The Content General Divided By Paid Content And Owned Content Essay

Advertising costs have risen in recent times and is becoming an expensive way to promote their

Advertising via commercials allows businesses to not only show consumers their product, but also tell them about it too. The way companies utilize

Due to this premium channels such as ShowTime and HBO who let you watch TV over the cable without ads decided to be more bold and ballsy by providing content not available on normal

According to the textbook, “Content is the unit of value in a social community, akin to the dollar in our economy” (Tuten & Solomon, 2015, p. 166). In other words, it is able to provide a social object for community participation. Content is the information and experiences directed towards users of social media. For instance, money needs to be able to retain its worth on a day to day basis, if people are going to be using it to pay for goods and services. The same goes for content in the social community, in which it needs to be consistent.

Advertising may be a double-edged sword for XM. While it may allow them to increase revenues, it may undermine

In spite of this, revenues for that year increased. This shows that advertising costs do not have to be increased every year. If management is very strategic in its advertising campaign, the company can continue to increase revenues even if advertising costs are reduced.

By using cash instead of licensing its original programming they run at a negative cash flow. However, the advantages are long-term economics and better control over the content. In 2016 the EBITDA growth was greater than the revenue growth. This can be explained by the expansion into 130 countries that year.

There is a high alternative of competitors that the consumer can switch to, the companies have similar consumer groups with similar characteristics in every single segment of the market, spending on advertising is key to keep our customers.

Paid media is a traditional advertising that promotes content and drives exposure such as banner ads, paid search marketing, sponsorships and content syndication. It focuses in an effort to create brand awareness or new customer acquisition. However, it is usually expensive that requires you to be creative and able to deliver your message to your consumers at the same time.

Their opportunities include finding a loyal untargeted segment within current viewers; create new loyal viewers and having the ability to increase ratings and household’s ratings, to lead to an increasing profit for the company.

Unfortunately, the competition has caught up and networks such as CNN and Lifetime have begun to offer competitive programs and thus competitive advertising outlets for the target audience. As a result, advertising sales is projecting a 10% decrease in the price for a unit of advertising (CPM) if the current strategy does not change. An internal weakness of TFC is that it does not know its customers intimately; as stated in the case “the channel didn’t have much in the way of detailed information about its viewers” (Stahl, 2007). Without this information TFC is unable to compete effectively against other networks who do know the target audience and their attributes and trends. If TFC is unable to maintain or increase its overall satisfaction ratings, they might face the possibility of being dropped by a network and lose a second source of revenue, affiliate fees.

YouTube is the one stop shop for a user’s video needs. Content ranges from funny home videos to vlogs to political commentary, with nothing left out in between. To keep access to the site free for viewers and creators, YouTube adopted a unique business model to maintain viewership and provide an incentive for creators to post content on the site. This model, though successful, brings an array of problems when deciding what content a creator can profit from. The method YouTube used to determine which videos could profit from advertising is unethical as it inhibits content creators’ ability to create entertaining videos to the site.

There is no doubt that the customer is king because without customer, there is no business. Today, brand can easily attract or lose customers. With the increasing number of social platform and numbers of creating account, customers’ voices are raised among social media, web sites or forum. In fact, we can observe that, nowadays, customers don’t hesitate to question brands, to congratulate, to criticize and even to require that brand deliver them messages adapted to their profile and their interest. Particularly with

Kover et al. (1995) defines effectiveness in advertising as ‘‘the ability of an announcement to produce interest in purchase or use the good or service it is promoting’’ (Kover, Goldberg and James, 1995). Many researchers have tried to establish a link between the content and effectiveness of advertisements, and this will help us to identify some general factors that affect advertising, in order to recognize which one can maximize the desired effectiveness.

Based on what we learn in class, the definition for owned media is the media channel that you own entirely and have full control over it. For example, your company’s official website or your person Facebook page. Paid media is the method of promoting content such as product, movie or idea through the internet. The reason why people that will want to use paid media was because they hope by using it, it will help to create more exposure and view online, the endgame for paid media is to generate more earned media and drives traffic toward owned media. For example, the famous blogger posts a blog about how excellent this product is and later people start to look into this unique product. Or social media promotional through great twitter. The earned media is the online way of word of mouth through used of, shares, reposts, reviews, recommendations, or content review by 3rd party sites. For example, the Yelp review and movie recommendations by 3rd party website.