Principles of Marketing Communication Traditional Media Essay Example

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Principles of marketing communication traditional media


traditional media (print and support).with regard to Hongcharu and Eiamkanchanalai) and a Comparative Study of Traditional Mass Media, The Internet And Mobile Phones for Integrated Marketing Communications by Jones et al The study provides a critical analysis on two scholarly articles (Memory for Advertising and Information Content: Comparing the Printed Page to the Computer Screen by ntegrated marketing communications is at the moment enduring one of the most fascinating progresses as the majority of media communicating media with the target audience are progressively changing.Hongcharu and Eiamkanchanalai (2009) think that i On the other hand, Jones et spite of the distinctive consumer factors along with hypermedia factors, effective traditional advertising, which consists of information memory, is still imperative in this novel medium. For instance, newspapers and magazines are succeeding by running display advertisements from the printed version in the online news version with merely small changes, and also online information that is not persuasive time and again takes on the manifestation of a normal printed page, writes Jones et al., that exist between Internet and other marketing media with regard to effectiveness of traditional communication measures, like memory, attitude, objective to purchase, and buying. According to Jones et al. (2005) examines the connection With the rapid increase in use of Internet as a medium of communication,

Critical Analysis

The traditional mass media revenues with broad coverage like newspapers and magazines as well as over-the-air broadcast television are tumbling as promotion revenues since such mass media have failed to offer promising outcomes as anticipated by the marketers, writes Hongcharu and Eiamkanchanalai. The target audience for the traditional mass media as per Hongcharu and Eiamkanchanalai (2009) is drifting apart to media that is more segmented like satellite as well as cable, the Internet, and special magazines. New-fangled communication technologies have widened chances for mobile phones and the internet to develop considerably during the previous decades and have been used for purposes such as marketing communication. According to Jones et al., informal polls prove that most individuals strongly have a preference to read from printed newspaper or magazines than through internet, even based on the literature comparing print media to screen media, the display medium effects itself remains inadequately searched. Jones et al. further notes that, research with regard to differences in memory for news (informative) content exhibits no dissimilarity between screen and print media for marketing communication. Other proof for memory for news, as mentioned by Jones et al established that print media either magazine or newspaper were more preferred to broadcast media (radio, TV). However, the print or support media format, while directionally superior, was not considerably superior to the computer screen.

research on mass media has concentrated on the distinctions in the midst of traditional mass media, like print, support, television, and radio. Print information either in magazines or newspapers; have proved to be better than acoustic information. Jones et al argue that traditional mass media into three broad categories: print, support, and broadcast media. In this case, print media consist of magazines and newspapers, while broadcast media comprise radio as well as newspapers, whose signals may be broadcasted through wireless or wired communication. On the other hand, support media consist of the rest which cannot be printed or broadcasted like advertising as well as entertainment program communication. Up to now, Hongcharu and Eiamkanchanalai dividemass media offer one-way communication, wherein the audience cannot communicate with the message sender as well as there subsist no real individual to interact with. In their study, Hongcharu and Eiamkanchanalai, the relative cost of utilising such media is extremely low when considering the figure of target audience attained. According to Hongcharu and Eiamkanchanalai posit that been trendy communication means for creating brands, given that they can reach an enormous number of audiences promptly. For that reason, Hongcharu and Eiamkanchanalai haveTraditional mass media as maintained by

the Internet permits direct delivery of informational services or products to clients while traditional mass media has no ability to directly deliver services or products to clients. Hongcharu and Eiamkanchanalai, are not common as the majority of persons do not have a PC or it is still not convenient for the targeted audiences to switch to the Internet every time they desire. According to Hongcharu and Eiamkanchanalai Internet can process every information format from motion picture, voice, text, and still picture; thus, resolving flaws of the traditional mass media, given that every mass media can just process particular information formats. For example, print media has no ability to process motion picture as well as voice, whilst radio has no ability to process both motion and still pictures. For that reason, company for all mass medium has to encompass a website to balance its channel content, but the Internet technologies as written by Hongcharu and Eiamkanchanalai,belief that people have a preference on printed material, after analyzing consumer use of and preference for printed manuals against online applications. In the study, 92% of users pointed out that they read printed documentation as a minimum once per month, relative to 52 percent who use on-line help during the similar duration. Presently, as per Jones et al further confirmed the usually draws more effort than TV for the reason that print is deemed to involve more effort in processing. Jones et al writes that print media For instance,


print and support media (newspaper and magazine) must be a more influential means for marketing communication than screen media.Jones et al. (2005) maintain that both articles concur that traditional media can no longer be solely depended as a marketing communication. However, . What’s more, propose adoption of integrated marketing communication, which affirms that communication does not occur in a vacuum, but instead on a wider milieu which comprises not just of traditional media but as well other media for marketing communicationHongcharu and Eiamkanchanalai (2009) communication technologies have expanded opportunities for the internet to develop considerably and can now be used for purposes of marketing communication. Therefore, In conclusion, both articles have the same opinion that new


Hongcharu, B. & Eiamkanchanalai, S., 2009. A Comparative Study Of Traditional Mass Media, The Internet And Mobile Phones For Integrated Marketing Communications. Journal of Business & Economics Research, vol. 7, no. 12, pp.31-40.

Jones, M.Y., Pentecost, R. & Requena, G., 2005. Memory for Advertising and Information Content: Comparing the Printed Page to the Computer Screen. Psychology & Marketing, vol. 22, no. 8, pp.623–48.