Blank Music

2021 ◽  
pp. 92-118
Author(s):  
James Buhler
Keyword(s):  
Marketing Strategies ◽  
Virtual Instruments ◽  
Advertising Appeal ◽  
The Media

This chapter examines the marketing of virtual instruments, especially those designed to emulate traditional orchestral instruments using samples. The chapter considers marketing strategies for these instruments and analytically reconstructs how companies specializing in virtual instruments design and organize their advertising appeal through their websites. The chapter looks primarily at the advertising copy, the product images, and the musical demos to show that the so-called epic style in particular serves not just as a measure of how these instruments can produce properly “cinematic” music, but also how epic style itself reflects the basic aspirational fantasy of the media composer. The latter makes epic style an especially good advertising lure.

scholarly journals How Social Media Changes Today’s Marketing Strategies

2020 ◽  
Vol 5 (9) ◽  
pp. 725-736
Author(s):  
Nasr Abdulaziz Murshed
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Target Market ◽  
Full Time ◽  
Positive Information ◽  
Social Events ◽  
Social Penetration ◽  
Shared Information ◽  
The Media ◽  
Awareness Raising

In the past recent years, WhatsApp and WeChat have surprisingly fast growth. Facebook as well became the first social network to reach 1 billion active users every month. The presence of social media is an expectation for brands instead of an exception to the rule. Social events and shared information within your target market will help you understand developments in the industry. The opportunity to expose patterns in business in real time is a potential business intelligence goldmine. The worldwide rate of social penetration reached 49% in 2020, with the highest penetration rates in East Asia and North America. Instagram enables users, through their standards of credibility, authenticity and transparency, to develop themselves. Influencers from social media have a personal recognizable identity, also known as the "true brand" An influencer has tools and values that can motivate many other followers to increase their presence in the media. Even if these leads do not directly buy via social, awareness-raising can lead them to become full-time buyers. The overwhelming majority of users in Instagram are under the age of 30 according to recent Social Media demographics. Marketers face a dilemma: more and more people want businesses to take a social stand, but 79% of CMOs fear that their capacity to attract consumers will be adversely affected. Businesses can mitigate negative emotions by providing positive information to popular social media users. Marketing managers will encourage consumers through tournament and influencer programmers to engage in contact practices so customers can evangelize and encourage their loyalty to the organization through the creation and delivery of user-generated content

Promoting Healthier Journalism

2003 ◽  
Vol 108 (1) ◽  
pp. 8-12 ◽  
Author(s):  
Melissa Sweet
Keyword(s):  
Public Relations ◽  
Media Coverage ◽  
Research Evidence ◽  
Marketing Strategies ◽  
Opinion Leaders ◽  
News Values ◽  
Medical Opinion ◽  
Medical Issues ◽  
The Media ◽  
Appropriate Education

The media are often not rigorous in their coverage of health and medical issues, and have a tendency towards uncritical amplification of the claims of researchers, doctors and others, including commercial interests. Many journalists are not skilled at evaluating studies and research claims, and news values tend to be driven by factors other than the validity of research evidence. Media coverage of medicines tends to be overly promotional, highlighting the positives and often failing to mention the negatives. Media and public relations activities are a high priority in pharmaceutical industry marketing strategies. Tactics include: using medical opinion leaders and experts to raise awareness of diseases or treatments; generation of ‘new’ medical conditions to expand product markets; sponsorship of conferences; and even funding of journalism prizes. Critical reporting of health, medical and scientific issues could be promoted through appropriate education and workplace training.

Neuroeconomics and Media Economics

2016 ◽  
pp. 33-44
Author(s):  
Dinçer Atli ◽  
Mehmet Yilmazata
Keyword(s):  
Behavioral Economics ◽  
Historical Development ◽  
Behavioral Science ◽  
Marketing Strategies ◽  
Media Industry ◽  
Media Economics ◽  
Independent Field ◽  
The Media ◽  
Recent Trends

This chapter investigates the development of neuroeconomics as a relative new sub-discipline in the fields of economics and behavioral science. After comparing paradigms of both classical and behavioral economics, the problem of the “conscious and rational consumer” is addressed in relation to more passive views of consumerism in neuroeconomics. Highlighting the most recent trends in neuroeconomics, the chapter also addresses the historical development of the discipline of neuroeconomics as an independent field of research within the fields of media and economics. The problem of new marketing strategies as well as the evolvement of neuroeconomics as an independent discipline in the age of digitalization is presented while considering the changing nature of the media industry.

Social Psychology

2017 ◽  
pp. 206-231
Author(s):  
John G. Wilson
Keyword(s):  
Social Psychology ◽  
Impression Management ◽  
Reflective Thinking ◽  
Marketing Strategies ◽  
Public Places ◽  
Jean Paul ◽  
The Media ◽  
The Individual ◽  
The Cost ◽  
Early Recruitment

In this chapter, we investigate the recent situation concerning the seduction of consumers by advertising and the media. A new plethora of media-organised conglomerates is attempting to monopolise our attention and steer our emotions, opinions and choices towards increased consumption through imposed wants in the interest of gross profits for a semi-invisiblised few. Herein we consider: the colonisation of public places (advertising), the work/spend cycle, increased work at the cost of leisure; impression management, status-conscious and conspicuous consumption, reflective versus pre-reflective thinking in consumer choices, the early recruitment of children, how human emotions can become the fuel of overconsumption, class-based emotions and fashion consumption, obsessions with body image, the evasion and silencing of criticism by the corporate media. The approach is one founded in critical theory - a perspective that describes the individual as reciprocally constituted by the society in which she lives, rather than as a passive entity existing prior to socialisation. It seeks to reveal the seduction of our subjectivities (running marketing strategies ‘from within') as contrasted with the value-free, ‘objective' approach of much contemporary social psychology. Contemporary theoreticians in sociology and consumer studies, including Pierre Bourdieu and Juliet Schor, are cited along with deeper philosophical perspectives from the earlier philosopher, Jean-Paul Sartre, complete with references from contemporary books and journals.

The Politics of Aging: A Hands-on Approach

1988 ◽  
Vol 1 (2) ◽  
pp. 7-11
Author(s):  
Peggy Downes
Keyword(s):  
Political Science ◽  
Selection Process ◽  
Baby Boom ◽  
The Elderly ◽  
Marketing Strategies ◽  
Undergraduate Level ◽  
Political Perspective ◽  
Hands On ◽  
The Media ◽  
Science Departments

Cold, irrefutable demographics clearly signal a traumatic intergenerational shift in political power. Statistics indicate that by the year 2020 political and economic clout will have drained from the middle-aged to the elderly, or more specifically, to the “young-old.” By the time the Baby Boom generation reaches retirement, its cohort could wield enough political and economic influence to alter political-campaign and corporate-marketing strategies, to tip the scales of the candidate selection process, and to dominate most decision-making centers. This process of power recognition and accumulation is now irreversible. The media, marketing departments, and campaign strategists are all struggling to redefine their target audience, to reassess the depth of political involvement, and to reshape their imagery to fit the new reality. Ironically, political science departments appear reluctant to restructure their course offerings so that this dramatic power transfer can be examined from a political perspective at the undergraduate level.We make a statement by what we don't teach—by what we fail to discuss and to dissect. Realizing this, in 1987 Santa Clara University's Center of Education on Aging, in conjunction with the political science department, initiated a senior seminar with a strictly political slant on the aging dilemma. Participants chose to function as an exploratory team in the creation of a “political profile” of the aging in the Santa Clara area. Together with their individual research projects, this profile was to serve as the core of a pilot course—a model which subsequent classes and other colleges might draw upon in structuring their own format.

scholarly journals Queering the media mix: The female gaze in Japanese fan comics

2015 ◽  
Vol 20 ◽  
Author(s):  
Kathryn Hemmann
Keyword(s):  
Marketing Strategies ◽  
Physical Relationship ◽  
International Media ◽  
Male Characters ◽  
Production And Consumption ◽  
Female Gaze ◽  
Narrative Production ◽  
The Face ◽  
The Media ◽  
Media Mix

The Japanese expression "media mix" refers to multimedia marketing strategies for entertainment franchises. Although such franchises are commonly understood as being controlled by large corporations, the fans of these media properties make significant contributions to the mix, often expanding on the central themes of the source texts and queering them by rendering their subtexts explicit. In dōjinshi, or self-published fan comics, female readers create their own interpretations of stories, characters, and relationships in narratives targeted at a male demographic. In BL (boys' love) fan comics, which are notable for their focus on a romantic and often physical relationship between two male characters, the female gaze has created its own overtly homoerotic readings and interpretations that creatively subvert the phallocentrism implicit in many mainstream narratives. The interactions between texts and their readers found in dōjinshi illustrate how cycles of narrative production and consumption have changed in the face of active fan cultures. Because of the closely interrelated nature of the components of increasingly international media mixes, communities of fans have the potential to make positive and progressive contributions to the media mix ecosystem.

Healthy Food Marketing

2018 ◽  
Author(s):  
Allison Karpyn
Keyword(s):  
Public Health ◽  
Leisure Time ◽  
Healthy Food ◽  
Marketing Strategies ◽  
Food Marketing ◽  
Media Environment ◽  
Food Purchases ◽  
Health Practitioners ◽  
The Media ◽  
Public Health Practitioners

This chapter is organized into two parts. It begins with a review of recent efforts to curb unhealthy marketing to kids and then moves on to discuss current efforts to apply marketing strategies for health promotion. The chapter discusses the ways in which changes in the media environment have affected food marketing to kids. Strategies to address healthy food purchases in the supermarket and in the school cafeteria also are discussed. The chapter concludes with reflections on the challenges that public health practitioners will likely continue to face as shifts in the ways we shop and spend our leisure time increasingly go online.

The new politics of food: Television and the media/food industries

2016 ◽  
Vol 158 (1) ◽  
pp. 90-98 ◽  
Author(s):  
Michelle Phillipov
Keyword(s):  
Complex Dynamics ◽  
Marketing Strategies ◽  
Business Practices ◽  
Food Industries ◽  
New Politics ◽  
Production And Consumption ◽  
Cooking Shows ◽  
The Media ◽  
Opening Up ◽  
Lifestyle Programme

The provenance of food and the ethics of food production and consumption are increasingly a focus of media, particularly of television cooking shows. This is the result of complex dynamics of interaction between the media and food industries that are influencing consumer behaviours and business practices. This article offers a preliminary exploration of some of these relationships, focusing on Australian food television. Using two case studies that are arguably at opposite ends of the media/food spectrum – the first focusing on a niche lifestyle programme that advocates for small food producers and the second focusing on the televisual marketing strategies of a major supermarket – the article considers how relationships between media and food industries are not only investing food with new meaning and significance but are also opening up new markets and marketing strategies for food products and experiences.

scholarly journals Symbolic Consumption of Advertisements for Male Perfumes: Effects of Advertising Appeals and Product Involvement on Advertising Effectiveness

2019 ◽  
Vol 10 (3) ◽  
pp. 160
Author(s):  
Chao-Ming Yang ◽  
Chia-Shun Shih
Keyword(s):  
Purchase Intention ◽  
Marketing Strategies ◽  
Product Involvement ◽  
Product Lines ◽  
Symbolic Consumption ◽  
Advertising Appeals ◽  
Sexual Appeal ◽  
Experiment Method ◽  
Symbolic Meanings ◽  
Advertising Appeal

Because of the trend of metrosexual men, numerous cosmetic brands that originally focused on female customers have extended their product lines to cover the male market, and symbolic consumption in advertisements for male perfumes has flooded society. This study adopted a 3 × 2 between-subjects experiment method to examine the effect of two independent variables, namely the appeal of various types of male perfume advertisement (vanity appeal, admiration appeal, and sexual appeal) and the product involvement of consumers (high and low), on attitudes toward the advertisement (Aad), attitudes toward the brand (Ab), and purchase intention (PI). This study revealed the following: (1) The types of advertising appeal do affect the Aad, Ab, and PI of consumers; (2) consumers’ product involvement also affects their Aad, Ab, and PI; (3) vanity appeal and admiration appeal both result in optimal Aad, Ab, and PI of consumers with high product involvement; and (4) sexual appeal results in optimal Aad and Ab for consumers with low product involvement but has no effect on their PI. In today’s advertising and marketing business, how a product is made to carry certain symbolic meanings has become particularly crucial; company owners must not overlook the influence of symbolic consumption. This study’s results can serve as a reference for company owners and advertisers when planning future advertising and marketing strategies.

We too are Green: Public Relations, Symbolic Power and the Tasmanian Wilderness Conflict

2006 ◽  
Vol 121 (1) ◽  
pp. 52-64
Author(s):  
Libby Lester
Keyword(s):  
Public Relations ◽  
News Media ◽  
Textual Analysis ◽  
Historical Context ◽  
Marketing Strategies ◽  
Symbolic Power ◽  
Political Debate ◽  
Recent Developments ◽  
The Media

This paper asks how the incorporation of public relations and marketing strategies into political debate over Tasmanian wilderness, in particular the appropriation and deployment by industry and government of powerful symbols traditionally associated with the environment movement, challenges not only the always tenuously held power of the movement but also the power of the media. Drawing on textual analysis and interviews with journalists, activists and government and industry public relations specialists, it places recent developments into an historical context and is thus able to identify the nature and impacts of this ‘turn’ in the 30-year conflict. Specifically, it examines three key carriers of meaning for the environment movement — words, images and protest — and considers how their symbolic power can be harnessed by ‘authorities’ against both their traditional sponsors, the challenger groups, and their carriers, the news media.

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