media and media categories

1. Presentation of Mass Communication:
Media:
The term media, which is the pluralof medium, refersto the communication
channels through which wedisseminate news, music, movies, education,
promotionalmessages and other data. It includesphysicaland online
newspapersand magazines, television, radio, billboards, telephone, the
Internet, fax and billboards.
There are three categories ofMedia:
 Folk Media
 Traditional Media
 Digital Media
1.Folk Media:
Folk Media is the creative dissemination of information through cultural and
performance arts. In, folk media drama, skits, poems, stories, riddles, songs
and dance have been popularly and successfully used to disseminate
messages and even to pass on wisdom of older generations to the youth.
Advantages of Folk Media:
 Available and enjoyed by all age group people
 Providesimmenseflexibility
 Preserveand disseminatein a lively manner ,the tradition and cultureof
our forefathers.
 Satisfies man’sneed for moralinstruction combined with
entertainment.
 Satisfy the innate desirefor self expression
 High Interest arousalcapacity
 Available at a low cost
 Highly impactful
 High audienceparticipation

2. Folk media include:
 PUPPETRY
 CULTURE ROWS
 FOLK DANCE
 MELASAND FESTIVAL
 THEATRE
PUPPETRY:
Puppetry isa form of theatre or performancethat involvesthe manipulation
of puppets – inanimateobjects, often resembling sometype of human or
animal figure, that are animated or manipulated by a human called a
puppeteer. Sucha performanceis also known asa puppetproduction.
CULTURE ROWS:
Every nation loves its culturedearly as in fact it is its identity. Peoplenot only
wantto preservetheir culturebut also to see it having firm roots in other
parts of the world too. For this purpose culturalshow are held.

3. FOLK DANCE:
A folk dance is a dance developed by people that reflect the life of the people
of a certain country or region. Not all ethnic dances are folk dances.
Example:
Bhangra
MELAS AND FESTIVAL:
Fair is a periodicalfestival for the general sales and purchases. Fair are
localized in nature. Besides sales and purchases of goods. It also serves
entertainmentpurposes. Its access is limited to a particular area and limited
people.

4. Theatre:
Theatre is one of the most watched and effective folk media. Basically it is an
enterataining medium butalso touches very aspect of human life in a very
intresting way. It is also local in natureand is very usefulfor advertising
productsand servicesin a specific area.
2.Traditional media:
Traditional media allows businesses to target a broad target audience
through billboards, print advertising, television commercials, and more.It
increased the opportunities for companies, big and small, to connect and
spread the word.

5. Advantages of Traditioal Media:
 Highest responserate of all media.
 Highest level of selectivity of all media.
 High quality control.
 A measurablemedia for cost and response. Easy to test.
 High personalization.
 Creative flexibility.
 Long life span.
Traditional media include:
 Television
 Radio advertising
 Printadvertising
 Billboards
 Banner ads
Television:
This can be an expensiveoption in primetime spots but your ad can still reach
broad audiences, particularly if your campaign also includes placementwithin
the network’son-demand site. With a smaller marketing budgetit’s worth
looking for advertisingopportunitieson specialised channels, such as those
focused on sport, outdoor activities or cooking. These channels have smaller
viewer numbersbut allow marketers opportunitiesto target a niche audience.
Sponsoringpopular TVshows can be highly effective option, in combination
with an ad campaign. TV advertisingalso requiresa production budgetin
addition to purchasingthe actual mediatime. These can include:
 Creative Fees
 Film company costs
 Talent fees for actors. Even with old ads, you’llneed to check your talent
fees are covered or renegotiate them.

6. Radio:
Radio is portable. You can reach people while they drive, work or walk the
dog. Keep your message short and sweet so that your ‘on the go’ audience
knows what the offeris and how to get in touch. Productioncosts may be
relatively inexpensive. In fact most radio stations will create the ad for you.
As with all advertising, strong creative will always give you better cut
through and memorability so while it may be low cost,it still has to be good
at getting your message across and building your brand preference. Your
campaign proposalis likely to be a bundle of stations with some spots in
prime time and others in lower listening times.

7. Print Ads (newspapersand magazines):
For print advertising, readership is your best guide. Many publications will
advertise circulation figures but if they are a free local tabloid, this may not
equate to readership. Surveyed readership figures may be quite a bit less.
Printed media can give you a short exposure but in this media, you may
reaching a more engaged audience – especially if they are sitting down to
read with a cup of coffee.Newspapers and magazines are also often seen
as credible or trusted sources and there may be publications that perform
well in your industry that are bestsuited to your products and services.If
the magazine or newspaper has an online edition your ad will reach a
broader audience here.
Billboard Ads:
Billboard ads provide broad access to customers in a specific
geographical area. The location of the site can be powerful and your
performance will depend on your creative. Keep it simple and if possible
entertaining or clever. Costs for Billboard advertising include the monthly
site rental, creative artwork (which may include talent fees) and
production of the billboard ‘skin'.

8. Flyers / Letterboxdrop:
This can be a great way to put your brand in the hands of your customer.
As with any marketing activity, the key is to make sure your message is
compelling and makes them want to act, or you may end up in recycling.
You don’t have to offera huge discount but it’s worth including a short time
offerthat drives store visits or enquiry. A physical couponthat you collect
from customers can be a good idea to help gauge your return on
investment too.
3.Digital Media:
Digital media is any form of media that uses electronic devices for
distribution. This form of media can be created,viewed, modified and
distributed via electronic devices.Digital media is commonlyused software,
video games,videos, websites,social media, and online advertising. Even
though digital media is part of our everyday culture, business owners still

9. find themselves uncomfortable with replacing their paper advertising
with digital market.
Advantages of Digital Media:
 Digital media facilitates social interaction and empowers people
 Digital media gives people a voice, increases civic participation
 Digital media facilitates the creation of communities
 Digital media is changing how work gets done, boosting productivity
 Digital media enhancing flexibility for workers and employers
Digital media include:
 Search engine optimization
 Pay-per-click advertising
 Content marketing
 Social media
 Email marketing
Search engine optimization:
Search engine optimization, commonly abbreviated as SEO, refers to a
series of processes by which a website improves its rankings in search
engines like Google. SEO is a crucial component of online marketing,
because without ranking in searches, your website may never attract
targeted leads or customers.You can use SEO in many ways to improve a

10. website’s ranking. One of the biggest ways is through the use of keywords.
Keywords are specifically selected words or phrases that are placed within
a website’s content. These keywords match up to the words or phrases that
people are searching for. If you use the right keywords, your website is
more likely to show up for these searches.
Pay-Per-Click(PPC) Advertising:
With pay-per-click (PPC) advertising, you can choose which keywords and
phrases you want to trigger your advertisements. Then, if your bid is the
highest, your ads will display above organic search results for those terms.
And you only pay when people click on your advertisements, so if nobody
clicks your ads, you won't pay a cent.
If you'relookingto quickly boost sales, PPC is a great option.
Content Marketing:
Contentmarketing is a form of marketingwith new mediathat has exploded
in popularity over the last three to four years. Asits namesuggests, this
marketing method relies on the distribution of content—includingwritten

11. content like articles, blog posts, and guides, as well as visualcontent like
videos—to appealto potential customersand businessleads.
The popularity of contentmarketing has stemmed from the fact that
consumerstend to react very wellto businessesthat provideentertaining,
engaging, or helpfulcontent. A consumer is muchmore likely to learn more
about an unknown company if ithas provided them something of value—like
an answer to a question or a guideto performinga complextask.
Social Media:
Even if you don’t currently rely on it as a marketing method, chances
are good that you know what social media is and how it works. Social
media networks likeFacebook, Twitter, Google+, and Instagramare
used by businessesto establish connectionswith their potential
customers, and also strengthen the relationshipsthey havewith
currentones.

12. The biggest advantageof social mediais that it allows you to have one-on-one,
unfiltered conversationswith potential customers. You are able to answer
questions, respond to feedback, and address concernsor possible issues
quickly, and in a very personalway. Although this may sound intimidatingat
first, it’s proven to be a huge benefit for companiesthat wantto improvetheir
customer service.
Email Marketing:
Finally,email marketing is one of the best new media methods you’ll
find for directly reachingyour customersand motivating them to take
action. Although you might expect email to be classified as outbound
marketing, email requires consumersto show their interest in joining
a listbefore they can be sent to, so it qualifiesas inbound.

13. Differencebetween TRANSITIONAL MEDIA:
and DIGITAL MEDIA:
Links:
https://www.masscommunicationtalk.com/role-of-folk-media-in-advertising.html
https://www.google.com/search?q=folk+dance+of+Pakistan&tbm=isch&ved=2ahUKEwjf3KH1x
qPuAhUN0eAKHXIDASsQ2-
cCegQIABAA&oq=folk+dance+of+Pakistan&gs_lcp=CgNpbWcQAzICCAA6BAgAEEM6BggAEAgQH
lDDGViROGDuOmgAcAB4AIABjgiIAcIqkgENMi02LjIuMC4xLjIuMZgBAKABAaoBC2d3cy13aXotaW
1nwAEB&sclient=img&ei=GnwEYN_nEo2igwfyhoTYAg&bih=564&biw=1366#imgrc=m6JrN5xaSO
4lIM
https://www.google.com/search?sxsrf=ALeKk019wkMML6vqgAXFDwM4FRxB0vhk9A%3A16109
13759549&ei=35cEYJT6IOyFhbIPuYepQA&q=digital+media+for+advertising&oq=digital+media+
for+adve&gs_lcp=CgZwc3ktYWIQARgAMgUIABDJAzIGCAAQFhAeMgYIABAWEB4yBggAEBYQHjIG
CAAQFhAeMgYIABAWEB4yBggAEBYQHjIGCAAQFhAeMgYIABAWEB4yBggAEBYQHjoECAAQRzoH
CAAQyQMQQzoECAAQQzoCCAA6BwgAEBQQhwI6AgguUKKdAVjGuAFgvMYBaABwAngAgAHhAo
gBhhSSAQUyLTguMZgBAKABAaoBB2d3cy13aXrIAQjAAQE&sclient=psy-ab

14. https://www.google.com/search?q=advantages+of+digital+media&oq=advantages&aqs=chrom
e.3.69i59j69i57j69i59j0i67i395i457j0i67i395l2j0i67i395i433j0i67i395.8191j1j15&sourceid=chro
me&ie=UTF-8
https://reports.weforum.org/human-implications-of-digital-media-2016/benefits-and-
opportunities/
https://www.webfx.com/internet-marketing/traditional-media-vs-new-media.html