Communication model changed
There is now a dialogue between advertisers and consumers and there is also a collective group of consumers who are communicating with each other
We use media to...
entertain, educate, and now communicate!
A carrier of a message
giving permission to that company to take your information and to use that information according to terms
saying no to give that company permission
creating the way a device communicates with you
Three realms of media vehicles
TRPs and IMPs, Interactions, and SIs
Generally exposed: PR, event, promos (passion groups); important with general audience
TRPs and IMPs
Somewhat measurable: Traditional media (demo-psychographic), rating points and conversations
Highly traceable: On-line, customized media (behavioral), how you buy the product
Today's media evolution
The key: setting the right goals