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...

  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...

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...

  Language is a term most commonly used to refer to so-called "natural languages" — the spoken and signed forms of communication ubiquitous among humankind. By extension the term also refers to the type of thought process which creates and uses language (cf. innate language). Essential to both meanings is the systematic creation, maintenance and use of systems of symbols, which dynamically reference concepts and assemble according to structured patterns, in order to form expressions and communicate meaning. The scientific study of language is called linguistics. General semantics deals with the relationship between language and reality, and with the ways in which language influences our thinking. A language is a system of signs (symbols, indices, icons) for encoding and decoding information. Since language and languages became an object of study by ancient grammarians, the term has had many different definitions. The English word derives from Latin lingua, "language, ton...

  SUBLIMINAL PERCEPTION A subliminal message is a signal or message embedded in another object, designed to pass below the normal limits of perception. These messages are indiscernible by the conscious mind, but allegedly affect the subconscious or deeper mind. Subliminal techniques have occasionally been used in advertising and propaganda; the purpose, effectiveness and frequency of such techniques is debated.  Subliminal perception occurs whenever stimuli presented below the threshold or limen for awareness are found to influence thoughts, feelings, or actions. The term subliminal perception was originally used to describe situations in which weak stimuli were perceived without awareness. In recent years, the term has been applied more generally to describe any situation in which unnoticed stimuli are perceived. CONCEPT The concept of subliminal perception is of considerable interest because it suggests that peoples' thoughts, feelings and actions are influenced by stimuli t...

  AUTOMATIC EXPOSURE Automatic exposure is based on the theory that people are often exposed to a media environment while doing other things.  Donohew, Nair, & Finn (1984): media users' cognitive systems pay attention as needed, with attention levels varying over time. "Most media exposure is carried out in a nearly mindless state".  TV viewing, and radio use may be habitual or ritualistic.  For instance, this theory says that when you do homework with the radio on, you may selectively perceive songs and mentally "tune out" commercials. Exposure to mass communication may not always be highly deliberate or purposeful. Many times people seem to be making their way through the mass communication environment while on a kind of “automatic pilot” (Donohew, Nair, & Finn, 1984). Common everyday examples of this phenomenon include people working at their desks with the radio on in the background, or washing dishes while also giving some attention to the...

  SOCIOLOGY Sociology is the study of society. Sociology is both topically and methodologically a very broad discipline. Its traditional focuses have included social stratification (i.e., "class"), social mobility, religion, secularization, law, and deviance, while approaches have included both qualitative and quantitative research techniques. As all spheres of human activity are sculpted by social structure and individual agency, sociology has gradually expanded its focus to further subjects, such as medical, military and penal institutions, the Internet, and even the role of social activity in the development of scientific knowledge.  The range of social scientific methods has also broadly expanded. The linguistic and cultural turns of the mid-twentieth century led to increasingly interpretative, hermeneutic, and philosophic approaches to the analysis of society. Conversely, recent decades have seen the rise of new mathematically and computationally rigorous techniques, suc...

  Word culture is often used to refer to refined tastes in art, literature, or music etc. the sociological use of the term in much wider, and includes that entire way of life of a society. ·          Everything that is human in form and origin - - our language, technology, relationships & other activities ·          Culture is the sum or total of all things happening in an organization ·          It’s the way things are done - the written and unwritten rules of performance ·          Culture is what gives meaning to the way things are In this sense everyone who participates in society is “cultured”. To the sociologists,  culture consists of all the shared products of human society”.   SOCIETY A society or a human society is a group of people related to each other through persistent relations such as social stat...