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SHINCE PETER MS

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MEDIA AN INTRODUCTION

Medias are the communication channels through

which news, entertainment, education, data or

promotional messages are disseminated. Media

plays an important role in shaping public

perceptions on a variety of important issues, both

through the information that is dispensed through

them, and through the interpretation they place

upon information.

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The five ms of advertising are the following:

Mission

Message

Media

Money

Measurements

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In general there are mainly two type of

medias:a) Traditional media

b) New media

Traditional media

The main type of traditional medias are newspapers,magazines, television, radio and direct mail.

New media

The main types of new medias are websites and

text messages.

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EFFECTIVE COMMUNICATION METHOD

The main aim of the media is communication,

The following are the different steps in developing effective

communication through media.

a. Identifying the target audience.

b. Determining the communication objective.

c. Designing amessage.

d. Choosing the media.

e. Selecting the message source

f. Collecting feedback.

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Identifying the target audience

A marketing communicator starts with a clear

target audience in mind. It may be potential buyer

or current users, those who make the buying

decision or those who influence it. The audience

may be individuals or groups. The target audience

will heavily affect the communicators decision on

what will be said, how, when, where and who will

say it.

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Determining the communication objectives

Once the target audience has been defined, the

marketers must decide what response they will

seek. of course, in many cases, they will seek a

purchase response but a purchase results from a

long consumer decision making process the

marketing communicator needs to be moved. The

target audience may be in any of the following six

buyers readiness stage.

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Buyer readiness stages

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

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Designing a message

Having defined the desired audience response,

the communicator turns to developing an

effective message. Ideally the message should

get attention, hold interest, arouse desire, obtain

action {AIDA}.After putting the message

together the communicator must decide whattosay? (message content)

howto say? (message format)

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Message content

The marketer has to figure out an appeal ortheme that will produce the desiredresponse.

The three types of appeals are:Rational Appeal.

Emotional Appeal.

Moral Appeal.

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ational appeal

Rational appeals relate to the audiences selfinterest. They show that the product willproduce the desired benefits. Examples are

messages showing a productsquality,economy,value or performance.

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Emotional appeal

They attempt to stir up either negative orpositive emotions that can motivate

purchase. These include fear, guilt andshame appeals that get people to do thingsthey should or to stop doing things theyshould not.

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Moral appeal

Moral appeals are directed to the audiencessense of what is right and proper. They are

used to urge people to support social causessuch as cleaner environment, better racerelations, equal rights for women and aid tothe needy.

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Message structure

The market must also decide how to handlethree message structure issues.

1. Whether to draw a conclusion or leave it to

the audience2. Whether to present the strongest

argument first or last.

3. Whether to present a one sided argumentor two sided argument.

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Message format

Print ad- headline, copy, illustration,colour.

Radio- word selection, sound and voice. Television- blend of all these along with

body language, facial expressions, gestures,posture and hair style of the persons

involved. To attract attention, advertisers can use,

eye-catching pictures, headlines anddistinctive formats.

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Choosing media

The communication must now selectchannels of communication

There are two broad types ofcommunication channels

1. Personal

2. Non-personal

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Selecting the message source

In both the personal or non-personalcommunication, the messages impact on

the target audience is also affected by howthe audience views the communicator.Message delivered by highly crediblesources are more persuasive.

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Collecting the feedback

After sending the message, thecommunicator must research its effect on

the target audience. This given all thepositive and negative aspects related to theeffect of the message.

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IMPORTANT MEDIAS USING FOR ADVERTISING

NEWSPAPER

TELEVISION

DIRECT MAIL

RADIO MAGAZINES

YELLOWPAGES

NEWS LETTERS

BROCHURES

TELEPHONE

INTERNET

TEXT MESSAGES

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YELLOW PAGES

Yellow Pages refers toa telephone directoryof business,categorized accordingto the product orservice provided. Asthe name suggests,such directories wereoriginally printed onyellow paper.

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