Download Welcome to The Revolution

Six
Words
You Need to Know.
Brought to you by
The Get a Job Workshop
Six Words…
They Help Explain
 How the Media
Marketplace is changing
 Where new growth
areas are opening up

And… most important
New job opportunities

Those six words are…

Six Words…
Advertising.
MarCom.
StratCom.
Paid.
Owned.
Earned.
Six Words…
But first,
a bit of
history from
Two Smart
Guys…
Two Smart Guys!

Marshall McLuhan
Media

As
Evolution
Joseph Schumpeter
Creative
new media forms
emerge and evolve,
the impact on society
is revolutionary!
Destruction
As
new businesses
are created, older
ones are destroyed
or they change
dramatically!
Two Smart Guys!
What
Media Evolution
means
New
media – primarily digital – is
changing almost everything!
Can
you think of some examples?
Two Smart Guys!
What
Creative Destruction
means
Older
media – primarily print, radio,
and network TV – are suffering from
creative destruction!
Can
you think of some examples?
Six Words…
Now let’s
look at those
Six Words
one by one…
Six Words…
Advertising
Ad messages placed in paid media.
 A BIG Business…
 Advertising is created primarily
by advertising agencies…
 Ads like this…

Six Words…
Advertising
Six Words…
Advertising
Ad messages in paid media are
more expensive and less effective.
 The mix of paid media is changing
– digital is growing.
 Example: GoogleWords …

Six Words…
Advertising
Ad messages in paid media are
more expensive and less effective.
 The mix of paid media is changing
– digital is growing. Big time.
 For Example: GoogleAdWords
$37.9 Billion!

Six Words…
Advertising
is still a Big Business
Overall
billion
Total
But
industry size $160.8
number employed 180,100
three times as many people
work in...
Source: Advertising Age
Six Words…
MarCom
[Marketing Communication]
Six Words…
MarCom





567,100 jobs
Sales Promotion
Public Relations
Direct & Database
Events & Experiential
Source:
Ad Age
Six Words…
More MarCom
Other things you might not think of…
Branding & Design.
 Design
thinking becoming more important
Event/Experiential Marketing.
 Concerts, Festivals, Spring Break, etc.
New Media.
 Digitally delivered communications.
Sports Marketing – combines them all
 Sales Promotion, Public Relations, Direct, Digital & More…
Six Words…
Here’s a way
for you to think
about all that
MarCom stuff…
The MarCom Matrix
• Advertising
• Public
• Sales
Relations
Promotion
• Direct
Marketing
• Event
Marketing
• New Media/
Interactive/Digital
Six Words…
MarCom
is part of an even
bigger category.
Six Words…
StratCom
[Strategic Communication]
StratCom
= Strategic Communication
This is also communication with a purpose.
Information:
News
– we value timely information
Education – Example: better health
Entertainment:
Content. Communication that fills our media,
Both traditional and digital delivery systems
Movies, games, TV, books, “Infotainment”
Six Words…
Here’s how those
Three Words
fit together…
Six Words…
Advertising
is part of
MarCom
is part of
StratCom
Six Words…
Got it?
Now let’s look at
the next three words
you need to know.
Six Words…
Paid.
Owned.
Earned.
Six Words…
Paid.
Paid =
Advertising



Still big business
Still growing
Six Words…
Owned.



New Opportunities
Starts w. Website
Other examples…
Six Words…
Earned.



PR & Publicity
YouTube “hits”
The “Buzz”
Six Words…
.
Six Words…
Advertising. MarCom. StratCom.
Paid. Owned. Earned.
Helps us understand Evolution
in the Media Marketplace
 Helps identify growth areas
for new career opportunities

Six Words…
In Review…

Advertising
 MarCom
 StratCom



Paid
Owned
Earned
Six Words…
Any Questions?
A. Yes, it’ll be on the test.
Any other questions?
Six Words…
Bonus: Two More Words…
StratCon & Shared
StratCon = Strategic Conversation.
From one-way communication models to interaction.
It’s conversation, not a monologue.
Technology and communication platforms allow it.
Shared = Social Media
An evolution of Personal Selling
Six Words…
One More Big
Growth area…
StratCom
(Strategic
Communication)
Six Words…