Media Options

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Question description

The purpose of this assignment is to creatively illustrate traditional and new media options. An understanding of the target audience and effective communication for each is a desired outcome. It provides the Learning Team the opportunity to creatively illustrate traditional and new media options. An understanding of the target audience and effective communication for each is a desired outcome.

Assignment Steps

As a Learning Team choose a brand (different from the Week 3 Learning Team Assignment) and a related brand strategy.

Create a Microsoft® PowerPoint® presentation, The presentation should be a minimum of 7-10 slides or, if Prezi or Vimeo video, an 8-minute minimum.

Note: Prezi presentations cannot be uploaded to the classroom. Please provide your instructor with the link to the presentation on the web. Prezi will provide you with a URL link to the presentation.

Discuss in a minimum 700 words the differences between the traditional media option and the new media option in terms of audience, reach, channel and content. A table of differences may be used to concisely illustrate the differences but you must include a discussion of insights/concerns/issues between the media options.

Note: Charts/graphs/tables in your Microsoft® Word write-up do not count towards the word count.

Cite a minimum of three peer-reviewed references.

Format your assignment consistent with APA guidelines.

Click the Assignment Files tab to submit your assignment.

  • Brand strategy and the communication of the brand is essential to understanding the various phases of a product or service (viz a viz the life cycle). Brand recognition is based in the marketing communication efforts of the firm. When you hear or see the word Coke, you immediately know it is Coca Cola. When you see five interlocking rings of different colors you know that is the symbol for the Olympics. In Week 5, you will develop a brand and communication strategy for your product.

Media Options Grading Guide MKT/571 Version 10 Marketing Copyright Copyright © 2017, 2016 by University of Phoenix. All rights reserved. University of Phoenix® is a registered trademark of Apollo Group, Inc. in the United States and/or other countries. Microsoft®, Windows®, and Windows NT® are registered trademarks of Microsoft Corporation in the United States and/or other countries. All other company and product names are trademarks or registered trademarks of their respective companies. Use of these marks is not intended to imply endorsement, sponsorship, or affiliation. Media Options Grading Guide MKT/571 Version 10 Edited in accordance with University of Phoenix® editorial standards and practices. 2 Media Options Grading Guide MKT/571 Version 10 Learning Team Assignment: Media Options Purpose of Assignment The purpose of this assignment is to creatively illustrate traditional and new media options. An understanding of the target audience and effective communication for each is a desired outcome. It provides the Learning Team the opportunity to creatively illustrate traditional and new media options. An understanding of the target audience and effective communication for each is a desired outcome. Grading Guide Content Met Partially Met Not Met Total Available Total Earned Students created a Microsoft® PowerPoint® presentation, Prezi, or Vimeo video, etc. which illustrates one traditional media option (print, TV, radio, bill board, etc.) and one new (social media) media option for your brand and brand strategy. Students discussed the differences between the traditional media option and the new media option in terms of audience, reach, channel and content. A table of differences may be used to concisely illustrate the differences but they must include a discussion of insights/concerns/issues between the media options. The paper is a minimum 700 words in length. Note: Charts/graphs/tables in your Microsoft® Word write-up do not count towards the word count. If the students choose to do the Microsoft® PowerPoint® presentation it should be a minimum of 7 to 10 slides and is appropriate for the audience. If the students choose the Prezi or Vimeo video presentation it should be a minimum of 8 minutes and appropriate for the audience. The presentation included relevant media and visual aids that are consistent with the content. Comments: 3 Media Options Grading Guide MKT/571 Version 10 Content Writing Guidelines Met Met Partially Met Not Met 6 #/6 Partially Met Not Met Total Available Total Earned 2 #/2 8 #/8 The paper—including tables and graphs, headings, title page, and reference page—is consistent with APA formatting guidelines and meets course-level requirements. Intellectual property is recognized with in-text citations and a reference page. Paragraph and sentence transitions are present, logical, and maintain the flow throughout the paper. Sentences are complete, clear, and concise. Rules of grammar and usage are followed including spelling and punctuation. The presentation is laid out with effective use of headings, font styles, font sizes, and white space. Intellectual property is recognized with in-text citations and a reference slide. The presentation includes an introduction and conclusion that preview and review major points. Major points are stated clearly; are supported by specific details, examples, or analysis; and are organized logically. Assignment Total Additional comments: # Comments: Comments: 4

Tutor Answer

RyanTopTutor
School: University of Maryland

Attached.

Running Head: TRADITIONAL AND NEW MEDIA OPTIONS DIFFERENCES

Traditional and New Media Options Differences
Student Name:
Institution Affiliation:
Date:

1

TRADITIONAL AND NEW MEDIA OPTIONS DIFFERENCES

2

The consumers’ preferences are constantly changing throughout. Due to the advancement
in technology and other factors, the businesses have to change their approach to the
advertisement and the way they get information to the consumer. Traditionally, most of the
organizations used platforms such as newspapers, magazines, Radio and Television broadcasts.
However, this is changing with the inception of the internet of things. Numerous agencies have
switched to the use of online platforms that make up the new media options (Schultz et al.,
2011). These include the use of special media platforms such as Facebook and Twitter as well as
website optimization to enable consumers to access information faster.
The presence of smartphones in the market has furthered the use of the new media
options due to the ease they create to access Internet-based information. Currently, there is a
better gamble for a consumer to view a popup ad from social media platform than to look at
billboards. The differences in these two are based on numerous applications that include the
Audiences, the reach, communication channels and the contents supported (Mangold & Faulds,
2009).
Audience
There is a huge difference in the audience that is reached by the traditional and the new
media options. In the traditional media, the audience reached is broad, but it depends on the
capability of the communication media being used. Using media such as Radio and television,
the message can only reach the consumers within the wavelength as well as those who
understand the language that the message is being communicated through. By the use of
magazines and newspapers, the audience is further limited to the people who can read and the
reach that the magazine has in the society (Meraz, 2009).

TRADITIONAL AND NEW MEDIA OPTIONS DIFFERENCES

3

The new media, on the other hand, has a wider audience than the traditional media. It
uses the capabilities of the internet that is present globally; this makes the message accessible in
any place as long as a person has access to the internet. However, the audience is limited to
mostly to the technologically elite; these are mostly the youth who use the internet and social
media capabilities during most of their activities.
Reach
The traditional media options have a limited reach. This is because of the restrictions of
the communication channels being used such as wavelength coverage and the extent to which the
magazines and newspapers are sold. None of the traditional media has a global reach; most of
them are based in a single country. The new methods have a global reach; this capability has
been enabled by the use of the internet at a global scale (Meraz, 2009). Information can be sent
from one country, and within seconds, it is accessible from every corner of the earth as long as
the consumer is using an internet-enabled device.
Channel
The channels for delivering the message in the traditional media options are limited. The
reliable ones are costly although they are somehow effective. These include television, radio and
the newspapers. An individual has to buy specific time or space in the channel to communicate
the information they need to the consumers. In the new media options, the channels for
communication are numerous (Schultz et al., 2011). With the growth of the internet, numerous
social media platforms and cheap websites creation tools have been structured with many of
them having the capabilities to reach consumers globally.
Content

TRADITIONAL AND NEW MEDIA OPTIONS DIFFERENCES

4

In the traditional media options, the content is always limited. The more content the
organization has to advertise, the more they have to pay the advertisement medium. This makes
most of the organizations to limit their content only to the important details. In the new media
option, as long as the organization has internet capability, they can post as much content as they
wish. The communication of the contents is by far cheaper when compared to the use of the
traditional methods.
Table for the differences

Audience

Reach
Channel
Content

Traditional media option
Broad audience although
limited by the communication
media used.
Limited reach
Limited channels

New media option
Unlimited audience.
global capability

The

Global reach
Numerous channels due to
the internet capability.
Limited content due to factors Unlimited content due to the
such as pricing, space for the cheap cost of the use of new
ads and time
media.

In conclusion, both the media options are still relevant in the current market. Each of
them has their advantages as well as the setbacks that differentiate them from the other mode of
advertisements. The issues raised by the traditional media options have been solved mostly by
the new media although it cannot replace its use yet (Mangold & Faulds, 2009). All the
consumers have not yet adopted the use of the new m...

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Review

Anonymous
Awesome! Exactly what I wanted.

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