Welcoming RemarksGlen T. Cameron, Ph.D.: Welcoming Remarks Glen T. Cameron, Ph.D.


Sundial presenters will focus on four topics:   Circulation and readership Advertising revenue Online media developments Research as a profit center of the newspaper: Sundial presenters will focus on four topics: Circulation and readership Advertising revenue Online media developments Research as a profit center of the newspaper


Revenue is the purview of advertising, public relations and marketing which we have integrated here under the term STRATEGIC COMMUNICATION : Revenue is the purview of advertising, public relations and marketing which we have integrated here under the term STRATEGIC COMMUNICATION


Research as the foundation of planning and evaluation: Research as the foundation of planning and evaluation Online and new media as crucial tools Global/multicultural perspective Cultivation of long-term relationships with many different stakeholders A wide selection or toolkit of communication tactics such as advertising, direct mail, publicity, events, etc.


This will position the Guangzhou Daily Press Group as a leader across the land : This will position the Guangzhou Daily Press Group as a leader across the land


And it will be a tremendous profit center for the Press Group: And it will be a tremendous profit center for the Press Group


let us begin!!: let us begin!!


Slide9: Readership Research Ken Fleming


Slide10: Why Readership Research?


Slide11: What is readership research? Readership research is a scientific process in which readers’ perceptions, attitudes, satisfaction, and expectations about a publication are quantitatively collected and analyzed for better decision making and offering of the publication.


Slide12: Process of Readership Research Design of survey instrument Sampling Data collection Statistical analysis Interpretation of survey results


Slide13: Advantages


Slide14: Reader profile Readership of publication contents Reader motives & likes & dislikes Reader-nonreaders Competition analysis Readership of advertisements Media research studies


Slide15: Sample of Guangzhou Daily Readership Survey


Slide16: What is your primary source of news about the Guangzhou area?


Slide17: How many days a week do you read a newspaper? Which newspaper do you read? How many days a week do you read Guangzhou Daily? On a typical day, about how much time do you spend reading an issue of Guangzhou Daily?


Slide18: Do you subscribe to Guangzhou Daily? How long have you subscribed to Guangzhou Daily? Why do you subscribe to Guangzhou Daily? Why don’t you subscribe to Guangzhou Daily?


Slide19: How likely is it that you will continue to subscribe to Guangzhou Daily in the future? (1, 3, or 5 years) How do you rate the news coverage of Guangzhou Daily? the feature stories? the sports coverage? What do you like most about Guangzhou Daily?


Slide20: What do you like least about the Guangzhou Daily? What other newspapers do you read? How many days a week do you read Yangcheng Evening Daily? How many days a week do you read Nanfang Zhoumo?


Slide21: Which newspaper does a better job in covering national news? local news? political/social news? business/economic news? travel? sports?


Slide22: Reading newspapers is an important part of my daily life. I need to read newspapers everyday to keep up with what’s happening. I feel like I miss something if I don’t keep up with the news that day


Slide23: I tend to read or look through a lot of sections in the newspaper rather just one or two. Stories in the newspaper tend to be much more thorough than those on TV or radio. I don’t follow the news all that closely. TV keeps you up-to-date better than newspapers do.


Slide24: I usually don’t have time to read the newspaper Most of what they print in newspapers isn’t really relevant to me and my life.


Slide25: Where are you most likely to learn about products or brands or products you might like to try to buy: from radio commercial from television commercial from newspaper ads from online ads


Slide26: Case Study of the AmeriBig Daily Newspaper Readership Research Is Valuable and Important Ernest Yuyan Zhang


Slide27: AmeriBig Daily January-June 1998 Continuous Tracking Study


Slide28: Primary Measurement Objectives . Usage of news sources . Attitudes toward news and news sources . Spontaneous awareness of advertising for the AmeriBig Daily . Readership to the AmeriBig Daily and other newspapers (Weekdays & Sunday)


Slide29: . Subscriptions to the AmeriBig Daily and other newspapers . Interest in news topics Overall evaluation of the AmeriBig Daily and other newspapers Newspaper preference and loyalty


Slide30: . Readership of AmeriBig Daily weekday sections . Readership of AmeriBig Daily Sunday sections . Overall evaluation of the AmeriBig Daily weekday and Sunday sections Frequency of reading the AmeriBig Daily


Slide31: . Time spent reading the AmeriBig Daily . Importance of reading the AmeriBig Daily . Accessing of ABDAILY.COM . Demographics


Slide32: Readers Segmentation (Mainly for advertising) Dedicated Hard News & Business Cosmopolitan Enthusiasts Local Features Enthusiasts Practical Sports & Entertainment CNNers Local Chamber of Commerce No News Is Good News


Slide33: Usage of news sources Attitudes toward news and news sources


Slide34: Spontaneous awareness of advertising for the AmeriBig Daily


Slide35: Readership to the AmeriBig Daily and other newspapers (Weekdays & Sunday) Details about Readership of AmeriBig Daily & Other Newspapers


Slide36: Newspapers Read Yesterday The Big Daily: Jan.-Mar. 1998, 37% (Base: 2770); Apr.-Jun. 1998, 35% (Base: 3273) The County Register: Both are 12% The Wall Street Journal: Jan.-Mar. 1998, 6%; Apr.-Jun. 1998, 5%


Slide37: AmeriBig Daily Read Yesterday Percentages of Jan.-Mar. 1998, 37% & Apr.-Jun. 1998, 35% Percentage of Jan.-Jun. 1998, 36%


Slide38: Newspapers Read Last Sunday


Slide39: AmeriBig Daily Read Each of Last 5 Weekdays AmeriBig Daily Read Each of Last 4 Sundays Readership of AmeriBig Daily Last 5 Weekdays & Last 4 Sundays


Slide40: Subscriptions to the AmeriBig Daily and other newspapers


Slide41: Details about Newspaper Subscription Dual Subscription to The Big Daily & The Register Dual Subscription to The Big Daily & The Daily News Subscription to The Daily and Competitors Seven Days Subscription to The Daily Etc.


Slide42: Details about Interest in News Topics decided by Segments(CNNers), Sex, Age(18-24), Education(Post H. S./Tech), Annual Household Income($25,000$49,999),Ethnicity(Caucassian), County/Area Interest in National & International News Interest in local & community news Determinants of AmeriBig Daily Reading Frequency & Time


Overall Evaluation of the Big Daily  Importance of Reading The AmeriBig DailyAll AmeriBig Daily Readers: Jan.-Mar. 1998, 62% & Apr.-Jun. 1998, 63%Newspaper Preference/LoyaltyIn the County: Very loyal to The Daily, 19%; To The Register, 43% (Jan-Jun 1998)In the city where the Daily headquartered: Very loyal to The Daily, 33%; to the Daily’s competitors: 24% (Jan.-June,1998): Overall Evaluation of the Big Daily Importance of Reading The AmeriBig Daily All AmeriBig Daily Readers: Jan.-Mar. 1998, 62% & Apr.-Jun. 1998, 63% Newspaper Preference/Loyalty In the County: Very loyal to The Daily, 19%; To The Register, 43% (Jan-Jun 1998) In the city where the Daily headquartered: Very loyal to The Daily, 33%; to the Daily’s competitors: 24% (Jan.-June,1998)


Importance of reading the AmeriBig Daily: Importance of reading the AmeriBig Daily


Slide45: Details about Readership of The Daily Sections Readership of The Daily Weekday & Sunday Sections in Different Counties such as County A and Valley B Readership of the Weekday Sections Among Last 5 Weekday Issue Readers Readership of the Sunday Sections Among Last for Sunday Issue Readers


Slide47: Conclusion 1: According to the editor in chief of the AmeriBig Daily, they conducts the annual continuous readership tracking study on the basis of 12,000 interviews every year. Time period B.C./County A Big City. Valley B County A Nightly 50 30 9 11 Weekly 250 150 45 55 4-week period 1000 600 180 220 12-week period 3000 1800 540 660 Annually 12,000 7,200 2,160 2,640


Slide48: Conclusion 2: Also according to the editor-in-chief: The yearly research has helped improve the Daily’s readership. The research has even helped the Daily penetrate more minority areas, especially the Latinos areas.


Research on advertising decision-makingDr. Glen Cameron: Research on advertising decision-making Dr. Glen Cameron


IntroductionWhat is advertising decision-making study: Introduction What is advertising decision-making study  


Rationale for study: Rationale for study Confused advertisers: I know half of my money put in advertising is wasted, but I don’t know which half. Media need to provide policy suggestion to convince them that every penny they spend is rewarding. Media may become scapegoat of a bad advertising decision-making and suffer loss of revenue. Challenging reality and great benefits


Market reality requirement: Market reality requirement Limited advertising budget Fragmented media fiercely competing for ad allocation Threatened newspaper advertising pie share by other media (Direct mail, Yellow page, Internet) · Changing demographics and psychographics lead to New demands of advertiser Change of marketing strategy And consequently adverting budget allocation


Advertising decision-making study brings extensive benefits : Advertising decision-making study brings extensive benefits · Media can better understand the ad decision-making process, better understand their media objectives, media strategy, media scheduling, and write off their confusion. · Media can make better editorial strategy to attract more ads! · To make better strategy to compete with other media Provide better service to advertisers


Research : Research Marketing strategy and media planning of advertisers How should media be used? How often will each be used? How much of each medium will be used? During which period should they be used? · Consumer research: Demographics, psychographics and advertising · Relation between media, advertising, and consumers · Advertising effect research


Capability in collaboration with Guangzhou Daily Group: Capability in collaboration with Guangzhou Daily Group Advertisers study Media study Audience study Relation between media, advertising, and consumers China and world advertising market


Slide56: New Media Trends in US Hu, Qiping


Slide57: Introduction: Why do we compare new media trends between the US and China?


Slide58: Part A: Demographic Characteristics of Website Readers


Slide59: The number of Internet users US 148.8 million 52% of the home population in the U.S. surfed the Web, increasing 35% in one year. An estimated 70% of the U.S. workforce now has access to the Web at work. China 16.9million, 4.4% of the total population in China Urban Area.


Slide60: The study also found that U.S. Internet users spent nearly 10 hours a month online, an increase of 26% over the past year. Average Hours of Chinese Internet Use per Week: 16.54 hours.


The number of unique sites visited in US has declined from 12 unique sites in July 1999 to 10 unique sites visited in July 2000. : The number of unique sites visited in US has declined from 12 unique sites in July 1999 to 10 unique sites visited in July 2000.


Slide62: The number of women online surpassed that of men for the first time ever in Q1 2000 in the U.S., -----according to data gathered by Media Metrix Inc. and Jupiter Communications in New York City.


Chinese Internet users: Male, 74.68%;  Female, 25.32%. The difference in gender proportion decreases by 10% each year, while male users still maintain their dominance:  1998,male, 93%; 1999, male, 85%: Chinese Internet users: Male, 74.68%; Female, 25.32%. The difference in gender proportion decreases by 10% each year, while male users still maintain their dominance:  1998,male, 93%; 1999, male, 85%


In US: Those with lower incomes, education, and blue-collar professions spend, on average, more time online at home than those with higher incomes, education and white-collar jobs. : In US: Those with lower incomes, education, and blue-collar professions spend, on average, more time online at home than those with higher incomes, education and white-collar jobs.


Average incomes: from $20,000 to $30,000Hours spent online: from 11.3 to 12.6 hoursWebsites they often visit: ICQ.com, WalMart.com, Emazing.com, Wotch.com, SendingFun.comAverage income: from 53,000 to 135,900Hours spent online: from 7.1 to 7.7Websites they often visit: Schwab.com, Boston.com, TheStreet.com, CNBC.com, MajorLeagueBaseball.com: Average incomes: from $20,000 to $30,000 Hours spent online: from 11.3 to 12.6 hours Websites they often visit: ICQ.com, WalMart.com, Emazing.com, Wotch.com, SendingFun.com Average income: from 53,000 to 135,900 Hours spent online: from 7.1 to 7.7 Websites they often visit: Schwab.com, Boston.com, TheStreet.com, CNBC.com, MajorLeagueBaseball.com


What are they looking for on the web?: What are they looking for on the web?


A new study from Greenfield Online finds that in US: Fun/jokes/games updates (52%)  Daily news updates (43%)  E-mail newsgroups (31%)  Business updates (30%)  Stock market updates (22%) : A new study from Greenfield Online finds that in US: Fun/jokes/games updates (52%) Daily news updates (43%) E-mail newsgroups (31%) Business updates (30%) Stock market updates (22%)


Primary Reason for Accessing the Internet in China: Gathering Information 56.11% Education (Learning computer and other new technologies) 10.89% Entertainment 10.77% Work/Business 6.98% Gathering Free Information 6.38% Communicate with Others 4.10% Accessing Stock Trading and Information Retrieval 2.51% : Primary Reason for Accessing the Internet in China:  Gathering Information 56.11%  Education (Learning computer and other new technologies) 10.89%  Entertainment 10.77%  Work/Business 6.98%  Gathering Free Information 6.38%  Communicate with Others 4.10%  Accessing Stock Trading and Information Retrieval 2.51% 


Part B: Fight for young people: Part B: Fight for young people


Slide70: The decline of adult newspaper readership


Teens spend less than half as much time online as adults, Jupiter and Media Metrix research finds. : Teens spend less than half as much time online as adults, Jupiter and Media Metrix research finds.


Percentages of Teens Use Internet During One Week : Percentages of Teens Use Internet During One Week


Slide73: Age groups of Chinese Internet Users: 78% of them are under 30 years old.


Online Destinations of US TeensThey seek the same content that they are attracted to in traditional media, such as comics, sports, entertainment, local and community news, and horoscopes. Only 23 percent indicate that they visit kids- or teen-only sites.  : Online Destinations of US Teens They seek the same content that they are attracted to in traditional media, such as comics, sports, entertainment, local and community news, and horoscopes. Only 23 percent indicate that they visit kids- or teen-only sites. 


Teen age girls have a high affinity for off-line brands, both in media and shopping.  averaged 271 unique page views, 32 domains per monthTeen boys surf more actively than teen girls, visiting a wider number of sites. averaged 301.2 unique page views, 47 domains per month----From June 2000 Media Metrix data : Teen age girls have a high affinity for off-line brands, both in media and shopping. averaged 271 unique page views, 32 domains per month Teen boys surf more actively than teen girls, visiting a wider number of sites. averaged 301.2 unique page views, 47 domains per month ----From June 2000 Media Metrix data


Part C. Advertising Revenue and Expenditures: Part C. Advertising Revenue and Expenditures


Online advertising totaled $2.1 billion in the second quarter of 2000, up 8.8% over the first quarter of 2000 and topping $2 billion for the first time in a quarter. The $4.1 billion total for the first half of this year is closing in on the 1999 full-year ad revenue total of $4.6 billion.: Online advertising totaled $2.1 billion in the second quarter of 2000, up 8.8% over the first quarter of 2000 and topping $2 billion for the first time in a quarter. The $4.1 billion total for the first half of this year is closing in on the 1999 full-year ad revenue total of $4.6 billion.


American Newspaper advertising revenue for the second quarter of 2000 totaled $12.1 billion, an increase of 6.8 percent over the same period last year.---- according to the Newspaper Association of America.: American Newspaper advertising revenue for the second quarter of 2000 totaled $12.1 billion, an increase of 6.8 percent over the same period last year. ---- according to the Newspaper Association of America.


Dot-com ad spending soared : Dot-com ad spending soared


The most popular offline media used by Internet companies were:  Television, which was used by 75%  of top companies  Radio (68%)  Consumer periodicals (53%)  Newspapers (52%)  Direct mail (52%). : The most popular offline media used by Internet companies were: Television, which was used by 75% of top companies Radio (68%) Consumer periodicals (53%) Newspapers (52%) Direct mail (52%).


Part D: E-Commerce in US: Part D: E-Commerce in US


 Purchases in millions in the second quarterTravel Services $2,025 Computer Hardware/Periph. $852 Auctions $644 Clothing / Apparel $619 Books $461 Electronics $287 Music / Video $340 : Purchases in millions in the second quarter Travel Services $2,025 Computer Hardware/Periph. $852 Auctions $644 Clothing / Apparel $619 Books $461 Electronics $287 Music / Video $340


Slide84: Median customer acquisition cost was $78. Approximately one-in-twelve invested $500 or more. ----Among the companies tracked by theCommerce Almanac


E-commerce brands’ strength in USCompany Mind Share Company Online purchaser Share1 Amazon.com 24.1% Amazon.com 18.7%2 eBay.com 16.1% eBay.com 15.8%3 Yahoo.com 4.9% Barnesandnoble.com 6.0%4 priceline.com 2.7% BMG.com 3.9%5 buy.com 1.9% CDNow.com 3.3%: E-commerce brands’ strength in US Company Mind Share Company Online purchaser Share 1 Amazon.com 24.1% Amazon.com 18.7% 2 eBay.com 16.1% eBay.com 15.8% 3 Yahoo.com 4.9% Barnesandnoble.com 6.0% 4 priceline.com 2.7% BMG.com 3.9% 5 buy.com 1.9% CDNow.com 3.3%


Some frequent variables in weighing Internet usage: Some frequent variables in weighing Internet usage Number of Sessions per Month Number of Unique per Month Page Views per Surfing Session Time Spent per Month Time Spent During Surfing Sites Visited Page Views Session Duration of a Page viewed Average Click Rate for Top Banners


Part E: Interaction Between New Media and Traditional Media : Part E: Interaction Between New Media and Traditional Media


Bad News for Traditional MediaNBC Olympic 2000 ratings is 14%, hitting their lowest levels in decades, down 21 percent from the 1988 Games in Seoul, down 35 percent from the 1996 Atlanta Games. But NBCOlympics.com led the way in the TV and broadcast category, which jumped 159 percent to 433,000 unique visitors at home from the day of the opening ceremony to Saturday.: Bad News for Traditional Media NBC Olympic 2000 ratings is 14%, hitting their lowest levels in decades, down 21 percent from the 1988 Games in Seoul, down 35 percent from the 1996 Atlanta Games. But NBCOlympics.com led the way in the TV and broadcast category, which jumped 159 percent to 433,000 unique visitors at home from the day of the opening ceremony to Saturday.


Good news for Traditional MediaOnline users remain strong consumers of the print product. A report from NAA discovered that: 67 percent of online users who looked at an online newspaper in the past six months also read a printed daily newspaper, and the figure jumps to 78 percent on Sunday.: Good news for Traditional Media Online users remain strong consumers of the print product. A report from NAA discovered that: 67 percent of online users who looked at an online newspaper in the past six months also read a printed daily newspaper, and the figure jumps to 78 percent on Sunday.


Online Advertising:Possibilities and Revenue StreamsJin, Yan: Online Advertising: Possibilities and Revenue Streams Jin, Yan


Introduction: Snapshot of Online Advertising: Introduction: Snapshot of Online Advertising


Online audience's feedback from CNNIC 2000 survey: Online audience's feedback from CNNIC 2000 survey Question: What kind of advertising carrier is more effective to you? Answer: Internet


A fact: A fact Ten most popular Internet sites attract 23% of all web advertising dollars and approximately 90% of Internet users spend their time on fewer than 10% of all existing websites


Advertisers’ point of view: Advertisers’ point of view Where an online advertisement is placed is one of the most important factors in determining whether or not the ad is effective


The competitive advantage exerted by online advertising: The competitive advantage exerted by online advertising


Reasons to advertise on the Internet- The origin of online advertising revenue for a website: Reasons to advertise on the Internet - The origin of online advertising revenue for a website


Internet is the best media to maximize target market exposure: Internet is the best media to maximize target market exposure Its interaction with a target audience enables versatile ad strategies which enhance the awareness and activate behavior toward the advertised product or service


Internet offers advertisers an unprecedented opportunity to segment their market into small customer groups : Internet offers advertisers an unprecedented opportunity to segment their market into small customer groups Advertisers can take advantage of niche sites by way of different channels on portal sites and place ads very specifically


Online brand equity building and relationship marketing: Online brand equity building and relationship marketing


The benefits and competitive advantage for Dayoo to engage in online advertising: The benefits and competitive advantage for Dayoo to engage in online advertising


Advertising revenue for Dayoo: Advertising revenue for Dayoo Intangible revenue for Dayoo Enormous potential for developing other online marketing business Benefits for Guangzhou Daily Press Group as a whole


Types of online advertising that can be utilized by Dayoo : Types of online advertising that can be utilized by Dayoo


Banners: Banners Buttons Sponsorship Interstitials Other forms


Case study: Tap the possibility of online advertising and dayoo will do it better than its portal rivals: Case study: Tap the possibility of online advertising and dayoo will do it better than its portal rivals


Brief background: Brief background www.sina.com and www.163.com are two biggiest Chinese portals (both put emphasis on news channel), which have been ranked the best design and execution by online users in the CNNIC survey Their channels, audience demographics and orientation have many similarities with Dayoo and both are well known for their online advertising business development


The online advertising service of www.sina.com.cn: The online advertising service of www.sina.com.cn


Slide107: Online advertising strategy Basic advertising service, online survey service, sponsorship service and online audience analysis


Slide108: Strategic planning service Online advertising copy, banner design, website structure design, e-gifts, etc.


Slide109: List of classified clients of SinaAd


Slide110: The online advertising service of www.163.com


Slide111: Popular online products, partners and potential audience as the base for online advertising business Comprehensive online advertising service Online advertising management


Slide112: The potential of Dayoo engaging in advertising service and doing it better than its rivals with profitable income


Slide113: Solid base provided by Guangzhou Daily Press Group First-rate relationship built through the cooperation with clients when dealing with newspaper advertising Advantage of self-sufficient news-oriented portal website Expierenced management Established brand esteem of Guangzhou Daily and the refrashing image of Dayoo


Slide114: Conclusion


Slide115: There are prospective possibilities and opportunities for Dayoo to engage in online advertising It will strengthen Dayoo and Guangzhou Daily Press Group with revenue streams and intangible long-term benefits. It will also pave the way to relationship building and maintaining, which will be further discussed in our presentation


Relationship ManagementMaría E. Len-Ríos: Relationship Management María E. Len-Ríos


Movement from offline to the Web creates different relationship expectations from users: Movement from offline to the Web creates different relationship expectations from users


According to a Jupiter Communications report (4/24/00): “The promiseland for all portals is to have deep affinity and genre relationships with the largest addressable audience.” : According to a Jupiter Communications report (4/24/00): “The promiseland for all portals is to have deep affinity and genre relationships with the largest addressable audience.”


Large general purpose audiences will have appeal to certain advertisers, but rich targeted audiences can bring higher prices for ad revenue: Large general purpose audiences will have appeal to certain advertisers, but rich targeted audiences can bring higher prices for ad revenue


Changing relationships with Users can be Risky: Changing relationships with Users can be Risky


Key Point:Use your market key advantage to keep existing relationships while moving online or before considering market positioning changes: Key Point: Use your market key advantage to keep existing relationships while moving online or before considering market positioning changes


Enhancement of Existing Relationships Linked to Growth: Enhancement of Existing Relationships Linked to Growth


Key PointOrganizations with online units need to keep relationships with existing customers and track customers’ relational needs: Key Point Organizations with online units need to keep relationships with existing customers and track customers’ relational needs


Relationship Measurementempiricom.org and CASR: Relationship Measurement empiricom.org and CASR


Development of a survey instrument, specifically customized to the organization, to measure online relationship health with online users: Development of a survey instrument, specifically customized to the organization, to measure online relationship health with online users


The bottomline for each organization is retention of online users as the quantity and quality of users is linked to the advertising dollar : The bottomline for each organization is retention of online users as the quantity and quality of users is linked to the advertising dollar


The measurement tool developed by empiricom researchers is designed to help organizations understand:: The measurement tool developed by empiricom researchers is designed to help organizations understand:


The relationships they currently have with users: The relationships they currently have with users Includes evaluation of “invisible networks.” or content partnerships Evaluates dimensions of trust, commitment, mutuality and satisfaction


How to improve those relationships: How to improve those relationships Allows for open-ended responses to allow for customers to provide insight into customer needs Understand the rules for acceptable organizational behavior


Relationship Measurementin the Chinese Market: Relationship Measurement in the Chinese Market


Relationships with users are important across international markets : Relationships with users are important across international markets The general rules for behavior online may hold, although the Chinese market is currently demographically skewed Online news providers will need to maintain this audience as more Web portals are created to compete for user time


Taiwan Soy Product CaseZhang, Yuhmiin: Taiwan Soy Product Case Zhang, Yuhmiin


Missouri Soybean Association: Missouri Soybean Association


Slide134: Client Missouri Soybean Association (MSA) Product Non-GMO food-grade soybeans Market Taiwan Problem Small Market Share GMO controversy


Guangzhou Daily: Guangzhou Daily


Client Guangzhou Daily (GZD): Client Guangzhou Daily (GZD) Product Newspaper Market Guangzhou, China Problem Low advertising revenues


SolutionApplying the Strategic Communication Model: Solution Applying the Strategic Communication Model


Slide138: Mutually beneficial relationship The use of research International/multicultural approach New Technology The “Toolkit” approach


ObjectiveMutually Beneficial Relationships(MSA): Objective Mutually Beneficial Relationships (MSA)


Slide140: MSA State governmental officials Marketers and Tofu producers in Taiwan End consumers


Slide141: Objective Mutually Beneficial Relationships (Guangzhou Daily)


Slide142: Guangzhou Daily (GZD) Advertisers The advertisers’ competitors Special interest goups


ApplicationThe “Toolkit” Approach I(MSA): Application The “Toolkit” Approach I (MSA)


Slide144: Advertising Newspaper ads Sales Promotion Logo, T-shirt, and Apron Environmental Scanning News relating to GMO products


ApplicationThe “Toolkit” Approach II(MSA): Application The “Toolkit” Approach II (MSA)


Slide146: Risk Communication GMO vs. Public Health/Safety Media Relations Sought advice regarding media relations strategy


Method Research(MSA): Method Research (MSA) Personal Interview Telephone Survey


ApplicationThe “Toolkit” Approach I(GZD): Application The “Toolkit” Approach I (GZD)


Slide149: Advertising Build GZD’s image through newspaper, TV, or Web advertisement Sales Promotion Free gift with subscription Lucky draw with subscription Environmental Scanning Competitor’s promotional efforts Government regulations


ApplicationThe “Toolkit” Approach II(GZD): Application The “Toolkit” Approach II (GZD)


Slide151: Risk Communication Monitor and managing strategically any information that might damaging the company’s credibility and image


ApplicationThe “Toolkit” Approach III(GZD): Application The “Toolkit” Approach III (GZD)


Slide153: Media Relations Media buyer and advertiser relations Provide useful information for: better targeting and successful reach less cluttering low interest conflict (with competitors and special interest groups)


MethodResearch(GZD): Method Research (GZD) Personal Interview Telephone Survey Content Analysis Experiment


Concluding Remarks: Concluding Remarks


Using strategic communication’s guiding principles, we have presented just a glimpse of the information and services that the Missouri School of Journalism can provide to increase your profitability:: Using strategic communication’s guiding principles, we have presented just a glimpse of the information and services that the Missouri School of Journalism can provide to increase your profitability:


Focus on readers for satisfaction and circulation gains in quality: Focus on readers for satisfaction and circulation gains in quality Focus on advertisers for more effective ad sales Focus on online for global commerce and ad revenue Begin with joint research ventures to serve Press Group needs


Soon build research profit center at Press Group: Soon build research profit center at Press Group Conduct strategic communication training at Press Group such as the Taiwan case Soon become leader in state of the art, unique training in research and strategic communication