The need to break up with a past media model.
'Media that work not through persuasion or impressions but through engagement and involvement. If we stick with the old Mass Media model, we squander all the possibilities of the new media ecosystem.'
(Sutherland 2009)
Viral Advertising
Unpaid advertising.
One distinction between old and new media.
Two different types of viewings: Voluntary this is videos that can be viewed online and forced that are from TV or print based.
unpaid peer to peer communication of content originating from an unidentified sponsor using the internet to persuade or influence an audience to pass along the content to other people.
Examples of viral adverts are:
Truth Matters Campaign,
The Guardians 'Three Little Pigs'
Invisible Children Campaign.
Communication buzz, pre-testing propagation.
Indicate surveys likelihood to pass on or recommend.
Dependant on seeding, scale of placement.
Mobile phones will soon become the greatest tool for persuasion, more so than any other medium for advertising. It is the fastest growing market in the creative industries.
The Kairos factor: the principle of presenting the desired message at the opportune moment.
Mobile advertising will become the fastest growing promotional.
(Sutherland 2009)
The mass Media Strategy
This was used during the Lever days during the height of the Empire's International trade. there was frequent use of Imagery related to Britannia and royalty this suited all markets.
Global print campaigns, international exhibition prompted large-scale colour printing.
High feeling strategy.
Old transmission communication model. Transmit ideas to an audience.
This was used during the Lever days during the height of the Empire's International trade. there was frequent use of Imagery related to Britannia and royalty this suited all markets.
Global print campaigns, international exhibition prompted large-scale colour printing.
High feeling strategy.
Old transmission communication model. Transmit ideas to an audience.
New Media Model
New cybernetic communication tool. Engage with an audience via computer mediated communication. Such as the internet and mobile phones
Cybernetics is the study of systems, it can be applied to any system such as mechanical, biological and more complex social systems.
Shift from mass to my media, this was much more directly targeted.
Audience involvement:
Voluntarily passing,
Viral adverts,
or creating spoofs or filming events.
Much more personalised.
Internet biggest idea since the wheel, it enables lots of small ideas to circulate.
Digital media convergence opens up opportunities for creatives.
New cybernetic communication tool. Engage with an audience via computer mediated communication. Such as the internet and mobile phones
Cybernetics is the study of systems, it can be applied to any system such as mechanical, biological and more complex social systems.
Shift from mass to my media, this was much more directly targeted.
Audience involvement:
Voluntarily passing,
Viral adverts,
or creating spoofs or filming events.
Much more personalised.
Internet biggest idea since the wheel, it enables lots of small ideas to circulate.
Digital media convergence opens up opportunities for creatives.
Viral Advertising
Unpaid advertising.
One distinction between old and new media.
Two different types of viewings: Voluntary this is videos that can be viewed online and forced that are from TV or print based.
unpaid peer to peer communication of content originating from an unidentified sponsor using the internet to persuade or influence an audience to pass along the content to other people.
Examples of viral adverts are:
Truth Matters Campaign,
The Guardians 'Three Little Pigs'
Invisible Children Campaign.
Communication buzz, pre-testing propagation.
Indicate surveys likelihood to pass on or recommend.
Dependant on seeding, scale of placement.
Viewer-generated Content
Audiences are actively managing the media culture.
YouTube ad of the year:
Audiences are actively managing the media culture.
YouTube ad of the year:
Mobile phones will soon become the greatest tool for persuasion, more so than any other medium for advertising. It is the fastest growing market in the creative industries.
The Kairos factor: the principle of presenting the desired message at the opportune moment.
Mobile advertising will become the fastest growing promotional.
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