http://www.insidedigitalmedia.com/002-free-prospectus.phpIf you would like to learn why product promotion campaigns will replace advertising campaigns, this video is for you.Traditionally advertising campaigns are executed by media buyers. Ad preparation, termed creative work, is done by the advertising agency. The sponsoring company determines the campaign budget and contracts with a media buyer to place the ads on the appropriate media. The media buyer determines the optimal allocation among television, newspaper, radio, Internet, and other formats. The buying organization also determines how the ads will run in each media. For example, they will decide which TV shows will get the ads. They seek to optimize the demographic match between the show audience and the profile of customers for the advertised product. From the beginning the sponsor is focused on the advertising process. Ad agency selection is based upon a judgment of agency skills in ad creation. Media buyer selection reflects the sponsor’s assessment of buyer’s effectiveness in ad placement. The process will be different in the future. In the years ahead, sponsors will think in terms of product promotion. It is a larger concept that advertising promotion because it takes into consideration how the sponsor will use media directly, as well as indirectly, within the promotional campaign. Direct media applications are those that the sponsor can implement autonomously without a media buyer. Examples include promotions on the corporate website, email, Twitter, press releases, and YouTube postings, among others. Aside from the obvious use on YouTube channels, the use of video can augment the effectiveness of each example. In contrast, advertising is an indirect media application of the sponsor. He relies upon the media buyer to place ads on properties that he cannot access directly. Aside from the conventional examples of TV, newspapers, and radio other examples include third-party websites like Huffington Post, or Sportsline. Significantly, however, they not include Web properties that sponsors can use themselves such as YouTube. The replacement of advertising promotion by product promotion carries a number of implications. First, the marketing executives at sponsoring companies will need to enlarge their job description. In addition to optimizing indirect media (advertising) returns they must also maximize returns on direct media applications. That means they’ll have to learn more about how to make direct Internet contact with customers effective. Learning about online email campaigns is only a starting point. They must also learn about how to use YouTube, FaceBook, and Twitter, among other applications. Since the Internet permits interactivity they must learn how to deploy applications that engage users. For example, an online game that users find entertaining might be an excellent brand promotion tool. Second, promotional materials need to be tailored to the intended media application. Videos for television might be longer than videos for the Internet. Similarly, videos embedded in an email campaign or press release might be different that those on the corporate home page or those on third-party websites. Some may contain calls-to-action, whereas others may not. Third, advertising will follow us around. We’ll see one version of conventional TV and another in Internet streams to fixed devices such as desktop computers. Our mobile phones will get yet another version. The ads will follow us into elevators equipped with built-in screens and we’ll see special versions on electronic billboards at airports and even on the highway. Less