10. Mass media (TV, Radio, Print, Outdoor) Mass Market (Homogeneous categories) One way traffic No response mechanism Niche Media (Websites, blogs, special interest media) Niche Markets (multiple new categories, products and line extensions) Dialogue Email and all other response media) 1900 - 1990 1990 – Present Naïve Consumer Pass the cornflakes and have a nice day Wary Consumer Cornflakes? Are you mad sugar, fat, carbs – Pass the low GI oats
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25. Brands and 2.0 Proceed with caution From www.russelldavies.com