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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
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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
