target marketing
the who in who do you want to reach
-loyal devotees of your product
-people who have tried your product once, but arent regulars
-people who have heard of, but never tried your product
process of market segmentation
fragmenting audiences into pieces that have something in common
steps of market segmentation
1) demographics
2)geographics
3)psychographics
4)behaviors
psychographics
-psychological profile of people
-what do they value
-what are their attitudes towards things
-how do they see themselves
-lifestyle
valz and prizm
values and life sytles
-competing systems, diving people based on demographics
-tools for drawing insights out of demogrpahics
-development of consumer profiles
what does prizm tell us
where your target market is and what their habits are
what does vals tell us
how do consumers relate to the world, how are they likely to relate to a product
how do we process the data?
-algorithims
-natural language processing
-machine learning
-automated messages
data aggregation and profiling
pooling info about consumers from different sources
why is big data so valuable to business
- extremely efficient
-send ads when consumption habits are forming
new strategy for social media
-audiences now dont have to leave social media at all
-rise of multisided markets
facebook is a four sided market place because
users, advertisers, third party applications, developers and users of facebook connect
where do media fit in?
5th side: premium content provider
- have to play the game of social media
-lowering switching costs for advertisers
platforms commoditize
- make it easier for the best to rise to the top
-winner take all economy
-application of power laws to content
-platforms force specliization
power laws?
...
data is
reinventing how political campaigns operate through
-data merging
-culture of testing
-nanotargets
nano-targeting
...
data merging
...
culture of testing
...
news value
play highest quantity and quality of news
-reporters success depends on amount of play
six news values
- impact
-timeliness
-proximity
-prominence
-novelty-unique
-conflict-controversy
what if crisis happens?
-first 24 hours are critical, if consumers perceive that there is a problem then there is
-focus on facts
-have one spokesperson
-show concern for all potential involved politics
dealing with media
-acknowledge problem exists
-be honest
-communicate regularly
what are the problems of democracy?
-most are not experts,
-many are not educated
-they work and dont have time to study issues
-may not care/ see depth of issues
problems with founders
same problem 225 years ago.. does democracy ask too much of citizens
hybrid model of citizenship
accomodated a hybrid/ conflicted view of citizenship
solutions to democracy challenges
- education- teach the fundamental rules of philosophy of democracy/ issues/
-the press: essential to informing citizens about world around them
what must press do
inform
-protection from deception
-enable aggregation and filtering of interests
aggregating interests
- many driven unknown interests
-which are most important
-public sphere
what does politics have to do with journalism
art of who gets what when and how
write stories about who what when whom
indexin
alarm model
journalists move from crisis to crisis
patrol beat system
city hall area
alarm patrol hybrid
alarm could generate patrol
structure of politics influence
journalists
social networks and news distribution
diffusion of innovations
current news trends
social networks
what are attributes of social network
-size- shapes flow of information
-density
-low density- one tie
-heterogenity
online social network
have uniquely identifiable profiles that consist of user-supplied content, content provided by others and system provided data
-range of news is broad
-sports most prevalent on twitter
engagement goes beyond exposure
facebook users more likely to post political content on site than twitter
online opinion versus general opinion
-online sentiment changes daily
defining criteria of journalism over the years
-timely
-socially important
-public
-typical skills
-periodic- do more than one story and regularly
-professionalism-recognized social practice and employer
empirical definition of journalism
journalism is a social practice where acts of public communication disseminate timely information and commentary about contemporary affairs
features of empirical definition of journalism
- neutral to forms of journalism
-neutral to regularity (levels)
-neutral to professionalism
media harm
- physical harm
-financial
-harm to reputation
-psychological harm
-social harm
what is journalism ethics
responsible use of journalisms freedom to publish study/ application of norms to practice
-to ensure journalism
traditional journalism (1900s)
- truth
-independence as "distance" between you and the people you report on
-objectivity: neutrality
- minimize harm where possible
-accountability and later transparency
ethics framework
-aims
-principles
-judgement about situations
ethics as weighing
truth telling versus minimizing harm
-telling truth about war versus pain to familiesi
online ventures
huffington post (aggregation site)
buzzfeed
gawker
politico
local experiment examples
-voice of san diego (running on donations)
-wisconsin watch
rise of infotainment
-coverage of government is going down
-durming down or expanding news coverage to everyday life?
goes beyond news: docudramas
commercial competition
news from cognitive reaction to emotional reactions
elaboration likelihood model
Theory suggesting that there are two routes to attitude change: the central route, which focuses on thoughtful consideration of an argument for change, and the peripheral route, which focuses on less careful, more emotional, and even superficial evaluatio
when do you use central route of likelihood model?
when motivation and capacity are high
when do you use peripheral route of likelihood model?
less careful more emotional and superficial evaluation
what is media ecology?
symbiotic relationships that work and compete together to form a mediated ecosystem
- one persons interactions affect the entire ecology
traditional media ecology
pseudo-professional: newsletter, letters to the editor
sender-receiver
components of ecology
ideology and identity constructs
trust
privelege
authors, sources, audiences, connections and positions
how is media ecology being reconstructed today?
-interactivity
journalism as a process
moving away from thinking, journalism and news production as finite products
boundary work
maintenence, challenge loosely established borders
-opportunities from change, subversion, reification
outcomes
-defensiveness
-"repair work"- anytime, anyone criticizes a challenger in order to undermine their positions their position and rectify theseis
-expansion of borders
-new voices/ perspectives
-authority shared, lost or gained
idiographic
case, unique, feature, laws
nomothetic orientation
generalizable, patterns, laws, class and groups
focus group
detail-high
representative-L
survey
-randomly selected
detail-low
-representativeness-high
ethnography
the scientific description of the customs of individual peoples and cultures
-how people engage in actual social setting
-detail-high
-representativeness-depends
market communication
umbrella term refers to al lforms of communication about a bran that appear in a vartiety of media
integrated marketing
practice that focuses on the consistency of brand communication in order to more efficiently establish a coherent brand perceptipn
what is the difference between balance and fairness?
...
media malaise
A feeling among public of cynicism and distrust, even despair, toward government and its officials that some people believe is fostered by negative stories about government reported newspapers and television.
vampire creativity
when the message is so creative that the ad is remembered but not the product
challenging environment for creative effective advertising
expanding media
fragmented audiences
more complicated media planning
technologies of avoidance
audience resistance to advertising
ways to protect against vampire creativity
creative appeal
tie ads together thematically
update theme to keep it fresh
persuasion
process of attitude formation and or change and modification of behavior based on attitudes change and reinforcement
success of persuasion campaign depends on
-transmitted communication
-modified attitutdes influence people's behavior in the extpected way
decision triggers
-authority
-likeability
-social proof
-scarcity
-reciprocity:
-consistency
emotion model of ELM
under the peripheral route emotion states have a stronger impact of persuasion (form of classical conditioning)
when elaboration likelihood is high, emotion can introduce biased thinking (positive more accessible when happy, negative when sad)= state depe
power
ability to obtain from others outcomes that you want
*The behavior of others can be affected through
coercion (sticks)
inducements (carrots)
attraction (making others want what you want)
news gap in journalism
Supply-Demand gap in low versus high
competition environments.
? In low competition environments the
gap was "tolerable" and let news
organizations fulfill public-service as a
byproduct of their business.
? In high competition environment?
dimensions of public policy
Permanent communications that explain policy to foreign press & audiences
direct communication
Strategic communications around events or themes
Developing lasting relations with key individuals
Acknowledge government mistrust working through the private s