Mass Media concept
What are the Mass Media?
Mass Media is an aglicism that means mass communication, that is, the transmission of a message from a single transmitter, simultaneously for a audience profile which is generally large, heterogeneous and anonymous.
Therefore, the concept of Mass Media refers to a one-way communication instrument, like the press, radio and television.
Until a few years ago, these were the protagonists and preferred means of communication. Nonetheless, they have had to progress and adapt to the trends of a globalized world.
All this means that now the message that reaches the receiver through the mass media can receive a response, confirmation or rejection through other channels, to turn it into a two-way communication.
That is why the concept of Mass Media is used as a complement to social media activities and is essential in current digital marketing plans and strategies.
What are Mass Media for?
They serve to educate, inform, entertain or persuade. Although Mass Media are characterized by being generic, unidirectional and high cost, if they are used in the right way and looking for impact, they leave their mark on the audience.
In this way, they serve to position a brand, products or services in the mind of the consumer, at the same time reinforcing the sense of belonging, affinity and loyalty to these products or services.
That is why a Mass Media strategy must be complemented with a Social Media strategy to create two-way communication and allow interaction with the consumer.
In modern times, the receiver is no longer passive. It is the moment of the client who is informed, demands quality and coherence, expresses himself and rewards or punishes a good or bad experience with a brand.
Examples of Mass Media
An example of the effectiveness of Mass Media, can be seen in the figures revealed by the statistics and studies portal Statista, on the advertising notoriety of the main brands in Spain, in conventional media with cut to November 2018.
This analysis is carried out taking into account the number of people who saw advertisements during a month in the written press, radio and television.
The brands that were placed in the first ten places are: El Corte Inglés, Amazon, Seat, Coca-Cola, Renault, Vodafone, Movistar, Carrefour, Media Markt and Volkswagen.
If you are considering including the mass media in your marketing strategy, at NeoAttack we are experts in 360 marketing and we can advise you. Contact us.
More information about Mass Media
If you need to know more about the fascinating world of marketing, you cannot miss the following article: