Glossary

Production: The making of a media product and process from pre-production to post-production.

Specialist Providers: Media companies that produce and distribute products of a specific media (e.g. film, video games, television)

Conglomerate Structure: One parent company owns multiple smaller companies called subsidiaries. Each subsidiary business runs independently but support the goal of the parent company.

Independent Companies: Companies free from the control of a conglomerate. They specialize in producing one media type.

Join Venture: When the media company works for another company on a project that benefits both

Distribution: - How the product or brand reaches an audience

- Its marketing and promotion

Public Service Broadcaster (PSB): The remanent that every media product has to meet- must either entertain, educate and inform.

Cross-media: Using different forms of media across various channels 

Vertical Integration: Media that targets a boarder audience through grouping them by suitable for an audience while sharing a common owner

Horizontal Integration: Targets a specific audience only, often using less cross-media

Voice-On-Demand (VOD): Services that allow users to select and watch/listen to audio and videos when the choose to.

Traditional Advertising: Methods of advertising that have been used before the digital age

Above-the-line advertising: Mass media is used to promote brands and reach out to target consumers. Conventional media such as television and the Internet are used

Narrowcast channels: Television channels that distribute special interest content

Web 2.0 Technologies: 'Second phase of the internet', where web pages and technologies are interactive and collaborative.

Below-the-line Advertising: More targeted advertising such as distributing pamphlets, handbills and stickers to promote a brand

Print method: Oldest form of advertising, includes newspapers pamphlets and brochures. Most common example of above-the-line advertising, despite being at a decline in popularity

Radio method: Still a popular form of advertising with 9mil listening to local stations per week. This includes local adverts on commercial channels use of indents and jingles and the sponsorship of a station or show

Television method: Commercial break ads, sponsorship on primetime ,product placement in shows and flagship program. With a rise of narrowcast channels

Digital Marketing:

- Reaching out to maximum people

- Targeted of Client Specific Marketing

- Versatile (can make changes to advertising)

- Immediate Communication

Traditional Marketing:

- Limited audience

- Global Marketing

- Non-Versatile (can't be altered once published)

- Delayed Communication

Questions:

a) Define above-the-line and below-the-line advertising.

Above-the-line advertising spreads a product using more broader advertising that appeals to a wider audience (e.g. television, radio advertising)

Below-the-line advertising targets a specific audience for the product using media such as pamphlets, baroques and gatherings

b) What way has a social media advertising for the product reached to you?