The document discusses various aspects of mass communication including traditional and folk media, advertising, public relations, and outdoor media. It defines mass communication as the large scale imparting or exchanging of information to many people through various media such as newspapers, magazines, radio, television, and the internet. It describes traditional and folk media as cultural performances like folk dances, rural dramas, and musical varieties that originate from people's need for self-expression. Advertising is defined as paid, impersonal messaging used to promote products, services, or ideas through mass media channels. Public relations involves identifying and maintaining mutually beneficial relationships between organizations and their various publics. Outdoor media refers to advertising done through posters, billboards, and other sign

1. FUNDAMENTALS
OF MASS
COMMUNICATION

2. TOOLS 0F MASS
CMMUNICATION

3. INTRODUCTION
The imparting or exchanging of information on a
large scale to a wide range of people is known as
mass communication
It is usually understood to
relate newspaper, magazine, and book publishing, as
well as radio, television and film, even via internet as
these mediums are used for disseminating
information, news and advertising.

4. “
TRADITIONAL AND FOLK
MEDIA
As we have already studied ,one of the function of
mass media is transfer culture and rituals
Traditional AND folk media is a term used to denote
‘people’s performances’. This term refers to the
performing arts which can be described as the cultural
symbols of the people. Folk dance, rural drama and
musical variety of the village people, all come under
traditional media. Traditional folk media is not just
confined to dance and music, but also includes art and
crafts. Tradi-tional folk media originated as a
consequence of people’s need to express themselves.

5. Nautanki is
popular folk
drama form
‘Bihu’ folk
dance
shadow puppetry is
often used to depict
stories from mythology

6. Folk Tradition
 Traditional folk
media allows instant
feedback and live
interaction with the
audience
The performances
are mostly based on
the local language
which make the
audience understand
and get inspired .
 Folk forms like dance ,
music ,drama and
puppetry have provided
entertainment and
instruction to the rural
and tribal
masses.during the
independence struggle
,traditional / folk media
helped in awakening the
spirits of the people
against colonial rule .

7. Advertising, in relation to mass communication, refers
to marketing a product or service in a persuasive manner
that encourages the audience to buy the product or use the
service. Because advertising generally takes place through
some form of mass media , such as television, studying the
effects and methods of advertising is relevant to the study
of mass communication. Advertising is the paid,
impersonal, one-way marketing of persuasive information
from a sponsor. Through mass communication channels,
the sponsor promotes the adoption of goods, services or
ideas. Advertisers have full control of the message being
sent to their audience
ADVERTISING
Tv
Media

8. Printing press expanded the scope of
advertising
 Advertising is an audio or visual form
of marketing communication that employs
an openly sponsored, non-personal
message to promote or sell a product,
service or idea.
Advertising is differentiated from
public relations in that an advertiser
usually pays for and has control over
the message
Advertising

9. Types of
ADVERTISING
Radio
Internet
Newspaper
Television
Magazine
Billboard
Leaflet
Phone
Celebrity
branding

10. Lipton tea ad
since 1945

11. PUBLIC RELATION
Public relation are the
management function that
identifies , estabilishes and
maintains mutually
beneficial relationship
between origanization
and the various
publics on whom
its success
or failure depents

13. OUTDOOR
MEDIA
Outdoor advertising is one of the
oldest from of advertising .it
includes posters ,billboards ,
hoarding ,bus bench ,etc
Even a small sign board at the
roadside becomes part of the
outdoor media .
Billboards or hoarding are highly
effective in outdoor media .
Outdoor media

14. Features of outdoor
media

15. 1. Cost effectiveness; outdoor media is one of
the most cost effective way to promote a bard .
The ad once put in the holding can be kept as
long as the weather deteriorated or till you don’t
have a new holding ,since it is not a recurring
investment like television
2. Better reach ; outdoor ads provide better
reach to target audience as compared to other
advertising vehicles . Becoz the outdoor ads
can not be switched off like television. One can
avoid a television ad by changing the channel
but one cannot avoid an outdoor ad by staying
inside home and not going out

16. 3. Potential to reach intended customers; any
advertising whether home base or outdoor is
successful if it reaches out to the target audience
.out of home as brand promotion is visible sites
such as airports advertising ,mall advertising ect.
4. Scope for creativity and constant exposure;
advertising is a customer-centric affair and
attracting old/new pool of customers is equally
important for an advertiser to promote his brand or
service. Outdoor ads whether bus or train station
provide constant exposure about the brand to the
general public

17. Thank
You