FUNDAMENTALS

OF MASS

COMMUNICATION

TOOLS 0F MASS

CMMUNICATION

INTRODUCTIONThe 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.

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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.

Nautanki is

popular folk

drama form

‘Bihu’ folk

dance

shadow puppetry is

often used to depict

stories from mythology

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 .

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

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

Types of ADVERTISING

Radio

Internet

Newspaper

Television

Magazine

Billboard

Leaflet

Phone

Celebrity

branding

Lipton tea ad

since 1945

PUBLIC RELATIONPublic 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

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

Features of outdoor media

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

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

Thank You