• Communication 130

Professor Joseph Turow

• Final Exam

Tuesday

December 16

9-11

Room ASC 110

• Aim of this class:

“Marketing Communication”

Advertising on the web

Advertising all around

• What is advertising?

• What is public relations?

• What is marketing communication?

• How is money made on the Web?

• Advertising Agency Activities

Research

Creative

Media buying and planning

• Advertising agency

• Advertising network

• Creative boutique

• Media buying company

• The Agency Holding Company

• Omnicom

• WPP

• Publicis

• Interpublic

• Ratings firms

• Auditors—Audit Bureau of Circulation

• Ratings

Comscore Media Metrix

• Hitwise—server side metrics

• Google

• Profit models online

• Advertising

– Display Banners Eyeblaster

– Pop-Ups

– Pop-Unders

– Behavioral targeting

- Search –SEM

- Natural search

- Contextual search

• Metrics

• Impressions

• CPC

• CPA

• “Engagement”

• Need for video & audio search engines

• “Collective intelligence” data

• Data mining vs reality mining

• PR and the web

• User-generated comparisons/comments on price-comparison sites and elsewhere

• WOM

• Buzzmetrics to track online discourse

• The mobile phone

• The commodification of talk

• The importance of data services

• The mobile phone “ecosystem”—

– Phone suppliers

– Phone companies

– Marketers

• Texting- SMS

• MMS – multimedia messaging service

• Email

• Video – eg YouTube and Verizon TV

• WAPs

• Games

• Difference between search and display

• Location-based services are critical for marketers and some media firms.

• --ZIP code

• --GPS

• Different applications hold different priorities in different countries.

• Google mobile strategy - Android platform

• Open access to programs

• GPS separate from phone companies

• 700 mhz spectrum should be open to all devices on any company’s use of the spectrum

• To come---

• How will all this affect advertising and public relations?

• OUTDOOR – Traditional and Digital

• OOH – Out of Home

• CBS OUTDOOR JC DECAUX

• NEWS CORPORATION OUTDOOR

$7.28 Billion Industry

• Outdoor Developments

• Mall store windows for rent- InWindow Outdoor

• First total subway wrap – CBS & Horizon Media
42^nd Street Shuttle

• SideTrak Technology: Tunnel Ads

• Digital Outdoor- about $2.2 billion revenues

• Convergence of DO and Mobile?

• Google, Android and Voice recognition

• Google, Android and Disintermediation

• In-Store Developments

• NewsAmericaMarketing