Media
In communication, media (singular Medium) are the storage and transmission tools used to store and deliver information or data. It is often referred to as synonymous with mass media or news media, but may refer to a single medium used to communicate any data, information or message for any purpose.
In a large consumer-driven society, electronic media (such as television), print media (such as newspapers), and digital media (internet) are important for distributing communications.
Typical commercial media types include: wall paintings, billboards, printed flyers and rack cards, radio, cinema, television, mobile telephone screens, shopping carts, web (internet) including digital email, static and animated banners, streaming audio and video, word of mouth, ad specialties, skywriting, human billboards, magazines, newspapers, celebrity endorsements, buses, trains, trucks, transit platforms, benches, airplanes, taxicabs, printed vehicle wraps, shopping carts, posters and any other creative place or manner in which a sponsor delivers their message such as embossing beach sand etc.
Electronic
& digital media
In the last century a revolution in telecommunications and
new media have greatly altered communications. The first transatlantic
two-way radio broadcast occurred in 1906 and led to current
communications technologies which enable both analogue and
digital media:
- Analog telecommunications include traditional telephony, radio, and TV broadcasts.
- Digital telecommunications allow for computer-mediated communication, telegraphy, cable TV and computer networks.
Modern communication media now allow for intense short, medium and long-distance exchanges between larger numbers of people (many-to-many communication via e-mail, Internet forums, social networks etc.). On the other hand, many traditional broadcast media and mass media still favor one-to-many communication (television, cinema, radio, newspaper, magazines).
Social impact
Media technology has made communicating increasingly easy.
Today, children are encouraged to use media tools in school
and are expected to have a general understanding of the various
technologies available. The internet is arguably one of the
most effective tools in media for communication. Tools such
as e-mail, MySpace, Facebook etc, have brought people closer
together and created new online communities.
Evaluating
effectiveness
One way to measure advertising effectiveness in any media is
known as Ad Tracking. This advertising research methodology
measures shifts in target market perceptions about the brand
and product or service. These shifts in perception are plotted
against the consumers’ levels of exposure to the company’s
advertisements and promotions.The purpose of Ad Tracking is
generally to provide a measure of the combined effect of the
media weight or spending level, the effectiveness of the media
buy or targeting, and the quality of the advertising executions
or creative.
Reference: This information was compiled on Wikipedia and is presented with edits but without bias.
