Fundamentals of mass communication
Download as PPTX, PDF7 likes4,148 views
The document discusses various aspects of mass communication including traditional and folk media, advertising, public relations, and outdoor media. It defines mass communication as the large scale imparting or exchanging of information to many people through various media such as newspapers, magazines, radio, television, and the internet. It describes traditional and folk media as cultural performances like folk dances, rural dramas, and musical varieties that originate from people's need for self-expression. Advertising is defined as paid, impersonal messaging used to promote products, services, or ideas through mass media channels. Public relations involves identifying and maintaining mutually beneficial relationships between organizations and their various publics. Outdoor media refers to advertising done through posters, billboards, and other sign
Fundamentals of mass communication
- 3. INTRODUCTION The imparting or exchanging of information on a large scale to a wide range of people is known as mass communication It is usually understood to relate newspaper, magazine, and book publishing, as well as radio, television and film, even via internet as these mediums are used for disseminating information, news and advertising.
- 4. “ TRADITIONAL AND FOLK MEDIA As we have already studied ,one of the function of mass media is transfer culture and rituals Traditional AND folk media is a term used to denote ‘people’s performances’. This term refers to the performing arts which can be described as the cultural symbols of the people. Folk dance, rural drama and musical variety of the village people, all come under traditional media. Traditional folk media is not just confined to dance and music, but also includes art and crafts. Tradi-tional folk media originated as a consequence of people’s need to express themselves.
- 5. Nautanki is popular folk drama form ‘Bihu’ folk dance shadow puppetry is often used to depict stories from mythology
- 6. Folk Tradition Traditional folk media allows instant feedback and live interaction with the audience The performances are mostly based on the local language which make the audience understand and get inspired . Folk forms like dance , music ,drama and puppetry have provided entertainment and instruction to the rural and tribal masses.during the independence struggle ,traditional / folk media helped in awakening the spirits of the people against colonial rule .
- 7. Advertising, in relation to mass communication, refers to marketing a product or service in a persuasive manner that encourages the audience to buy the product or use the service. Because advertising generally takes place through some form of mass media , such as television, studying the effects and methods of advertising is relevant to the study of mass communication. Advertising is the paid, impersonal, one-way marketing of persuasive information from a sponsor. Through mass communication channels, the sponsor promotes the adoption of goods, services or ideas. Advertisers have full control of the message being sent to their audience ADVERTISING Tv Media
- 8. Printing press expanded the scope of advertising Advertising is an audio or visual form of marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea. Advertising is differentiated from public relations in that an advertiser usually pays for and has control over the message Advertising
- 10. Lipton tea ad since 1945
- 11. PUBLIC RELATION Public relation are the management function that identifies , estabilishes and maintains mutually beneficial relationship between origanization and the various publics on whom its success or failure depents
- 13. OUTDOOR MEDIA Outdoor advertising is one of the oldest from of advertising .it includes posters ,billboards , hoarding ,bus bench ,etc Even a small sign board at the roadside becomes part of the outdoor media . Billboards or hoarding are highly effective in outdoor media . Outdoor media
- 15. 1. Cost effectiveness; outdoor media is one of the most cost effective way to promote a bard . The ad once put in the holding can be kept as long as the weather deteriorated or till you don’t have a new holding ,since it is not a recurring investment like television 2. Better reach ; outdoor ads provide better reach to target audience as compared to other advertising vehicles . Becoz the outdoor ads can not be switched off like television. One can avoid a television ad by changing the channel but one cannot avoid an outdoor ad by staying inside home and not going out
- 16. 3. Potential to reach intended customers; any advertising whether home base or outdoor is successful if it reaches out to the target audience .out of home as brand promotion is visible sites such as airports advertising ,mall advertising ect. 4. Scope for creativity and constant exposure; advertising is a customer-centric affair and attracting old/new pool of customers is equally important for an advertiser to promote his brand or service. Outdoor ads whether bus or train station provide constant exposure about the brand to the general public
- 17. Thank You