Introduction With the popularity and interactivity offered by the Internet and World Wide Web, media organizations see the Web as a medium they must conquer if they are going to survive Villano, They have good reason to be concerned. From an historical perspective, whenever a new medium reaches critical mass it threatens to, and does, displace existing media to some degree. For example, the upstart television industry took consumers and advertisers away from the radio industry back in the s and s.
Radio and TV are five of the media that form what is commonly referred to as the traditional media. The other components are newspapers, magazines and the internet.
Companies typically build ad campaigns that rely on one or more of these media along with other support media. Despite criticism for high costs, advertisers have the best chance to reach a large audience through television.
Reach is the total number of people exposed to your advertising message. Companies focused on generating brand awareness often have reach as a major objective. It is not uncommon for the most highly rated prime-time television shows to have 10 million or more viewers on a given night.
TV Creativity Television also offers the greatest creative opportunity among the traditional media. It has visual elements like print and audio like radio, but it also has dynamic movement. Advertisers often try to tell stories within their ads that have an impact on the audience. Creativity can give greater meaning to a brand beyond its basic product.
With TV, you can target emotional connections, incorporate characters that the audience can relate to and offer multi-sensory appeal.
Radio Costs Radio is typically viewed as one of the lower-cost traditional media. Depending on how you look at it, this either leads to, or is a result of, the fact that local businesses constitute a significant amount of radio advertising. Radio does not require the video equipment and logistics of producing more expensive television commercials.
Radio spots are also less expensive than TV placement, and they are often sold in packages of a certain number of spots in a rotation.
Radio Timeliness Radio and newspapers offer the most timely ad placements of any of the traditional media. This benefits the advertiser in two ways. One is that the turnaround time on getting an ad on air is very brief.
A common time frame of a radio ad is three weeks production and two weeks to develop a total media buy. This is to produce an ad of strong quality and to buy significant air time.
Small businesses can often produce and place on ad in just a few days. Timeliness also means that you can deliver more timely messages to promote current business activities and promotions.The faculty of the media arts and studies program are skilled professionals who teach students how to become producers of mass media (film, video, broadcast TV, radio, online programming, media writing).
Radio and TV are five of the media that form what is commonly referred to as the traditional media. The other components are newspapers, magazines and the internet. Introduction Amongst all the mass media today, television attracts the largest number of viewers.
Its audience is greater in size than any of the other media audiences.
This is because television is able to attract the audiences of all age groups, literate and illiterate and of all the strata of the society.
A form of media that revolutionized the way humans communicate was the radio. David Sarnoff is the best candidate for the man who put radio on the map. Although it may have not been his choosing, the sinking of the Titanic in put his name in the r 3/5(1).
Role of Television as a Mass Medium 1. - Amulya & Civi 2. Introduction Amongst all the mass media today, television attracts the largest number of viewers. You can use the mass media to refer to the various ways, especially television, radio, newspapers, and magazines, by which information and news are given to large numbers of people.
the development of the mass media.