Getting your products and messages to market
Article Abstract:
Marketspace, the relationship between customers and suppliers, and mediaspace, the building of brand perception in potential customers, are important concepts which contribute to the success of a product or company. Marketspace is entered once an actual product is produced and understanding and meeting the needs of customers becomes preeminent. These concepts are being modified with the emergence of new media being generated by advances in the computer industry. There is a general trend towards eliminating middle tiers in the supply chain. Information and new technology are being used to quicken product development while cutting costs and improving products and services. Mediaspace has numerous potential delivery channels, but the key is the building of awareness and the perception of quality and competitive edge. Over $900 billion was spent in the US in 1995 to spread brand messages.
Publication Name: Newmedia
Subject: Computers and office automation industries
ISSN: 1060-7188
Year: 1996
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New and improved--maybe
Article Abstract:
Microsoft could be making a textbook mistake in branding with the introduction of the Internet Explorer 4.0 Web browser as the interface for the Windows operating system. Although Microsoft dominates the market with its standard computing platform, Windows, it lacks a consistent user interface. The lack of consistency translates into users that are not as passionate or loyal to their systems as Apple's Macintosh customers. With Windows 95, Microsoft is giving up any built up affection for the brand by incorporating Internet Explorer in such a way that it demands the user learn an entirely new roadmap to interact with the Windows operating system underneath. By changing its formula midstream, Microsoft is surrendering the attachments its customers have made in the Windows user interface, and in the process giving up any loyalty to its Windows brand.
Publication Name: Newmedia
Subject: Computers and office automation industries
ISSN: 1060-7188
Year: 1997
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Practice makes perfect
Article Abstract:
Close attention to four major factors can dramatically increase the productivity and income of digital media professionals. The first factor, business design, refers to how a business is structured and which niches its targets. In this area, the most productive companies take two tacts: improving personal productivity, and creating lucrative intellectual property. The second factor, productivity, refers to a firm's computer, software and networking setup as well as its workspace layout and the physical distance to customers. The third factor, creative practices, focuses on producing multimedia products that can re-engineered and reused in multiple media. The fourth factor, alliances and partnerships, refers to cooperation with like-minded professionals.
Publication Name: Newmedia
Subject: Computers and office automation industries
ISSN: 1060-7188
Year: 1997
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