Ch 5: Economics of Mass Media

About This Chapter

Look no further than this helpful chapter if you need some assistance studying the economics of mass media. Designed to help you prepare for a test or catch up in class, these lessons are accessible 24 hours a day for your convenience.

Economics of Mass Media - Chapter Summary

Work through this chapter on the economics of mass media at your own pace and on any mobile device or computer. The lessons cover topics including the definition of advertising and how it compares to public relations, different media business models and revenue generation. These lessons are self-paced, so you can study as quickly or as slowly as you need. Help from one of our instructors is available through the Dashboard if required. Once you complete this chapter, you should be able to do the following:

  • Provide examples of advertising
  • Detail the effects advertising has on consumer buying behavior
  • Differentiate between advertising and public relations
  • Discuss promotion and the consumer communication process
  • Outline media business models and revenue generation
  • Describe the methods and tools used to measure mass media ROI
  • Identify the economic benefits of mass media for business and consumers

5 Lessons in Chapter 5: Economics of Mass Media
Test your knowledge with a 30-question chapter practice test
What is Advertising? - Definition & Examples

1. What is Advertising? - Definition & Examples

The greatest product or service in the world won't make money unless consumers know it exists. In this lesson, you'll learn the definition of advertising, common advertising media, and read some examples of effective advertising.

Effects of Advertising on Consumer Buying Behavior

2. Effects of Advertising on Consumer Buying Behavior

How does advertising influence the process of consumer buying behavior? What impact does advertising have on a company's market share, and how does this shape the marketing budget? This lesson describes why advertising is so important - particularly for newer companies.

How Public Relations Is Different from Advertising

3. How Public Relations Is Different from Advertising

Public relations helps companies build more personal relationships with their customers using advertising messages as their foundation. Watch this video to see how public relations creates positive images for companies and products.

Promotion and the Consumer Communication Process

4. Promotion and the Consumer Communication Process

The marketing communication process' sole purpose is to translate the promotional message effectively to the end consumer. The communication process contains multiple components that must be planned and produced with a message that connects with the target market.

Measuring Mass Media ROI: Methods & Tools

5. Measuring Mass Media ROI: Methods & Tools

Billions of dollars are spent every year on mass media advertising in the United States. Learn how companies determine whether their investment in mass media is generating the desired return.

Chapter Practice Exam
Test your knowledge of this chapter with a 30 question practice chapter exam.
Not Taken
Practice Final Exam
Test your knowledge of the entire course with a 50 question practice final exam.
Not Taken

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