REGNRSG 105 Lecture Notes - Communication Theory, Experimental Psychology, Media Controls
Document Summary
Mass media means technology that is intended to reach a mass audience. It is the primary means of communication used to reach the vast majority of the general public. The most common platforms for mass media are newspapers, magazines, radio, television, and the internet. The general public typically relies on the mass media to provide information regarding political issues, social issues, entertainment, and news in pop culture. It is more impact-full as it is the combination of sound, sight, and motion. It has high absolute cost but cost per thousand is moderate. Impact of sight, sound, and motion: high prestige, moderate cost per thousand exposure. Short message life: high production cost, clutter, radio. It is most cost efficient among all mass media: radio can reach mobile population, radio has local market identification. Low cost: high frequency, well segmented audience. Advantages: high coverage, ads can be placed in interest. Timely or current ads: can be used for coupons.
