nic media broadcasts do not have the all-powerful influence or effect we sometimes think they do. Research has found that people retain only around 10 per cent of what they hear or read once and no more than 50 per cent of what they see. [10] this suggests is that you should not over-react to a media story. When one negative article appears in the media, it is not the end of the world. Despite the warning about making or breaking your company or career in 30 seconds" at the beginning of this book, the media does not inject opinions into the public like a vaccine.you over-react to a negative story in the media, consider the following formula for newspaper impact:
On average, only 10 per cent of a newspaper s circulation will read any one particular story in the paper. Some don t read the paper at all on some days and most people skip read, selecting items of interest;
On average, of those who read a particular story, most will remember only 10 per cent of the content.means that an average article in a newspaper with a circulation of 100,000 will only be read by 10,000 people and only 1,000 will remember what they read.is also research which shows that, even when awareness is created, attitudes do not necessarily change and, furthermore, when attitudinal change occurs, it does not necessarily lead to behavioural change. So, even if 1,000 people remember what they read in the newspaper, only a small percentage of these will change their attitude because of the information and even fewer will change their buying behaviour, voting preference or patronage. [4] purpose of these examples is not to contradict earlier comments about the importance of the mass media, but to provide a rational view of media effects. The media can neither be blamed for all of society s ills, nor can they be seen as a panacea for changing opinions in your organisation s favour.realistic view of media effects also suggests that communication with the media has to be on-going. One good interview or story is not going to achieve your objectives any more than one negative story is going to cause ruin.
2. Advantages and disadvantages of media in Britain
trying to select a medium that is right for your advertising message, it's helpful to know some of the advantages and disadvantages of the various forms of media to assist you with your decision.
. 1 Newspapers
appeared in many European countries in the 17th century. The first English printed news book averaging twenty-two pages was the Weekly News raquo ;. It appeared in Lon don in 1621. By the 1640s the news book had taken the form of a newspaper. The first periodical was the London Gazette raquo ;, a bi weekly court paper. It started as the Oxford Gazette in 1665.British are great newspaper readers. For many British people reading a daily newspaper is an important part of their daily routine. Great Britain is one of the countries where daily newspapers are delivered at the door before breakfast.can divide the daily press into two groups:
. The quality press (broadsheet). The quality papers are thick, serious and speak about politics and current affairs (The Times, The Guardian, The Independent, The Telegraph)
Financial Times contains a comprehensive coverage of industry, commerce and public affairs. The Times is the most famous newspaper. It represents the views of the establishment and is well-known for its correspondence column.
The Guardian gives a wide coverage of news events and reports on social issues, the arts, education.
The Daily Telegraph contains reports on national and international news, gives a full covering of sports and other topics. [1]
. The popular press (tabloids) popular papers have fewer pages, are written in a simple language and have very short articles with big headlines, many colorful photos and illustrations and lots of stories about famous people (The Sun, The Daily Mail, The Daily Mirror ):
· Your ad has size and share, and can be as large as necessary to communicate as much of a story as you care to tell.
· The distribution of your message can be limited to your geographic area.
· Split-run tests are available to test your copy and your offer.
· Free help is usually available to create and produce your ad.
· Fast closings. The ad you decide to run today can be in your customer's hands two days from now.
Disadvantages:
· You have to compete for attention against large advertisement run by supermarkets and department stores.
