The Radice Files — Episode 6: See it, Say it, Sorted.
What good is great creative if no one sees it?
In the 20th century, media was dominated by print, radio, out of home, and television.
These were the dominant methods to reach a large audience in an effort to change behavior.
Buy a product, watch a certain channel, take a trip to a far away land, and so on.
“Advertisements alert people about new products and services in the market that could potentially fill their needs or solve their problems.” Ad Age
A typical ad will let you know what the service or product is, where to see it or buy it, for how much, by whom, why it should be bought, and when it’s available.
The power of the media helps you to reach millions of people all at the same time.
There are 3 types of media, owned, paid, and earned.
Owned is the ability to place your ads on media that you completely own or control. A promo for an NBC show placed on the NBC network, the owned cable channels like USA and Bravo, or the web sites. That is owned media.
Paid media is the purchase of placement. An ad for toothpaste on a billboard, in a newspaper, on the radio, or on TV. That is paid media.
Earned media is the result of PR that generates press, word of mouth, or social spread of the message. That is earned media.
In the 21st century, Social media has become highly important because it allows you to reach, engage, and converse with your target audience. It’s obviously earned media if it’s shared or retweeted, but it can contain owned and paid as well.
I would argue that social is the 4th leg of the chair these days.
Now it’s owned, earned, paid, and social.
There are also lots other types of creative marketing that fall into one or more of these buckets.
They include event marketing, place based marketing, voice/AI, guerrilla marketing,
logo’d premiums and many more.
I even know a guy who put logos on millions of pieces of fruit, and I gave away many thousands of plush egg toy beanie babies when the National Egg Board sponsored the Today Show Concert series.
No matter which type of advertising you choose, the creative has to be compelling, and regardless of wether it’s owned, earned, paid, or social…there are still only 2 constants…like death and taxes…in the ad world it’s, reach and frequency.
So…say it a lot, and put it everywhere.
The Incredible Egg!
One third of brands are considering change of agency in the next six months: Study | Ad Age
Setup’s third annual Marketing Relationship Survey sought insight from major brand and agency leaders.
Kimberly Godwin Named New President of ABC News
Kimberly Godwin, formerly of CBS News, was hired as ABC News president, as the first Black woman to lead a broadcast network news division.
More non fungible fun with the Gillmor Gang
Sneak Peek!! episode:ZoomHouse
Entire Gillmor Gang episode here https://tcrn.ch/3rHMZfi
Frank J. Radice, Keith Teare, Denis Pombriant, Brent Leary, Michael…
The Streaming Age Sees Studios Blur the Line Between Film and TV — Variety
Simultaneous theatrical and VOD releases are one of a myriad of ways that studios have used streamers to implement more flexible strategies
Zoom Burnout Is Real, and It’s Worse for Women
In a new study, women reported higher levels of fatigue associated with video calls than men. The solution, though, isn’t as simple as not having video calls.
Coinbase opens at $381 per share, valuing the crypto exchange at nearly $100B — TechCrunch
Today shares of Coinbase began to trade after the company executed a direct listing. From a reference price of $250, Coinbase shares opened at $381 today, a change of around 52%. At its open Coinbase was valued at $99.6 billion on a fully diluted basis. As of the time of writing Coinbase has appreciated further […]
Remote working innovations helping people with disabilities | World Economic Forum
From Zoom transcripts to smartphones that can audio-describe the world to a visually impaired person, these technological advancements can help close the disability inclusion gap.
‘Watch the Sound With Mark Ronson’ Docuseries Set At Apple TV+ — Deadline
EXCLUSIVE: Apple TV+ has picked up Watch the Sound with Mark Ronson, a six-part docuseries that examines sound creation and revolutionary technology used to shape music.
Analyst Asks If Streaming Is Really a Better Business Than Pay TV | Broadcasting+Cable
Michael Nathanson said the upside is in international, advertising
As corporate conglomerates grow in the streaming age, industry insiders grapple with shifts in Hollywood organizational structures.
Will Live TV Bounce Back Post-Pandemic? | TV News Check
Events that audiences can watch collectively — such as major sporting events and awards shows — increase in value as advertisers have fewer opportunities to reach large audiences all at once. Note: This story is available to TVNewsCheck Premium members only. If you would like to upgrade your free TVNewsCheck membership to Premium now, you can visit your Member Home Page, available when you log in at the very top right corner of the site or in the Stay Connected Box that appears in the right column of virtually every page on the site. If you don’t see Member Home, you will need to click Log In or Subscribe.
J.J. Abrams, George Clooney, Katy Perry, George Lucas, Leonardo DiCaprio, Lin-Manuel Miranda were also among the signatories
The Bestselling Album From the Last 65 Years
From boyband bestsellers to blockbuster soundtracks, these albums have dominated the airwaves over the last 65 years.
THE BBC has been a long-held institution in the UK both on TV and on the radio — but at one point the broadcaster had so much power, it stopped fans from enjoying some great new tracks from their favourite artists.
