About This Chapter
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
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.
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.
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.
4. Mobile Advertising Case Study
Mastercard's wildly successful mobile advertising campaign surrounding its Masterpass program exceeded all expectations. In this lesson, you'll learn more about Mastercard's mobile ad campaign.
5. 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.
6. 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.
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Other chapters within the Communications 106: Communication in the Digital Age course
- Introduction to Communication
- Mass Communication Theories & Models
- Mass Media & Communication
- Media Literacy Fundamentals
- Digital Communication Tools
- Impact of Digital Communication
- Digital Media Regulation
- Print Media in the Digital Age
- Radio & Recording in the Digital Age
- Television & Movies in the Digital Age
- Video Games in the Digital Age