COMM313 Lecture Notes - Lecture 9: Media Planning, Zappos, Media Mix

• School: University of Delaware
• Department: Communication
• Course: COMM313
• Professor: Lapenta Dante

Document Summary

The medium is the message mcluhan the medium itself is what affects society not the content it carries. Zappos placed ad where you put your shoes and carry on luggage in security line at airport. This ad also decreased security line wait time by 16%-- added a socially beneficial component. Challenge: (harder to buy &sell media) why media is now so complex. Increased media options-audience fragmentation: more difficult to reach big audience today, even though consumers are spending much more time on media than ever before, now tv is fragmented. Agencies need to think in terms of message handling, being as responsible for receiving messages as for sending them. Media is no longer planned and bought, it is created, aggregated, and partnered . Cost to buy media has rose: more media choice and also more media messages need to be communicated consumers don"t have ability to process all of them. Cost of reaching target audiences is increasing.