Media Management - Universitas Padjadjaran

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This deck is about the scope of subject Media Management, a concentration in my almamater Comm. Management in Communication Faculty, Universitas Padjadjaran. I was invited to share it for Subject Orientation (Ospek Jurusan) in early Dec 2009. Thx to Aisha & Reinhard.

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Media Management

Orientasi Jurusan Manajemen Komunikasi

Fikom Unpad2009

Mediated Communication

Mediated = people +technology

Mediated◦Reach wider&further ◦Getting more people

1. People = SpectatorMedia as content production

2. People = MarketMedia as a business entity

3. People = SocietyMedia as a social institution

Media as a Content

Production

Media as a

Business Entity

Media as a Social Institutio

n

Media asBusiness Entity

Subscription

Advertising

Media for Advertising

Client Brief

Creative Agency

Media Agency

Content

Communication Challenge

Media Selection

Media Agency History

More complex media selectionFrom administrative to PlanningFrom Media-oriented to People-oriented

Understanding PEOPLE

Attitude toward media

Flow of Information

Media characteristic

Media habit & consumption

Demographic

Product Category & Usage

What a Media Planner Do

Tools & RequirementCompetitive Environment

Campaign Plan & Implementation

Print Media

Volume / Readership

Circulation

Reach & Frequency

Dimension & Location

Television

Daily Viewership Pattern

Rating & Share

Format, Placement, Duration

Bursting & Sustaining Pattern

Media in Digital Landscape

Interactivity

On-demand content

Consumer-generated content

Long tail phenome

na

Discussion

◦Business vs Social Role◦Medium vs Message◦Interruption◦Volume, Ownership & Conglomeration

◦Sharing & Copyrights◦Paid or AdOr is there any other business model?

◦Consumer Generated Content

Follow my tweets@Outstandjing

imam.wiratmadja@gmail.com

Thx!