mass media

Let’s look at the difference between television broadcast and print news and the strength and weaknesses of each.

Generally, television broadcast is the most public material that people of all ages can watch whenever they are available. That is why it is very effective material when you want to send a message to unspecified individuals. When television broadcast want to deliver something to someone, communicative skill and immersion is high because television broadcast can use audiovisual system. Therefore, in case of advertising, it is better to express idea and features of product. It means television broadcast is possible to try various methods that in order to get attention from viewer. In addition, television broadcast has the highest penetration rate, a wide circle of viewer and deliver speed is so fast.

On the other hand, television broadcast is expensive to make some materials. Also, it is hard to separate viewer. Plus, advertising is one off. That is why it is hard to watch the advertising that I want to watch again.

In the past, print news was popular and had a high percentage among medium but has been decreased steadily because of appearance of new media like internet. However print news is still part of our life because lots of readers think that print news is still the most reliable and useful source of information even though the influence has been reduced. Print news has regular readers and can subdivide the readers therefore it works to deliver specific information to readers. For these reasons planning advertising is convenient because a class of readers is certain. In addition, print news has record, repetition, reliability, and persuasive power more than television broadcast.

Most of all, readers are active. In case of television broadcast, viewers are passive because they just accept the information. However, readers of print news can select the information that they want to read.

However, there are some demerits of print