Just as people change and evolve over time, so can the meaning of words. The word “media” is one such word. “Media” is the plural form of the word “medium,” and while it has a very broad definition, it is often identified with newspapers, magazines, and journalists. However, the term media is no longer limited to newspapers and magazines. Media technology encompasses any form of mass communication, e.g., brochures, newsletters, emails, texts, and many others. Television and radio are still two of the most effective media technology, but blogs, podcasts and web advertisements have also become very powerful mediums through which to advertise, market, network and communicate a message. I have included a brief summary of these media and how they are used below.
I will start with the blog. A blog, which is what you are currently reading, is short for Web log. It is an online personal essay, which means it is informal, informative, and sometimes entertaining. It may even resemble a newspaper column because, like a newspaper, a blog provides individual responses to current news stories as well as to other issues (Marsh, Guth & Short, 2009, p. 108). Blogs can be used personally or professionally. For example, as a communications major, I am tailoring my blog toward communications topics in the interest of attracting prospective employers. Therefore, my blog would be classified as a professional blog.
However, organizations also use blogs to give a human face to their organization, and to communicate with those who avoid traditional media and prefer more personal relationships. Truly successful blogs can build personal relationships because they invite viewers to post their comments regarding blog posts (Marsh, Guth & Short, 2009, p. 108). These comments can sometimes turn into ongoing conversations between viewers, and violà, a relationship develops. In addition, viewers are more apt to provide honest feedback to organizations regarding their blog posts, products and services by posting their comments.
Next is the podcast, which is an audio and/or video program distributed via a Web site, and is used by organizations to deliver information to individuals who initiate that delivery (Marsh, Guth & Short, 2009, p. 111). In other words, a person has to actively choose to participate in a podcast, which often requires registering with the podcast host. The participant is provided a link through which they can access the podcast, including a designated code if needed. For example, stockholders, customers, government regulators, voters, or any public with an interest in an organization can elect to view or listen to a podcast from the host Web site, or download it to their computer or portable media player, like an MP3 player or an iPod. Many people subscribe to an RSS (Really Simple Syndication) feed to receive new podcasts from their favorite sources (Marsh, Guth & Short, 2009, p. 111).
Having worked as a financial advisor for almost 12 years, I have participated in a number of podcasts for a variety of reasons. For example, to acquire continuing education credits for my securities and insurance licenses; to learn about the features of a new product that I may want to consider for a client; to listen to the earnings announcement of a company in which many of my clients may be invested, like Flowers Foods (FLO); or to learn about a new software application that may help me to grow my client base. It is almost like attending a class, but I never have to leave my office.
Thirdly is radio and television. These media are still the most effective and efficient methods to promote programming and establish brand image through on-air announcements, often referred to as promos. Promos are meant to build and maintain a desired audience. They are designed to attract an audience to a particular program or to nurture the relationship between the audience and the station or channel. Therefore, the target audience drives the purpose of the promo. Some programs are targeted toward men, and others are targeted toward women (Marsh, Guth & Short, 2009, p. 154). For example, the Food Network is geared more toward women. While there are lots of men out there who like to cook, the Food Network’s core audience is women (Downey, 2008, para. 9). I love to cook and I am always on the hunt for new and wonderful recipes that I can share with my friends. Giada De Laurentiis is one of my personal favorites on the Food Network. Then there are image promos, which help create a desired brand image for an entire station, channel or network, and generally have a more diverse audience. A good example of an image promo would be the evening news (Marsh, Guth & Short, 2009, p. 154).
Finally, I will look at web advertisements, which have soared in popularity with the explosive growth in Internet usage. Web advertisements are placed on the web, for a fee, by an identified sponsor. However, the sponsor may not be identified in the ad because Web ads are “click-throughs,” which means they link to a different Web site belonging to that of the ad sponsor (Marsh, Guth & Short, 2009, p. 151). I had a not so pleasant experience once from clicking on an advertisement that did not identify the sponsor. It was an advertisement on how someone in my hometown found a really inexpensive way to get her teeth whiter. I clicked on the link and it took me to the sponsor’s Web site, where I was given the option to receive a free 30-day supply of their remarkable teeth whitening gel. However, what I did not know is that by placing that one order, the sponsor of the site automatically signed me up for automatic shipments for not only their whitening gel, but for shipments of several other products they offered. Needless to say, I was quite shocked when I received my credit card bill the following month. Therefore, I encourage viewers to read all of the fine print when visiting Web sites with which they are not familiar.
Another thing about web advertisements is the target audience for a web ad is most often the audience of the Web site on which the ad appears (Marsh, Guth & Short, 2009, p. 151). For example, msn.MONEY’s Investing home page currently has an advertisement sponsored by ING Direct, which is an insurance company that provides variable life and annuity products. ING’s target audience includes not only financial advisors that ING would like marketing their products, but also consumers who follow the securities markets who may be interested in making a change in their investments. ING’s hope is that the consumer will either contact ING directly, or ask their financial advisor about ING’s products. Lastly, a good Web ad will be concise and attract enough attention to persuade the viewer to go to sponsor’s Web site (Marsh, Guth & Short, 2009, p. 151). The teeth whitening web ad I mentioned was obviously very effective me.
Downey, K. (2008, April 24). For food network, adding to the stew: Network has pumped up prime time ratings with reality. Media Life. Retrieved on November 20, 2011 from http://www.medialifemagazine.com/artman2/publish/Cable_20/For_Food_Network_adding_to_the_stew.asp
Marsh, C., Guth, D. and Short, B. (2009). Strategic writing: Multimedia writing for public relations, advertising and more (2nd edition). Boston, MA: Pearson Education, Inc.
Medium. (1993). American Heritage College Dictionary (3rd ed., p. 846). Boston, MA: American Heritage.
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