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Cause and
Effect |
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Advertising dollars are actively searching for a place
to go. With the economy apparently on the upswing,
consumer confidence rising and media opportunities
fragmenting, advertisers face a large quandary over
where to put their messages. Marketing executives are
finally recognizing that throwing money at product
launches won’t make them fly. Instead, reaching
consumers effectively is increasingly important.
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Good Terms |
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One of the most valuable things a company can do is
establish good relationships with the media. This does
not mean bugging media members to death – it means
becoming a valuable resource that journalists and
editors can rely on for solid information in your
industry. Here are several methods to get on good terms
with the media.
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Straight
Shot |
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The New York
Times (The
Twilight of the Information Middlemen)
reports that more and more news is coming to consumers
straight from the source, rather than being filtered by
news outlets and media centers. This presents
opportunities to companies looking for ways to get
stories to the public.
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"5 Paths
to Persuasion"
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The authors of the book The 5 Paths to Persuasion
believe that no sales pitch will succeed unless it
resonates with a buyer’s mindset. This is true not only
for sales, but for messaging. An interview with a
reporter can be worth millions of dollars – or it can
ruin your reputation. This book provides operating rules
that can help you prepare for your next media
communication.
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Consumer Driven Media
The latest
Communications Industry Forecast & Report from Veronis Suhler
Stevenson indicates that for the first time ever in the US, last
year, total communications advertising spending was less than
consumer end-user spending.
Consumer spending accounted for 27.5% of all communications spending
last year. Veronis projects
consumer spending will grow at a compound annual growth rate (CAGR)
of 6.9% between 2003 and 2008. Veronis attributes the growth to the ever-increasing adoption
of cable and satellite TV, home video and the Internet. |
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