Means And Formats Of Communication PDF

Subject: Means and Formats of communication Formando profesionales que añaden valor Subject MEANS AND FORMATS OF COMMUNICATION Unit Description of advertising in conventional media Teacher ANDREA MONFORT ([email protected])...

Subject: Means and Formats of communication Formando profesionales que añaden valor Subject MEANS AND FORMATS OF COMMUNICATION Unit Description of advertising in conventional media Teacher ANDREA MONFORT ([email protected]) Formando profesionales que añaden valor 2 INDEX: Unit 1. Conventional media. Unit 2. Non-conventional media. Unit 3. Recollection of information to design an advertising media plan. Unit 4. Advertising rules and bad practices of publicity. Unit 5. Advertising agencies and media plan preparation Unit 6. Preparation of the media plan: budget and schedule. Unit 7. Control of the media plan. Unit 8. Collaborating in obtaining information. Formando profesionales que añaden valor 3 What do you know about these concepts? - Advertising campaign (campaña publicitaria). - Advertising media (medio de comunicación). Formando profesionales que añaden valor 4 What is Advertising (Publicidad)? Advertising is an intentional and interested system of communication, always to be paid and serves per a specific commercial, social or political cause. The support or platform through which this type of message is disseminated, is known as an advertising media (medio publicitario). Formando profesionales que añaden valor 5  The advertising media is the channel in which an advertising action is disseminated to persuade as many people as possible to purchase a product or service. Formando profesionales que añaden valor 6  Press Radio Above the line Cinema (ATL) -traditional advertising TV Outdoor Advertising advertising Advertising at point of media the sale (POS) Direct Advertising Below the line Publicity (BTL) – Non conventional advertising Online Advertising Telemarketing Formando profesionales que añaden valor 7 Traditional advertising media, or better- known advertising ‘above the line’ ATL are: PRESS RADIO CINEMA TV OUTDOOR ADVERTISING Formando profesionales que añaden valor 8 Traditional advertising media (above the line) are: (PRESS, RADIO, TV, CINEMA, OUTDOOR ADVERTISING) PRESS: The press is a printed media of social communication, that presents facts (news, chronicles and reports) and opinions (interviews and opinion articles) whose fundamental mission is to inform, educate and entertain. The public is based on their geographical location, their ideology or their interests. - Daily press: newspapers are considered daily press if they are distributed at least five days a week. They include current affairs, culture, articles, interviews... - Free press: the fundamental difference is that this type of media does not entail a cost for the consumer. We find it in universities, some public transports... - Sunday publications: they are considered publications that are published on Sundays. - Magazines: they are publications for a very specific audience and with less frequency (once per week, every two weeks…) Formando profesionales que añaden valor 9  RADIO: radio divide the audience based on their interests, geographical location, sex or age. Cuña: It is a short commercial message (generally between 10 and 30 seconds). Sponsored programs (Programas patrocinados): are those contents that are paid for a commercial brand. Mention: the presenter or collaborator spontaneously makes a mention of the commercial product or service. The editorial content and advertising content must conform to the following elements in the radio: Music – it is very important Effects - They have different intensity and duration Language - The sender of the message has to put himself in the shoes of the listener so that it is easy to communicate. Silences - It is a very important type of language on the radio Formando profesionales que añaden valor 10  TELEVISION: Television allows advertising messages with images, sounds, music, colors or special effects, which makes it possible to develop these messages with much more creativity. Its preeminence in homes and leisure establishments (Restaurants) means that can arrive to many people. However, the cost of inserting an advertising message on television is very high. Formando profesionales que añaden valor 11  CINEMA: In the movies, the advertising messages are very popular, probably the size of the screen and the quality of the sound allow a great impact to the public, in addition the spots can be longer than on television. OUTDOOR ADVERTISING: Outdoor advertising includes posters, illuminated messages, advertisements on transports and numerous other supports in which graphic insertions are made. There is segmentation according to geographical location. Billboards (Vallas): a common form of paper-based advertising that changes over time. The drawback is that they are exposed to time and can deteriorate. Bus shelters (Marquesinas): advertising that complement other forms of advertising. Mobile advertising: consists of placing advertisements on sites that are then transported by vehicles that move through the city. Static advertising: they are placed on billboards where there is a large influx of people; soccer fields, train stations... Formando profesionales que añaden valor 12 Formando profesionales que añaden valor 13 Other examples: RADIO https://www.youtube.com/watch?v=tmjlgtrhh8k TV https://www.youtube.com/watch?v=Op00GhA6Lpk CINEMA https://www.youtube.com/watch?v=_8Ozuubg9tE PRESS OUTDOOR ADVERTISING Formando profesionales que añaden valor 14 ACTIVITY Create the invitation for my birthday party: - Choose a party theme - Dress Code - Location - Thursday, October 3th - 8:00 p.m. Formando profesionales que añaden valor 15 MANDATORY ACTIVITY 1: ACT 1) Choose a television channel and three different time slots. Analyzes the advertising content that is inserted in each different contents of the various slots. To which audience are the advertising contents directed in each time slot? Compare your results with those of your classmates. Formando profesionales que añaden valor 16  MANDATORY ACTIVITY 2 ACT 2) Find an announcement you really like and develop as requested below: ❑ Which advertising media they use? ❑ What does it announce? ❑ How does it announce it? ❑ Who participates on it? ❑ Who is the target audience? ❑ Sex? Age? ❑ Geographic location ❑ Timing Present the advertisement chosen, its characteristics and justify the reason for your choice to the rest of the class. Formando profesionales que añaden valor 17 Formando profesionales que añaden valor