Chapter 8 Traditional Media Channels CHAPTER OVERVIEW This chapter is devoted to explaining the nature of the advertising media selection. The topics to be covered include: • The media strategy • Media planning processes and the roles of the media planner and buyer • Advertising objectives • Media choices based on the advantages and disadvantages of each medium • Media selection in business-to-business and international settings
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What To Do?: Terrorism and the Media Imagine you are a resident of Jerusalem‚ in the year 60 AD. You are taking a walk throughout the marketplace doing your weekly shopping. You see a man pull out a dagger and he yells death to all Romans ’ and attacks a roman guard‚ killing him in front of hundreds of spectators. The assassin quietly slips into the crowd and is lost in a sea of people never to be found. The word of the attack spreads and soon it is the talk of the town. Many more attacks
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Traditional media dead or alive? Words:1‚296 Modern society is witnessing some types of traditional media (TM) are dying. In 2009‚ top-tier companies like the Los Angeles had to sell out because of bankruptcy‚ as revenues in publications descended by 28.6 percent (Mastaglio‚ Brown & Freeman‚ 2010‚ p.18). Imagine life without TM? Students would not use books in class anymore‚ people could only listen to music online‚ and people would no longer go to the cinema to enjoy a movie. It is
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991226443 00 1 102-039 Spring 2014 What to Do With Media Violence The definition of media violence is research done to see if the violence in media results in aggressive and violent behavior by those who watch it. Some scientists support the link between the two‚ while others say that the results could have been exaggerated. Media violence and the debates about its effects are not anything new‚ Plato was even concerned about violent plays on the youth in his day. The reason why this
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Do the Media Have a Liberal Bias? Although media journalists claim to be impartial in their reporting‚ the media have a distinctly liberal bias. The journalists report; however‚ they taint the story with their own opinions‚ making it lean one way. A good example of this “selective” reporting is the war in Iraq. This bias reporting is not an accurate portrayal of a moderately sized group of Americans. Liberal reports downplay many conservative social values. On the other hand‚ some people say
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Television: Advantages: Convenient and Flexible: The television is a convenient and flexible advertising medium‚ owing to its widespread popularity and the ease with which a message can reach millions of viewers internationally and nationally. Television advertising allows advertisers the flexibility to use various approaches and different combinations of audio‚ video and text to make ads memorable and emotional‚ depending on the product or service or the target audience. Strong Impact: Television
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grow‚ do you think that the Internet will change the way that we read and think about the news? As more and more people‚ especially young people‚ turn to the Internet for news about world and local events‚ we find that newspapers‚ television‚ and radio news have been losing their audience or even going out of business. Some people are concerned about this shift because newspapers provide important in-depth coverage of events‚ while some Internet news sites only report opinions or repeat what is already
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Media is all around us‚ sometimes without us even noticing it. It is our morning newspaper‚ our favorite TV show‚ the radio on the way to work‚ the billboard next to the highway‚ it is everywhere and it is impossible to escape from it. Individuals utilize media to further their own interests. Media has been rapidly changing‚ adapting‚ modifying. New media is what is referred to more commonly as digital media. It involves things such as CD’s‚ virtual reality‚ the internet‚ digital photography‚ etc
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What are the differences between traditional and new media? New media is a phenomenon which has changed many aspects of our everyday communication habits. But what is the importance of new media for the business and what advantages or disadvantages does it give to the PR practitioners? 1. Message spread The potential of new media to reach wider audience in a short time presents a significant advantage to the PR practitioners. The ability to share information on the social media platforms make
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Do the advantages of Mass Media outweigh the disadvantages? Mass media refers collectively to all the media technologies that are intended to reach a large audience via mass communication. There are various forms of mass media such as radio‚ television‚ movies‚ magazines‚ newspapers and the World Wide Web. Mass Media enjoys a very prominent role in our lives and thus‚ it is believed to influence our society. There are positive and negative effects of mass media on our society. This essay will
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