Assignment-3

Q1. What are the important elements of Mass Communication?

Ans1. The elements of mass communication are: 1. Public who has to be communicated with The public with whom we have to establish the communication and among whom we have to spread the awareness holds a very important place. The information is delivered, considering them as the priority and with a motive to make them understand the intended meaning of the information. Here, under mass media the people to whom the information is passed comprise of the general public who has a desire to know about the happenings occurring in their surroundings.

2. Media (Medium) which is the means of communication

The medium also plays a very important part as it the means by which the information travels from sender to the receiver. In mass media the medium consists of different types of electronic gadgets that are available to us. To name a few, it consists of television, radio and computer systems etc. These medium allows communicating with a large number of people at once.

3. Message because of which the process has been created The message that has to be delivered also is of a great importance. It is the information that the people want to know. Therefore, it is the aspect around which the whole process revolves. The message must be a fact and not a mere lie.

4. Sender of the message The sender of the message too has a very vital role to play. It is on the sender to deliver the information in an effective way so that more number of people considers the mass media to be a reliable source of information. The

sender must not distort the actual information with his own beliefs and ideas about it. He must focus on imparting the original data to the audience.

Q2. Advertisements are nothing but communicative strategies to create desire through language and images. Discuss.

Ans2. The above written line is an absolute truth. Advertisement is a tool of promotion of different products to attract the consumers for buying those products. It is an important source of marketing. To be more precise, Advertising or advertizing is a form of communication for marketing and used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. This type of work belongs to a category called affective labor.

The more effective an advertisement of a product is the more number of people go for buying that product. Its the human psychology to get attracted by images and music and an effective advertisement has a great impact on the general public.

Advertising is mass media content intended to persuade audiences of readers, viewers or listeners to take action on products, services and ideas. The idea is to drive consumer behavior in a particular way in regard to a product, service or concept. Advertising plays a significant role in todays highly competitive world. A career in advertisement is quite glamorous and at the same time challenging with more and more agencies opening up every day. Whether its brands, companies, personalities or even voluntary or religious organizations, all of them use some form of advertising in order to be able to communicate with the target audience. The salary structure in advertising is quite high and if you have the knack for it one can reach the top. It is an ideal profession for a creative individual who can handle work-pressure.

Today, new areas are emerging within advertising like event management, image management, internet marketing etc. Event management wherein events are marketed, Image management wherein as particular profile of an individual or an organization is projected. Internet marketing has also brought about a lot of changes in advertising as Internet means

that one is catering to a select group of audience rather than a mass audience .Today Celebrity Endorsement has attracted immense debate on whether it really contributes to the brand building process or whether it is just another lazy tool to make the brand more visible in the minds of the consumers. Although it has been observed that the presence of a wellknown personality helps in solving the problem of over-communication that is becoming more prominent these days, there are few undesirable impacts of this practice on the brand. The issue of matching the values of the celebrity with the brand values is also very important, i.e. getting the right celebrity to endorse the right brand. Consumers perceive the brand as having superior quality because it has been endorsed by a credible source. This makes endorsement as one of the indictors of quality for any brand.

Certain impacts of advertising on consumers are stated below: Increased Awareness Advertising and promotion offer a news function to consumers. Viewers of ads learn about new products and services available to them, much like they learn about events in the news. This information function has a neutral role. It provides facts without approval or disapproval from consumers. Customer behavior at this stage encompasses expressions of curiosity. Analysis of Features Consumers have a rational response to advertising when they look at the features of a product or service. This response focuses on a logical listing of all the functional aspects of the offering. This is an intellectual response, rather than an emotional one. Evaluaton of Benefits When customers weigh benefits, they become emotionally involved with advertising and promotion. Consumers identify ways the product or service can make them happier, improve their lives or give them pleasure. This part of the consumer response is irrational and can lead to impulse buying and competition to obtain the product. Reminders Repeated advertising messages affect consumer behavior. This repetition serves as a reminder to the consumer. Behavior that stems from reminders includes suddenly thinking of a product while shopping and making a decision to buy it, as if it had been on the consumers "to-do" list.

Promotion of Loyalty or Alienation Consumer behavior splits between loyalty and alienation depending on how well the product lives up to its advertised benefits. Corporate behavior such as scandals or charity work can also affect alienation and loyalty responses. Once the consumer makes this choice, advertising and promotion are not likely to undo that decision.