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The former is an action-oriented approach to promote products or services for immediate results, while the latter is about establishing a lasting identity and emotional connection with consumers over time. Both are essential for a successful marketing strategy, but serve different purposes in influencing consumer behavior and perceptions
What is advertising vs. branding?
Describes a process of interpretation where knowledge and relations are concealed in media texts by producers, and then audiences interpret those texts through their own frameworks of knowledge and relations.
What is Encoding and Decoding?
What is Semiotics?
The critical raw material that is needed to train social media and AI algorithms. This material comes from users and is increasingly secured through our everyday online and cloud practices.
What is Data?
A traditional economic theory that refers to how much of a good or service producers are willing and able to sell at different prices, versus how much of a good or service consumers are willing and able to purchase at different prices. Advertising and Branding target the intersection of this relationship
What is the theory of Supply and Demand?
The idea that increasing consumption of goods and services is a desirable goal, and that personal well-being and happiness are fundamentally tied to acquiring material possessions
What is the Ideology of Consumerism?
a situation in which the news media are controlled “either directly by governments or by vested interests networked with politics” and the flow of information is distorted
What is "Media Capture?"
The Hypodermic Needle, Two-Step Flow, Use and Gratification are all part of this research.
What are Media Effects?
content whose main purpose is to attract attention and encourage visitors to engage with a particular website, app, or link.
What is Clickbait?
a lens that identifies the tension between institutional control and the ability of individuals to enact change
What is Structure vs. Agency?
A dominant, lived system of ideologies and values; cultural "common sense". A ruling class captures this through public consent and deference, and not military power or force.
What is Hegemony?
Describes both the merging of content across different media channels and the merging of media companies across different media
What is "Media Convergence?"
The process by which long-term exposure to consistent media messages can lead to the shaping of a shared social reality among heavy viewers.
What is the Cultivation Theory of Media?
The percentage of individuals viewing a web page who click on a specific advertisement that appears on the page.
What is CTR (Click-Through-Rate)?
refers to the range of economic activities based on people’s engagement being treated as a scarce and highly desirable resource to be captured and maintained.
What is the Attention Economy?
a set of statements or bodies of "texts" that pertain to, identify, and set constraints for a particular knowledge system. They provide what can be said or thought about something and what cannot.
What are Discourses?
a social group's meaning-making from media texts (such as books, newspapers, broadcasts, online sources). These meanings are shaped by people's social experiences and their social identities.
What are Interpretive Communities?
A famous marketing campaign that promoted smoking among women. It used the methods of Symbolism - cigarettes as contesting male dominance; Influencers - young "flappers" and suffragettes; Altering group norms - had women openly smoke in public gatherings; "Be Everywhere" -use photographers, newspapers, billboards, radio to flood the public with the message.
What is Edward Bernays' "Torches of Freedom" marketing campaign?
They are used to measure when a user sees/views an ad; any time a user opens an app or website and an ad is visible
What are Impressions?
Different from "media buying," this method gives advertisers the ability to “buy” or "bid" on the person making that search based on the data the platform or search engine has collected on that user.”
What is Programmatic Advertising (or an Ad Exchange)?
A theory posited by Pierre Bourdieu that refers to the norms, values, attitudes, and behaviors of a particular social group (or social class). It influences and shapes the social actions of a person.
What is the Habitus?
Emphasizes an individual's responsibility to make purchasing choices that support political, environmental, and social sustainability.
What is Consumer Citizenship?
Modeled after a "toll" charged by early telephone companies for long-distance phone calls (time + distance), this business model would come to dominate the broadcasting industry in the U.S. so pervasively that there is rarely any serious discussion about alternatives.
What is Commercialism or Commercial Broadcasting?
content for which the creator has been compensated, either with money or something else of value, by a brand or business partner.
What is Branded Content?
Defined by programmability, popularity, connectivity, and datafication, and describes when these practices and habits escape the bounds of their original institutional and everyday contexts and affect other areas of life
What is Social Media Logic?