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What is the meaning of Media? Concept, Definition of Media

Definition of Media

  • 1 Meaning of Media
  • 2. Definition of Media
  • 3 Concept of Media

1 Meaning of Media

With the average of communication (from the latin medĭum, pl. medĭa), reference is made to the instrument or form of content which is performed the communicational process or communication. The term is usually used to refer to the mass media (MCM, masses or mass media media); However, other means of communication, like the telephone, are not massive but interpersonal.
The media are constantly evolving. The first way of communicating between humans most likely was used in prehistoric times, the signs and signals whose reflection in the material culture are the different manifestations of prehistoric art. The emergence of writing is taken as a milestone of the beginning of the story. Since then, economic and social changes were boosting the birth and development of different media, from writing and its mechanization (printing - 15th century-) linked to audiovisual media associated with the era of electricity (first half of the 20th century) and the revolution of information technology and telecommunications (scientific-technical revolution or the third industrial revolution - since the second half of the 20th century)-every one of them essential for the various stages of the so-called globalization process.
The main purpose of the media is, precisely, to communicate, but according to their type of ideology can specialize in; inform, educate, transmit, entertain, form opinion, teach, monitor, etc.
• Positive. The positive characteristics of media reside in you enable large content of information to reach extended around the world immediately. The media, in the same way, make it possible that many personal relationships remain United or, at least, do not disappear completely. Another positive factor is given in the economic field: who owns the media usage can generate a certain type of consciousness on a sort of product, i.e. it can generate their own demand, since media often play the role of opinion-makers. Seen from the business sector, then, is a widely positive aspect to enable marketing and ads for the world.
• Negative. Negative characteristics lie in the handling of information and the use of the same for interests of a specific group. In many cases, it tends to form stereotypes, followed by many people due to the extent to which acquires the message in its distribution (as happens to generalize people or groups).

2. Definition of Media

The concept of media is one that is used to refer to all media in which an idea or message can be transmitted. Today, however, the concept is commonly related with certain media, more specifically with newspapers or newspapers, television, radio, internet, graphic publications.
Historically, the media have been something very exclusive and reserved always the upper social classes who could eat this type of information. For this we must remember that you wouldn't just until the 19th century that would expand the literacy of societies through public education. Thus, it is understandable to note growth that the media have had in the 20th century and today. This is not only due to improvements in technology, if not especially to the fact that it is increasing the amount of population available to receive that information.
The media are, as stated in its name, a stand which are transmitted ideas of different type that may be news, advertising messages, ideological debates, etc. Always the media are broadcasting a message in a language or code that must be accessible to the type of audience that is direct, reason why there are different languages for different audiences.
Currently, the two most widely consumed media are certainly internet and television. This has to do with the fact that they allow the use of a diverse range of audiovisual resources that attract the attention much easier for the consumer. On the other hand, are much more visible in economic terms. Finally, in the case of internet, we must also add an important and significant detail which is the immediacy with which the message arrives at the recipient, being able to send an e-mail and receive it instantly, being able to also read updated news at the last moment on an internet news site or being able to listen or get audiovisual material in the moment in which it is published.
The media today have a very important role since they are the responsible largely shape the thinking of your audience, and here the game is very delicate because many media (product interests political, economic or cultural) can send a message wrong or interested to an audience that is not used to being critical about the same.

3 Concept of Media

Media are the channel that marketers and advertisers used to convey a message to your market goal, therefore, the choice of the means to be used in an advertising campaign is a decision of the utmost importance because it has a direct impact on the results that are obtained with it.
Therefore, both marketers and advertisers need to know what are the different types of media, what are and what are their advantages and disadvantages, with the aim that can make the best decisions when selecting the media to be used.

Media types:

Firstly, it should be noted that the media are divided, in general, in three large groups (according to the types of media covering):
• Mass media: They are those that affect a greater number of people at any given time. They are also known as measured media.
• Ancillary or complementary: these affect a smaller number of people at any given time. They are also known as non-measured media.
• Alternative media: They are those new ways of promotion of products, some ordinary and other very innovative.
Second, each of these groups includes a variety of media types, as you can see in detail below:

1. Mass media: Within this group are the following types of media:

Television: It is a mass audiovisual medium that enables advertisers to deploy all his creativity because they can combine image, sound and movement.
According to Lamb, Hair and McDaniel, television stations include television (ABC, CBS, NBC and Fox Network) network, independent stations, the cable TV and a relative newcomer, direct broadcast satellite television.
Their main advantages are: good coverage of mass market; low-cost exposure; combines picture, sound and movement; appeal to the senses.
Its main limitations include: high absolute costs; high saturation; ephemeral exhibition, less selectivity of public.
Radio: It is a medium "-audio only" which today is regaining its popularity.
According to Lamb, Hair and McDaniel, listening to the radio has had a parallel to the population growth primarily by its immediate, portable nature that engages as well with a fast lifestyle. In addition, according to the above authors, the radioescuchadores tend to turn on the radio on a regular basis and at predictable times. Most popular hours are the "hours of driving", when those who are in your vehicle are a vast auditorium captive.
Their main advantages are: good local acceptance; geographical selectivity high and demographic; low cost. In addition, it is quite economical compared to other media and is an adaptable medium, i.e. can change the message quickly.
Its main limitations are: audio only; fleeting exposure; low attention (is the way heard half); fragmented audiences.
Newspapers: Are massive, ideal visual media for local advertisers.
Their main advantages are: flexibility; today; good coverage of local markets; broad acceptability; high credibility. They are also accessible to small businesses who wish to advertise.
Its main limitations and disadvantages include: short life; low quality of reproduction; few readers of the same exemplary physical and not is selective with regard to socio-economic groups.
Magazines: They are a visual medium "masivo-selectivo" because they target specialized audiences, but on a massive scale, which allows them to reach more potential customers.
According to Laura Fischer and Jorge Espejo, are comfortable reading in addition to the variety of ads they enable:
  • Deployed: Ads that Cleave in 3 or 4 pages.
  • Gate Folder: Similar to the previous one but this is removable.
  • Booklets: Removable in booklet ads.
  • Cuponeo: Removable coupon, as well as the print ad.
  • Sampling: When the advertisement is a small sample of the product.
Their main advantages are: geographical selectivity and high demographic; credibility and prestige; high quality reproduction; Several readers the same exemplary physical and long life.
Its limitations are: long ahead of time to buy an ad; high cost; There is no guarantee of position.
Internet: today, the internet is a selective, and interactive audiovisual media that depending on the type of product and audience that is aimed, can reach a good part of our potential customers.
To use this medium, advertisers need to place a website on the net to present their products and services. Then, should promote it (to attract the largest number of visitors interested in what you offer), first positioning among the top results of search of the main search engines (Google, Yahoo, Altavista, MSN) to reach 85% of people who use these resources to find what you are looking for on the internet; and second, by placing on other websites (direct or indirectly related products or services), one or more of the following advertising: banners, buttons, pop-ups and pop-unders, text messages and others, in order to attract the largest number of interested people.
The advantages of this medium are: high selectivity; cost low; immediate impact; interactive capabilities.
Its main limitations include: small public; relatively low impact; the audience controls exposure.
or film: is a mass audiovisual medium that allows you to reach a large group of people "captive" as with low selectivity.
Its advantages are: captive audience and greater sharpness color ads.
Its disadvantages include: little selective in terms of sex, age and socioeconomic status, and is quite expensive.

2. Ancillary or complementary means: this media group includes the following types of media:

Outdoor or outdoor advertising media: is a medium, usually visual that is outdoors or in the open air.
According to Lamb, Hair and McDaniel, it represents a flexible, low-cost, able to assume a variety of forms. Examples include: spectacular, writing in the sky, giant balloons, minicarteles in shopping malls and stops for buses and airports, and ads on the sides of the cars, trucks and buses, and even in huge reservoirs or water tanks.
Its advantages are: high flexibility; repeated exposure; low cost; low message competition; good selectivity by location.
Its disadvantages include: non-selective in terms of age, sex and socioeconomic status, it has profound effects on readers, is criticized by disruptions to traffic and ruining the natural landscape.
Interior advertising: Consists of Visual Media (and in some cases they include audio) placed in closed spaces where people spend or pause.
According to Laura Fischer and Jorge Espejo, this advertising is placed on: sports stadiums; squares of bulls; inside the truck; trolleybuses and trams in urban; the bottom of cinema screens (bright canopies) and inside the underground, either inside the wagons or platforms.
Its advantages are: low cost, captive audience, geographical selectivity.
Their disadvantages are: does not give security of quick results, fails to professionals or entrepreneurs, they are very numerous and they tend to resemble so much that they confuse.
Direct advertising or direct mail: This means auxiliary or supplementary consists, in general, send a print ad to potential or current customer.
According to Laura Fischer and Jorge Espejo, direct mail uses many forms (e.g., postcards, letters, catalogues, brochures, calendars, bulletins, circulars, annexes in envelopes and packages, samples, and so on). The most common is the brochure or flyer.
Its advantages are: high audience selectivity; There is no advertising competition within the same medium; It allows to customize.
Its limitations are: relatively high cost per exposure; image of "junk mail".

3. Alternative means: They are those media that are not in the previous classifications and can be very innovative.

According to Lamb, Hair and McDaniel, in this group the following media types are:
  • Faxes.
  • Shopping trolleys with video in commercial stores.
  • Protective screens of computers.
  • Compact discs.
  • Interactive kiosks in department stores.
  • Ads that pass before movies in theaters and in the rented videocassettes.
In addition, according to the above authors, almost anything can become a vehicle for display advertising. For example, elevators (lifts) included or already included screens to display news, information and advertising to attract the attention of workers from higher-income in large office buildings.


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