Chap4
- 1. Outline the different presentation media requirements
- 2. In This Chapter, you’ll learn on: Define what is a Media Kit List the different type of media o Traditional Media o New Media List and apply digital imaging techniques to new media
- 3. The purpose of this chapter is to learn on the commonly use promotional materials and its the comparison of the two types of media approach. Media Kit Media Kit, often referred to as a press kit in business environments, is a pre-packaged set of promotional materials of a person, company, or organization distributed to members of the media for promotional use. They are often distributed to announce a release or for a news conference.
- 4. Press kits are commonly used for: Product launches New company launch Mergers and acquisitions News conferences Large events / Industry trade shows
- 5. Common components Backgrounder with historical information on the company or individual Fact sheet listing specific features, statistics, or benefits Biographies of key executives, individuals, artists, etc. Past press coverage Photos or other images (high resolution) of key executives, logos, products, etc. A press release detailing the current news the media kit is sent in reference to Media contact information (usually of a public relations department or spokesperson) A CD, DVD, software title, video, etc. as appropriate for the sender of the release Collateral advertising material, such as: postcard, flier, newspaper ad, etc.
- 6. Traditional Media Also known as Old Media or Legacy Media, they are the traditional means of communication and expression that have existed since before the advent of the new medium of the Internet. Industries that are generally considered part of the old media and broadcast are cable television, radio, movie and music studios, newspapers, magazines, books and most print publications.
- 7. New Media New media is a broad term in media studies that emerged in the latter part of the 20th century. Most technologies described "new media" as digital, often having characteristics of being manipulated, networkable, compressible, and interactive. Some examples may be the Internet, websites, computer multimedia, computer games, CD-ROMS, and DVDs. Note : New media does not include television programs, feature films, magazines, books, or paper-based publications – unless they contain technologies that enable digital interactivity.
- 8. Traditional Media VS New Media What distinguishes new media from traditional media is the digitizing of content into bits. There is also a dynamic aspect of content production which can be done in real time. Reach New media is what many of us enjoy using every day, as soon as we log onto the Internet. It is digital and allows for unlimited numbers of people to communicate with unlimited numbers of other people. It is also readily available and allows instant feedbacks and response. For example, an advertisement campaign on the social networking website can direct the user to the company's main page at 1 click.
- 9. Traditional media is limited to an approach in which one person or entity can communicate with many people. For instance, an advertisement campaign in a newspaper can be sent by your business and will be seen by perhaps thousands of people. But this approach does not allow ad readers to communicate with your business, or easily disperse the information. This is one of the big drawbacks to traditional media.
- 10. Cost Price is another area in which new media trumps traditional media nearly every time. New media can be as inexpensive as a free blog, where you can advertise your services and products while allowing interested people to contact you or leave comments. Keeping up with the technologies that are constantly being employed in new media marketing is vitally important. Although most new media marketing approaches will cost you some amount, it is far better to pay on an effective and current marketing plan than one that will not measure up to the competition. For instance, an effective newspaper ad campaign or mail campaign can cost you a lot more in the long run, and is unlikely to yield the results you would see with a new media campaign that allows you to target your consumers individually.
- 11. Exposure New media allows for a far greater range of expression and opportunity than traditional, static media. It can present consumers with the chance to take surveys so you can understand more about what they like and don’t like, giving you the opportunity to tweak your marketing campaign to their interests. The more you learn about your consumers, the more effective your marketing will be. In the end, new media lets you get into the heads of your consumers. It provides for true communication and an improved marketing approach. Traditional marketing no longer fills the needs of today’s consumers.