7 Traditional Media Chapter 11 Lecture Objectives • Understand the role of media planning within the advertising campaign • Describe the advantages and disadvantages of using the following media within an advertising campaign as well as understanding how they are measured for effectiveness • Television • Radio • Cinema • Print • Outdoor • Product placement One-way Communication Model Two-way Interactive Communication Model This is how Australians use media… Free to Air TV
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the Mass Media? * Mass media – communication technologies that have the potential to reach a large audience in remote locations * Print Media –first mass medium * Printed materials * 19th – 20th centuries‚ newspaper industry experienced explosive growth * Motion Picture and Sound Recording * Thomas Edison invented: * Phonograph – recorded sound * Kinetoscope – showed short‚ silent films to individual viewers * Broadcast Media – media brought
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Marketing Communications 2012 Current Issue Essay on “What is more important: Media strategy or creative strategy?” Cecilia Setiawan 10167897 Advertising is a partnership between creative and media strategies. Each play a very important role in creating an advertisement‚ that it is almost impossible to draw a line between the two. Alasdair Reid (1994) asserts that as early as in the 1990s creative and media strategies were still very much inseparable due to the fact that advertising “used
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The mass media are diversified media technologies that are intended to reach a large audience by mass communication. The technologies through which this communication takes place varies. Broadcast media such as radio‚ recorded music‚ film and television transmit their information electronically. Print media use a physical object such as a newspaper‚ book‚ pamphlet or comics‚[1] to distribute their information. Outdoor media is a form of mass media that comprises billboards‚ signs or placards placed
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consent‚ force and persuasion.” Discuss this statement giving examples from Zimbabwe’s media terrain. BY BLESSING JONA In this presentation‚ this scholar seeks to solidify that indeed hegemony can be seen as the dissoluble unity between political‚ moral and intellectual leadership. Through an analysis of the concept of hegemony as outlined by Antonio Gramsci‚ the scholar seeks to show how Zimbabwe’s media terrain reflects this concept. All this is in support of the assertion that hegemony
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Is the Media a Deadly Weapon? In today’s society‚ it is almost impossible to avoid any type of advertising or media display. Children have become targets by the advertisement industry and some people believe that it has a negative affect. The APA’s view is that violence in the media causes violence in children‚ which is stated in the article‚ “APA Congressional Testimony on Media Violence and Children: Testimony of Jeff J. McIntyre on Behalf of the American Psychological Association.” The American
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someone’s life. In my essay I will look into how social media‚ and media in general‚ negatively impact court cases and decisions‚ and how the courts choose or attempt to deal with this issue. I will also consider the effect that media has on the lives of the parties outside the court room‚ and post trial. To highlight the effect that new forms of media have I will look into the differences between publicity in today’s trials and trials in the past. Media plays a huge role in people’s lives‚ whether you
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Role of Media in Combating Corruption In our democratic system we have the role of three important organs i.e. Legislature‚ Judiciary and Executive. These organs of state are assigned with different roles viz. making laws‚ deciding legality or illegality and Implementation of laws respectively. These three arms of the democracy are given their respective areas to work on and with the sole objective of service of people or welfare of the common masses. The relative dependence or independence of
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Media planning is generally the task of a media agency and entails finding media platforms for a client’s brand or product to use. The job of media planning involves determining the best combination of media to achieve the marketing campaign objectives. In the process of planning the media planner needs to answer questions such as: How many of the audience can be reached through the various media? On which media (and ad vehicles) should the ads be placed? How frequent should the ads be placed
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In Violent Media is Good for Kids‚ Gerard Jones argues that violent forms of media in our pop culture can be used as a means of helping kids cope with rage. Throughout his essay‚ Jones promotes the idea that kids should use “creative violence” as a tool to transfer their negative emotions rather than acting out on them (197). Although Jones points out valid arguments to defend violence in media‚ he fails give a clear definition to determine what constitutes it. Thus‚ he excludes all other forms of
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