Media was about transmitting messages at people through a limited number of channels and, although there were a limited number of channels, they were the new media of the day.
It was novel to see the first ever television commercial on ITV for Gibbs
SR Toothpaste in 1955. People wanted to see a commercial and were engaged.
Now new media channels are commonplace and instead of being engaged with commercial messages people are switched off. And if you wish to interrupt someone’s life today it has to be involving, both in message and media use.
A text from Starbucks on your mobile phone first thing in the morning offers you a free product trail. Nike organizing the annual ‘Run London’ event and advertising you get involved. Both brands are building a relationship to make money through mobile marketing and event marketing; Starbuck’s win new product loyalists. Nike sells more trainers.
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Media and message strategy:
How does the communications strategy live in the real world and what are the roles for media and message against audience and time?
Media planning:
What should the final media plan look like? Do you need to break out of historic media channels? Or re-invigorate channels you already use?
Media execution and reporting:
What are the real weight and frequency requirements for campaigns? How well is your campaign really performing and how can it develop effectively?
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