1. Commision-published rate for the air time is 1 million dollars, the agency bills their client this amount, takes less a 15% discount off the published rate to determine what the agency pays the TV network

2. Markup charges

3. Fee system

4. Pay for results

-offers advertisers the chance to target very specific audiences

-allows users to customize their programming/news broadcasts to their personal preferences

-adv cdan target different types of audiences using broadband for interactive broadcasts

-online computer services

-home shopping broadcasts

-interactive broadcast entertainment programming

-kiosks

-CD roms

-internet