LO2 - UNDERSTAND HOW MEDIA PRODUCTS ARE ADVERTISED AND DISTRIBUTED.

Digital advertisement

(Also known as online marketing, Internet

advertising, digital advertising or web advertising.)

It is a form of marketing and advertising which uses

the Internet to deliver promotional marketing

messages to consumers.

Viral Marketing

A sales technique that involves the organic or 'word-of-mouth' information about a product or service to spread at an ever-increasing rate. The internet and the advent of social media have greatly increased the number of viral messages in the form of memes, shares, likes, and forwards.

Guerilla marketing

An advertisement strategy in which a company uses surprise and/or unconventional interactions to promote a product or service. (Eg: McDonalds painting chips on a zebra crossing.)

Narrowcast channels

Television channels that distribute specialist

interest content. E.g CITV delivering TV shows and cartoons for children under 13.

Web 2.0 technologies

A phrase coined by Tim O'Reilly and Dale Dougherty in 2004, known as the 'second phase' of the internet, where web pages and technologies are interactive and collaborative. Allows users to comment on content and create content.

Black box

This is one device, such as a smartphone, that supplies us with all of our information communications technology (ICT) and media requirements.

Downloading

When media products are transferred to a device from a web page and consumed offline. (Very often, radio shows or audio products are downloaded as podcasts, which are) audio files generally in mp3 or wav formats.

Streaming

The way in which media products are consumed online, usually through video or audio on-demand sites.

Simulcasting

When a media product is broadcast both online and via a traditional medium at the same time (for example, live radio stream). In terms of TV programmes, it can also mean when a programme, such as a big sporting event, is shown on two channels at the same time (for example, the Grand Prix on Sky Sports F1 HD and Sky Sports 1).

Time shifting

The ability to pause, rewind and fast forward live-streamed television.

Traditional Advertising

These are methods of advertising that have been used by

media producers to promote products for many

decades before the digital age. (These include print

media advertising. For example, billboards,

newspapers, magazines, flyers, direct mail

marketing, television adverts and film trailers).

ATL (above the line advertising)

Where mass media is used to promote brands

and reach out to the target consumers. These

include conventional media such as television and

radio advertising, print and the internet.

TTL (Through-the-line advertising)

The combination of the tactics used in both ATL and BTL advertising in order to get better results. In a nutshell, it's a marketing strategy that is used for campaigns that seek to achieve wide Brand Recognition as well as conversions.

BTL (below the line advertising)

A more one-to-one form of advertising that

involves the distribution of pamphlets, handbills,

stickers, promotions, brochures placed at point of

sale, roadside banners and placards.

Technological Convergence

The coming together of information and communication technologies in order to create new ways of producing and distributing products and services to media audiences.