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You Need to Know.

Six. You Need to Know. Words. Brought to you by The Get a Job Workshop. Six Words…. They Help Explain How the Media Marketplace is changing Where new growth areas are opening up And… most important New job opportunities Those six words are…. Six Words….

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You Need to Know.

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  1. Six You Need to Know. Words Brought to you by The Get a Job Workshop

  2. Six Words… • They Help Explain • How the Media Marketplace is changing • Where new growth areas are opening up • And… most important • New job opportunities • Those six words are…

  3. Six Words… Advertising. MarCom. StratCom. Paid. Owned. Earned.

  4. Six Words… But first, a bit of history from Two Smart Guys…

  5. Two Smart Guys! • Marshall McLuhan • Media Evolution • Joseph Schumpeter • Creative Destruction • As new businesses are created, older ones are destroyed or they change dramatically! • As new media forms emerge and evolve, the impact on society is revolutionary!

  6. Two Smart Guys! What Media Evolution means • New media – primarily digital – is changing almost everything! • Can you think of some examples?

  7. Two Smart Guys! What Creative Destruction means • Older media – primarily print, radio, and network TV – are suffering from creative destruction! • Can you think of some examples?

  8. Six Words… Now let’s look at those Six Words one by one…

  9. Six Words… Advertising • Ad messages placed in paid media. • A BIG Business… • Advertising is created primarily by advertising agencies… • Ads like this…

  10. Six Words… Advertising

  11. Six Words… Advertising • Ad messages in paid media are more expensive and less effective. • The mix of paid media is changing – digital is growing. • Example: GoogleWords …

  12. Six Words… Advertising • Ad messages in paid media are more expensive and less effective. • The mix of paid media is changing – digital is growing. Big time. • For Example: GoogleAdWords$37.9 Billion!

  13. Six Words… Advertising is still a Big Business • Overall industry size $160.8 billion • Total number employed 180,100 • But three times as many people work in... Source: Advertising Age

  14. Six Words… MarCom [Marketing Communication]

  15. Six Words… MarCom • 567,100 jobs • Sales Promotion • Public Relations • Direct & Database • Events & Experiential Source: Ad Age

  16. Six Words… More MarCom Other things you might not think of… • Branding & Design. • Design thinking becoming more important • Event/Experiential Marketing. • Concerts, Festivals, Spring Break, etc. • New Media. • Digitally delivered communications. • Sports Marketing – combines them all • Sales Promotion, Public Relations, Direct, Digital & More…

  17. Six Words… Here’s a way for you to think about all that MarCom stuff…

  18. The MarCom Matrix • Advertising • Public Relations • Sales Promotion • Direct Marketing • Event Marketing • New Media/ • Interactive/Digital

  19. Six Words… MarCom is part of an even bigger category.

  20. Six Words… StratCom [Strategic Communication]

  21. StratCom = Strategic Communication This is also communication with a purpose. • Information: • News – we value timely information • Education– Example: better health • Entertainment: • Content.Communication that fills our media, • Both traditional and digital delivery systems • Movies, games, TV, books, “Infotainment”

  22. Six Words… Here’s how those Three Words fit together…

  23. Six Words… Advertisingis part ofMarComis part ofStratCom

  24. Six Words… Got it? Now let’s look at the next three words you need to know.

  25. Six Words… Paid. Owned. Earned.

  26. Six Words… Paid. • Paid = Advertising • Still big business • Still growing

  27. Six Words… Owned. • New Opportunities • Starts w. Website • Other examples…

  28. Six Words… Earned. • PR & Publicity • YouTube “hits” • The “Buzz”

  29. Six Words… .

  30. Six Words… Advertising. MarCom. StratCom. Paid. Owned. Earned. • Helps us understand Evolution in the Media Marketplace • Helps identify growth areas for new career opportunities

  31. Six Words… In Review… • Paid • Owned • Earned • Advertising • MarCom • StratCom

  32. Six Words… Any Questions? A. Yes, it’ll be on the test. Any other questions?

  33. Six Words… Bonus: Two More Words… StratCon & Shared • StratCon = Strategic Conversation. • From one-way communication models to interaction. • It’s conversation, not a monologue. • Technology and communication platforms allow it. • Shared = Social Media • An evolution of Personal Selling

  34. Six Words… One More Big Growth area… StratCom (Strategic Communication)

  35. Six Words… Advertising. MarCom. StratCom.
Paid. Owned. Earned.


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