OBU Online Media Exam 1

Three areas of Online Media

· Website Development/Structure

· Multimedia Journalism

· Digital Media/Business

Definition of a website (3 points)

· Collection of web pages

· Pages exist under a unique domain (URL)

· Accessible through the internet

when was the internet created

the 1960's as a DOD project

when was the WWW open to the public

1991

Website types (3 types)

· Informational Content

· Entertainment Content

· Commercial Content

Types of Digital Advertising & benefits (short answer)

· Display Advertisements are billboards

· Streaming Ads - active users, highly targeted, listening and watching

· Social media - highly targeted, large user base

· Search - speaking directly to a user

· Email marketing - previous relationships, highly successful

· Location targeting - talking to people in a certain spot

· You are a marketer, and you are working with a client, choose one of these types of ads and tell why its relevant to get a lot of views and why it will be good to use for this brand.

generative AI

Machine learning systems that can produce diverse databases by learning from existing data

AI uses

· Generate new ideas and new media (unique to each prompt)

· Analyze and understand complex issues

· Reduce time and cost spent on task

AI limitations

· AI can't think

· AI is only as good as the data and the programmer

· AI has limited abilities for in-depth analysis

Who owns AI?

no one (no protections, and stolen content)

What is the typical news-writing structure?

inverted pyramid

Why do we use the inverted pyramid structure?

To get the most important information out first

3 types of news writing

· Hard News (most essential info)

· Feature News (more in-depth, novel type)

· Editorials (opinion)

Differences between traditional and digital news-writing

· Fewer space restrictions

· People are reading differently

Reading patterns of online users

F pattern - Poor design

Layer Cake layout (work way down, line by line)

what is the F-shaped pattern

a poor layout of online reading patterns

what is the layer cake layout

online reading pattern - work way down, line by line

Basics of web formatting

· Imagery

· Most important info in first paragraph

· Headlines and Subheadings

· Bold important words

· Using bullets and lists

Social media basics and best practices

· Be concise

· Be positive

· Use images and graphics

What is the first principle of good web design?

Simplicity - don't confuse users

What does visual hierarchy in web design refer to?

You should be able to tell what is the most important

What is meant by navigability in web design?

It should follow a simple structure

Why is consistency important in web design?

Following the same style is important

What does responsivity mean in the context of web design?

Content should be built for mobile, desktop, and phones

What is accessibility in web design?

Use tools that help individuals with disabilities (user friendly)

What does conventionality refer to in web design?

People like what they know, remember what makes sites good

7 principles of good web design

Simplicity

Visual Hierarchy

Navigability

Consistency

Responsivity

Accessibility

Conventionality

What percentage of Americans get news from digital devices regularly?

84%

Image fair use

· Uses material that is beneficial to society

· Advertising isn't typically included

What should you do before using consumer photos for business?

Get permission

What should you avoid doing to the context of a photo used for business?

· Don't change context of photo

· Don't share private information

· Don't invade an individual's privacy

What is important to maintain when using photos for business?

Stay on brand

Get permission

Use consistent themes

What to keep in mind when looking for photo formats?

- compress

- use web friendly formats: PNG, JPEG, GIF

Native Advertising

- Make content believable

- Relate content to brand/host’s image

- Include calls to action

- Casually mention brand in the copy of the text

- Provide a solution to a problem

audio news storytelling

· Audio only

· Accompanying video and imagery

· Quick briefs

· Additional content

Podcasting

· Entertaining and informational

· Requires regular programming

· More creative options than news

· More in-depth dives into content

Streaming Audio

· Unlimited music for low costs

· Total control over content

· Larger share of market

· Great for consumers

Uploading Video Basics

· Uses sight and sound to tell stories

· Inherently more engaging

· More likely to retain info compared to just text

· Video is flexible depending on the need

What are the types of video placement?

Pre-roll, mid-roll, post-roll

What are the common durations for video ads?

Short (5, 10, 15 seconds) and long form (1-2 minutes)

What are the two types of user action in video advertising?

Skip and non-skippable

What are the two aspects of user intent in video advertising?

Word of mouth and action

video equipment

· Camera

· Tripod

· SD cards

audio equipment

· External mics

· Secondary recorders

· headphones

Setting Up the Shoot - Short Answer

- Understand the story

- Pick out your places/people

- plan your shots ahead

understand the story

· Choose a story that is well suited for video

· Not all stories are video-appropriate

· Develop your plan/storyboard

pick out your places/people ahead

· Who/what are the best for video?

· Who is comfortable on a camera?

· Prepare your questions

What is an extreme wide shot?

A shot that captures a very large area, often used to show the environment or context.

What is an establishing shot?

A shot that sets the scene for the audience, often used at the beginning of a sequence.

What are wide and mid shots used for?

They provide context for the subject while being more focused than extreme wide shots.

What is the purpose of close up shots?

To focus on emotion or details of a subject.

What are cutaway shots used for?

They are used for transitions, scenery, or b-roll footage.

What are cut in shots?

Shots that focus on a specific detail within a scene, often used to enhance storytelling.

measuring success by topic

· What is the point

· What is the tone

· What is the subject matter

· What have other videos done

measuring success by goal

· Is it a standalone or part of a series

· What do you want audiences to learn

· What are the main points

measuring success by audience

· Who is the intended audience

· What is your audience like

· How does your audience behave

· What are realistic expectations

what is a KPI

Key Performance Indicator

KPIs

· Situationally dependent

· Determines success and plans