1. Mass Communication
A Universityof MinnesotawebsiteforSchool of Journalism&Mass Communicationsaysinanarticle
entitled, WhatisMassCommunication, “Ismasscommunicationthe studyof communicatingwiththe
masses?Well,yes.Butthere’smore toitthan that.Mass communicationisaboutstorytellingwith
strategyand purpose.The studyof masscommunicationiscenteredaroundhow messagespersuade
and affectthe behaviorandopinionof the personorpeople receivingthe content”(Ref).
While astart-upreal estate venture likelyhasminimaloperatingfunds,itanditspersonnel use mass
mediatocommunicate withpotential customers. A primarymethodof communicationisMLS,the
Multiple ListingService,aservice subscribedtobylicensedreal estate brokers. Itcontainscomplete and
standardizedinformationaboutpropertiesforsale orlease andreachesall brokersinthe industry
withinagivenarea. MLS isthe primarytool usedbyreal estate brokersto disseminate andretrieve
propertyinformation.
Othermass communicationtoolsinclude newspapers,magazines,trade publications,andof particular
importance today,the Internet.
A Google searchof “propertyfor sale inTexas”returnedabout47,600,000 resultsandbeginsbyvisiting,
http://www.realtor.com/texas/nbseltx.asp?source=web. The site sponsoredbyREALTOR.comand
bearingthe official REALTORemblemallowsone toview listingsbycity,area,andprice. Followingisan
example –

2. While masscommunicationimpliescommunicationof amessage tothe masses,Ibelievesome of the
basicprinciplesof masscommunicationlike organization,identifyingtargetaudience,andselecting
appropriate mediatoconveyamessage encourage asystematicapproachto reachingeverycustomerin
a definedareaof interest –evenalocal neighborhood.
Reference
There wasno reference forthis citation,butthe full article maybe foundbyvisiting,
http://sjmc.umn.edu/ugrad/whatismasscomm.html.

3. Advertising
Basically,advertisingispublishedorbroadcastmessagesdesignedtocall attentiontoa productor
service. Advertisingmaybe verysophisticatedandrequire monthsof preparationandsignificant
fundingformediaandproduction. RE/MAX,forinstance, hasnational advertisingcampaignsthatcost
millionsof dollars. Butadvertisingmaybe as simple asa well-designedyardsignadvertisingaproperty
for sale.
Followingisanexampleof howastart-upreal estate practice canemploysoundprinciplesof advertising
while stayingwithinamostreasonable budget –the forsale sign.
Thisexample of the forsale signwasdesignedbyJohnBarnettandrealtorsmark.comisaregistered
domain.