The first serious moves for digital advertising as we know it today started in with Yahoo! But a bubble had to burst and then recover before there was enough consumer critical mass for media planners to take the Internet seriously.
Today, options include Web display HTML banners, rich media, flash, and streaming audio and video , search, social media, emerging media technologies, and many others we cannot begin to foresee, which will eventually become commonplace by the time you read this book. Digitization We have gotten to the point where the digitization of TV is a fait accompli.
The fastest growing of all digital media types are digital out-of-home displays in gas stations, shopping malls, retail stores, and so on. Other media, in fact, all media will leverage all of their digital capabilities in the upcoming years.
Digital advertising also brings with it new challenges when it comes to met- rics and measurement. Historically, media research has emphasized the front-end metrics of audience and audience effectiveness. Back-end metrics have been left to market research attitude, usage, and awareness research and the world of direct response for sales purposes. The Web allows for more sophisticated options on the front end, although getting industry agreement on a standard way of measuring these options is still a challenge.
Types of targeting abound. Just a short time ago, targeting was primarily about demographics. Digitization is inherently about technology; media planners today must be tech- nologically astute. They must know how to deploy ad-serving tags, understand the value of rich media versus banners, and be able to advise creative groups on these issues.
They must understand the technical considerations regarding banner spec- ification and be prepared to lead the team, including the creative group, account management, and clients, on their execution. The media planner must also understand the back-end metrics that define return on investment ROI , because they represent the success or failure of a campaign in the eyes of the advertiser and the agency.
Search Search is today the largest and fastest-growing part of the interactive marketplace, yet it is not necessarily controlled by the media planner or even the chief marketing officer CMO.
For many companies, the website and search are the responsibility of the information technology IT department. We expect this to change over time as advertisers recognize their importance to the overall marketing plan. Emerging media technologies abound. It is problematic to predict which will receive critical mass, but for some the future is clear.
There is not much adver- tiser acceptance yet, but mobile has consumer critical mass and is sure to grow. We are also sure to see video everywhere on smart phones, mobile, and out of home. Nevertheless, television is expected to remain the princi- pal place where video is watched, although the ways in which it is delivered to your living room or family room may change.
Social media has become a fact of life for the advertiser. The biggest aspect of social media turns out not to be as a major advertising medium, however. It is that consumers now feel they have permission to comment on everything from ad cam- paigns to products and services to corporate policy.
As much as it is popular to talk about how media has changed or evolved, it is important to realize how much has remained the same—the basics and fundamen- tals of media planning still need to be practiced. It has never been more important to understand who your target audience is and then to properly implement the plan to reach them. Digital media have learned from their traditional media forbearers the value of having commonly accepted, standard ways of defining and measuring advertising exposure.
At first, the Web planners resisted standards; they wanted to talk about the improved metrics that the Web could provide. Over time, the digital industry has come to realize that standards do not reduce the value of the new media.
Instead, they bring comparability and order to the marketplace so that all are talking the same language and are on the same page. It not only represents a great learning opportunity, but also provides exposure to the leaders in the industry. What About a Career in Media Planning? As mentioned earlier, this book is a great resource if you are contemplating a career in media.
Starting a career as a media planner can prepare you for many different market- ing and advertising roles, including that of a media strategist, media researcher, or media director on either the agency or client side.
Many go on to successful careers in advertising sales. More than a few CMOs had their first job in media. Some benefits you gain with a career in media planning include the following: 1. Most importantly, you should save our contact so that after approval of your topic from your supervisor, you can contact us to give you the download link to download the complete work or we send it to your email and Whatsapp.
Whatever degree you are acquiring in any school, we have listed above, free project topics with complete research materials PDF document for instant downloads by departments. Good luck on your project defense day. Related Current Papers and Articles. Pin 2. February 15, Chat with us! As far as a growth based economy can be blamed for the harmful human lifestyle affluent society advertising has to be considered in this aspect concerning its negative impact, because its main purpose is to raise consumption.
Attention and attentiveness have become a new commodity for which a market developed. The total amount circulating in society is made up of the attention exchanged among the people themselves and the attention given to media information. Only the latter is homogenised by quantitative measuring and only the latter takes on the character of an anonymous currency. It is this attraction which is sold to the advertising business. The German Advertising Association stated that in In there were The internet revenues for advertising doubled to almost 1 billion Euros from to , giving it the highest growth rates.
Spiegel-Online reported that in the USA in for the first time more money was spent for advertising on internet The largest amount in was still spent in the print media billion US dollars. For that same year, Welt-Online reported that the US pharmaceutical industry spent almost double the amount on advertising Few consumers are aware of the fact that they are the ones paying for every cent spent for public relations, advertisements, rebates, packaging etc.
With the rise to prominence of modern marketing, commercialism — the translation of human relations into commodity relations — although a phenomenon intrinsic to capitalism, has expanded exponentially.
Advertising takes on the role of a life councillor in matters of attraction. The boundaries between advertising and programming are becoming blurred. Before advertising is done, market research institutions need to know and describe the target group to exactly plan and implement the advertising campaign and to achieve the best possible results. A whole array of sciences directly deal with advertising and marketing or is used to improve its effects.
Vast amounts of data on persons and their shopping habits are collected, accumulated, aggregated and analysed with the aid of credit cards, bonus cards, raffles and, last but not least, internet surveying. With increasing accuracy this supplies a picture of behaviour, wishes and weaknesses of certain sections of a population with which advertisement can be employed more selectively and effectively.
The efficiency of advertising is improved through advertising research. Universities, of course supported by business and in co-operation with other disciplines s.
Advertising and marketing firms have long used the insights and research methods of psychology in order to sell products, of course. But today these practices are reaching epidemic levels, and with a complicity on the part of the psychological profession that exceeds that of the past.
The result is an enormous advertising and marketing onslaught that comprises, arguably, the largest single psychological project ever undertaken. Yet, this great undertaking remains largely ignored by the American Psychological Association. The increasing lack arts and culture they buy the service of attraction. Corporations promote renown artists, therefore getting exclusive rights in global advertising campaigns. Advertising itself is extensively considered to be a contribution to culture.
Advertising is integrated into fashion. On many pieces of clothing the company logo is the only design or is an important part of it. There is only little room left outside the consumption economy, in which culture and art can develop independently and where alternative values can be expressed.
A last important sphere, the universities, is under strong pressure to open up for business and its interests. Competitive sports have become unthinkable without sponsoring and there is a mutual dependency. High income with advertising is only possible with a comparable number of spectators or viewers. On the other hand, the poor performance of a team or a sportsman results in less advertising revenues. The media presumably is at centre stage because it can supply the other parties involved with a rare commodity, namely potential public attention.
In a cohort study carried out in 22 secondary schools in England in and boys whose favourite television sport was motor racing had a It is in the very interest of the media and sports to counter this danger because media sports can only work as long as sport exists.
Occupation and Commercialisation of Public Space Every visually perceptible place has potential for advertising. Especially urban areas with their structures but also landscapes in sight of through fares are more and more turning into media for advertisements. Traditional billboards and transit shelters have cleared the way for more pervasive methods such as wrapped vehicles, sides of buildings, electronic signs, kiosks, taxis, posters, sides of buses, and more. In urban areas commercial content is placed in our sight and into our consciousness every moment we are in public space.
Through long-term commercial saturation, it has become implicitly understood by the public that advertising has the right to own, occupy and control every inch of available space.
The massive optical orientation toward advertising changes the function of public spaces which are utilised by brands. Urban landmarks are turned into trademarks. The highest pressure is exerted on renown and highly frequented public spaces which are also important for the identity of a city e. Piccadilly Circus, Times Square, Alexanderplatz. They are peppered with billboards and signs, they are remodelled into media for advertising.
Advertising should be reflection of society norms and give clear picture of target market. Spheres without commerce and advertising serving the muses and relaxation remain without respect. With increasing force advertising makes itself comfortable in the private sphere so that the voice of commerce becomes the dominant way of expression in society.
Sut Jhally and James Twitchell go beyond considering advertising as kind of religion and that advertising even replaces religion as a key institution. Yet for all of that, its impact on us remains unknown and largely ignored. The idea of the CIA-sponsored "depatterning" experiments was to outfit conscious, unconscious or semiconscious subjects with headphones, and flood their brains with thousands of repetitive "driving" messages that would alter their behaviour over time….
Advertising aims to do the same thing. Indeed, commercial interests intent on maximizing the consumption of the immense collection of commodities have colonized more and more of the spaces of our culture. For instance, almost the entire media system television and print has been developed as a delivery system for marketers its prime function is to produce audiences for sale to advertisers. Both the advertisements it carries, as well as the editorial matter that acts as a support for it, celebrate the consumer society.
The movie system, at one time outside the direct influence of the broader marketing system, is now fully integrated into it through the strategies of licensing, tie-ins and product placements. The prime function of many Hollywood films today is to aid in the selling of the immense collection of commodities.
As public funds are drained from the non-commercial cultural sector, art galleries, museums and symphonies bid for corporate sponsorship. Cities, such as New York, accept sponsors for public playgrounds. The industry is accused of being one of the engines powering a convoluted economic mass production system which promotes consumption. As far as social effects are concerned it does not matter whether advertising fuels consumption but which values, patterns of behaviour and assignments of meaning it propagates.
Advertising is accused of hijacking the language and means of pop culture, of protest movements and even of subversive criticism and does not shy away from scandalizing and breaking taboos e. Anything goes. For example, from a great number of experimental psychological experiments it can be assumed, that people can be made to do anything they are capable of, when the according social condition can be created. In addition people are reduced to their sexuality or equated with commodities and gender specific qualities are exaggerated.
Sexualized female bodies, but increasingly also males, serve as eye-catchers. In advertising it is usually a woman being depicted as. A large portion of advertising deals with promotion of products that pertain to the "ideal body image. Women in advertisements are generally portrayed as good-looking women who are in good health.
This, however, is not the case of the average woman. Consequently, they give a negative message of body image to the average woman.
Because of the media, girls and women who are overweight, and otherwise "normal" feel almost obligated to take care of themselves and stay fit. They feel under high pressure to maintain an acceptable bodyweight and take care of their health. Consequences of this are low self- esteem,eating disorders, self mutilations, and beauty operations for those women that just cannot bring themselves eat right or get the motivation to go to the gym. The EU parliament passed a resolution in that advertising may not be discriminating and degrading.
This shows that politicians are increasingly concerned about the negative impacts of advertising. However, the benefits of promoting overall health and fitness are often overlooked. They can sing the jingles and identify the logos, and they often have strong feelings about products. What they generally don't understand, however, are the issues that underlie how advertising works.
Not only the makers of toys, sweets, ice cream, breakfast food and sport articles prefer to aim their promotion at children and adolescents. For example, an ad for a breakfast cereal on a channel aimed at adults will have music that is a soft ballad, whereas on a channel aimed at children, the same ad will use a catchy rock jingle of the same song to aim at kids.
The data about the market share of this company area wise is given in the following table. Unit case equals 24 eight-ounce servings. The column, which shows the non-alcoholic beverages consist of commercially, sold beverages, as estimated by the Company based on available industry sources. The country column is derived from The Company's unit case volume while the industry column includes nonalcoholic ready-to-drink beverages only, as estimated by the Company based on available industry sources.
Through an intense focus on Coca-Cola, innovation and new beverages, the company has achieved volume growth of 10 percent in With developing economies and populations, this region has strong long-term potential, and the company is building an exciting family of beverage brands in addition to expanding the popularity of our core brands, led by Coca-Cola.
In China, for example, sales of Coca-Cola increased 6 percent. The total unit case sale of Coca Cola in Asia can be shown by the following pie chart. Among others, Pakistan, India and Bangladesh are those countries where the average consumption is increasing day by day. Each territory, and, in South Africa, each region chooses the community project they would like to support, but are called upon to justify their selections within the Group Policy and Governance Processes.
Additionally, the Group Policy requires each operation to invest the equivalent of at least one percent of its operating profit in community projects. The following section of the report intends to present some examples of how Coca-Cola Sabco partners with its communities to provide support in areas where assistance is required. While Coca-Cola Sabco often provides funding for projects, many of our employees devote their own time to the initiatives we support and we thank them as well as the many people from the community organizations we partner with.
Their selfless devotion to securing the welfare of others helps make the world a place that we can be proud to live in. Awareness activities were extended in to reach 3, part-time employees, dealers, suppliers and contractors.
During a further 5, insecticide-treated nets were provided for employees to use at home. Physical activity and nutrition education are the focus of Company efforts in countries where obesity and lifestyle diseases are rising. New programs have been launched in Greece, in addition to those in Hungary, Romania and Ireland. It has made a remarkable growth since it origin and it has got a good potential in spite of various hurdles coming its way.
By going through its SWOT analysis we can know much more about the company. Some of the strengths listed below: A Strong product line: The company has got various fast moving products which are going great job in the market. These soft drinks not only quench thirst but also refresh everyone it touches. One of the strong brands of the company is Coca-Cola, which specially doing well in the Pakistan market. It has captured one of the major shares of the soft drink market.
Advertising: Advertising plays a major in promoting sales of the product. The company has got one of the best advertising strategies. Appointing film actors, as the brand ambassadors, makes a great impact on the mind of the customers. The company should try to launch more and more advertising and sales campaigns to promote sales to the maximum WEAKNESS: As no man in this world is a complete man and so are the companies.
Every company has got weakness so as Coca-Cola Company too. Some of the weaknesses which the company should overcome are as follows: A. Distribution network: The company has got an average distribution network this is one of the reason why the company fails to fulfill the demand of the customer at time of peak seasons.
Pricing strategy: The company has got a pricing strategy as there is no certainty of rising or fall of price during the peak season. This also hamper the sales of the company as the retailers and distributor get dilemma whether to place the next order or not as increase or decrease in price may hamper their profit margin and blockage of the goods.
The opportunities for the company are as follows: A. Large Market: As Pakistan is said to be one of the biggest market in the world, thus the company survive for long and can expands to its length and width. Still there are thousand of villages which have not been covered by soft drink companies. If the company targets the rural market it can easily make large profits and thus can also satisfy its aim to benefit and refresh the whole nation.
Launch of other brands: Coca- Cola Company has got more than brands which are running successfully over the world. Thus it can launch some more brands in the country, after studying the demand and desire of the people and can deep its roots by winning their minds and hearts.
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