Social network phenomenon

Branding plays a huge part in my daughters life. As a 11 year she is becoming increasingly aware of brands and the high value placed on a logo. No longer will a basic plain supermarket tshirt be suffice but due to advertising (offline and online) as well as her peers she now aspires to branded goods such as Holister, Jack Wills and other such makes. One Huge part of her leisure time is spent using social media sites such as Facebook, Twitter, vibe and Instagram. Such programs are used to communicate amongst her friends instantly. For advertisers the social media is a Huge tool for advertising thier products and using sites such as Facebook, a company can directly target the clients specifically and advertise to the individual. So not wasting time advertising to the mass. An example of this is if my daughter was to 'like' a Jack Wills page on Facebook not only does that advertise the brand to all her friends on the site, it also allows Jack will to market direct to her and her friends through social media and other online media tools.

online culture

The marketing mix has a key part to play in advertising. This consists of four basic P's. Product is the first P, meaning the actual product. Price represents the process of gauging the value of a product. Place represents the variables of getting the product to the consumer such as distribution and market coverage. The last P stands for Promotion which is the process of reaching the target market and convincing them to buy the product. Many mediums can be used for advertising. Advertising media can be such as, Celebrity branding,Street advertising, In-store advertising, Mobile billboard advertising, Online advertising, Radio, printed flyers and cinema. Any place a sponsor pays to deliver their message through a medium of media is basically advertising. TV adverts are generally considered the most effective mass-market advertising, but also one of the most expensive. The average cost of a single thirty-second TV spot during an American super bowl game has reached US$3.5 million (as of 2012). With the growth of sky, vigin media tv and freeview, TV is becoming more accessible and more far reaching and therefore a more and more effective tool to use for advertising. Nearly all households in the UK will have access to a TV or radio. However, another product that is growing substantially is 'on demand' tv. Such as BBC Iplayer, Itv Player, 4od and other such downloadable programs such as netflixs and now tv. This has blurred the lines between online and offline media because technically these such programs are at the hands of the consumer to download as and when they choose and have options to eradicate adverts all together. This could cause problems for advertisers and there need to re think this type of advertising in the future if the market continues to go down this route of 'on demand' tv.

Offline Media

Classify the role of offline media in terms of the current marketing communications environment: • Definition of offline media • Objectives of offline communication • The changing role and fragmentation of offline media

The impact of Digital Media

A day in the world of digital media

Digial mdeia has played a huge part in my life as a mum, employee and full time student.
Firstly, writing as a mother, digital media plays is something I need to be aware of and in conrol when letting my daughter lose on the internent. For example advertisers can tailor make programs especially targeting children, either for legal or illegal sites

The internet has become an integral part of children and young people’s lives, providing invaluable educational, creative and social opportunities. However, the exposure to inappropriate, harmful or fraudulent content and potential risks of grooming, abuse and cyberbullying has led to growing concern for the safety of children online. Whilst safeguarding measures have markedly improved since the Byron Review (2008), the challenges posed by rapidly changing technology means there is still much more to do to secure children’s digital safety.