Skip to content
Health, Sports & Psychology
Author:
  • Video
  • 5 mins

Fiona Ellis-Chadwick on... advertising and marketing in transition

Updated Thursday, 14th October 2010

The OU's Fiona Ellis-Chadwick on how advertising and marketing is in transition and what a company can do to deal with this

This page was published over five years ago. Please be aware that due to the passage of time, the information provided on this page may be out of date or otherwise inaccurate, and any views or opinions expressed may no longer be relevant. Some technical elements such as audio-visual and interactive media may no longer work. For more detail, see our Archive and Deletion Policy

Video

Audio

Text

 

Fiona Ellis-Chadwick

Advertising and marketing is in transition, and what I mean by this is traditional media was about, is about interrupting our lives, interrupting what we’re doing so we hear the message.  New media is about creating a dialogue, it’s a permission-based relationship from which things can develop. 

To communicate in this arena you need to understand the challenges, and that’s knowing and watching where your potential customers are, what kind of platforms are they using; are they using SMS, are they online, is it the website, is it blogs?  And once you’ve done your research you still need to understand and use traditional marketing concepts to get the message right. When you get the message right you need a balance between the traditional media and the new media, and at that point you can join the conversation. 

That’s my view, you can join the debate with the Open University.

(1’07”)

 

 

Author

Ratings

Share

Related content (tags)

Copyright information

For further information, take a look at our frequently asked questions which may give you the support you need.

Have a question?