Name: Pandya Riva
Roll no: 23
Paper: Mass Communication and Media
studies
Topic: Different types of Media
Introduction:
The term news media refers to the groups that
communicate information and news to people. Most Americans get their
information about government from the news media because it would be impossible
to gather all the news themselves. Media outlets have responded to the
increasing reliance of Americans on television and the Internet by making the
news even more readily available to people. There are various types of media
for advertising.
Radio
Radio advertising is very popular these days. The
advertisements are broadcasted from different stations of All India Radio.
Radio advertising can be explained as “word of mouth advertising on a wholesale
scale”. The advertising messages can be in different regional languages.
The most important advantage derived from radio advertising
is that it covers every type of listener whether illiterate or educated. It is
a very effective medium for popularizing on mass scale various consumer
articles. The coverage of this medium is wider extending to a large number of
listeners. It ensures quicker repetition.
Radio advertising suffers from shorter life, limited memory
and short messages. Cost of advertising is higher. The message may not be heard
properly by the listener. There is no secrecy. This is useful for those who
possess radio sets. There is lesser flexibility and lack of personal touch.
Television
Television advertising offers the benefit of
reaching large numbers in a single exposure. Yet because it is a mass medium
capable of being seen by nearly anyone, television lacks the ability to deliver
an advertisement to highly targeted customers compared to other media outlets.
Television networks are attempting to improve their targeting efforts. In
particular, networks operating in the pay-to-access arena, such as those with
channels on cable and satellite television, are introducing more narrowly themed
programming designed to appeal to selective audiences. However, television
remains an option that is best for products that targeted to a broad market.
This is the latest and the fast developing medium of
advertising and is getting increased popularity these days. It is more
effective as compared to radio as it has the advantages of sound and sight. On
account of pictorial presentation, it is more effective and impressive and
leaves ever lasting impression on the mind of the viewer.
It is a very costly medium which can be employed by big
concerns only; it has a shorter life span and limited coverage. Back reference
to the advertisement cannot be made after its presentation. The duration of the
advertisement is very limited.
Despite of the above mentioned drawbacks, this method of
advertising is gaining rapid coverage and immense popularity among the masses.
Film
This is also known as cinema advertising. This also provides
sight and hearing facilities like television. Short advertisement films are not
prepared by big business houses which are sent to different cinema houses to be
shown to the audience before the regular shows or during the intermission. It
has more repetitive value but not to the same viewers. Its coverage is limited
which benefits the local population only.
It is a very costly medium involving higher distribution and
film making costs. Only big organizations can afford to produce advertisement
films. It ensures more flexibility at larger costs. Its effectiveness cannot be
measured properly. Film making is a time consuming process.
Print Media
The oldest media forms are newspapers, magazines, journals,
newsletters, and other printed material. These publications are collectively
known as the print media. Although
print media readership has declined in the last few decades, many Americans
still read a newspaper every day or a newsmagazine on a regular basis. The
influence of print media is therefore significant. Regular readers of print
media tend to be more likely to be politically active.
The print media is responsible for more reporting than other
news sources. Many news reports on television, for example, are merely
follow-up stories about news that first appeared in newspapers. The top
American newspapers, such as the New York Times, the Washington Post, and the Los Angeles Times, often set the agenda for many
other media sources.
Newspapers and Magazines:
These are the important forms of press advertising,
newspapers are the most effective and powerful medium of advertising.
Newspapers contain valuable information with regard to different current
events. It may be referred to as ‘a store house of information’. There are
daily and weekly newspapers. Newspapers have widest circulation and read by
many people. The newspapers may be local, provincial or national.
There is a separate advertisement department in every
newspaper which classifies and designs different advertisements in the paper.
Before selecting a newspaper the advertiser should take into consideration
various factors viz., coverage of the newspaper, the class of customers and the
cost of advertising etc.
Newspapers have been
dominating the local markets since its very inception particularly though its
classified advertisements. They offer flexibility to the readers and provide added
support in promotion as well as research related function relating to a product
or service. Magazines are broadly categorized into consumer magazines and
business magazines which may be further subdivided into monthly and weekly publications.
They also offer wide reach to the masses. The fashion industry mostly uses this
form of media to promote their garments and cosmetics and other accessories
The Internet
The Internet is slowly transforming the news media because
more Americans are relying on online sources of news instead of traditional
print and broadcast media. Americans surf the sites of more traditional media
outlets, such as NBC and CNN, but also turn to unique online news sources such
as weblogs. Websites can provide text, audio, and video information, all of the
ways traditional media are transmitted. The web also allows for a more
interactive approach by allowing people to personally tailor the news they
receive via personalized web portals, newsgroups, podcasts, and RSS feeds.
Weblogs known colloquially as blogs
have become very influential since the start of the twenty-first century.
Leading bloggers write their opinions on a variety of issues, and thousands of
people respond on message boards. Although many blogs are highly partisan and
inaccurate, a few have been instrumental in breaking big stories.
So these are some
important tools and also useful people or viewers can easily get any information
or news with the help of media so it is also useful for communication , even it
is also important for advertising because it is the best way for it.
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