Mass Communication & Journalism

WHY HIRE AN ADVERTISING AGENCY? Expertise and experience- An advertising agency brings together people with the required expertise and experience of the various sub-disciplines of advertising. Thus, it has the copywriters, visualizes, researchers, photographers, directors, planners and people who get business and deal with clients working in ad agencies. An agency moulds all these people into a team and gives them a highly conducive work atmosphere. The agency makes the best use of their talents and experience to deliver rapidly, efficiently and in greater depth than a company or organization could do on its own. Objectivity and professionalism- Advertising agencies are highly professional. Objectivity is a major virtue of ad agency. They operate in a strange way. While they take up advertising for others, agencies hardly advertise themselves. Ad agencies being outside intermediaries can be objective. They thus will offer independent and detached viewpoints and suggestions based on obj...

ELEMENTS OF DIFFUSION PROCESS Four elements are required for diffusion process of an advertising message: ü      An innovation, which is an idea or a product or a service that is perceived new. ü      Its communication from one individual to another ü      Its penetration from one individual to another ü      Its use over a period of time CHARACTERISTICS OF AN INNOVATION The characteristics of an innovation vary from one product to another, and tend to vary between geographic area and culture. These characteristics are summarized as: Relative Advantage: This refers to the superiority of the innovation over existing offers. Compatibility: Innovation has compatibility if it fits with the values and life-style of the prospects. Complexity: It means the degree of difficulty that consumers experience in understanding how it works and in using it. Divisibility: It is the extent to which the innovation may be used ...

  PRESS RELEASE A press release, news release, media release, press statement or video release is a written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy. Typically, they are mailed, faxed, or e-mailed to assignment editors at newspapers, magazines, radio stations, television stations, and/or television networks. Commercial press release distribution services are also used. HANDOUT A handout is something given freely or distributed gratis (without compensation). It can refer to materials handed out for presentation purposes or to a charitable gift, among other things. According to John Hoheberg, author of the book “The Professional Journalist” handout is a contemptuous name bestowed by newspapers long ago on the public relations news release. PRESS NOTE A press note is neither a news story, nor a press release, nor a handout which leave the sub-editor at liberty to publish it or the otherwise. It is an ...

  Holding a press conference is one of the best promotions you can do for a product or service, or to establish a certain agenda. Gathering the press together gives your story a chance to be covered and therefore be known all over the place. PREPARE THE PLACE FOR PRESS CONFERENCE:       Usually, a press conference is held in a place familiar to the media like the local municipal building or a hotel. Consider the place’s accommodation capacity, too. How many people do you expect to come at the press conference? If there will be TV coverage, the place should have enough space where to set up cameras. There should also be electrical outlets. If it will be an outdoor event, make sure you’ll have an alternative place in case of bad weather.   CHOOSE THE BEST TIME AND DAY FOR THE PRESS CONFERENCE:  Whatever day and time you choose, make sure that you start the press conference on time. Media people are busy people. They still have other events to c...

  How are the Juries verdicts influenced by their individual dispositions and by their working together? Explain with examples from Pakistani Society. A jury is a sworn body of people convened to render an impartial verdict (a finding of fact on a question) officially submitted to them by a court, or to set a penalty or judgment. Modern juries tend to be found in courts to judge whether an accused person is not guilty or guilty of a crime. (There is no such verdict as "innocent"). A person who is serving on a jury is called a juror. These courtroom influences upon “the average juror” are worth pondering. But no juror is the average juror; each carries into the courthouse individual attitudes and personalities. And when deliberating, they influence one another.  JUROR COMPREHENSION In making their decisions, jurors first construct a story that makes sense of all the evidence . After observing one murder trial, some jurors concluded that a quarrel made the defendant angry, trig...

PRINT MEDIA T he term printed media is used to cover those communication techniques that rely principally on combinations of printed words and pictures. They are our oldest formal combination. To use them effectively the educational levels and literacy rate of the audience must be considered. Extension programmes can take a broad and creative approach to ways in which to use print methods for conveying news to specific audiences. Newspapers may come to mind first, but they are only one of several print a mass media available to convey extension news and information. TYPES OF PRINT MEDIA Newspapers: Newspapers are the most popular forms of print media. The advertiser in this case can choose from a daily newspaper to a weekly tabloid. Different types of newspaper cater to various audiences and one can select the particular category accordingly. Advertisers then design press advertisements where in the size is decided as per the budget of the client. Magazines: Magazines also of...

  WHAT IS AGGRESSION? In psychology, as well as other social and behavioral sciences, aggression (also called combativeness) refers to behavior between members of the same species that is intended to cause pain or harm. Aggression takes a variety of forms among human beings, and it can be physical, mental, or verbal. Aggression should not be confused with assertiveness. CATEGORIES There are two broad categories of aggression. These include hostile, affective, or retaliatory aggression and instrumental, predatory, or goal-oriented aggression. Empirical research indicates that there is a critical difference between the two, both psychologically and physiologically. Some research indicates that people with tendencies toward "affective" aggression, defined in this study as being "impulsive, unplanned, overt, or uncontrolled" have lower IQs than those with tendencies toward "predatory" aggression, defined here as being "goal-oriented, planned, hidden, or c...

Instinct theory is a theory that all actions, thoughts, and intents can be traced back to being caused by instinct. Human actions such as ridiculing others can be thought to be akin to an animal attacking a younger animal of the same species so as to deter them from trying to usurp a leader in the pack. It is often this that offers an explanation for why a person would act one way or another. Adultery is another form of this. Instinct tells animals to take the easiest path to survival. If a significant other doesn't produce offspring or sufficiently please a person, that person might look for another way to perpetuate the species or to live more easily. It is an advanced form of crude animal behavior.   The influence of dualism on early psychology provided a temptingly simple answer to the question of why people behave as they do. Because dualist views of human nature supported the idea of free will, the dualist 'theory' of motivation succinctly asserted that people choose ...

  The frustration aggression theory states that aggression is caused by frustration. When someone is prevented from reaching his target, he becomes frustrated. This frustration then can turn into aggression when something triggers it. For example, if you failed in your final exam, you will definitely become frustrated. What if someone you barley know told you “You are such a loser not to pass that exam”. In this case, your stored frustration will surely turn into aggression. Note that the frustration aggression theory does not provide explanation to all types of aggression but it rather focuses on aggression that prevents you from reaching your aim. Aggressive people need special treatment:           If you found someone acting in an aggressive manner know that behind this aggression is some kind of frustration, your goal should be allowing that person to release his feelings of frustration in a constructive way. Confronting him wit...

  Social learning theory is derived from the work of Albert Bandura  which proposed that social learning occurred through four main stages of imitation:  close contact  imitation of superiors  understanding of concepts  role model behavior For the article on social learning theory in psychology and education see social cognitive theory. It consists of three parts: observing, imitating, and reinforcements Julian Rotter moved away from theories based on psychosis and behaviorism, and developed a learning theory. In Social Learning and Clinical Psychology (1945), Rotter suggests that the effect of behavior has an impact on the motivation of people to engage in that specific behavior. People wish to avoid negative consequences, while desiring positive results or effects. If one expects a positive outcome from a behavior, or thinks there is a high probability of a positive outcome, then they will be more likely to engage in that behavior. The behavior is reinforced, wit...