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5-1Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall


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Chapter 5

About the Media

Copyright 2010 Pearson Education, Inc. publishing as Prentice

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Chapter Objectives

1. Differentiate between news media andadvertising media.

2. Classify media types according todemographics, format, geography, size, andtopic.

3. Describe the importance of relationships,beats, and ethics in the interaction betweenmarketing and media professionals.

4. Discuss the different kinds of media

opportunities available to MPR professionals.5. Describe the concept of media convergence

and how it is affecting the media industry andmarketers.


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Advertising Media

Segment of the media businessfocused on generating revenue

through the sales of advertisements


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News Media

Any person or entitythat gathersinformation ofpotential interest to asegment of thepublic, uses itseditorial skills to turnthe raw materialsinto a distinct work,and makes its

products available tothe general publicthrough purchase,subscription, or freedistribution


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Content

All non-advertising elements of media,including but not limited to articles,

columns, feature stories, and editorials


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Basic News Media

Classifications Print

newspapers, magazines, and trade

journals

Broadcast television and radio news

Organizational publications

newsletters, reports, and Web sitesproduced by companies and associations

Electronic

news Web sites and blogsCopyright 2010 Pearson Education, Inc. publishing as Prentice

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Vodcast

A video podcast


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Social Media

Online technologies and practices thatpeople use to share opinions, insights,

experiences, and perspectives,

including text, images, audio, andvideo


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Blog

A hybrid form of Internetcommunication that combines a

column, diary, and directory. The

term, short for Web log, refers to afrequently updated collection of short

articles on various subjects with links

to further resources.


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57 millionAmerican

adults

read

blogs

More than 100

million blogs are

currently in

existence


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Trade Journal

A print publication similar in form toeither a magazine or newspaper that

focuses its content on a specific

industry or profession


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Pitch

A marketers attempt to convince ajournalist to report on a topic relevant

to his or her product or company


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Beat

A journalists area of interest orspecialty


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Media Opportunities

Editorials

Expert articles

Cases

Events

Interviews


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Op-ed

An opinion piece, often published innewspapers, and more recently in

online publications. The term op-ed

means opposite the editorial. Innewspapers, it describes the common

placement of an op-ed piece on the

page opposite an editorial.


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Event

A special activity, showing, display, orexhibit designed to demonstrate

products or to connect the product to

favorable products or activities


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Susan G. Komen

Race for the Cure

This event which raises money forbreast cancer research is supported

by many products on race day

including these national sponsors Yoplait

New Balance

Bank of America

Coldwater Creek

Ford Motor Company


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Media Convergence

The trend of media organizationsshifting toward a multiple-format

approach to producing and distributing

content. This trend is driven byinnovations in technology and

changing consumer preferences.


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Radu Razvan/Shutterstock.


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Concept Case 5.1: Falcons

LairLocal Media1. Are news and talk radio stations appropriate

for The Falcons Lair? Explain.

2. What electronic opportunities might be

available to the company?3. Is The Falcons Lair missing important MPRopportunities by not forming relationshipswith national media? Explain.

4. Explore one medium in each class listed

above and select a journalist who is anappropriate contact for The Falcons LairMPR efforts. Explain why you selected thatperson.


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Concept Case 5.2: Falcons

LairEvents

1. Discuss media opportunities that the

two annual events could generate.

2. What other media opportunities aresuited to promoting The Falcons Lair?

Explain why you have chosen each.


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Reflection Questions1. Compared to news media, advertising media provide a

marketer with much more control over messaging. What are

some ways in which such control can be helpful and how can it

hinder a marketer?

2. Discuss how a mediums format is related to the demographics

of its audience.

3. Why is building relationships with journalists beneficial to

marketers, and why is ethical behavior important in these

relationships?

4. Explain how the principle of journalistic ethics affects the

Marketing Public Relations professional.5. Why would an article written by a company executive be more

effective in achieving the firms marketing objectives than an

advertisement?

6. How has media convergence changed how marketers have to

think about media?


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Practice Portfolio Using your positioning statement from Chapter 2 as a guide, list the

media classifications that will best help you to reach your MPR goals.Briefly explain why you chose each classification. (Hint: Creating a

table of all media classifications and listing their pros and cons relative

to your company is an effective method for completing this task.)

Using the list you created for the Practice Portfolio in Chapter 4 as a

starting point, select the media outlets that best fit the classifications

you have chosen above. You may add or delete media from your listbased on this analysis.

Explore four media outlets on your list and identify the journalists who

would be most interested in covering your company or products. List

their names and their beats. (Hint: A single medium may have more

than one journalist who would be interested in your company or

products.) List the types of media opportunities that will contribute most

effectively to achieving your goals and briefly explain your selection. In

addition, find an example of each opportunity within one medium on

your media list.


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