Broadcast managament - Essay Example

BROADCAST MNGT. FINAL PAPER Introduction If one takes a close look at the society, one can not help noticing that it should be regarded as one of the essential prerequisites for the development of the inner potential of a human being. Indeed, if it had not been for the presence of other people, a considerable number of characteristic features of our kind would not have emerged. Nevertheless, it is important to point out that prosperous living in the society is also connected to having a secure source of income, namely a job. That is why the economic area of social life is important since it engages people into economic activity and encourages them to work for the good of the society. It is rather obvious that advertising should be regarded as one of the significant elements of economy since it facilitates interaction between those who sell products and those who may be willing to buy. With the development of technology, the latter has been influencing the traditional ways of business more and more. This paper will prove that social media has had a tremendous impact on conventional advertising models. In order to do so, the analysis will explore some of the peculiarities of influence of social media onto the practice of advertising. The first point that will be discussed is focused on choosing the most comfortable time for viewing the proposed production. Secondly, it is the connection between contemporary advertising models and reality of social media, namely the significance of widely spread social network. Thirdly, it may be useful to see how Internet folklore is engaged in the advertising. Afterwards, the major sources and platform of advertising in social media will be reviews. In addition to that, the thesis of increased personalization will be analyzed. Finally, the interactive aspect of new kind of advertising will be discussed. The most comfortable time It would not be a mistake to suggest that using social network often takes up a lot of time. This results in the fact that people tend to devote some time to it when they are not distracted or when they have the opportunity to be active in the virtual environment (Izso, 56). This means that advertising with the help of social media may be more useful since it provides the potential customers with a change to review the products that are being proposed when they actually want that. The classic scenario when a potential customer is approached by a promoter on the street or in the shopping mall is associated with the time when a person does not want to learn about new products. However, sending pictures and links to one’s account allows one to review them when the time is right. Another point that should be mentioned is that people tend to access their social profile privately; that is why the choices that they make will not be influenced by the views of other people (Wankel, 2011, p. 9). Indeed, it is quite possible that in the public a person may refuse to learn about new products of a particular brand because this may be criticized by one’s peers. On the other hand, when one accesses his or her account privately, the freedom of action is much bigger. In other words, in this case a person may not be afraid of the public scrutiny and devote a large portion of one’s time to reviewing the new product as opposed to no time when the same products are offered in public. The peculiarities of social media To begin with, it may be important to note the advertising in social media heavily depends on various peculiarities of this platform. That is why it may be particularly important to engage them to achieve the best possible result. Thus, one of the fundamental concepts of social media is making friends. It is largely thought that the bigger number of friends is, the highest status a person possesses (Chiles 132). That is why advertising might be carried out with the help of providing a person with such benefits. In other words, a person might send a request to become a friend, simultaneously advertising some products. The latter is likely to accept the request, willing to make one’s social network wider, this way exposing oneself to the new products. There is another aspect of social media that should be taken into account, namely the idea of mutual friends. This may become extremely useful since it allow advertising being distributed quite fast among the people (Deans 88). As a result a person may not need to seek potential clients directly, but make one’s way through people friend list. Furthermore, this is likely to have a positive impact on advertising in the future as people are likely to accept request more willingly from the people with whom they have mutual friends. In spite of the fact that all this seems to be irrelevant, but in reality the importance of this can hardly be exaggerated especially if one wants to use social media to its fullest when it comes to advertising potential. Internet folklore Nowadays, with the development of technology virtual present is no longer something abstract. The majority of people in the world have personal gadgets that allow them to stay online almost all the time. This popularity largely contributed to the formation of Internet culture and entire communities that develop it. Thus, a term meme was introduced to capture the small pieces of cultural information that are being disseminated in the Web. As a result, those who practice advertising through social media understood the significance of these memes and often engage them in the messages that are sent to the potential customers. This reflects a dramatic change in the conventional practices of advertising since it marks the depart from traditional ways of reaching the audience and transformation to a more modern way the effectiveness of which is justified by the use of Internet folklore such as memes. Another point that should be mentioned is that advertisement might also engage the various tends and flash mobs to promote a product (Miryala 207). Indeed, people online particularly line new forms of entertainment; so, they will support any kind of new initiative in case it is interesting. With this regard, it may be useful to remember the use of the so call viral videos: commercials that feature unexpected plot, characters or elements, entertaining the audience and ultimately features the name of the products. Such videos, if found interesting, are shared by the users and gradually more and more people tend to learn about the product. This is a relatively effective practice; however, it is urges people to come up with interesting and unexpected ideas which might be rather difficult. Nevertheless, if such an idea is found, the success may be astonishing. The platforms and sources of advertising As it has been already noted, social media holds a tremendous potential for advertising. That is why now it may be useful to turn to examination of major platforms and sources that this environment provides. It is rather obvious that other than making friends online, people often participate in other groups (Aggarwal 338). This means that one of the best ways to find the potential audience is to join the same groups and advertise products there. Of course, the administration of such public pages is likely to charge for advertisement, but this is likely to be a good investment since using this platform will expose the product the potential customer who may be willing to actually buy it. Keeping in mind that there are numerous groups online, virtual advertising may be quite effective. What is more important is that a product may be advertised with the help of friend. It has been mentioned before that sending requests may be useful. However, sometimes people themselves may be disseminating information hoping of prize, for example. Indeed, this practice is very beneficial: a company might promise a valuable item to a person who makes the biggest number of reports. As a result, people will do their best to distribute the information while the company will not do anything to make the advertisement spread. This means that the new driving force for the promotion will be the users. This is a rather innovative approach towards advertisement since it shows that it is essential to motivate the users to become distributors of the information about the product. The personalized nature of advertisement By far, one of the biggest advantages of social media as a framework for advertising is the ability of the former to provide the personalized information about the users (Acar 32). In spite of the fact that there has been a heated debated about privacy and social media, the latter still collects the information about the people who have accounts and may sell it to the companies that are willing to seek the potential clients. In other words, when people share some information about their interests and what they like, they do not understand that it makes them vulnerable to advertising campaigns that are targeted to find people with specific interests. While provision of such information is at discression of a user, the latter will most certainly share it in order to create an appealing profile and to attract other people. This will greatly help in advertising as well. Moreover, social networks provide another level of personalization of advertisement, namely ability of a promoter to talk directly to the customer. The benefits of communication with the help of social media have already been explained in the paragraphs above. In addition to that, it is important to note that a potential customer may always ask additional questions and the company might quickly answer them, increasing the probability of a purchase. This means that social networks urge advertising to become more personalized in order to meet the needs of the people and be able to answer their questions if they are asked directly. Furthermore, this contributes to the formation of the necessary rapport between the two parties involved and greatly increases the probability of selling the product. The interactive nature of advertising Finally, one should also note that social media changed the conventional advertising in terms of the level of interactivity that is involved. Indeed, the majority of cases, the traditional means to advertisement are not interactive: they display the product, but there is nothing more that they can do. On the other hand, advertising that is carried out in the social media is much more interactive (Dasgupta 100). Indeed, the virtual environment allows including small video clips or even flash games that will keep the potential customer engaged. In addition that this kind of advertising is likely to feature links to the store where a client is able to view a wide range of similar products. In other words, advertisement is no longer something final that a customer might accept of reject, it is the first step in learning about other product and possible a dialogue. One might also note that a significant benefit of the social networking is the ability to show the feedback from satisfied customers. The reviews may be particularly important for the people who are not able to make up their mind about buying a product. That is why an easy access to reviews made by other people will contribute to the chance of selling the product. While this is almost virtually impossible to facilitate effectively with the help of conventional practices, social media provides a chance for this with a click of a mouse. This means that people are able to learn about the opinion of other people and even see some friends among the reviewers. As a result, this is likely to boost their confidence in the necessity to buy a product and will lead to a purchase. Keeping in mind that this can be easily facilitated by the Web technology, social media should be seen as an effective platform. Conclusion Having examined all the points that were mentioned in the paragraphs above, one might come to the following logical conclusion: social media has greatly changed advertising models and the latter can be improved if they adhere to guidelines that are spelled out by the new platform. First of all, it may be important to state that social media allows the potential clients to review the products that are being proposed at the time that is the most comfortable for them. In addition to that, they are able to do that privately and no people will be able to exercise their influence on the will of the customers. In addition to that, advertising should keep in mind the peculiarities of online interaction and provide the potential customers with such benefits. Thirdly, the use of Internet folklore may also be quite effective since it will attract the attention of the customers. It is essential to keep in mind that groups that the users form may become an effective platform for advertising a particular product among the people who are interested in it. All this results in the fact that the message that will be sent with the advertisement will be more personalized and will likely to trigger a response rather quickly. Finally, one should also note that one of the major changes that are conditioned by social media is the increased interactive capacity of the advertising with customers being able to view a wide range of products and read the feedback from other customers in case if the former do not know if they want to buy it. Works Cited Acar, Adam. Culture and Social Media: An Elementary Textbook. Newcastle upon Tyne: Cambridge Scholars, 2014. Print. Aggarwal, Charu C. Social Network Data Analytics. New York, NY: Springer, 2011. Print. Chiles, David. Social Media Best Practices: Engagement Netiquette. New York, NY: David Paul Chiles, 2015. Print. Dasgupta, Subhasish. Studies in Virtual Communities, Blogs, and Modern Social Networking Measurements, Analysis, and Investigations. Hershey, PA: IGI Global, 2013. Print. Deans, P. Candace. Social Software and Web 2.0 Technology Trends. Hershey, PA: Information Science Reference, 2009. Print. Izso, Jay. Got Social Mediology?: Using Psychology to Master Social Media for Your Business without Spending... a Dime. Austin, TX: Greenleaf Book Group, 2015. Print. Miryala, Ramesh Kumar. Trends, Challenges & Innovations in Management. New York, NY: Zenon Academic, 2015. Print. Wankel, Laura A. Higher Education Administration with Social Media including Applications in Student Affairs, Enrollment Management, Alumni Relations, and Career Centers. Bingley: Emerald, 2011. Print. Read More