UNIT-1

Corporate Communication

Corporate communication is a type of communication that involves communicating

with the public, employees, and customers.
In other words, it’s about sharing information about your company with others in an
effective way. It is a process of creating and distributing information throughout an
organization. For example: newsletters, reports, presentations, speeches, media
releases, promotional material, websites, and other digital content.
Basically, it deals with the internal and external aspects of a company. The main
goals of corporate communication are to create an image for the company, promote
its products, and build relationships with customers.

Types of Corporate Communication

The most common types of corporate communication are: internal, and external.
Internal Communication

Internal communication refers to the type of communication among employees at all

levels and across all departments within an organization.
It involves the exchange of information between members of the organization for the
purpose of managing the organization’s operations and informing employees about
company goals and policies.
For example, Group Discussions, Daily Reports, Team Meetings, and Emails to
employees.
External Communication

External communication refers to the process of communicating outside an

organization such as customers, investors, suppliers, partners, analysts, vendors,
shareholders, or any other external parties.
It will create goodwill with customers and build customer loyalty toward the company.
For example, Advertising, Press Releases, Press Conferences, and Public
Relations.

Objectives of Corporate Communication

The ultimate objective of corporate communication is to create awareness about the
company’s products or services and build a positive image in the minds of
customers. But, from company to company, the corporate communications
objectives may differ. Some of the common objectives are:
Improving Awareness

Awareness is one of the most important objectives of corporate communication.

Because it helps in identifying what needs improvement within the organization.
Corporate communication helps to create awareness about both the corporation and
its products or services.
Therefore, one of its objectives is to generate interest in whatever has been
launched by the company through marketing campaigns.
Goal-oriented Action
Corporate communication can also be used as a tool for motivating employees to
perform certain tasks or achieve certain goals. This can include setting up meetings
with employees to discuss what needs to be done by when.
Profit-oriented Action

Moreover, it helps organizations in making a profit by providing information about

competitors’ prices, discounts, etc. So that customers can make informed decisions
while buying anything from them.

Components of Corporate Communication

The key components of corporate communication are:
Brand Awareness (Corporate Identity):

An organization’s brand is one of its most valuable assets. It refers to “the set of
expectations, memories, stories, and relationships that, taken together, account for a
consumer’s choice of one product or service over another.”
Moreover, corporate communication plays an important role in helping an
organization build awareness about its brand among its target audience by
effectively communicating. It helps organizations get their brands noticed by
customers, stockholders, and investors through various marketing channels such as
online advertisements, or press releases issued by the company.
This can be done through various marketing activities such as an advertisement,
sponsorship, and PR campaigns.
Corporate Branding:

A strong corporate brand can help you become an industry leader by providing an
identity that differentiates your business from competitors.
Corporate branding helps organizations establish their identity in the minds of their
customers through consistent use of core values identified by them which
differentiate them from their competitors.
Corporate Reputation (Brand Credibility):

This refers to how people perceive your company depending upon their experiences
with it or its products/services, employees, etc., due to all aspects of corporate
communication including branding, customer service, etc., over time.
More so, a company’s reputation includes how well known it is among potential
clients or how much trust people have in its products or services. A strong corporate
reputation leads to increased sales and profits while negative publicity can destroy
an organization’s image forever.
Customer Communications:

This refers to all communications related to customers such as customer service

emails or phone calls, product feedback, etc. It also helps in improving customer
satisfaction and retaining them for long periods of time. This further leads
to increase revenues from them through repeat purchases or referrals from
satisfied customers to others who may benefit from using your products/services too.
Brand Talent:

The ability to attract, engage and retain employees who fit the culture and share the
mission of your company.
Employee Engagement:

It is essential for companies to improve employee engagement. So, they can

increase productivity levels as well as create a conducive work environment for
employees where they feel comfortable working.
Employee Productivity:

Employee productivity is an important element of corporate communication because

it affects profitability and other company goals. The goal of corporate
communications is to create a culture where employees feel empowered to take
action toward achieving the organization’s goals.
Importance of Corporate Communication
Here are some reasons why every business should give a priority to corporate
communication.
Become More Recognizable

A good corporate communication strategy can help your company become more
recognizable by providing information about the company and its products or
services. It also helps build trust among your customers, partners, investors, and
suppliers.
Control External Impact

Corporate communication is important for any business. Because it allows you to

control how others perceive you and how they interact with your brand. Basically,
your business reputation based on how customers and other stakeholders respond
to your corporate communications efforts.
You can also use corporate communication strategies to manage customer
expectations and build trust in your brand over time. This further helps prevent
negative word-of-mouth publicity from spreading among consumers.
Improve Employee Loyalty

A corporate communication strategy helps employees feel like part of a team. In fact,
it will increase employee loyalty to their organization. If employees feel that they are
being taken care of by their employer. Then they will work more sincerely for them
without any hesitation or complaints.
How can businesses improve their corporate communications?
The purpose of corporate communication is to create a consistent message for your
business. While that may seem like an easy thing to do, it can be difficult when you
have a large company with many departments, divisions, and sub-brands. Here are
four tips to improve your corporate communications:
Have A Consistent Message

If there’s one thing that companies should strive for with their corporate
communications, it’s consistency. It doesn’t matter if you’re the CEO or an intern if
you’re representing your company in any way (whether in person or online). Then
you need to make sure that what you say reflects how the company views itself and
its products/services.
If someone from marketing says something different than what marketing said last
week. Then people will begin to question whether they can trust anything they hear
from anyone within your organization.
Hiring A Talented And Qualified Team

When it comes to corporate communications, you want to make sure that you have a
team that can handle all of your needs from writing content to managing social media
platforms. While some companies outsource their marketing efforts, others choose to
hire in-house staff who can focus solely on their corporate communications efforts.
But no matter which route you choose, make sure your team has the skills needed
for success!
Giving The Communications Team Autonomy

You should give your communications team the freedom to come up with new ideas
and strategies which they think will help you improve your marketing strategy in
the long run.
Make It Easy For Employees To Participate

Employees should be encouraged to share their ideas on how to improve processes

or products with others in the organization. In fact, this will create a culture where
everyone feels like they have a voice and can contribute ideas that will benefit the
business as a whole.

Media Vehicle
Media vehicle refers to a specific method (like digital, radio, newspaper etc.) of
media used by a business to deliver advertising messages to its target audience.
The first step is to pick a suitable media class, that is, a general category of media,
like radio, television, the Internet, newspapers or magazines. This is followed by
selection of the right media vehicle, such as a specific radio station, television
channel, online website or print publication. The aim is to reach the target consumer
group and receive a good response to the advertising messages from the group.

Deciding to include advertising in the communication mix process is a relatively easy

decision compared to deciding which media and media vehicle (for example which
magazine or which cancel on TV, etc.)

Most of the advertising budget gets spent on the media (and not the creative or
production side).This is why a careful planning, negotiating and knowledge skills are
very important. Expert media planners and buyers got the best out of the advertising
by finding the right spaces or places for an ad campaign at the lowest cost.

There are a wide variety of media available today for the advertisers to choose from.
The decision is depended on a lot of factors at the same time it is a very crucial
decision since the success of the campaign is highly depended on the media
selection aspect.
TYPES OF MEDIA VEHICLES/Classification of Advertising

Advertising is the promotion of a company’s products and services though different

mediums to increase the sales of the product and services. It works by making the
customer aware of the product and by focusing on customer’s need to buy the
product. Globally, advertising has become an essential part of the corporate world.
Therefore, companies allot a huge part of their revenues to the advertising budget.
Advertising also serves to build a brand of the product which goes a long way to
make effective sales.

There are several branches or types of advertising which can be used by the
companies.

Broadcast Advertising

Generally speaking, broadcast advertising is radio, television, and Internet

advertising. The commercials aired on radio and televisions are an essential part of
broadcast advertising.

The broadcast media like radio and television reaches a wider audience as opposed
to the print media. The radio and television commercials fall under the category of
mass marketing as the national as well as global audience can be reached through
it.

The role of broadcast advertising is to persuade consumers about the benefits of the
product. It is considered as a very effective medium of advertising. The cost of
advertising on this channel depends on the time of the commercial and the specific
time at which it is aired. For example, the cost of an ad in the premium slot will be
greater than in any other slot.
A radio ad must be aired several times before it actually sinks in the minds of the
consumers. Thus the frequency of the ad is important.

The type of your target audience is also important. Therefore, one must do a
research on which type of audience listens to which channels if they want the
ads to be successful. The voice talent in the commercial should be taken keeping in
mind the type of audience and the type of commercial.

The television advertising is usually considered the advertising for the corporate
giant, though even the small businesses can benefit from it.

A strong audio and video combination is a must for the success of the commercial.
But it is also important that the audio and video should function well without each
other. For example, if a person is not viewing the TV but just listening to it, s/he
should get the idea and vice versa.

It is extremely important that whatever has been advertised in the commercial is true.
For this reason, organizations such as Federal Trade Commission (FTC) are there to
monitor the commercials on television and radio. This ensures that the advertisers
are not making any false claims to lure consumers to buy their products.

Most of the radio and television advertisements are paid though there are some
public service ads which can be aired for free. The advertisers usually have to pay
for the spot which lasts for 30 seconds. In rare cases, this spot can increase to 60
seconds too.

These days radio and television ads are prepared by advertising agencies for their
clients. They understand the need of the client and make the commercial keeping in
mind the current state of affairs.

Broadcast advertising has become a very essential part of marketing in recent

times. Companies allocate specific budget for radio and television ads and
make an estimate of how much revenue they can earn through broadcast
advertising.

For example, marketing consultants are hired to determine the return on investment
(ROI) for spending on radio and television ads. Sometimes the marketing
consultants of these businesses run sample ads to judge its popularity among the
viewers.

Internet or online advertising uses the Internet or the World Wide Web for the
purpose of attracting consumers to buy their product and services. Examples of such
advertising include ads on search engine result pages, rich media ads, banner ads,
social network advertising, and email marketing and so on.

Online advertising has its benefits, one of them being immediate publishing of the
commercial and the availability of the commercial to a global audience. But along
with the benefits come the disadvantages too.

These days, advertisers put distracting flashing banners or send across email spam
messages to the people on a mass scale. This can annoy the consumers and even
the real ads might get ignored in the process. Therefore, ethics in advertising is very
important for it to be successful.

Whatever the mode of advertising, broadcast advertising is an inherent part of any

advertising campaign these days.

Advantages of broadcast media

You might wonder what the advantages and disadvantages of broadcast media are.
The former is a lot more obvious so let’s start with its pros.

Multi-sensory appeal

Broadcast media makes use of audio, video, and a combination of audio-visual

media. That is why people are naturally quickly drawn and hooked to it. It is
effortlessly more appealing to consume broadcast media than other forms such as
print media.

It’s all thanks to several senses stimulated, making messages more impactful and
even emotional. According to a study that analysed the impact of audio visual input
in university academics, audio-visuals made teaching and learning more effective.

The same is true for broadcast media. When you advertise with the use of sight and
sound, you tap into your customers’ interest more profoundly. Therefore you create
better brand retention. That is why digital media marketing makes use of not just
status updates and blog articles but also videos and images with captions.
Broad reach

Another advantage broadcast media has the scope of reach that is capable of, which
is immense. If you want a piece of information to reach as many people as possible
in as little amount of time, broadcast media is your best bet.

If you are a company that wants to increase brand awareness exponentially,

broadcast media is a useful tool. Almost everyone has a TV and/or a radio at home.
This means that if you choose to use broadcast media advertising, your potential
audience is almost everybody out there.

Economical

Broadcast media is not just effective. It can also be very economical. On the
consumers’ end, all they need is a TV, a radio, or even just a phone with a basic
internet connection. Then, they can have unlimited access to all the information that
broadcast media has to offer.

From a company’s perspective, broadcast media may take some investment,

especially if you are looking to advertise on TV. However, radio broadcasts are
relatively cheap and are therefore a good option for small businesses that want to
get the word out about their products.

Disadvantages of broadcast media

Now it’s time to delve into the latter portion of the discussion between the
advantages and disadvantages of broadcast media.

May target lower-income audience

There is a study that links high rates of watching television with poverty. You will also
notice in articles that talk about habits that differentiate the rich from the poor that
time spent watching TV is lesser among the wealthy.

There are many possibilities for this phenomenon. It could be that rich people can
afford better entertainment that does not involve television as opposed to the lower
or middle class whose only entertainment is the TV.

It could also be that rich people are too busy making more money that there is little
time left to sit down for some TV time.

Distracted audience

People may not realize that they are multitasking a lot of times. It is very rare to see
someone glued to the radio and just listening. Also, when the news is on, people are
usually busy doing other things at the same time, such as cooking dinner or doing
chores.

Sometimes, people even check messages, emails, or their social media feed even
when they are already seated in front of their wide-screen TV. If you want to
advertise with broadcast media, you have to make your material attention-grabbing
enough to be memorable; otherwise, your audience will easily forget you amidst the
surrounding distractions.

Inconsistent costing

While cost is an obvious advantage, it is also a disadvantage of broadcast media.

Sure, you can find cheaper means to advertise, but if it does not apply to your
product or business, that would be a bad spend. Worse is if you invest in expensive
broadcasting and end up with little or no revenue at all.

Print Advertising

Print advertising is a widely used form of advertising. These advertisements

appear in newspapers or magazines and are sometimes included as brochures
or fliers. Anything written in the print media to grab the attention of the specific
target audience comes under the purview of print advertising.

People who read newspapers or other publications have a tendency to browse the
print ads that they come across. The decision to buy the product might not be
instantaneous, but it does settle down in their subconscious mind. Next time they
see the product in the market, they are tempted to buy it.

Print advertisements are only effective when people see them. When people
browse through newspapers and publications, these advertisements should grab the
attention of the potential customer. Therefore, these advertisements should be
created in such a manner that they can hold the attention of the customer to some
extent. Usually a team of individuals is required in order to design the
advertisements.

The newspaper or magazine ad should be such that it should compel people to

spend money on the products. This is just what the advertising team does. To
create such an ad, the team members work on a concept and develop the wordings
and images of the ad. These wordings and images are then brought together to form
the final ad. Then there are people who deal with the placement of the ad. They have
to make sure that if the client has paid for premium place, they get the desired
exposure.

For example, an ad on the first page will get instant attention of the reader than the
ad on the subsequent pages. Likewise, an ad which occupies greater space is likely
to get more attention. All these factors have to be looked into while designing the ad.
The sales team of the publication makes sure that it gets ads regularly. In fact, these
ads are a major source of income for the publication and hence it is expected that
there should be a constant flow of the ads. The sales team does just that.

Mailers are another type of print ads. These can range from well-designed postcards
to simple paper leaflets. These are usually delivered by the postal workers in
people’s mailboxes. The problem with these mailers is that they get least attention
and are usually considered as junk and thrown away even without reading. To
reduce this occurrence, companies sometimes make use of fliers. These are paper
ads which are handed over to individuals in person. The logic is that if the ad is given
to people personally, they will pay more attention to it, which is actually true to some
extent.

Though print advertising is still very popular, it does take a hit from time to time. For
example, during the recession phase, when people’s budgets were tight, they did not
resort to print ads. In addition, with the advent of Internet, the print ads in the
publications have gone down because Internet has a wider reach online. To
overcome this scenario, new strategies have to be developed by advertisers and the
print media.

Globally, advertisers keep on developing strategies which benefit the business of

print publications. Therefore, it can be said that print advertising is here to stay.

Outdoor Advertising

Outdoor advertising communicates the message to the general public through

highway billboards, transit posters and so on. Outdoor advertising is a very
important form of advertising as the ads are huge and are visible to one and
all. The important part of the advertising is that the message to be delivered should
be crisp and to the point. Though images can be used, but they cannot be used in
excess. Everything should be presented to the viewer in such a format so that the
viewers make up their mind to buy the product or service.

The message to be delivered can be an ad to buy a product, take a trip, vote for a
politician, or give to a charity. According to Outdoor Advertising Association of
America (OAAA), millions of dollars are being spent on outdoor advertising each
year and the figures are expected to grow. This is due to the fact that outdoor traffic
keeps on growing every year and hence the target audience for outdoor advertising
is ever increasing.

The print and newspaper advertising takes up a huge part of advertising but outdoor
advertising is unique in its own way. It is an extremely cost-effective method of
advertising. All you need to do is to design a billboard and get it printed as compared
to the television advertising where an entire 30 second commercial has to be
designed. If the outdoor ads are strategically placed, it can guarantee substantial
exposure for very little cost. That is why outdoor advertising is very cost-effective.

Different industries make use of outdoor advertising in their own different way. For
example, eating joints and eateries on the highway make use of highway billboards
to draw the customer to have a bite and rest a little at their joint. Mac Donalds and
Subway are the excellent examples. The automobile and tourism industries make
use of the billboards to advertise their products and tourism plans. These are way
too successful because of the fact that people on the highway are on the lookout for
such information.

Apart from the billboards, there are several other forms in which outdoor advertising
can take place. For example, beverage companies make use of sporting events and
arenas to showcase their products. For example, Coca Cola was one of the FIFA
World Cup sponsors. Other places where you can see outdoor advertising are:

• taxicabs
• buses
• railways
• subways and walls on which murals are painted
All these forms of outdoor advertising are very popular and extremely cost effective.

The OAAA has divided the Outdoor Advertising into four major
categories: Billboards - These usually account for almost half of the revenue of
outdoor advertising. Then there is transit system and mobile advertising which
also takes up a major pie of outdoor advertising. Advertising on public furniture is
also used comprehensively these days globally. Last but not the least is alternative
advertising. Such advertising can be in the form of Corporate blogging which is an
important form of advertising these days.

To conclude, one can say that outdoor advertising, if used wisely is very powerful
and cost-effective way of advertising.

Electronic Media
Electronics Media is a form of media that one can create and distribute among
people via electronic medium. Unlike print media, this form of media has a broad
range of audiences. And therefore, it has a greater reach than the static or print
media. So, in simple words, every media that is involved with electrical energy and
platforms is called electronic media.
 Examples of electrical media are television, radio, etc.

Difference between print media and electronic media

There is a lot of difference between print media and electronic media. Here we will
be discussing some of the major or key differences between print and electronic
media bellow –

• The main difference between print and electronic media is that print media is a
classic form of mass media and electronic media is a modern version of mass
media.
• Print media is a printed form of media that includes newspapers, leaflets, handbills,
etc. On the other hand, electronic media is a form of media that includes electronic
energy to create and distribute media content like television, radio etc.
• In print, media one needs to be literate because all of them are presented in printed
form. But in electronic media contents are available in different forms like audio,
video etc. So it is more accessible to a wide range of populations irrespective of
literacy.
• Print media do not have the facility of live discussion but electronic media provides
facilities like live chat, live polls, and live conferences to engage people in live
discussions.

• The static media is limited in terms of information collection so, the audiences have
to wait for the next scheduled release to get the latest information. On the other
hand, there are no limitations on information in electronic media. And one can
update the latest information about anything at any point in time. Like you have to
wait for newspapers as the newspapers are released daily, weekly or on a monthly
basis. But you do not have to wait for any information when you access any news
channel or radio stations that are part of electronic media. And therefore electronic
media is preferable for a larger audience today than the classic printed form of mass
media.

Different types of electronic media

Electronic media is a form of mass media that needs electronic energy to create and
distribute informative or entertaining content in the form of audio, visual, written or
audio-visual etc. And there are a number of different types of media from print to
digital and electronic. Here we will list some of the top electronic media below-

1. Radio – By using the radio waves to produce and distribute informative, educative
and entertaining content for the audience is called radio. From different radio
 stations, people used to cover interviews, talk with the audience, and share daily and
recent political, economical and other news updates.

Due to its High popularity and wide reach, it was one of the biggest types of media in
older times. And even to date, many people use the radio to get the latest weather or
traffic update while travelling. Also, the radio’s wide reach makes it more useful for
promoting or advertising products, and services as well as spreading social
messages and important information.

1. Television– In the beginning television used to provide a limited number of channels

that offered various types of content like education, entertainment, news etc. But with
the passing of time and advancement, today television provides numerous channels
that offer a variety of different content. Nowadays, television provides different
channels that serve a different set of audiences like cinema channels, news
channels, daily soaps and children’s entertainment channels, cooking, wildlife and
nature, travelling channels etc.

Digital Media
Digital Media is the newest form of media and this form of mass media includes
electricity and the internet to produce different types of media content. The
transmission of digital media is achieved by distributing digital data through satellites
or digital cables to be devices that are able to translate them into texts, graphics,
audio, videos and so on. Different forms of digital media include music, videos,
advertisement, podcasts etc that you can find in any web-based system.

Conclusion
Media is a way by which people collect, create and distribute informative, educative
or entertaining content to the mass. Electronic media is the form of mass media that
needs electrical energy to create and distribute the contents.

Electronic media is more accessible and diverse than the classic print media. In
electronic media, one can share or collect any kind of information without any
barriers such as time limitations, and literacy which are the major drawbacks of print
media. And Internet media is also considered as the extended version of electronic
media as it also needs electronic energy to distribute and create content along with
satellite or cable internet.

Difference between print media and electronic media

There is a lot of difference between print media and electronic media. Here we will
be discussing some of the major or key differences between print and electronic
media bellow –
• The main difference between print and electronic media is that print media is a
classic form of mass media and electronic media is a modern version of mass
media.
• Print media is a printed form of media that includes newspapers, leaflets, handbills,
etc. On the other hand, electronic media is a form of media that includes electronic
energy to create and distribute media content like television, radio etc.
• In print, media one needs to be literate because all of them are presented in printed
form. But in electronic media contents are available in different forms like audio,
video etc. So it is more accessible to a wide range of populations irrespective of
literacy.
• Print media do not have the facility of live discussion but electronic media provides
facilities like live chat, live polls, and live conferences to engage people in live
discussions.

• The static media is limited in terms of information collection so, the audiences have
to wait for the next scheduled release to get the latest information. On the other
hand, there are no limitations on information in electronic media. And one can
update the latest information about anything at any point in time. Like you have to
wait for newspapers as the newspapers are released daily, weekly or on a monthly
basis. But you do not have to wait for any information when you access any news
channel or radio stations that are part of electronic media. And therefore electronic
media is preferable for a larger audience today than the classic printed form of mass
media.

Different types of electronic media

Electronic media is a form of mass media that needs electronic energy to create and
distribute informative or entertaining content in the form of audio, visual, written or
audio-visual etc. And there are a number of different types of media from print to
digital and electronic. Here we will list some of the top electronic media below-

1. Radio – By using the radio waves to produce and distribute informative, educative
and entertaining content for the audience is called radio. From different radio
stations, people used to cover interviews, talk with the audience, and share daily and
recent political, economical and other news updates.

Due to its High popularity and wide reach, it was one of the biggest types of media in
older times. And even to date, many people use the radio to get the latest weather or
traffic update while travelling. Also, the radio’s wide reach makes it more useful for
promoting or advertising products, and services as well as spreading social
messages and important information.
1. Television– In the beginning television used to provide a limited number of channels
that offered various types of content like education, entertainment, news etc. But with
the passing of time and advancement, today television provides numerous channels
that offer a variety of different content. Nowadays, television provides different
channels that serve a different set of audiences like cinema channels, news
channels, daily soaps and children’s entertainment channels, cooking, wildlife and
nature, travelling channels etc.

Digital Media
Digital Media is the newest form of media and this form of mass media includes
electricity and the internet to produce different types of media content. The
transmission of digital media is achieved by distributing digital data through satellites
or digital cables to be devices that are able to translate them into texts, graphics,
audio, videos and so on. Different forms of digital media include music, videos,
advertisement, podcasts etc that you can find in any web-based system.

Conclusion
Media is a way by which people collect, create and distribute informative, educative
or entertaining content to the mass. Electronic media is the form of mass media that
needs electrical energy to create and distribute the contents.

Electronic media is more accessible and diverse than the classic print media. In
electronic media, one can share or collect any kind of information without any
barriers such as time limitations, and literacy which are the major drawbacks of print
media. And Internet media is also considered as the extended version of electronic
media as it also needs electronic energy to distribute and create content along with
satellite or cable internet.

Types of Electronic Media

There are several types of electronic media, including

1. Web-based media: This includes websites, blogs, social media platforms,

and other online content.
2. Television: This includes traditional television programs, news, and
commercials that are transmitted through airwaves or via cable or satellite.
3. Radio: This includes traditional radio programs, news, and commercials that
are transmitted through the airwaves.
4. Podcasts: These audio programs are usually available for download or
streaming online.
 5. Music and video streaming services: These include platforms like Spotify,
YouTube, and Netflix that allow users to stream music and video content
online.
6. E-books and digital magazines: These are electronic versions of traditional
books and magazines that can be accessed on electronic devices like tablets
and e-readers.
7. Online news articles: These are news articles that are published online by
news organisations and other media outlets.
8. Digital advertisements: These are advertisements that are displayed online
or on electronic devices like smartphones and tablets.

Why Do People Use Electronic Media?

Utilising electronic media serves as a mode of communication and information

sharing through digital devices like computers, cell phones, and other gadgets.
There are a variety of uses for electronic media, including:

1. Communication: Email, messaging apps, social media, and other platforms

are common kinds of electronic media that people use to interact and
communicate with one another.
2. Dissemination of information: Reaching a broad audience quickly and
effectively as possible with electronic media. This covers news, learning
resources, and other content types.
3. Promotion: Businesses may reach and interact with potential consumers
through electronic media. Social media marketing, email marketing, and
internet advertising are all included in this.
4. Amusement: Electronic media, such as movies, music, and video games, is a
well-liked source of entertainment.
5. Education: Electronic media may be a useful educational resource, giving
users access to many data and tools for online learning.
6. E-commerce: The use of electronic media has made it simpler for both
consumers and companies to conduct online sales of goods and services.
7. Communication and cooperation between individuals and teams can be
facilitated by electronic media, enabling distant work and virtual meetings.
The Popularity of Electronic Media

The ability to see, hear, and read electronic material is its most notable
characteristic. Because customers may also learn information by viewing videos or
listening to audio versions, literacy is not necessary for understanding information
through electronic media.

Electronic media is available live and on-demand around the clock; you may quickly
get news or business updates on your smartphone, television, or news channel.
Since electronic media does not use paper, it is environmentally beneficial.

Even after they have been published, electronic media can still be edited. For
instance, we may still edit a published article, picture, or video. The quick
interchange of ideas made possible by electronic media makes them the perfect
medium for communication.

Electronic Media in Future

Although it is difficult to foresee exactly how electronic media will change, it will
probably greatly impact our lives. Future trends and advancements in electronic
media might include the following:

1. Increasing usage of artificial intelligence: Artificial intelligence (AI) will

probably be used more and more in electronic media to improve and
customise the user experience. A user's interests can be used to promote
material, improve search results, and help with chores like translation.
2. Virtual and augmented reality will be more fully incorporated into
media: Virtual reality (VR) and augmented reality (AR) technologies are
anticipated to increase and be more fully included in electronic media. The
uses of VR and AR for gaming, education, and other purposes may fall under
this category.
3. Streaming services: will certainly continue to gain popularity and might
eventually displace traditional cable or satellite TV subscriptions. Examples of
this include Netflix and Hulu.
4. Wider use of 5G technology: In the upcoming years, 5G technology is
anticipated to become more generally accessible, enabling quicker and more
dependable internet connections and creating new apps and services.
5. Greater emphasis on cybersecurity: To guard against online dangers and
data breaches, there will undoubtedly be increasing emphasis on
cybersecurity as electronic media becomes more pervasive and interwoven
into our daily lives.
 6. Social media platforms will probably keep evolving and might even start
integrating more seamlessly with other digital media, such as messaging
applications and streaming services.

Advantages of Electronic Media

1. The ability to view, hear, and read electronic material is by far its greatest
benefit.
2. To read the content in print media, the reader must be literate. While
customers may also learn information through viewing films or listening to
audio versions, they do not need to be literate to do so.
3. Electronic media is available 24 hours a day, seven days a week, live; you
may quickly get news or business updates on your smartphone, television, or
news channel.
4. The largest contribution to the world becoming a global village is made by
electronic media. This implies that individuals have simple access to
knowledge about many global regions.
5. Since electronic media does not use paper, it is environmentally beneficial.
6. Electronic media are affordable. Print media costs more for readers to
subscribe to than electronic media. For instance, for the price of one printed
book, you may listen to thousands of novels now via audio book sites.
7. Even after they have been published, electronic media can still be edited. For
instance, we may still edit a published article, picture, or video.
8. The print media's audience is constrained. It exclusively addresses the
specific nation or area. For instance, whereas electronic media has a global
audience, newspapers and periodicals are issued according to a country or a
specific region. Once it has been broadcast, anybody may watch, listen to,
and read it.
9. Due to visuals, photos, and videos, learning anything through electronic
media is simple.
10. The awareness-raising power of electronic media cannot be overstated.
Today's electronic media have surpassed print media's influence on
education. For instance, we can now learn anything through the internet,
which was previously impossible.
11. Electronic media advertising is highly affordable and simple; for instance, you
can current market your items very cheaply through Facebook, Google, and
 YouTube. In addition, you may focus on clients based on their gender and
age.
12. The quick interchange of ideas made possible by electronic media makes
them the perfect medium for communication.
13. Electronic media make it far simpler and less expensive to disseminate
information or knowledge than print media.

Disadvantages of Electronic Media

The following are some drawbacks of electronic media:

1. Electronic media is dependent on technology, and when there are technical

problems, accessing the media may be challenging or impossible.
2. Compared to in-person communication, electronic media offer less physical
interaction, which can result in a lack of nonverbal indicators and a feeling of
separation.
3. Electronic media frequently appeals to attention span limitations and
promotes surface-level involvement rather than in-depth comprehension.
4. Misinformation may spread readily through electronic media since it is simple
to share information without confirming its truth.
5. Privacy invasion, because personal information may be gathered and tracked,
electronic media may infringe on a person's privacy.
6. Harmful effects on mental health: Studies have indicated that excessive use
of electronic media can harm mental health, including a rise in the risk of
depression, anxiety, and sleep difficulties.
7. Electronic media may cause personal relationships to fall apart and prevent
face-to-face contact, which is necessary for creating and maintaining social
ties.

Unconventional Advertising
Unconventional advertising, often referred to as guerrilla marketing, often consists
of creative, low-cost marketing methods used by small businesses to temporarily
promote a product or service.

Using methods to promote your product beyond traditional advertising techniques,

especially those you create yourself or use only once or infrequently, falls under
the classification of unconventional advertising. Examples include having people
wear clothing with your logo at events, giving out free samples at events, creating a
partnership with a local charity, and unusual public displays, such as sidewalk
paintings and skywriting. Coordinated social media campaigns using free or low-
cost online tools such as Facebook, Twitter, Pinterest, Groupon, Constant Contact
and LinkedIn also have become integral parts of small-business advertising efforts.
Because of the number of small and large businesses using social media, this form
of marketing might soon be considered a conventional method of advertising.

Non-Traditional Advertising refers to just about anything you can put a

brand on and exciting, new types of Alternative Media are developed daily.
Examples of this include: Dry Cleaner Bags, Ad Balloon s, Golf Course
Advertising, Coffee Cups/Sleeves, Door Hangers, Wild Postings, Pizza
Box Ads, Bar/Restaurant Advertising, Vehicle Wraps, Backpack Billboards,
Sampling, Street Teams, Segways, Sidewalk Chalk, Street Decals,
Projection Media, Promo Cart/Umbrel la, Beach Advertising, Guerilla
Marketing, Augmented Reality, etc

There's non-traditional media: social, mobile, outdoor... and then there's not-at-all
traditional media: street chalk art, stadium scoreboards, concerts, viral video, water
closet media (oh yes, that's a thing), guerrilla street teams, skate parks, crop circles,
hot air balloons, stunts and more. There is essentially no limit to the creativity that can
be tapped to market your brand.