Currently, there is a tendency to decrease the effectiveness of advertising in the media. The most significant factors are the media pressure including the advertising clutter, and reduction of the positive impact of the media. Studies have shown that an advertising which evoked a positive reaction at the first exposure can cause a negative response after multiple exposures. The negative reaction caused by multiple rotation and undermined credibility to the source (a campaign or media) do not let the advertising become that moving power with an indisputable and precise impact. This project was undertaken to develop several tools to overcome the target audience resistance and evaluate possibilities the communication channel gives. This paper has given an account of and the reasons for the widespread use of unconventional media and communication outside the media environment. An opportunity to overcome the target audience resistance consists of a comprehensive rethinking of reserve capacities of mass communication, mass media and the process of their messages as well. For advertising, as an element of mass communication, it means reference to the secondary function of advertising, namely it means advertising as an independent product. For an information channel, feedback is the backup feature.

1. INTERNATIONAL INSTITUTE OF ADVERTISING
QUALIFYING RESEARCH WORK
“MASS COMMUNICATION IN THE CONTEXT OF
THE MEDIA PRESSURE”
BY KSENIA SAPUNOVA
Moscow
2011

2. INTRODUCTION
The general goal of this research is to define the spare advertising capabilities
of mass media.
The task is to investigate the mass media communication problems which can
influence product or services promotion by the means of advertising. The target of
the research is the influence of media pressure on the perception of advertising
including such pressure indicators as compassion fatigue and audience burnout.
The following advertising subjects may require defining the relation of
advertising and the mass media problems such as compassion fatigue and audience
burnout: advertising generator, advertiser and advertising distributor in the area of
the industry where the audience perception defines the product promotion.
The first chapter will examine the communication subjects and objects.
Further work will consider the advertising capability to enter a different quality
level of the two-way communication. The possibility of this is directly reliant on the
communication channel. The task is to define different kinds of restrictions in
message communication: noise in the media space and filters (barriers) in the non-
media space.
The increasing amount of literature devoted to the mass media saturation
acknowledges the relevance of the research. At the moment there is a wide range of
studies of mass media all over the world. Yet, the general researches are not precise
enough for practical application. The requirement for higher precision is partly
explained by the mass media peculiarities in different parts of the world. So,
understanding Russian mass media needs local study.

3. CHAPTER 1. AMBIVALENT POTENTIAL OF MASS
COMMUNICATION
1.1.THE MEDIUM IS THE MESSAGE
According to Marshall McLuhan’s1 famous expression, the medium is the
message. So, the medium creates a symbiotic relation and affects the advertising
impression. McLuhan's most widely known work, “Understanding Media” (1964),
is a pioneering study in media theory. McLuhan proposed that media themselves
should be the focus of study independent of their content. The main idea is that the
medium itself affects a person and the society. McLuhan states that the medium
creates an environment by its mere presence. The Italian scholar also points that the
mass media industrialization changes not just the message sending and receiving
conditions but the message itself that is the block of meanings the author intended to
communicate regardless of the distribution methods.
1
Herbert Marshall McLuhan, (1911 – 1980) was a Canadian educator, philosopher, a professor of English literature, a
literary critic, a rhetorician, and a communication theorist. McLuhan's work is viewed as one of the cornerstones of
the study of media theory, as well as having practical applications in the advertising and television industries.

4. 1.2. POSSIBILITIES THE COMMUNICATION CHANNEL GIVES
One-way and two-way maps of communication should be considered to
define the relation of mass communication and advertising with mass media. As an
example of one-way communication we can consider the semiotic model described
by Umberto Eco2 in his book “Absent Structure. Introduction to Semiotics”.
According to the one-way communication map, advertising should be
understood as “a transfer process of an advertising message from the source of
information to the recipient by the means of a certain channel”. It has to be
mentioned that when the sender forms the message he should assume that the
recipient is well familiar with the code being used. Otherwise the transfer efficiency
will be low. The main defect of such a contact is that it is impossible to check if the
signal is received and if it is received, how much the message sent differs from the
message received.
Advertising as a part of mass communication is inclined to set the feedback
with the recipient. Due to this the impact becomes targeted, it can be corrected
according to the reaction. Without the simultaneous feedback, the mass information
subjects have to be geared to a probable consumer and his probable characteristics
and thus to define his expectations and reaction.
The TV and radio broadcasting mode suggests a passive audience behaviour
while the Internet suggests an active interaction of the recipient with the channel.
Print media contact level is in between the Internet and broadcasting media. The
inability of an individual to react sufficiently to a received message wreaks the
havoc to the advertising communication idea itself.
Thus, the one-way advertising communication should be defined as
“informational impact” whereas the two-way communication is determined by the
2
Umberto Eco (born 5 January 1932) is an Italian scholar, philosopher, medievalist, semiotician, literary critic, and
novelist.

5. feedback availability at the channel. In case of the informational impact it is
possible just to hope that the potential audience will receive the message but it
cannot determine its effect after the decoding. So, the message may be perceived,
not perceived or perceived differently depending on the code relevance to the sign
system used by the audience or on the noise influence on the channel.
Communication suggests the exchange of important information and
knowledge, while the transfer only is concerned about the data sending and
receiving efficiency with just one goal – to inform the addressee. The success of
communication can be assumed according to the possibilities the channel gives to
the recipient.
Information
Recipient
Media channel -
The source / the sender decodes signal
Message (verbal radio, television,
(the person generating the (the message can
and nonverbal) Internet,
idea of ​message) be decrypted
publications, etc.
incorrectly)
Noise
Feed-back

6. CHAPTER 2. THE DOWNWARD TREND IN ADVERTISING
EFFECTIVENESS IN THE MEDIA
2.1. ESTIMATION OF ADVERTISING EXPOSURE EFFICIENCY WHEN SELECTING THE
MEDIUM
Advertising exposure efficiency in this context means a change in a person’s
behaviour after being exposed to the advertising message (he was in the room with
TV showing a block of ads; he was reading or looking through a paper with the
advertising; he passed by a billboard, etc.)
The advertising frequency is the next issue in selecting the mass media,
especially considering the costs. In 1978 Michael Naples proposed the “efficient
frequency” concept which was based on the analysis of Collin McDonald’s research
results obtained in early 1960-s. The concept declared that people react to
advertising only after the third exposure. The further study of this subject was
carried out by John Phillip Jones and published in 1995. It disproved the previous
view on the advertising efficiency. Later during an Advertising Research
Foundation conference Collin McDonald declared that results of Naples were
always astonishing to him and they most probably proved the conclusions of Jones.
According to this, the last advertising exposure before purchase is the most
efficient for consumers, and behaviour consequences after an advertising exposure
last 1-2 days. Certainly this result can be interpreted as a necessity for the
advertising exposure to happen every 2-3 days to support the loyalty. But this
conclusion was proven to be wrong. After a short period of time during which the
advertising exposure consequences can be present consumers become insensitive to
the message (refractoriness period). During this period the audience just ignores any
advertising of the brand.

7. So, to get the maximum of the communicative and financial efficiency for the
advertiser the media plan should seek to provide a single exposure per week with
the maximum of the brand consumers. Such studies disprove an already
questionable statement that exposure repetition helps understanding. They also
evidence that excessive rotation supports negative attitude of the majority of people
independent of the advertisement content. According to this, the media are turning
from the most popular advertising sites to disadvantageous ones.

8. 2.2. TENDENCY TO DECREASE THE MASS MEDIA POSITIVE EFFECT
The mass media have two main issues that decrease the advertising efficiency.
The first issue is the tendency to decrease the mass media positive effect. It is very
rare that information content can combine both ethic propriety and importance.
French philosopher Alain Finkielkraut declares that “the society is satiated: news
cannot grab its audience outside of the everyday experience sphere and they
accelerate tensions of the majority of awful facts every day.”
HYPER EMOTIONALITY AT THE INFORMATION DELIVERY
There are several factors that decrease the mass media efficiency. One of the
important issues is the way of communication which is getting more and more
emotional. Advertising quickly evokes satiety and repulsion (ads of different
products neutralize each other, sometimes even they neutralize themselves by the
means of their exaggeration).
COMPASSION FATIGUE PHENOMENON
Journalism analysts claim that the mass media have caused a wide
compassion fatigue in the society by filling papers and information shows with
misery stories. This has made the society cynical and resistant to the modern
problems. Compassion should be understood to be an emotional reaction which a
person in a society has as a result of empathy. Besides, the word ‘compassion’ here
is a synonym to the word ‘sympathy’.
As early as in 1951 P. Lazarsfeld and R. Merton distinguished “the
narcotizing dysfunction” of the mass media in their studies. By this term they meant

9. a possibility of sensitivity loss and apathy relating this phenomenon to the mass
media hyper emotionality. Later their followers couched this problem as
“compassion fatigue” that is constantly accompanying the modern mass media.
Recognition of this phenomenon existence as an unplanned side effect of the values
and practices which are covered by the media and which determine the news content
is to become the first important step for the media that tend to play a positive social
role instead of a negative one.
The term “compassion fatigue” was first used in the research of emotional
emptiness experienced by people professionally helping others (doctors, social
workers). The term defined the weakening of compassion towards patients and
clients in tough situations. Later on the term started to be used outside of this
professional context to describe a wider social phenomenon – a decrease of the
society’s interest in social problems. Besides, the mass media play the main role in
“compassion fatigue” development. It is often mentioned that society is increasingly
tired of mass media’s merciless coverage of people’s tragedies and of the pervasive
requests to donate money to different charity funds. As a result, a mere touch to
people’s suffering by the means of mass media does not evoke society’s response to
this suffering with the same immutability as before, because an excessive liability to
violence and despair messages dims feelings and leads to building a wall of
indifference around yourself.
DECREASE OF THE MASS MEDIA INFLUENCE AS A COMMUNICATION CHANNEL
The next factor of the mass media efficiency decrease brought discredit to
mass media as a communication channel. One of the negative impacts of mass
media is propaganda. During the many years propaganda used a big amount of
methods to manipulate the public consciousness that are really effective and allow
impacting the society in a certain way. One of the negative impacts on the
consciousness is a method of misinformation. The idea of it is that at some moment

10. mass media provide information which often is a total lie. Usually the
misinformation is provided by different sources and sinks in person’s
unconsciousness, and then gets used during making an important decision. When the
truth comes out, the goal of the misinformation has already been reached. Thus, this
method is rather effective.
But the method of misinformation is frankly rude and is not used in the
modern mass media too often, unlike the method of association impact. Mass media
identify the world of media space as a problem, and the non-media space should be
isolated from this problem. This restricts the access of the audience a lot. Such a
condition has been formed for decades. A big role in this process is played by the
fact that modern mass media deviate more and more from the news and
informational goals towards the entertaining ones. All of this leads to decrease of
the audience’s trust; even news media gradually stop being a reliable source of
information as they fill the air with trendy but informationally insignificant content.
Such a situation has added excessive tension to the communication system and led
to a quality decrease in advertising perception.

11. 2.3. THE MASS MEDIA PRESSURE
The second problem is the mass media saturation. The variety of advertising
creates white noise in the consumer consciousness, and the consumer develops a
resistance. The saturation phenomenon leads to the issue of low profitability. It is an
economical category which supposes the existence of a trigger point – any
additional messages behind it do not make the intended effect. The pressure concept
suggested in this work states an existence of the point behind which saturation has a
negative effect rather than a neutral one. Thus, when messages reach the saturation
point, they do not just stop having any impact on the audience, they cause a negative
effect on people. The negative effect can be measured in terms of emotions,
adjusting the behaviour reactions of individuals to the advertised product.

12. CHAPTER 3. AN OPPORTUNITY TO OVERCOME THE
TARGET AUDIENCE RESISTANCE
Studies have shown that an advertising which evoked a positive reaction at
the first exposure can cause a negative response after multiple exposures. The
negative reaction caused by multiple rotation and undermined credibility to the
source (a campaign or media) do not let the advertising become that moving power
with an indisputable and precise impact.
3.1. BENEFITS OF RECOURSE TO THE ADVERTISING SECONDARY FUNCTION
Product demo is not convincing for the consumer, it more likely justifies the
purchase which happens either before any rational motivations, or does not lie
within their bounds. The decisive impact on the buyer is made not by the rhetorical
discourse and even not by the informational discourse about the product’s benefits,
it is made by the fact that the consumer is being convinced and persuaded, his
actions are anticipated and rationally justified to himself. Thus, whereas for one
kind of people advertising is just an emotional excuse for a purchase like a placebo3,
the other part of the audience do not feel emotionally comfortable with such
justifications and show an extremely negative reaction.
Advertising claims that it is its goal to communicate the characteristics of a
product and promote its sales. This ‘objective’ function is a primary one.
Advertising has moved away from informing to infusing, then to obscure infusing
(Paccard). Now the aim of advertising is controlling consumption. There have been
concerns that this is threatening to enslave human beings and their needs totally.
3
Placebo is a biologically neutral substance prescribed to psychosomatic patients. It is a frequent fact that patients
recover with this substance which has no effective components at the same speed as with real medicines.

13. On the other hand advertising infusion leads to all kinds of countermotivation
and psychological resistance. Advertising discourse dissuades the consumer as
much as persuades him, so the consumer either obviously develops immunity to the
messages or has a rather free attitude towards them.
Nevertheless, while the audience is resisting to the advertising infusion they
become more sensitive to the fact of existence of advertising as a secondary
consumer product and as an obvious phenomenon of a certain culture. This is the
part of advertising people believe: we experience the luxury of society which is
shown to us as a presenter of good and ‘surpassed’ in culture. Thus, when the
audience has the unity of significative and signified, it is easier for them to accept
advertising. When the consumer admits the existence of advertising as a product, he
also accepts the message it carries.

14. 3.2. NONINTRUSIVE ADVERTISING. THE FREEDOM OF CHOICE
Let us suppose the consumer could choose the advertising messages he wants
or doesn’t want to receive. According to many studies in personality psychology
(free will) we can state that even insignificant transformations can propitiate the
audience. By the means of providing the recipient with some even a conventional
choice it is possible to minimize the social discontent and apprehension towards
advertising.
There is a bright example of this method’s efficiency. In order to build the
users’ loyalty to behavioural advertising the consumers were provided a possibility
to ban “smart advertising”, a service which doesn’t inspire much credit. Just one this
step has turned the marketing segmentation means into a consumer service.
The behavioural targeting is based on the suggestion that the Internet users
would prefer to see advertising and offers relevant for them. Nevertheless, the
studies proved the opposite. The respondents showed a partly keen interest in
receiving discount news and information relevant to their personal needs, but still
less than a half of the Americans desire to receive any personalised Internet content.
Over than two thirds of the Annenberg and Berkly poll respondents felt they had
lost control over their personal data.
Despite the rageful protests of the western human rights activists and the
personal life privacy defenders, the behavioural advertising technologies did not
push the users away due to the possibility to switch off this function. During the first
10 months since Google launched the advertising manager tool, only 2.5% of users
out of the people who visited the page totally banned the advertising. While 7.5%
of users not only kept the advertising on but even corrected the information about
their interests.

15. The possibility to turn off the behavioural advertising has already become a
sign of good manners in the west. Yahoo has recently launched a similar service,
while smaller banner networks have created a common portal where you can turn
off all the behaviour advertising all at a time. Nevertheless, in this case it is only
possible to sign off personalised messages but not the rest of the advertising in the
Internet. This tool is one out of just a few, but it helps to see a positive tendency
towards humane advertising in the market development.
The situation with other media is more complicated. None of the other
channels can provide a consumer with such “a magic button”, it is technically
impossible. The reason for the biggest discontent in the society is advertising on TV.
It was stated before that the decrease of the advertising efficiency had been caused
by internal problems of television. According to this position, the irritation caused
by advertising is more likely to be the consequence than the source of the
discontent. Considering the media environment advertising is a kind of indicator as
it firstly corresponds to the broadcast level of every certain channel and to the
channel’s own view on the audience.

16. 3.4. UNCONVENTIONAL MEDIA
The current technology development assumes that several new
communication channels are appearing. As these channels appear on the basis of
existing media holdings and are often adjoining other media, they are hard to
classify. Frequently these channels are a result of several media channels
integration.
For instance, mobile Internet and Internet TV can be referred as a
qualitatively new direction. Besides, new communication channels let us speak
about creating a comfortable media space for the audience and a considerably more
efficient one for the advertising communication.
We can evaluate the tools of controlling consumer relation with advertising
by the means of the Google contextual video advertising technology mentioned
above. The user is provided with several options according to the extent and
possibility of the advertising perception. The system entitles the user to decide what
amount of advertising he is ready to watch on TV. The user can choose one of the
several options – ban advertising totally during a film or a programme by paying $2,
decrease the amount of advertising by participating in an advertiser’s poll or choose
the time and watch a lot of ads. Such an approach is more preferable for both the
advertiser and the media than a direct ban of advertising as it doesn’t constitute a
financial danger for the channel and doesn’t sacrifice the audience’s interests.

17. 3.5. OVERCOMING RESISTANCE BY CREATING EMOTIONAL INVOLVEMENT
“Ads are cave arts of the twentieth century”
Herbert Marshall McLuhan
New communication channels are just becoming popular but it is already
obvious that they are much more tailored to the modern mass communication
features than the traditional channels. The technologies provide the audience with a
possibility to use the same channel for a feedback and let them control receiving
both the informational content and advertising.
First example of creating emotional involvement
A game or a mobile application can be a communication channel as well. Let
us consider an example of such a communication using the class project about an
anticrisis advertising campaign for a network business4. The project was targeted to
increase the amount of visitors to the Starbucks coffee shop chain for the “spring-
summer” period.
4
The project work of K. Sapunova for 2009

18. This advertising campaign is mostly relevant for the coffee shops located in
not popular areas far from the active centre of the capital, for example in the Mega
shopping malls, the “Airport” shopping centre. The campaign was supposed to use
several information carriers but this chapter will examine the communication via
game as a non-traditional channel.
This channel is figuratively defined as a medium based on the characteristic
that the communication doesn’t leave the boundaries of the conventional game
environment and doesn’t have any material evidence in the real world.
The “Starbucks Quest” online game is proposed as the new medium. The plan
is to make the game available for smartphones and mobile communicators besides
the traditional communication channel – Internet (it will be placed on the official
Starbucks web-site, Youtube, Myvi.ru). A multi-user game corresponds to the target
audience insight which is the desire to socialize, as the player can not only
individually run the game but also join the community game – in this case in the
setting he sees the characters playing simultaneously with him. During the route

19. speed running the player can compare his results to the other players going through
the same race.
“The character is travelling in a chaotic world where the setting falls apart to assemble again, where a
ghost town is impossible to distinguish from a real game ground, where routes are changing during running
through them. Coffee is the only necessary stimulant to help the character who grew weaker and 2/3 smaller to
conquer the next office giant. Running on roofs, spitting at the cans, fighting the most real everyday life monster
and many other surprises are waiting for those who pass the 1 st, 2nd,3rd, etc. levels…” (from the game
description).
Second example of creating emotional involvement
It is possible to build emotional involvement with the help of other traditional
communication channels as well. As an example Let us study some elements of
Internet advertising communication developed by the Saatchi&Saatchi Russia

20. agency for the Cibavision brand5. During the strategic planning the emotional
involvement of users was considered as one of the means to build the brand loyalty.
For the purpose of promoting the brand character in the Internet, in particular by the
means of social networks, an entertaining content featuring unbranded avatars and
the “Wink!” application was spread in the Vkontakte network.
5
Saatchi&Saatchi 2010, creative team: K. Sapunova, N. Lee, T. Moseeva

22. 3.6. COMMUNICATION OUTSIDE THE MEDIA ENVIRONMENT
Besides the information space where it is accustomed to consider an
advertising message, there is also a space belonging to the addressee himself (the
recipient of the advertising message). The challenge of advertising is to become a
part of this environment while physically being placed in the media space territory.
The success of the advertising communication mostly depends on the
interpenetration of these two environments.
Having all the new technology and the interpenetration of media advertising
was given a chance to get into the recipient’s space. The development of such non-
traditional media as mobile Internet and Internet TV provides also non-media
communication channels.
3.6.1. AUGMENTED REALITY TECHNOLOGY AS A COMMUNICATION ELEMENT OUTSIDE THE
MEDIA SPACE
New advertising opportunities appear on the basis of the development of new
channels. For example, using a QR-code in the advertising message which is a part
of the augmented reality technology. This is the case of the two-way
communication. After receiving the signal (a QR-code) the next addressee’s step is
to decode it which is a primary response and indicates the user’s consent with the
message form. The further using of the code is also possible and in many cases can
be fixed which will be a direct response to the message itself.
Such a service provides lots of opportunities for brand promotion (mainly for
the FMCG section) by the means of mobile marketing. A consumer who decided on
a competitor’s product can receive a coded reminder of the product on his mobile.
Anyhow, sending such messages is based on the real preferences of every certain
user. The trust to this source is expected to be higher than to other sources as the

23. addressee stops receiving advertising spam (mass mailing which doesn’t target the
ultimate recipient). The use of the channel assumes an individual approach towards
communication while keeping it targeted but yet at mass scale.
As an example let us consider using a QR-code as a product promotion
element. The product in this case may be a new mobile operator tariff, may be the
mobile operator itself, a phone, a camera or a smartphone, a retail or any other
goods or services.
For the detailed consideration we will designate the advertising campaign as
a crosspromotion of a mobile operator with a QR service and an “X” retail6. The
promotion challenge is to replace a usual bar code for the product identification with
the QR-code.
Usage of this code provides an opportunity of a message transfer. The size of
the coded data is capable to contain not only an advertising message but the
packaging information and a link to the Internet store of this chain.
Thus, it is possible to position a QR-code as a shopping optimizer: in a
middle-sized retail chain shoppers are offered to use a new service which help to not
just to reduce the time spent on everyday shopping, but also to make this process
more convenient. So, the shopper can immediately get the information about the
product he is interested in – by taking a photo of the new bar code he will be
automatically offered to the product’s page with the price, expiry date and any other
information. Making the purchase in two dimensions (physically at the store and
adding the product in his electronic basket) the shopper knows the sum of his check
before he gets to the checkout.
6
The project work of K. Sapunova for 2009

24. This service means for the consumer:
• No need to look for the price tag (they are
often missing or give the wrong price);
• Understanding the amount of purchases and
their total cost before paying;
• Fast checkout walkthrough
• A chance to save the list of purchases and
create several personal lists;
• A chance to receive different recipes for the
relevant food products or any other
additional content which will maintain the
demand and stimulate the consumer.
In future the service may extend: it can accept advertising for some brands,
share the database for research companies, extend its interactive services (recipes,
reminders of some products from an active list, store navigation, diet tips – all based
on the purchasing information). The second development direction is extending
penetration. The QR-decoder can grow out of a retail chain and go outside into the
city offering new services and attracting different audience. The third direction
assumes a more integrated coverage of Russian cities – big, middle-sized and even
towns with the technology level higher than average.
The side benefit of this service is rather significant. The database of consumer
demand will be constantly updating and useful for researches. Today researching the
average bill is in demand despite its high costs. After creating the database of the
QR-codes users, information the data will become much cheaper (direct correlation
of demand-supply except for the cost price). Besides, the data will be more precise:
there will be a possibility to spy on the shopper in the store, examine his shopping
basket, get the statistics of his purchases (what he buys, how often, what time of
day, etc.). The phone number becomes the consumer’s identifier.
The possibilities of this technology are best demonstrated by the campaigns
which have been already implemented in the traditional media.

25. 3.6.2. CREATING AUDIENCE EMOTIONAL INVOLVEMENT IN ADVERTISING COMMUNICATION
OUTSIDE THE MEDIA SPACE
Let us examine the second class project of the Starbucks advertising
campaign7 as an example of the communication in the non-media space. It was
based on a game demonstrating the capabilities of a non-standard medium in the
previous chapter. This project is a combined BTL-action of two brands. The first
one is the coffee shop chain mentioned above, and the second one can be a mobile
communicator.
The key element of the campaign is taking the game to the city streets. The
game is a parkour marathon. It is a live immersion into the game which attracts the
public eye to the action and also increases the audience involvement. The event
programme also includes an introduction parkour seminar. A truck crane serves as
the gear.
The first step of the action is playing the “Starbucks Quest” game on the
communicator to introduce the device. It is held in the Starbucks shops everyday
during a week before the marathon (the programme’s estimated time is an hour).
Besides, the model trial will take place in the “Photo Hunt” contest during the
marathon – the team coordinators will follow the tracers location by the
communicators placed on the Starbucks tables and inform their photo hunters. In the
freeze-frame point they can upload the photos in the contest bank. The return
mechanics is also provided by the means of a lottery among the tasting participants
questionnaires. Several of the communicators used in the action will become the
winning prizes.
7
The project work of K. Sapunova for 2009

26. CONCLUSION
Currently, there is a tendency to decrease the effectiveness of advertising in
the media. The most significant factors are the media pressure including the
advertising clutter, and reduction of the positive impact of the media. Studies have
shown that an advertising which evoked a positive reaction at the first exposure can
cause a negative response after multiple exposures. The negative reaction caused by
multiple rotation and undermined credibility to the source (a campaign or media) do
not let the advertising become that moving power with an indisputable and precise
impact.
This project was undertaken to develop several tools to overcome the target
audience resistance and evaluate possibilities the communication channel gives.
This paper has given an account of and the reasons for the widespread use of
unconventional media and communication outside the media environment. An
opportunity to overcome the target audience resistance consists of a comprehensive
rethinking of reserve capacities of mass communication, mass media and the
process of their messages as well. For advertising, as an element of mass
communication, it means reference to the secondary function of advertising, namely
it means advertising as an independent product. For an information channel,
feedback is the backup feature.