The Media Blur Panel The Media Blur Panel

Mark Bennett, Target In-Store

Jim Hackett, Parade Magazine

Brian McDermott, Clear Channel

Dan Sherr, Red Plum

Moderated by Don Schultz, Northwestern University

The First Thing I Should Do Is Invite Your Comments on

What I Just Presented…..

Fair, Foul or Funky?

The First Thing I Should Do Is Invite Your Comments on

What I Just Presented…..

Fair, Foul or Funky?

With That Out of the Way, Let’s Get Down to a Realistic Discussion of Media in What

The PMA Is Calling:“Blurring the Lines”

With That Out of the Way, Let’s Get Down to a Realistic Discussion of Media in What

The PMA Is Calling:“Blurring the Lines”

Our Format Our Format

A 4 minute commentary by each panelist on: What are the primary media issues in today’s

“push and pull” marketplace?

How do you and your medium fit in this consumer-driven world?

What can media firms do to cooperate and coordinate their properties with others for the benefit of both marketers and consumers?

Any examples of how this is happening?

Then…….Then…….

Penetrating questions by the moderator Insightful answers from the panel Challenging discussions with the audience Cheers, bravos and sincere thanks to all

Mark Bennett, Target In-Store

Mark Bennett, Target In-Store

4 minutes

Jim Hackett, Parade Magazine

Jim Hackett, Parade Magazine

4 minutes

Brian McDermott, Clear Channel

Brian McDermott, Clear Channel

4 minutes

Dan Sherr Vlassis Red Plum Dan Sherr Vlassis Red Plum

4 minutes

Don Schultz Don Schultz

I’ll take about 3 minutes to summarize the comments

Let’s Start by Re-Visiting Some of the Issues I Raised

in the Keynote

Let’s Start by Re-Visiting Some of the Issues I Raised

in the Keynote

Assuming You Agree with the PMA Premise of

“Blurring the Lines”, What Are You Doing in Your

Organization to Help Make That Happen?

Assuming You Agree with the PMA Premise of

“Blurring the Lines”, What Are You Doing in Your

Organization to Help Make That Happen?

Question #1

Is Media Consumption a Realistic Way to Think

About Media Planning and Buying or Just an Academic

Hallucination?

Is Media Consumption a Realistic Way to Think

About Media Planning and Buying or Just an Academic

Hallucination?

Question #2

Can We Really Start with Media Consumption?

Can We Really Start with Media Consumption?

Response

Media Exposure

Media Exposure

Media Exposure

MediaConsumer

Potential SynergyVia Simultaneous Media Usage

(Messages Reinforced)

Potential Fragmentation Of Attention

(Message Impact Diluted)

Foreground/Background Media

Time Allocated To Each Media Form

If So, How Do You Get Paid? If So, How Do You Get Paid?

Corollary

16

Here’s Where Consumers Live:

Holistic Systems

Here’s Where Consumers Live:

Holistic Systems

Product/Service

Social Networks

e-commerce

AdvertisingCatalogs

DMTV

Direct Mail

Customer Service

How People See

Brand Communication

How People See

Brand Communication

Press Coverage Packaging/Displays

Here’s Where Marketers Live: Functional Silos

Here’s Where Marketers Live: Functional Silos

Brand MarketingBrand Marketing

SalesPromotion

Events/Sponsorships

DirectMail

PublicRelations

MediaAdvertising

Consumers

Attitudes Behaviors

??

Here’s Where Media Live: More Functional Silos

Here’s Where Media Live: More Functional Silos

Media Management Media Management

Promotion Merchandising Sales Circulation Content

Consumers

Attitudes Behaviors

?

What Can Media Do to Help Develop Consumer-Focused

Approaches for Marketers and Their Agencies?

What Can Media Do to Help Develop Consumer-Focused

Approaches for Marketers and Their Agencies?

Question #3

Today, All Media Is Evaluated, Purchased and Measured

Separately and Independently

Is That the Right Way….Or, Is There a Better Way?

Today, All Media Is Evaluated, Purchased and Measured

Separately and Independently

Is That the Right Way….Or, Is There a Better Way?

Question #4

Can “Old” and “New Media” Co-Exist in an Interactive

Marketplace?

Can “Old” and “New Media” Co-Exist in an Interactive

Marketplace? If Yes, how? If No, who goes away?

Question #5

We Hear a Lot About “Media Engagement”

Today…..

What Is “Media Engagement” to You and What Does It Mean

for Your Medium Going Forward?

We Hear a Lot About “Media Engagement”

Today…..

What Is “Media Engagement” to You and What Does It Mean

for Your Medium Going Forward?

Question #6

Let’s Bring the Audience Into the Discussion

Let’s Bring the Audience Into the Discussion

Let’s Get a Final, One-Minute Wrap-up from Each Panelist Let’s Get a Final, One-Minute Wrap-up from Each Panelist

Mark Bennett – Target In-Store Jim Hackett – Parade Brian McDermott – Clear Channel Dan Sherr - Red Plum

Thanks for Attending….

Go Forth and Blur the Lines!

Thanks for Attending….

Go Forth and Blur the Lines!