Media and Communications

Media and Communications

TABLE OF CONTENTS

INTRODUCTION .3

The Media Plan .3

Media selection . 4

Measurement Approaches .4

Methods of Dissemination in Communication .5

Criteria for Selection of Media .6

CONCLUSION .7

List of REFERENCES .8

Introduction

The media have emerged in recent decades as one of the most powerful influences in social and cultural change the world has ever known . The film and media industry is currently undergoing changes with historic proportions , posing tremendous challenges and opportunities . The television industry is fuelled

by the proliferation of new delivery channels to carry a multitude of channels to consumers , new capabilities of these channels to carry a multitude of data in addition to the conventional video and audio programmes and the need to fill these channels with content . The main objective o media industries are successful customer acquisition and retention start with a focus on creating a positive return on investment to grow businesses through measurable marketing solutions that leverage the convergence of media and the newest technologies

The Media Plan

The terms media plan and media strategy are used to convey the techniques of effective communication delivery to consumers . The recipients of communication are different , they may have different characteristics , and consequently the media needed to reach them will be different . The Integrated Marketing Communication has realized this and uses multiple channels of media like advertising , public relations events , direct response media etc . The success of this integrated method in entertainment-education (edutainment ) as pro-social messages embedded into drama , skits , street plays and road shows coupled with other traditional modes of communication have yielded excellent results in family planning , literacy , nutrition and conservation

Media selection

Selection of media is no easy task . The selection of media is often under severe constraints often due to inadequate budgetary provision Hence , it is difficult to decide which medium will reach the desired targets and produce the highest return on profit . Some times the media will have to be multiple types and should decide what percentage of allocation should be given to each type

Therefore , before establishing specific media objectives it is also essential to focus on how the media affect your advertising goals Although your ultimate marketing goal for most goods is to sell more product (or services or image , unless your audience finds out about the product through the media that you use , that goal is unlikely to be reached (Katz 36 . In this context , it is interesting that the new media is overshadowing the traditional media . Technology has brought about greater access to the new media . The possibility of doing without hardcopies has brought down overheads in the production of various types of magazines now available in the e-format . There is a flood of e-zines and blogs in the net today . Because of the possibility of personal participation from anywhere , these are becoming very popular and studies show that the advertisements in these new media are very effective and their reach is increasing day by day with limited cost

Measurement Approaches

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