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

avoided.

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

advertising.

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.

PG Diploma in Advertising and Public Relations in Delhi : Advertising and Public Relations College in

India : PG Diploma in Advertising and Public Relations Post Graduate Diploma in Advertising and

Public Relations in Delhi Advertising and Public Relations www.iimmdelhi.com