Unos breves tipos sobre el futuro de los medios en Mèxico entre la "tradiciòn" de las marcas y la revoluciòn de la interactividad

1. Media characteristics A general overview of Europe and the U.S.: what can be applied here in Mexico?

2. What is the Media? The “media”: The umbrella term that includes all types of print and electronic communication (TV, radio, newspapers, magazines, outdoor, mail, etc.)

3. Initial perspective Myth: media’s only job is to expose the message Not true: media is used by all types of MC messages Not true: media also must add value for their clients Myth: media = advertising

4. Different Media Classifications +

5. Mass Vs. Niche Media Mass Media Vehicles reaching “the masses” (large, diverse audiences) Mass Media Vehicles reaching “the masses” (large, diverse audiences) Niche Media Vehicles focusing on a defined group who share a characteristic

7. Different Types of Media Addressable Media: Carry messages to identifiable customers or prospects Interactive Media: Allow both companies and customers to send and receive messages

8. More Personal/Addressable Media are Generally More Intrusive

9. TV

15. TV This was not that great success (so far)….but DVR (Digital Video Recorder)…. Do you know what are they for? Currently they are just in the 8% of US House= Holds; by 2009 it is expected 49% will have it. In Mexico it has just arrived with many limitations What will that imply???

30. QUALITY EMOTIONAL RECOGNITION SUBCONSCIOUS EMOTIONS DRIVE CONSUMERS Source: Lee Hunt

39. NEWSPAPERS What will the future give them?

48. Outdoors Why do they pray for traffic jams?

57. Magazines

60. Radio What about digital radio? Is the AM really dead?

64. CINE

66. Non traditional Media Something you have to look at…BTL is increasing is % of the total marketing investment

68. Non-Traditional Media Event for MSN.com

69. Some future (or futuristic) tendencies A whole new game