We have the means to communicate face-to-face using videos via phones and computers. According to the United States Department of Labor by using audio plus visuals this will increase user retention. Listeners who also viewed a message retain up to 65% of the information delivered. This is a huge difference when compared to 10% of a traditional listening audience and 35% of an visual presentation. Hands down, the audiovisual experience is perceived to be highly engaging and effective form of communicating ideas, music, sales pitches, teaching and more.
The audience in this context use logical or factual information such as numbers, polls and statistics to make a decision. Ethos, Pathos and Logos in advertising and marketing For some time by now, marketers and advertisers all over the world have used ethos, pathos and logos to communicate with consumers at different levels. Ethos is what marketers and advertisers use for relationship building, establishing credibility and loyalty between the consumer and the brand. Ethos, in short is how the consumers understand what the brand stands for in the global market place. Pathos talks about what marketers use to appeal to the emotions of the consumers or in other words how advertisers choose to connect with their audience at an emotional level.
Billions of people worldwide use social media networks. Media makes people listen and see and therefore forces them to reflect on a message. Therefore, media has a positive influence regarding the effects of disasters because it enhances safety, criticizes events occuring in the world, and raises awareness.
For instance, technology has built the strongest communication bridge among the people of the world which they can communicate to each other no matter where they are, and they can travel wherever they want. These improvements of technology bring a lot of changes in the people’s lives and give more credit for these changes. So, Technology has a significant role in our life especially in making a prosperous life, unlimited communication, and treatment of incurable diseases. Technology is the integrate part of our life that we cannot ignore or escape from it. By the invention of new kind of technologies, our lifestyles become change and facilitate a prosperous life for us.
CHAPTER 1 INTRODUCTION Of all marketing weapons, advertising has primary impact on viewers mind, as its exposure is to a large extent. Almost every one grows up in the world which is swamped with the mass media e.g. Television, Advertising, Movies, Videos, Billboards, Magazines, Music, Newspaper, and Internet. Of all marketing weapons, advertising is well-known for its durable impact on viewer’s mind, as its coverage is much broader. Advertising is a compartment of promotion mix which is one of the 4P’s in the marketing mix i.e.
This third P has also sometimes been called Place, referring to the channel by which a product or service is sold, which geographic region or industry, to which segment (young adults, families, business people), etc. also referring to how the environment in which the product is sold in can affect sales. • Promotion: This includes all aspects of marketing communications; advertising, sales promotion, including promotional education, public relations, personal selling, product placement, branded entertainment, event marketing, trade shows and exhibitions. Marketing research. Marketing research is a systematic process of analyzing data which involves conducting research to support marketing activities, and the statistical interpretation of data into information.
One of the importance of ICT is that it has helped in the technological development of Mass Communication. With the increased role of the Internet in delivering news and information, mass communication studies and media organizations tend to focus on the convergence of, publishing, broadcasting and digital communication. The internet was created to provide easy access to much needed information, education and entertainment online. It provides less expensive option to these sources, because people can easily download an entire musical album from a website and use at a much lower fee. Also, introduction of this new technology has not only enhanced Mass Communication but also challenges the traditional concept of Mass Communication where according to the old definition, the source of Mass Communication message was defined as a large organization whose message is sent to a large heterogeneous scattered audience.
In this era of advanced technology, the social media has become a very good platform for effective advertising and marketing strategy to reach a wide and large audience (Delzio, 2016). Social media is so popular that not only the youngsters are too attached to the social media, but the adults and elders also catching up with the trend so that they will not be left out. Little by little, social media has become an integral part of culture and norm for majority of people in today’s world to the extent that many advertisers and marketers see it as a very good opportunity to build awareness on what they wanted to promote or sell (Delzio, 2016). Modern advertisers have already changed their platform from traditional advertisement to social media advertisement (Demoss, 2014). However, advertising on social media does not guarantee high effectiveness as social media also have its weaknesses.
Professor Bordes got the cue from a study of management of marketing costs by Professor James Gulliton who described the marketing executive as a mixer of ingredients. The objective of marketing is to identify, anticipate and satisfy the customer needs in relation in relation to markets. Within the limitations given by the market situation, by the available resources and the general direction provided by the organization’s overall aims, there is a broad range of different activities suitable for achieving the organization’s goals. The organization or a firm can use a variety of marketing’ instruments’ in regard to its products or services, their pricing, their distribution or sale and their
Chapter 5 MEDIA PLAN Print Media Print media is known to be one of the most effective forms of advertising. According to Chris Joseph (2016), print media is a helpful way in advertising because it has unlimited exposure, advertisements can be seen anytime and anywhere. Moreover, it reaches a wide range of people and so the advertisement can be seen by the target audience. Print media includes newspapers, magazines, brochures, and posters. NEWSPAPERS Newspaper is known to be the main form of print media.