MCST 2010: Media Industries
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Research/Creative Project: Branded Media
For this assignment you will compose a 6-8 page analysis of the branding strategies for a media product or source.
Specifically, you will look at the ways in which this entity constructs and maintains a coherent sense of brand identity, making sure to include the way it leverages online resources (i.e. a companion website, facebook, instagram, twitter, etc.) as part of this branding strategy.
You will also create your own additional branding strategy for the media product you are discussing.
Strategy:
- Choose your media
- Define Target audience
- Visit MarketResearch
- Search for your demographic, such as Generation Z: Demographic Patters and Spending Trends
- Explore Databases such as SRDS, or MRI+ for Demographic Information
- Offer a critical assessment of who this outlet serves, who it leaves out, and what the social consequences might be. Your analysis should be supported by additional research within the popular press and trade journals.Try to find out what industry journalists & professionals have had to say about your media product/outlet’s branding strategies, and incorporate this into your own analysis.You should also make reference to at least two of the readings on media branding (Turow, Jenkins, Henderson and Kessler) to support your claims.
- Visit the Library tab through JWULink and explore the Articles tab
- Click Trade Publications on the left hand side to limit to Trade, click Full Text to read online.
- Explore Richard K Miller on Entertainment/Media for more industry research on Entertainment/Media.
- SRDS This link opens in a new window
- Find ad rates, circulation figures, audience demographics, and contact info. for publishers/sales
- Identify consumer spending behavior in potential market areas
- Report titles include Business Publication Media, Consumer Magazine Media, Direct Marketing, Digital Networks & Tech, Digital Websites, International Media Guides, Local Media, Newspaper Media, Out-of-Home Media, Print Media Production, Radio Media, TV & Cable Media, and more
- IMPORTANT: A padlock icon means the library is not subscribed to that content
- To access Nielsen Segmentation & Market Solutions: Click on the green login button. No additional credentials are required. Allow time for the reports to load!
- RKMA This link opens in a new window
- Content updated every two years
- Reports cover fields such as Consumer Behavior & Marketing, Entertainment & Leisure, Pandemic Impact, Restaurant/Food & Beverage, Retail/E-commerce, Sports Marketing, Travel & Tourism, and U.S. Cities & Communities
- Use CTRL F to search PDF for key terms
- Academic Search Complete (EBSCO) This link opens in a new window
- A great place to start for most topics
- Mostly full-text articles from scholarly peer-reviewed journals, trade journals, popular magazines, and newspapers
- If full-text is not available, click link to Check for Full Text (Providence) to connect to Interlibrary Loan (ILL) request form
- MarketResearch.com Academic This link opens in a new window
- Industry reports including demographics, market trends, forecasts, analysis of major brands, new products, and consumer trends and buyer behavior
Did you know you can copy and paste citations if you use the library's databases?
1. Save time - look for the "Cite" Button or " " icon.
2. Scroll to the style you need (MLA, APA)
3. Copy and paste the full citation into your paper
Ta Da! You're done! Well, almost. Sometimes weird formatting issues happen, so always double check your work.
Need help with in-text citations or more complicated citations? Use the OWL! It's super easy, and totally simple. This is also a really good time to make an appointment with a writing tutor to make sure your paper is totally perfect and all your citations are good to go.
