Wednesday, 22 June 2016

Mass Communication – Not just about ‘Anchoring’

Every year more than a million students from all over India come to Delhi and Mumbai to pursue their dreams of becoming celebrity anchors, reporters, actors, filmmakers and radio jockeys, implicitly, this is their ultimate road to fame and popularity, instantly. In the desperate need for becoming a well-known figure, the in-depth knowledge about the field and strong theoretical understanding takes the backseat. Hold a mic and blabber about anything, is called reporting, language and background research on the topic is hardly considered as a part of good reporting or if you have a camera you are already a filmmaker, similarly if you think you
have a good voice, you will call yourself an RJ. Hence, this is considered as the fastest way for overnight success. Well! This is far true from reality, it is impossible to get overnight success in any field and that too without having a strong academic knowledge, expertise and historical acquaintance.

The whole and sole purpose and meaning of mass communication is, to send a message from sender to the receiver (masses, audience or buyers), using the most suitable channel. The beauty of mass communication lies in how well and clearly the message has been sent to the masses and how they have responded to it.

This article deals with what exactly mass communication is all about and how it has been misunderstood by many of us. First of all it is important to understand the difference between Mass communication and mass media. Mass media is a diversified collection of media technologies that reach a large audience via mass communication. If we look back in the past, few centuries ago, mass media particularly in India was limited to folk songs, folk dances, tales which were mostly based on mythological characters at least until the origin of newspaper in the 18 th century. It was the beginning of the revolutionary era and the rise in the power of mass communication. Newspapers then were quite different from the newspaper today. They were the only source of battle news and were the only propaganda tool.

Presently, for any aspiring mass media student it is indeed essential to study the role of the media in the in Indian society today. There are many theories developed by sociologists and media scholars to study the effects and role of media and its impact on the masses. For instance, the limited effects theory (1940’s) argues that people rely more on their personal experience and belief and media only exerts a negligible influence. Whereas, class-dominant theory argues that the media reflects and projects the view of a minority elite, which controls it and cultural theory combines the two theories and claims that people interact with media to create their own meanings out of the images and messages they receive.

Hence, it is impossible to establish ones place in this field without knowing its roots and grounds.

At International Institute of Mass Media, we aim at creating a platform for our students to develop an in-depth understanding about the diverse technologies and ways of mass communication, we open the doors of learning, exploring and understanding mass media in a much more broader and innovative way. We have divided our courses in broad categories like Journalism (Print and Electronic), Advertising and PR, Direction and Production and New media.

We teach a blend of theory and practical and we also conduct assignment based and project work based teaching where all students need to create their own production portfolio. Our bachelors’ and masters’ courses in mass communication degree give you ample exposure to journalism. We provide a 360 degree education program that takes care of all your needs, gives you the extra edge that you require.

Thursday, 16 June 2016

Advertising strategies and its evolution

We get so troubled with seeing ads repeatedly for brands especially the older ones. It gets boring to

see these messages again and again and then we wonder that do these ads really help the brand or

do they take away from the image of the brand by bugging and irritating the viewer.

Then we also wonder that why do advertisers plan it this way. What is the aim of boring the viewer

and creating negativity for themselves.

What advertising does to the mind of the consumer will determine what it does for the brand. We

use this tool for marketing our brand or idea and letting it give a positive contribution to the brand

building process.

Brands that have been there for long and brands that are strong in the market have used this tool of

advertising to build themselves.

Research has shown that brands that are strong in the market or are what we call market leaders

need less and less of advertising to maintain the same level of recall and reminder. Constant

advertising pays in the long run and what is seen is that over time the brand name gets established

in the consumer’s mind and by seeing a short ad or a flash of the brand name the viewer or

consumer is able to recall the brand fast and also all the previous ads or messages get refreshed in

the mind. So by advertising occasionally or infrequently we are able to achieve the same results

what constant advertising would have done. Also the boredom is not created and the negativity


So what we see is that overtime the brand’s advertising expenditure reduces and the effect of an ad

gets enhanced. Brands that are well established in the market need less and less of spend on


But that does not mean the expenditure on advertising can stop. The reduction in spends does not

mean that it can reach a figure of zero or become nil. Brands that do not advertise continuously tend

to be forgotten very fast also. Also the impression created is that maybe the brand is dead or has

declined. People move over to others which become fresher in their minds. So what we see is that

brands need to keep announcing themselves and keep making an appearance on and off. Yes strong

and popular ones get a major advantage that they get more mileage and even low levels of

advertising gets the brand a lot of benefit.

Smaller, less established ones need to work harder and especially in terms of talking about

themselves and their features and benefits and thus need to advertise more. So we see that they

advertise and announce themselves more and they need to keep bombarding the viewers with

messages so they spend more or have a higher budget than the well established ones.

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Thursday, 12 May 2016



At the outset, let us understand what advertising is.

Advertising and Public Relations are not ‘mass media’ in the way that the press, the cinema, radio and TV and the folk media are.

They are not so much mediating technologies for reaching the masses as commercial uses of the mass media to get across persuasive messages to large numbers of customers with the primary purpose of selling products, services and ideas.

Advertising and Public Relations are thus ‘applied’ mass media.

Advertising and Public Relations have indeed been the engines of growth for the mass media since much of the financial support for the development of the technological media has come from business and industry.

Both business and industry need large-scale advertising and public relations to make their wares, strengths and differentiators known in the marketplace.

This has resulted in a certain ‘interdependence’ of the media and business. Further, since other social institutions too (such as politics, education, religion, atheism, agnosticism, science, rationalism, empiricism, and art and culture) need to speak to the public and to publicise their activities, they are required to make use of the media as well.

As a consequence, advertising and public relations have become so closely intermeshed with the mass media that the distinction between the media as public fora and as tools of publicity for business and other social institutions has become gradually blurred.

Advertising and Public Relations thus hold the key to understanding both the form and substance of modern mass communication.

Indeed, the history of mass communication has been largely shaped by the needs of advertising and public relations on the part of business, government and other social, political and cultural institutions.

Both advertising and public relations are forms of publicity, but with a difference.

Advertising is paid for, and is direct and explicit: media users for the most part recognize advertisements for what they are, and know who has paid for them, as well as who the sponsors are.

Advertising rates for the various media are in the public domain and so the ‘adspend’ can be calculated.

The source of the advertisement is also known, so is the name of the agency that created or produced it.

Public Relations, however, is subtle and often unrecognized by the general public. It is not paid for directly, and the sponsor is rarely mentioned.

That is largely true for ‘press or media relations,’ ‘advertorials’ and lifestyle/celebrity (or ‘Page Three’) journalism. However, in PR activities such as community services, exhibitions, cultural and sports events, health camps and so on, the sponsor’s name is widely publicized.
An advertisement is thus a public announcement with the avowed purpose not so much to inform as to persuade the public to buy a product, a service or an idea.

According to the Drugs and Magical Remedies (Objectionable Advertisements) Act of 1954, an advertisement includes ‘any notice, circular, label, wrapper, or other document and any announcement made orally or by means of producing or transmitting light, sound or smoke.’

Public Relations, on the other hand, is the ‘deliberate, planned and sustained effort to establish and maintain understanding between an organization and its public.’

Tuesday, 10 May 2016


 Over the last 100,000 years our species has been on quite a journey: we have gone from living as primitive hunter-gatherers surviving on scraps to a planet-conquering hyper-connected species that defines its own destiny.

Today we enjoy mundane experiences that our ancestors could never have dreamed of. We have clean “rivers” (meaning clean municipality-supplied water) that we can call into our well-adorned “caves” (meaning homes, bungalows, apartments, condominiums, villas, townhouses) when we desire.

We hold small rock-sized devices (meaning smartphones, tablets, iPads) that contain the knowledge of the world.

We regularly see the tops of clouds and the curvature of our home planet from space.

We send messages to the other side of the globe in eighty milliseconds and upload files to a floating space colony of human beings at sixty magabits per second.

Communication has been classified into several types: in terms of the verbal and non-verbal; the technological and non-technological; the mediated and non-mediated, the participatory and non-participatory and so on.

Most of these typologies, however, are primarily for pedagogic or instructional purposes; in actual practice, there is much overlapping and mixing of the various types. The typologies must be seen as attempts at coming to grips with the apparently simple but really complex phenomenon of communication.

International Institute of Mass Media is delhi based Mass Media Institute. We have best faulty member who grooms our students as present media industries' need. We offer Bachelor of Mass Communication, Master of Mass Communication and Post Graduation Diploma in Advertising and Public Relations. Beside these courses we also offer short terms technical courses like Production & direction, PhotographySound, TV and Radio Journalism and broadcasting, News reading, Anchoring etc................”

One common typology relates to the size of a social group or the number of people involved in the experience of communication. Such a typology ranges from the intrapersonal and interpersonal and transpersonal, to the group and the mass.

Another typology relates to the extent of interactivity between the participants in the context of different technologies. So we can speak of face-to-face non-mediated communication, ‘mediated communication’ and ‘computer-mediated communication,’ for instance.

Because of the complexity and the many varieties of conflict within organisations, no single technique will enable all organisations to manage conflict effectively. There are, however, three basic kinds of action to consider. One, two, or all three of them might prove helpful in a given conflict situation. They include increasing intergroup contacts, determining a superordinate goal, and restructuring the organization.
One way to defeat stereotypes and increase communication is to bring the conflicting parties into more frequent contact. This can be dangerous, however. Sometimes combatants who are brought together merely devote their time to propaganda, arguing themselves as right and the other side as wrong and thus reinforcing the stereotypes they were supposed to destroy. This is especially likely when the parties have made up their minds in advance about all the matters in contention and when the intergroup contact is between representatives who are committed to upholding their own group’s position. On the other hand, the chances for success increase if the parties see such meetings as a method of developing joint solutions and as a rich source of shared data for problem solving. This has been proved experimentally as well as in actual practice. In one field study that the students of corporate communication of the International Institute of Mass Media conducted in a manufacturing plant in Haryana, the formation of an intergroup task force not only reduced destructive conflict but also resulted in a sixty percent increase in product quality.

Wednesday, 4 May 2016


All newspapers now have an online version and some have only an online version and are referred to only as ‘online newspapers.’

The audience of online newspapers tends to be younger. Younger people typically tend to be very well-informed and better-informed than older people.

The audience for online newspapers, by virtue, of its age and demography, is also much more tech-savvy as well as mobile. They like to get their news on the go, via smart phones, tablets and hand-held devices hooked to the internet while they might be commuting in the metro or while sipping cool drinks in a pub or a restaurant.

Such people are high on awareness and they are accessible to the portals since they are online 24 X 7. They also access the online newspapers in a geographically dispersed area ranging across town, cities or countries.

Who then is a ‘Journalist?’ And what is ‘Journalism?’ The words ‘journalist’, ‘journal’ and ‘journalism’ are derived from the French ‘journal,’ which in its turn comes from the Latin word ‘diurnalis’ or ‘daily.’ The ActaDiurna, a handwritten bulletin put up daily in the Forum, the main public square in Ancient Rome, was perhaps the world’s newspaper.

In later periods of history, pamphlets, tracts, reviews, periodicals, gazettes, newsbooks, corantos, news sheets and letters came to be termed ‘newspapers.’ Those who wrote for them were first called ‘news writers’ or ‘essayists’ (even ‘mercurists’) and later ‘journalists.’

The Mughal rulers in India employed ‘vaquianavis’ and ‘confia-navis’ as public and secret news writers to record once a week in a ‘vaquia’ (a sort of gazette or mercury) the events of importance in the empire. These news letterswere read to the king every evening by the women of the court.

The British colonial rulers used a system of ‘informers’ for their ‘Eyewitnesses’ were in the tabloid tradition.

In recent years, India TV, Janmat (now Live India) and the crime-based programmes on several television news channels verge on the sensational and the tabloid.

Now let us examine what ‘news’ is. The nature of journalism and one’s approach to what journalism is, therefore, depends on one’s perspective of news and news values.

News is the account of an event, not something intrinsic in the event itself. Hence ‘news’ is the written, audio or visual presentation of the event. Further, such a presentation or ‘representation’ or ‘construction’ of an event has to be in a particular format and is selected according to a certain professional value-system to make it ‘news.’ It needs to be emphasized that ‘news is the end product of a complex process that begins with a systematic sorting and selecting of events according to a socially constructed set of categories.’
So, it is not the event which is reported that determines the form, content, meaning or ‘truth’ of the news, but rather the ‘news’ that determines what it is that the event means.

The meaning results from the cultural discourse that ‘news’ employs. As one renowned social linguist puts it: ‘News is a social institution and a cultural discourse which exists and has meaning only in relation to other institutions and discourses operating at the same time.’

To study in Journalism: International Institute of Mass Media offers following courses:

Sunday, 10 January 2016

Testimonial for IIMM by our student Cchavi Sharma

Written Testimonial to IIMM International Institute of Mass Media B 50 South Extension Part 1 New Delhi 49 by Cchavi Sharma, student of the Post Graduate Diploma in Advertising and Public Relations sent on January 03, 2016:

"Hello Sir,

I would like to thank you and all the other faculties of my institute for showing immense faith in me and choosing me for this wonderful opportunity of working in such a prestigious company. I feel great to have joined this institute as it has made me more confident and has helped me to become professionally and personally competent.
I am also very happy with the placement process provided to me by the institute. I was honored when the institute called me for an internship. Thank you to each one of you for helping me evolve as a better person.

The studies at IIMM also helped me during my internship. The various presentations given by me during the classes were helpful in preparing for professional presentations as well. Thank you IIMM for everything!

Cchavi Sharma"

Monday, 4 January 2016

IIMM Entrance Exams First List and Second List 2016

IIMM First List Entrance Exam for Non Delhi NCR (Outstation) Candidates: Sunday June 26, 2016

10 A.M. to 5 P.M.

IIMM Entrance Exam for Delhi NCR Candidates: Sunday and Monday June 26 and 27, 2016

10 A.M. to 5 P.M

Last Date to apply to IIMM: June 23, 2016

Venue of Exam: IIMM B 50 South Extension Part 1 New Delhi 49

IIMM Second List Exams will be conducted over July 24 and 25, 2016 in case we do not find the required number of high quality candidates in the First List.

Exam to comprise a two hour written exam of 100 marks which will contain objective (multiple choice) and subjective questions (bilingual - Hindi and English) plus 50 marks of group discussion (bilingual - Hindi and English) and 50 marks of panel interviews (bilingual - Hindi and English). 

All examinations, IIMM entrance exams as also all the education and training at IIMM is bilingual - Hindi and English. We select and place students in mass communication jobs in Hindi and in English.

IIMM Application Fee: Rs. 1000 (One Thousand Only) payable online through credit cards and debit cards, NEFT, bank deposit, DD, as well as over the counter (face to face) payment at IIMM B 50 South Extension Part 1 New Delhi 49

IIMM Entrance Exam will be conducted through the offline or online modes as the candidate chooses.

All IIMM Entrance Exams - offline and online - will be conducted over July 26 and 27 (First List)

IIMM Second List Exams will be conducted over July 24 and 25, 2016 in case we do not find the required number of high quality candidates in the First List.