Branding and Media

By Kamyar Katiraie, University of California Irvine

A strong visual and sensory identity is the most important element of brand differentiation and media can play an important role in this effect. Media and advertising can truly manifest the personality of the brand and set it apart from the crowd. Besides media planning, designing a website for visual clarity and uniqueness will enhance the experience, increase buying intent, and create memorabilia. Mr. Katiraie has designed a website for exactly this purpose. Actonvision and stramonitor.com are two great examples of websites with visual clarity and uniqueness.Actonvision.com has been branding websites and has been involved in emarketing and Internet marketing for the past two decades. StarMonitor.com is perhaps even a better example.

The best Branding Web Page on Internet.

Besides content, you can often recognize a magazine simply by its cover and typographic style. Vogue has photographic attitude that's different from Elle.

But in the Web landscape the uniqueness of brand design identities are, on the whole, not yet well defined. The brand differentiation between one site and another is very weak. Such companies as eToys, CDNOW, and Amazon.com use similar typography for most of their sites. Almost all of the leading sites use blue as a dominant color for headlines and it seems almost as if a great concern exist in not looking too different. You could even replace the logo of some with the logos of others and it would not stand out immediately as a mistake. We have tried to rectify this with the design of EmarketingMag.com. We explain this idea in a page called: Branding Branding through a new concept called Innovative Hidden Brand Identity.

In many of the most popular ecommerce sites, the point of entry with the brands is through a table of contents, no introduction, no brand message......! Could you imagine a magazine with no cover? Or a store with no windows? Or a catalogue with just product list and and bad visuals? People buy dreams, not product sheets.

In Branding the term media refers to communication vehicles such as newspapers, magazines, radio, television, billboards, direct mail, and the Internet. Advertisers use media to convey commercial messages to their target audiences, and the media depend to different degrees on advertising revenues to cover the cost of their operations. In 2001, U.S. advertising expenditure in media was estimated at $233.7 billion, of which television accounted for 22.5 percent, direct mail 19.8 percent, newspapers 19.3 percent, radio 7.7 percent, yellow pages 5.8 percent, magazines 4.7 percent and the Internet 1.8 percent, with other media accounting for the remainder. Read more about the growth of online advertising.

Credibility and Trust Online; How Do People Evaluate a Web Site Credibility? Results from a Large Study

The Branding media are usually classified into either mass or niche media. Newspapers, magazines, television and radio are considered mass branding media because they deliver messages to a widespread, anonymous audience. There were 1,483 daily U.S. newspapers in 2000, with total circulation of 47.2 million on weekdays and 59.9 million on Sundays. In September 2001, the five largest U.S. newspapers were USA Today, The Wall Street Journal, The New York Times, the Los Angeles Times, and The Washington Post. There were 3,188 consumer and farm magazines, with paid circulation of 399 million. In the beginning of 2000, there were 1,248 commercial television stations and 10,220 commercial radio stations in the U.S. The wide coverage of the mass branding media makes them ideal vehicles for branding advertisers who need to reach a large audience. Emarketingmag.com offers emarketing magazine, emarketing news, emarketing, Branding and Internet Marketing services.

Online advertising creates a brand; There is no such a thing as a dull product; only dull approaches to an interesting product

Name Names Naming Business Naming; Just Name It Right; Good Products Make Good Names

Magazine Ad Pages and Revenue Up Through March;Total magazine advertising revenue for the month of March increased 11.6% compared to March of last year, closing at $1,593,908,286, according to Publishers Information Bureau (PIB).

Advertising for branding media such as cable television and direct mail are often viewed as “niche” branding media because they reach a narrowly defined audience with unique demographic characteristics or special interests. With 54 or more cable channels available in 62.1 percent of U.S. wired cable subscriber households in 2000, for example, audiences can tune in to CNN for continuous coverage of events around the world, to Home & Garden TV for information on home improvement, or to Cartoon Network for children's programming. Direct mail, the second largest Branding medium in the U.S. in 2001, offers more flexibility in terms of precision targeting and content customization. Direct mail can be used to reach almost every consumer with personalized messages. Actonvision has a great page on advertising. We call it "Good advertising creates a brand".

Internet Connection; Internet Users;Online advertising creates a brand

The Internet has emerged as a branding medium for marketing and branding since 1994. The Internet is different from conventional branding media in several respects. First, it can serve as not only a communications channel but also a transaction and distribution channel. Consumers can get information and make purchases and payments all through the Internet. No other branding medium can accomplish these marketing functions instantly, without resorting to other means. Second, the Internet is by nature interactive. Users can initiate a shopping process by visiting a Web site and then clicking on hyperlinked text for more information. It is a twoway communication, with the Internet serving as a provider of customized content that meets an individual's needs. Third, it has the capacity for multimedia content. It can carry not only text and graphics but also audio and video content. The multimedia nature of the Internet is suitable for highimpact branding. The Internet has become an integral part of the branding mix for many advertisers, and new forms of branding have filled the World Wide Web landscape, including animated banner ads, sponsor logos, interstitial's, “advertorials,” “advertainment,” and 3D visualization.

We explain this concept in an interesting page called : Emarketing Emarketing, Ecommerce Tools.

We then decided to practice cause marketing. We like the idea of cause marketing. Perhaps Dinnermovie.com was a great start for cause marketing. We started Dinnermovie.com as a search tool for restaurants menu and movie search and then we decided to add wonderful articles on healthy living and healthy eating. We call this site: Dinnermovie.com is about healthy eating, healthy living, restaurants menu and movie search.

Here is an example a good article on healthy eating: Healthy Eating Healthy Eating Sources

Internet Marketing Magazine, Marketing Magazine, Healthy Eating Living

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Home Online Ads

What is Branding, Consumer Confidence; Branding Value, fortune magazine, mobile devices,

Management Tool, Paradigm, Management Theory, Management Principles

Internet Connection; Internet Users; Internet Use; Demographic Factors in Computer and Internet Use; Online advertising creates a brand

ONLINE ACTIVITIES; Internet Users; Internet Connection; Internet Users; Name Names Naming Business Naming; Management Theory Policies for Managers Principles and Leadership; Management Tools; Change Your Managerial Paradigm

Domestic abuse, domestic violence, abusive relationship: Help is available

COMPUTER AND INTERNET USE AMONG PEOPLE WITH DISABILITIES

Internet Users; HOW AND WHERE AMERICA GOES ONLINE

Healthy Eating Living, Allergy, Dust Mite, Healthy Eating Guide,

THE DIGITAL WORKPLACE; Computer Use at Work by Occupation; Computer Use at Work by Gender and Age; Internet Use at Work