Brm Project

Topics: Mass media, Marketing, Seven mass media Pages: 7 (1747 words) Published: June 20, 2013


Abstract: Media has played a major part in building and managing the country after 1990’s. It has played both a constructive and destructive role in communicating information to its viewers. Organizations have been aware of this might of media for quite some time now. The partnerships between organizations and media channels and the way in which orgs manage media play a huge role in the way it affects their business. Ex. FMCG companies, entertainment companies, e-commerce companies understand that marketing can’t happen and product can’t sell unless media upholds it. Hence the partnership between orgs and media needs to be seen as an art of media management now. Media can both build and destroy the reputation of any entity in this country. Hence it is extremely careful how media is managed and used in the best possible manner in order to derive benefits instead of creating issues.

Media targeted by organizations/entities for marketing are basically of three formats.

• Print media Marketing – through Newspapers, magazines, books etc.

• Audio / Visual Media Marketing – through Television, movies, radio, youtube etc.

• Online and Social Media Marketing – through Orkut, Facebook, Twitter, Internet etc.

Objective of the study: The objective of the study is to analyse and study the importance of media management by considering its varied aspects in perspective of its relationship with the business, society and politics.

Research question we evaluate is:

What factors have led to proliferation of media in the today’s society?

What is Media Management?

Media Management incorporates media economics (study the structure of sectors and markets, and resource allocation decisions), political economy (political pundits are keenly concerned about the structure of the media industries from the perspective of regulatory and policy issues) and of course as an important aspect for mass communication and journalism (nature of media content and how it is processed and delivered to audiences is the focus of this discipline).

With decreasing attention span of the viewers, decreasing brand loyalty and reducing market share of organizations due to competition role of media has grown even more significant, as can be seen from the BOT graph.


Some meditation on the formats of media to understand the modes of communication to reach target consumers is important.

a. Print media management – With advancement in the digital age, several questions have been raised regarding the effectiveness of print media. With exponential growth in TV ads, corporate blogs and social media strategies, organizations can make a mistake of thinking that online marketing alone is sufficient to grow a business. Though online marketing campaigns are supremely effective, no business can and should dismiss print media as an ingredient of their overall marketing strategy. Print media is still stays an important piece of the marketing puzzle. Here is why:

• Print is Portable – Even in this age of laptops and smart phones, print media still retains its ultimate portability. It is widely available to everyone; even the ones who have limited or no access to power or cannot afford online media. • Print is Preferred – Consumers still have a higher affinity to print media in many sectors of the country. • Print is Visible – Even though electronic media has a benefit of higher speed and convenience as compared to print media, printed media are more available and...
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