 Advertisement: A Significant Form of Mass MediaDr. Archana Rani ()
Journal of Commerce and Trade, 2020, vol. 15, issue 1, 65-72 Abstract: Media is extremely important as a medium for advertising from the perspective of information, entertainment and of course key business functions. Usually, media operates in two areas i.e., either mass or niche. Since newspapers, magazines, television and radio have a huge radius to deliver messages to audience they are mass media. Mass-media-coverage is always fruitful for advertisers and they make proper use of it as potential platforms to reach out to a large audience. From the perspective of advertising every mass media touchpoint has an essential role to play. In this rapid-changing world, advertisers and corporates know that to approach out to a diverse user base, brand-promotion cannot just rely on one or two mass media platforms. So, to do that, an integrated communication strategy is developed wherein various mass media platforms are made to orchestrate to achieve high impact brand and product promotion. Advertisers are constant seeker of fresh and innovative mass media platforms for advertising communication. Opting the right medium is based on the engagement quotient of the audience. Keywords: Advertising; Commercial Art; Mass Media; Newspaper; Internet; Brands; Television (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:jct:journl:v:15:y:2020:i:1:p:65-72 Access Statistics for this article Journal of Commerce and Trade is currently edited by Dr. Himanshu Agarwal More articles in Journal of Commerce and Trade from Society for Advanced Management Studies |
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