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Advertisement : A Significant Form of Mass Media

Author

Listed:
  • Dr. Archana Rani

    (Head & Associate Professor: Drawing & Painting Department, R.G. (PG) College, Meerut)

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.

Suggested Citation

  • Dr. Archana Rani, 2020. "Advertisement : A Significant Form of Mass Media," Journal of Commerce and Trade, Society for Advanced Management Studies, vol. 15(1), pages 65-72, April.
    • Handle: RePEc:jct:journl:v:15:y:2020:i:1:p:65-72
    as

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    File URL: https://www.jctindia.org/index.php/jct/article/view/a20-ar
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    References listed on IDEAS

    as
    1. Carl Shapiro, 1983. "Premiums for High Quality Products as Returns to Reputations," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 98(4), pages 659-679.
    2. Lehu, Jean-Marc & Bressoud, Etienne, 2008. "Effectiveness of brand placement: New insights about viewers," Journal of Business Research, Elsevier, vol. 61(10), pages 1083-1090, October.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Advertising; Commercial Art; Mass Media; Newspaper; Internet; Brands; Television;
    All these keywords.

    JEL classification:

    • F11 - International Economics - - Trade - - - Neoclassical Models of Trade

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