LO1:Media Industries Glossary

 Media Sectors- Main areas that the media operates within

Conglomerate- company which owns smaller companies

Subsidiaries- smaller companies within a conglomerate

Independant- Free from conglomerate ownership

vertical integration- when a company controls production, distribution and exchange.

Horizontal integration- when a company can promote across different media sectors. 

Synergy- When you choose the most efficient method of marketing using your subsidiaries to maximise success of a brand or a product.

Cross Promotion- maximise success by releasing multiple products. (cross media)

joint venture- when an independent company works in co-operation with a larger company (sometimes a conglomerate)

Commercial company- Objective is making a profit. has advertisements

Public service company- funded by public money e.g. the TV licence fee.- BBC (channel 4 have some public service broadcasting funding). - Has to target a variety of cultures and audiences. 

BBC Remit- PSC and PSB have to stand by it. Inform, educate and entertain

Technological Convergence- The  coming together of different technologies into one device.

Black Box Device- A device, such as a smartphone, that allows the audience to access a range of services.

Media effects- refers to the influence of media exposure on people and these effects can be positive or negative.

Media regulation- rules enforced by law across a variety of media platforms to protect audience and manage the rights of media content. 

Below the line advertising- when you advertise to an individual or small group.

Above the line advertising- where a product is promoted to a wide target audience.

• Above the line - ATL uses mass media to appeal to a large number of audiences, these include media channels such as TV, magazines, newspaper and radio advertising. This kind of marketing is untargeted towards the individual and is good for creating brand awareness and goodwill. Due to a large network being covered, companies would generally use ATL for new product launches, or to create impact surrounding a brand.
  
• Below the line - BTL on the other hand is on the cookies and recommendations from previous internet searches, micro level, this marketing or promotion method is much more targeted towards specific groups of people. These include communications such as direct mail, sponsorship, brochures, PR, and email/social mediamarketing etc. Due to being much more focused, these channels are great for driving conversions, getting a direct response and building customer loyalty.It is easier to track effectiveness and conversions with below the line methods allowing better insight into return on investment. For example, with email campaigns, you can track the open rate, click through rate, as well as how users interact with the email.