New Media Initiative

From The Yaffe Center

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We’re seeing an explosion of new-media models in advertising: Branded content in television programming and movies, product placement and advertainment, among others. Our initiative will help tame the flood of new information and create a better understanding of the media frontier.
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Digital initiatives have led to the development of new media models and previously untapped opportunities in advertising and marketing. From search engine marketing to corporate websites, from social media pages to blogs,and from email campaigns to the newest mobile devices, the digital world has had a profound impact on marketing and communications.
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Center Co-Directors Rajeev Batra and Tim O'Day are currently working on "Independent Study Projects" on this broad topic with Ross School undergraduates and MBA students. Topics of these projects are:
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Over the past several years, the YC has sponsored outside speakers, conferences, events and courses which have covered these topics.
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[["Use of Social Networking Sites by Marketers"]]
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Most recently, it is developing wikis to collect the latest information, best practices, and learnings on key topics within digital marketing. These wiki pages will be based on student papers and independent study projects but can be updated and added to by anyone in the U-M community.
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[["Creating and Leveraging Viral Marketing Online and Offline"]]
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Our initial wikis will cover the following topics:
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[["Blogging and Other User-Generated Content"]]
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[[Social Marketing]]
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Once completed, their reports will provide materials that may someday help shape the content of Ross School course modules on this topic.
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[[Viral Marketing]]
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The Center is also bringing leading practitioners and experts on this topic to campus to speak to students and faculty. The first of these talks was presented by Mr. James Yaffe, Managing Partner of Endeavor Marketing of Los Angeles.
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[[Search Engine Marketing]]
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For practitioners, The Yaffe Center offers research on the trends in marketing in the new-media age. We have developed a broad-based report on budgeting and resource allocation for marketers.
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[[Search Engine Optimization]]
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Once developed, these pages will be a place to turn for anyone in the U-M community interested in learning and sharing information. And anyone with a U-M ID can contribute, edit, or update them, subject to Yaffe Center supervision and controls.
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We look forward to your contributions.

Current revision

Digital initiatives have led to the development of new media models and previously untapped opportunities in advertising and marketing. From search engine marketing to corporate websites, from social media pages to blogs,and from email campaigns to the newest mobile devices, the digital world has had a profound impact on marketing and communications.

Over the past several years, the YC has sponsored outside speakers, conferences, events and courses which have covered these topics.

Most recently, it is developing wikis to collect the latest information, best practices, and learnings on key topics within digital marketing. These wiki pages will be based on student papers and independent study projects but can be updated and added to by anyone in the U-M community.

Our initial wikis will cover the following topics:

Social Marketing

Viral Marketing

Search Engine Marketing

Search Engine Optimization

Once developed, these pages will be a place to turn for anyone in the U-M community interested in learning and sharing information. And anyone with a U-M ID can contribute, edit, or update them, subject to Yaffe Center supervision and controls.

We look forward to your contributions.

Retrieved from "http://webservices.itcs.umich.edu/mediawiki/YaffeCenter/index.php/New_Media_Initiative"
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