Who are the major players in terms of news providers in the UK and what exactly do they own?
News Corp- Rupert Murdock
The news providers which Rupert Murdock owns are :
· News of The World
· The Sun
· BSKYB
· Rotten Tomatoes
· The Sunday Times
· News International
Independent Television Authority - Kenneth Clark
· ITV
· ITV2
· TWW
Media Magazine
Google Scholar - Articles
Abstract
Drawing on previous research, this paper discusses how celebrities act as intermediaries
between culture and economy in the promotional industries. By focusing on celebrity
endorsements in advertising, it outlines how film actors and actresses, athletes, models,
pop singers, sportsmen and women mediate between producers and consumers via the
products and services that they endorse. Here celebrities are cultural intermediaries as
they give commodities ‘cultural personalities’ and perform across different media, linking
different cultural spheres into an integrated whole. But, given the facts that who they
advertise for and what they do or do not do have major financial implications for the
corporations whose products they endorse, celebrities can also be said to be economic
intermediaries.
Celebrity endorsement for consumer products is widely used in advertising, taking advantage of the public's fascination with celebrities and the belief in a personal connection with them. Tourism Australia and other Through the example of the Australia — A Different Light campaign (2004) this article examines the potential influences of celebrity endorsement on destination image. The application of Gallarza, Gil Saura and Calderón García's (2002) framework of image characteristics suggests that celebrities may affect many aspects of destination image, some of which are under the advertiser's control. A conceptual framework for the analysis of celebrities' potential influence on destination image, and the consequences for destination awareness and choice, was established. Three areas of further research are highlighted that are critical in understanding the role of celebrities: links between celebrity exposure in different media; the fit between destination, celebrity and consumer; and the celebrity's effect on destination awareness and purchase decisions.
http://www.atypon-link.com/AAP/doi/abs/10.1375/jhtm.16.1.16
Abstract
The relationship between celebrity endorsements and brands, by applying a selection of widely accepted principles of how consumers’ brand attitudes and preferences can be positively influenced. Thereby the concepts of source credibility and attractiveness, the match-up hypothesis, the meaning transfer model and the principles of multiple product and celebrity endorsement will be used.
This article addressed a popular method of marketing communication: the use of
celebrity spokespersons in advertising to endorse brands. A brief assessment of the
current market situation indicates, that celebrity endorsement advertising strategies can
under the right circumstances indeed justify the high costs associated with this form of
advertising. However, as several failures show, it is essential for advertisers to be aware
of the complex processes underlying celebrity endorsement, by gaining an understanding
of the described concepts of source credibility and attractiveness, match-up hypothesis,
meaning transfer model, multiple product and celebrity endorsement. While these
concepts can help to answer the question if and when celebrity advertising investments
pay off, it has to be the goal of further research efforts to develop an extensive, consistent
and user-friendly tool to avoid arbitrary decisions and enhance the strategic character of
celebrity sponsorship decisions.
http://worldlywriter.com/images/portfolio/Proposals/Celebrity_Branding.pdf
Abstract
Lifestyles and lifestyle values globally have many common factors other than the
effect of cultural and religious orientation of individuals within a particular society. With
the development of lifestyle segmentation and the use of such segmentation for advertising
and marketing, there is emerging a perspective on lifestyle advertising. We attempt here to
discuss and develop the case for lifestyle advertising, proposing basic variables associated
with lifestyle advertising or the drivers of lifestyle advertising and define how lifestyle
advertising can standardise concept development in advertising practice.
http://www.eurojournals.com/ejefas_21_09.pdf
Abstract
Examines the use of celebrity endorsement in advertising. Reviews the results of a recent study looking at the effect of a celebrity's attractiveness, trustworthiness and expertise on product purchase intentions, and of one examining the relevance of physical attractiveness and other symbolic attributes of the endorser in relation to product meaning. Considers implications for marketing managers and concludes that further research is necessary.
http://www.emeraldinsight.com/journals.htm?articleid=855688&show=abstract
Abstract
A number of companies use celebrities in advertisements to promote different kinds of products. Indeed, millions of dollars are spent on celebrity contracts each year by assuming that the benefits of using celebrities will exceed the costs. Given the popularity and importance of celebrity endorsements, the impact of celebrity endorsements on advertising effectiveness has been studied extensively over the last 30 years. For instance, to measure the effectiveness of advertisements with celebrities, different levels of hierarchy of effects models (i.e., cognitive level such as brand recall, affective level such as attitudes toward ad, and conative level such as purchase intentions) have been used as dependent variables.
http://cba.unl.edu/academics/marketing/documents/2010_SymposiumProceedings.pdf#page=69
Abstract | Celebrity endorsement advertising is a prevailing advertising technique. Some marketers choose to utilize multiple celebrities to promote their products or brands. Nevertheless, it is surprising that so little research has focused on this phenomenon. This research discussed advantages and potential concerns of multi-celebrity endorsement advertising and documented the actual use of multiple celebrity endorsers in the milk mustache campaign in the USA.. http://www.emeraldinsight.com/journals.htm?articleid=857777&show=abstract Abstract The importance of fit between the endorser and the endorsed product has been described as the “match-up hypothesis”. Much dy One examines physical attractiveness as a match-up factor. Results indicate a general “attractiveness effect”, but not a match-up effect based on attractiveness. Study Two considers expertise as the match-up dimension. A match-up effect was fou“match-up hypothesis” research has focused on physical attraction. We present two studies which collectively suggest that, while attractive endorsers do positively affect attitude toward the endorsed brand, expertise is a more important dimension for driving the fit between an endorser and a brand. Stund based on expertise. http://www.emeraldinsight.com/journals.htm?articleid=856307&show=abstract |
http://www.guardian.co.uk/media/2010/nov/15/advertising-social-networking-digital-technology
http://www.up.ac.za/dspace/handle/2263/5163 - link one Media effects
http://news.ncsu.edu/releases/wmscobbcelebrity/ - link two - representation
Representation refers to the construction in any medium (especially the mass media) of aspects of ‘reality’ such as people, places, objects, events, cultural identities and other abstract concepts. Such representations may be in speech or writing as well as still or moving pictures
http://www.coolavenues.com/mba-journal/marketing/celebrities-advertising
http://www.watoowatoo.net/mkgr/papers/nf-mk-icoria2006.pdf
http://www.celebrityendorsement.com/article.htm
Celebrities in advertising is a marketing vehicle that will likely continue well into this new millenium, and as long as there continue to be new stars introduced into our entertainment arenas — with last season's stars being ushered out gracefully — there will be no shortage of talent to fill the need. Doing it right is the biggest challenge, a challenge that is answered in better response and higher sales volume.
he reason behind the popularity of celebrity advertising is the advertisers' belief that brand images built through celebrities achieve a higher degree of attention and recall for consumers, which will eventually lead to higher sales. Although the potential benefits of using celebrity advertising to promote brand images and products are significant, so are the costs and risks.
The inherent upside of attaching a celebrity to a brand is that the brand literally has a face, name and personality that immediately projects an image of a living, breathing, credible person as opposed to a faceless corporate entity. The downside is that individuals are not as stable or as easily controllable as corporate entities.
As fame comes and goes, so goes the brand.
Guardian Article -
http://www.guardian.co.uk/media/2010/nov/15/advertising-social-networking-digital-technology
Under a railway arch in Shoreditch, east London, on a dark September evening, a crowd gathered to watch an advertising shoot for the new Toyota Auris Hybrid. The commercial – which involved a crew of 45 and seven projectors – used a complex technique known as projection mapping to throw a mix of "keyframe, 2D, 3D, algorithmic and dynamic animation" on to an Auris, bringing the car to life in a blaze of pulsing ice blue lights.
Made by the digital agency glue Isobar, "Get Your Energy Back" set out to dramatise the technology within the car, which recycles energy as it drives. Glitzy and costly TV car ads are nothing new, of course, but what sets the Auris campaign apart is that it wasn't conceived as a 30-second TV spot. Rather the Shoreditch event itself, along with its digital afterlife, was the advert.
The event was repeated on a loop that night and watched by handpicked influencers, including key bloggers, plus passers-by who were encouraged to film it on their phones and share pictures and footage on social networking sites. "Some of those videos were getting 6,000-7,000 views, so [the event] created its own buzz," says Andy Kinsella, glue's innovation director. "We could track the reaction online and store it all on a campaign hub. It wasn't your typical Toyota brand communication where it's 'Sell the car, sell the car!'. Nowadays great advertising builds communities and inspires participation. It gives people a reason to interact with a brand."
From branded events and art installations to social network-based innovations such as peer-to-peer recommendations and "real time" geo-location promotions, the advertising industry is being rebooted. Traditional agencies are scrambling to reinvent themselves, as brands seek to open digital "conversations" with their customers. "The industry has gone through a massive flux and the pace isn't easing up at all," says Kinsella.
In the process, modes of advertising such as digital and "experiential", once viewed as experimental add-ons, have become mainstream – and even, as with the Auris shoot, the entire campaign. It is a seismic shift, says Fernanda Romano, the global creative director of digital and experiential advertising at Euro RSCG, that is long overdue. "In Brazil we have a saying that if the water hits your ass then you'd better start swimming. The tipping point was last year when the massive advertisers – Unilever, Procter & Gamble, Coca-Cola, Sony and PepsiCo – really got scared about the internet and started to put a load of money into digital.
"Finally, the brand owners – the CEOs and CMOs [marketing heads] - and the mainstream agencies understood that digital is not an afterthought, it has to be at the core of advertising, because that's where many people are living today."
Last month, the adam & eve agency and the digital specialists upsetmedia broke new ground by covering the full spectrum from branded art installation to commercial microsite in a campaign for John Lewis. Johnlewisharmony.com was launched as a live interactive display on London's South Bank, with a 3D house filled with rooms lit by the department store's lighting products.
The Guillemots' Fyfe Dangerfield performed, with a synchronised lighting display. Over the ensuing 18 hours, passers-by queued at a touchscreen to choose from 10m songs, with their choices then lighting up the house like an audiovisual jukebox – in effect, writing with light. The online campaign allowed visitors to click through to the products.
"This was about putting advertising in an art space," says Matt Cook, upsetmedia's co-founder. "The South Bank get a lot of requests to do branded promotions, but they turn most of them down for being too corporate and they have an arts-based remit. We were able to put our installation in there because it was primarily an experiential public event."
The event generated social media traffic, with visitors posting pictures and sharing songs. Cook says the venture offered the client benefits unobtainable in traditional advertising: "They can get very specific information about their customers from the website – such as which products they're going to, in what sort of numbers." He adds: "We always try to have a Facebook component to what we do. One of the first things clients say to us now is 'how will this help us populate our social media platforms?'"
Populating social media platforms is a specialty of Stockholm- and Amsterdam-based Perfect Fools, a digital shop that produces quirky, disruptive content. In October, its Skittles campaign "Dazzle the Rainbow", created with TBWA London and Academy Films, featured the stunt artist David Phoenix challenging the Facebook community to submerge him in the sweets over 24 hours in a central London shop-front. Every visitor who clicked through to the live event via the Skittles Facebook page (which has 1.65m "Likes"), added Skittles that were then showered on Phoenix every 15 minutes. "It ended up taking about 10 hours to completely cover him," says Patrick Gardner, Perfect Fools' chief executive. "The job was done with 1.8m Skittles."
"The shift to social is about growing and deepening a conversation with a group of people who are interested in your brand," he explains. "Instead of just running campaigns which say 'Buy our product' and 'Here's our latest message', it's about maintaining a long-term discussion, fuelling it with entertaining things to talk about. The smartest brands today are developing robust Facebook groups with up to millions of active users."
But Facebook groups with content-filled branded pages just "scratch the surface of possibilities with social media", says Euro RSCG's Romano. In particular, she predicts peer-to-peer recommendation – especially the Facebook "Like" button – will be one of two new frontiers for the industry, with social platforms using Facebook friends to recommend brands.
"Facebook knows a lot about me, and the more details I put on my profile, the more it knows," she says. "So if I 'like' a new soft drink, then they'll go to friends with the same likes and interests as me and market the product using my endorsement. This is potentially an incredible 'machine', where brands are not doing the advertising, but your friends are."
Similarly, GPS-enabled smartphones mean that when people check in on Facebook Places or Foursquare, virtual lives and real lives converge, she says. "Until now, what was missing was being able to connect where we are physically to where we are online, in real time. That allows for so many things to happen. For instance, when I arrive in Heathrow and you check in on Foursquare, shops – knowing my likes – could contact me with special offers."
It may all sound a little too close to the movie Minority Report, in which personalised ads holler at Tom Cruise from billboards. But this isn't sci-fi any more. In many ways, a rebooted ad industry is already there.
http://www.up.ac.za/dspace/handle/2263/5163 - link one Media effects
http://news.ncsu.edu/releases/wmscobbcelebrity/ - link two - representation
“Celebrities have been involved in politics for a long time, but there is an increasing interest in the role celebrities play in presidential politics,” says Dr. Michael Cobb, associate professor of political science at NC State and co-author of a paper describing the studies. “We set out to determine if celebrity endorsements influence voting decisions, particularly among young people.”
The researchers did two separate studies including more than 800 college students, evaluating whether endorsements from celebrities – including Angelina Jolie and George Clooney – would affect voting behavior if they endorsed a political candidate. The results? The studies found that celebrity endorsements do not help political candidates – but they can hurt them.
5 issues and debates which link to my critical investigation
Issues/Debates
· a presentation to the mind in the form of an idea or image
· a creation that is a visual or tangible rendering of someone or something
· the act of representing; standing in for someone or some group and speaking with authority in their behalf
http//www.aber.ac.uk/media/Modules/MC30820/represent.html
Representation refers to the construction in any medium (especially the mass media) of aspects of ‘reality’ such as people, places, objects, events, cultural identities and other abstract concepts. Such representations may be in speech or writing as well as still or moving pictures.
The term refers to the processes involved as well as to its products. For instance, in relation to the key markers of identity - Class, Age, Gender and Ethnicity (the 'cage' of identity) - representation involves not only how identities are represented (or rather constructed) within the text but also how they are constructed in the processes of production and reception by people whose identities are also differentially marked in relation to such demographic factors. Consider, for instance, the issue of 'the gaze'.
pigeonhole: treat or classify according to a mental stereotype; "I was stereotyped as a lazy Southern European"
- a conventional or formulaic conception or image
http://changingminds.org/explanations/theories/stereotypes.htm
Media stereotypes are inevitable, especially in the advertising, entertainment and news industries, which need as wide an audience as possible to quickly understand information. Stereotypes act like codes that give audiences a quick, common understanding of a person or group of people—usually relating to their class, ethnicity or race, gender, sexual orientation, social role or occupation.
But stereotypes can be problematic. They can:
More often than not, the groups being stereotyped have little to say about how they are represented.
http://en.wikipedia.org/wiki/Media_influence
Media effects: advances in theory and research By Jennings Bryant, Mary Beth Oliver - book source
Theories
the economic and political theories of Karl Marx and Friedrich Engels that hold that human actions and institutions are economically determined and that class struggle is needed to create historical change and that capitalism will ultimately be past it by communism.
he reason behind the popularity of celebrity advertising is the advertisers' belief that brand images built through celebrities achieve a higher degree of attention and recall for consumers, which will eventually lead to higher sales. Although the potential benefits of using celebrity advertising to promote brand images and products are significant, so are the costs and risks.
The inherent upside of attaching a celebrity to a brand is that the brand literally has a face, name and personality that immediately projects an image of a living, breathing, credible person as opposed to a faceless corporate entity. The downside is that individuals are not as stable or as easily controllable as corporate entities.
As fame comes and goes, so goes the brand.
1. What is the Guardian 100 and who are the panellists that create it?
The Media Guardian 100 is our annual guide to the most powerful people in the industry. Candidates are judged on three criteria - their cultural, economic and political influence in the UK. The list was takes in all sectors of the media, including broadcasting, publishing, new media, advertising, marketing and PR.
The panellists are a panel of experienced media watchers from the worlds of politics, journalism, advertising and the internet judged entrants using three criteria: cultural influence, economic blow and political power of all candidates.
· Daisy McAndrew is the chief political correspondent for ITV News. She previously co-hosted BBC2's Daily Politics with Andrew Neil and presented the daily drivetime show for London talk radio station, LBC.
· Jamie Kantrowitz is senior vice-president of marketing and content for MySpace.com in Europe.
· Richard Park is an executive director of Chrysalis Radio parent Global Radio.
· Sarah Sands is a consultant editor of the Daily Mail. She previously spent a decade at the Telegraph Group, first as deputy editor on the Daily Telegraph, assuming responsibility for the Saturday edition, and later as the first female editor of the Sunday Telegraph
· James Scroggs is vice-president, consumer business of SpinVox, the voice-to-screen messaging company. He was previously vice-president of marketing for MTV Networks UK and Ireland, where he was responsible for all advertising, digital events, products and brand experiences.
· Janine Gibson is executive editor of Guardian Unlimited and editor-in-chief of Media Guardian.
· Matt Wells is editor of Media Guardian and presenter of the Media Talk podcast.
2. How many women are in the top 100?
18 women
3. What companies do these women work for and in what roles?
18 percent
5. How would you assess the balance of power in this list and why do you think it is this way?"
Society is the biggest influence upon the balance power people , the power has been dominated by males and women power has slowly increased however females are still the subordinate gender. You could assess the balance of power by the amount of high paid and high status career men have as apposed to women.
