Free

The media and today - Essay Example

Comments (0) Cite this document
Summary
The role of media has been always considered important because of its ability to bring awareness in the people and its influence on their consciousness. Interestingly, the role of media is not a debatable question however; its effectiveness over the time is actually…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER94.9% of users find it useful
The media and today
Read TextPreview

Extract of sample "The media and today"

The Media and Today The role of media has been always considered important because of its ability to bring awareness in the people and its influence on their consciousness. Interestingly, the role of media is not a debatable question however; its effectiveness over the time is actually controversial. Various research studies have been conducted to evaluate the changing effectiveness of media and advertising over the time. There are two groups of people; first, those who believe in the increasing effectiveness of media over time; second, those who believe in the declining media effectiveness.
Meeuwis in 1993 illustrated the effectiveness of media by highlighting the role of television and press in the creation of nationalism in Serbia.1 Stuart Ewen argues that advertising has a more significant power in human collective consciousness as compared to the credit, which is given to it. Moreover, the two theories Social Learning theory and Cultivation theory also describe the importance of modern media in shaping the perceptions of people.2
In 1990, Abernethy found 32 percent rate of television commercial avoidance and in 1994, King found 35 percent audience claiming to watch ads.3 “Advertising effectiveness does vary over time, and when the market is in an unfavourable or unsaturated condition, advertising generally becomes more important and effective (Chung and Kaiser 1998).”4 A research conducted by Campbell, Margaret C. and Kevin Lane Keller on Television ads and internet ads showed that on both media the “wear out point happens sooner when the ad being repeated is for an unfamiliar brand as opposed to a familiar brand.”5 Marketing Evaluation research show that nowadays, power of media mix or ‘Surround Sound Marketing’ is greater as compared to what one medium can produce, thereby, highlighting a reduced effectiveness of media.6 Moreover, the Association of National Advertisers (ANA) revealed that about 62 percent of marketers uphold that in the last two years, the television advertising has become less effective.7
In short, a radical changed has been seen in the advertising industry in the last few years. A logical perspective is that the consumers’ past responses to the media advertising is not the same because of the changing tastes, demographics, competition, economic and social factors, advertising theme etc. Furthermore, the marketing world has changed and even a target market consumer of a product/service is not considered to be ‘effectively exposed’, unless he watches the ad at least three to four times. Therefore, because of the changing media trends, the evaluation of effectiveness of media over time has become an important area of investigation and a major concern for the businesses all over the world.
Sources:
Cannon, M. Hugh et al. "Developments In Business Simulation & Experiential Exercises." Sbaweb. 1996. http://sbaweb.wayne.edu/~absel/bkl/vol23/23aa.pdf (accessed February 17, 2009).
Chung, Chanjin, and M. Harry Kaiser. "Does Advertising Effectiveness Vary over Time?" NICPRE. 1998. http://commodity.aem.cornell.edu/nicpre/newslet/vol4no1/index.htm (accessed December 17, 2009).
Equi Media . Effectiveness of TV advertising is decreasing. February 2008. http://www.equimedia.co.uk/index.php?id=98&article=18480128 (accessed December 17, 2009).
Market Truths Limited. Interesting Results: Advertising Repetition. 2003. http://www.markettruths.com/information/results/20040209.asp (accessed December 17, 2009).
Marketing Evolution. "Measuring Media Effectiveness: Comparing Media Contribution Throughout the Purchase Funnel." Marketing Evolution . November 2006. http://www.marketingevolution.com/in_the_news/Marketing%20Evolution%20Media%20Effectiveness%2020%20study%20analysis.pdf (accessed December 17, 2009).
Teun, Dijk A. V. "The Mass Media Today: Discourses of Domination or Diversity ." Discourses . n.d. http://www.discourses.org/OldArticles/The%20mass%20media%20today.pdf (accessed December 17, 2009).
Vickers, Kim. "Aging and the Media: Yesterday, Today, and Tomorrow." CSUCHICO. 2007. http://www.csuchico.edu/cjhp/5/3/100-105-vickers.pdf (accessed December 17, 2009). Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“The media and today Essay Example | Topics and Well Written Essays - 500 words”, n.d.)
The media and today Essay Example | Topics and Well Written Essays - 500 words. Retrieved from https://studentshare.org/miscellaneous/1561420-the-media-and-today
(The Media and Today Essay Example | Topics and Well Written Essays - 500 Words)
The Media and Today Essay Example | Topics and Well Written Essays - 500 Words. https://studentshare.org/miscellaneous/1561420-the-media-and-today.
“The Media and Today Essay Example | Topics and Well Written Essays - 500 Words”, n.d. https://studentshare.org/miscellaneous/1561420-the-media-and-today.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF The media and today

Violence in the media as a common phenomenon today

...?Running head: Psychology Psychology W09 Violence in the media is a common phenomenon today. People are exposed to violence innumerous ways through the media. Some of the ways include television, movies and video games. Children and adolescents are brought up with a mindset that perceives the world as extremely dangerous and violence being a common aspect of everyday life. Richmond and Wilson (2008) concluded that constant contact with violence in the media leads to “cognitive distortions.” The distortions in turn lead to the likelihood of young people developing aggressive behavior (p 351). Earles, Johnson, Liverpool, Alexander and McGhee (2002) also concluded that the...
6 Pages(1500 words)Essay

What role should the media play in a democratic society What might prevent the media performing this role in Britain today

...?The role of the media in any democracy is a concept that s way back to the 17th century. The media was referred to then as the fourth e and today is being seen more as the fourth arm of government after the executive, the legislature and the judiciary. The media is being increasingly viewed as an integral part of democracy which the latter cannot function properly without (Lichtenberg, 1991, 21). The media of course refers to all the means of mass communication including the press, radio, television and lately the internet (Oxford English Dictionary). It is the means by which mass communication has been attained, sometimes instantaneously, for a long period of time. The media continues to shape dispersal of information, opinion... and...
5 Pages(1250 words)Essay

Today Media

...and emotional responses (Leshner, Bolls & Wise, 2011, p. 77). These only show that advertising is effective way of communicating ideas, information and other relevant social concerns. In particular, advertising activities are integral parts of marketing and other related social interactions that aim to promote certain ideas, opinions or products and services. For a long period of time, ads are used to convey significant information and people are learning many things from them. The very proof why ads are effective is their continuing existence in the media, and other related mass communication today. If they are not that effective, then they should have been long banished and should never be the primary...
8 Pages(2000 words)Research Paper

The Effects that Media Has on Women's Body Image Today

...The effects that media have on women's body image today The media today seems to emphasize on how women should look.It often suggests that women should be tall, slim and beautiful. It sets unrealistic beauty standards for women. The media also implies that women should have wrinkle-free skin, no pimples on their face and that they should look young (Dennis & Howard 36). Only exceptionally few women can reach those standards. Hence, some women become dissatisfied with their bodies. Their self-esteem goes down and eventually they become depressed. This essay will discuss in detail the effects media has on women’s body. Women also tend to...
5 Pages(1250 words)Essay

How Social Media (Facebook, Twitter, Instagram, etc) Affects Children Today

...? “How social media affects children today” Social media has emerged as the biggest prevailing technology in our society. It has transformed children’s lives by connecting each other through social media networks such as Facebook, twitter, Instagram, MySpace etc. (Clinton and Steyer n.p.). Statistical analysis shows that 7.5 million kids join Facebook before they are even 13 years old, which is a contradiction to the requirement for joining. This results in the presence of their online histories, pictures and personal information etc. on such social media websites at mere age of 5 or 7 (Clinton and Steyer n.p.). They also switch to using smartphones when...
6 Pages(1500 words)Essay

Ways which media covers european crisis today and before 5 years in France, in Italy and in Greece

...Ways Which Media Covers European Crisis Today and 5 Years Ago In France, Italy and Greece Abstract This paper is going to highlight the way the media has focused on the controversial European crisis in the last five years. This is especially for the attention which France, Italy and Greece have received as highlighted by Nancy (2006, p32) as well as the changing ways that the media cover the general European crisis. The crisis in question is about the financial strain that the three countries have undergone in the general perspective of the Euro zone. Hypothesis The research (hypothesish1) is that in the last five years, the European journalism has stepped up its...
1 Pages(250 words)Outline

Do media in China enjoy more autonomy today

...media. The CDP (Communist Partys Central Propaganda Department) is the main body charged with the censoring of all information be it on TV print or even the internet. In retrospect, the Chinese press may have enjoyed a degree of freedom in the past, today the communist government is tightening the leash against the media in an attempt to control the information that filers to the public. This is according to observers from both inside and outside China; interviewed by Deutsche Welle Wolfgang Büttner said that freedom of the press has taken a turn for the worse in the recent past (Blau, 2012). Herein, some of the problems that are experienced by the Chinese media...
4 Pages(1000 words)Essay

Beauty Myth- How Media & Beauty today Impacts Women

...Beauty myth Beauty myth Definition of beauty: This is a term used to define the characteristic of a place, object, idea, animal or person indicating the perceptual experience of satisfaction and pleasure which is attained from these factors. Definition of Media: Transmission or storage channels which are mainly utilized for the deliverance of data or information. Resources Wolf, N. (1991). The beauty myth. New York: William Morrow and Company. The author of this book believes that the media has had a positive influence on the perception of the beauty of women. She believes it has empowered them to be more prominent and powerful in different spheres of life. However, she also indicates in the book that...
2 Pages(500 words)Essay

The media are a very powerful source of socialization today

...Creative Writing The Media and Socialization The power of the media in the society is inestimable, given the influence it hason the masses. In some cases, it is popularly known as media propaganda, often initiated by the government to skew people’s emotions. The BP oil spill was a significant event in which the media had a considerable impact on the perception of the company. Naturally, the oil spill in the gulf elicited divergent reactions owing to its negative impact on the environment and the associated financial implication’s to BP’s subsidiaries. An article in the New York Times titled “Appeals Court Upholds BP Oil Spill Settlement” shows how the...
1 Pages(250 words)Essay

What is the role of Social Media in fashion today

...The Role of Social Media in Dress and Fashion of the al Affiliation Dress has been a matter of debate with many citing various reasons for its existence. The genesis of dress-codes can be traced from the historical background as practiced by various cultures. The advancement of social technology has been the platform for the transformation of dressing codes currently experienced. The western ideologies have maintained a rather dominant role in cultural value on dress codes as Kate Fox notes in Watching the English. Dress Code Dress and fashion can be worn not only to embody religion, culture, or spirituality, but it can equally be used as self-impression as well as describe the social status. For many people, dress code...
7 Pages(1750 words)Term Paper
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic The media and today for FREE!

Contact Us