MASS MEDIA

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The mass media is a means of communication, or mass media. The term refers to the large-scale communication of information and messages to a wide and heterogeneous audience. This type of communication can be done through media such as television, radio, newspapers, magazines, cinema and now also digital platforms and social media. The mass media have a huge reach and the ability to reach millions of people around the world in a matter of seconds. For this reason, they have become a very important tool for the dissemination of news, information, entertainment and advertising. For entrepreneurs, the mass media can be a very useful tool for promoting their brand or product. By reaching a large number of people, they can increase their visibility and recognition, which in turn can boost their sales and increase their customer base.

Mass Media is an anglicism meaning mass communication. In other words, the transmission of a message from a single broadcaster simultaneously to a generally large, heterogeneous and anonymous audience profile. Until a few years ago, these were the preferred protagonists and preferred means of communication. However, theThe new technologies have had to evolve and adapt to the trends of a globalised world. All this means that now the message that reaches the receiver, through the mass media, can receive a response, confirmation or rejection through other channels, making it a two-way communication! They serve to educate, inform, entertain or persuade. Mass Media are characterised by being generic, one-way and high-cost, if used in the right way and aiming for impact, they leave their mark on the audience. Therefore, serve to position a brand, products or services in the consumer's mind, as well as to reinforce the sense of belonging, affinity and loyalty to these products or services. So, A mass media strategy should be complemented by a social media strategy to create a two-way communication and enable interaction with the consumer.

THE CHARACTERISTICS OF THESE MEDIA CONTRIBUTE TO THE ELABORATION AND DELIVERY OF MESSAGES:

• These means of social communication are "media". Therefore, there are senders and receivers, which can be individual and collective.
• They are open. This means that anyone can access them.
• They relate to different disciplines. They involve the use of different languages as well as technical specifications.
• The contents are intended for a heterogeneous audience and a range of receivers. Also, to a smaller audience, which handles certain codes and information necessary to decode the message.

THE TYPES OF MEDIA MAY INCLUDE THE FOLLOWING:

• BOOKS

They correspond to a written medium. Technological advances have made it possible to reproduce them in series and, as a result, they can reach several recipients at the same time.

• WRITTEN PRESS

Printed media. Daily or regularly published newspapers or magazines, which contain topics on different subjects and are characterised by the way they deliver the information.

• TELEVISION (+)

It is a system for transmitting moving images. By mixing sound with image, the messages delivered by TV make an impact and persuade recipients more quickly and accurately.

• THE RADIO (+)

A system for transmitting oral messages. Its messages are transmitted by means of Hertzian waves and can travel several distances in a short period of time. Its mode of message transmission is simultaneous.

• INTERNET

It is a network of networks. The information is structured and organised according to topics and areas. Thus the "search engines" facilitate the work in the delivery and interpretation of information.

• CINEMA

It appeared in 1895 with the first film by the Lumiere brothers: "The workers leaving the factory". As cinema is limited in its real time, it compresses the narrative through the use of technical and structural means, such as, for example, the film script, scenes, shots, sequences, etc.

Practical examples of the use of mass media in entrepreneurship

As a practical example of the use of mass media for entrepreneurs, we can consider the case of a new company that offers an innovative product or service and wishes to make itself known to a wide audience in a short period of time. In this case, mass media, such as television, radio and the press, can be a very effective tool to achieve this goal. For example, a company offering a healthy food product may contact a TV or radio programme that is dedicated to promoting healthy living and healthy eating, to offer its product as a topic of interest for the programme. The company can offer free product samples and interviews with experts to discuss the benefits of the product. Another practical example would be a a company that offers financial advisory services and wishes to make itself known to a wide audience. In this case, you can contact a large circulation newspaper and offer an interview with financial experts, or even send a letter to the editor offering useful advice on personal finance.

In both cases, the aim is to take advantage of the reach and influence of the mass media to reach a wide audience and attract potential customers interested in the product or service being offered. In addition, the credibility and trust that an appearance in the mass media brings can be a great endorsement for the venture.

Advantages of the mass media for entrepreneurs

The mass media offer several advantages for entrepreneurs, among them:

1. Mass outreach: Mass media allows a wide and diverse audience to be reached in a short period of time, which can be beneficial for raising awareness of a company's brand, products or services.
2. Increased credibility: The media, such as television, newspapers and magazines, are seen as reliable and truthful sources of information, which can help increase a company's credibility and reputation.
3. Audience segmentation: Despite their mass reach, mass media can also be used to reach specific audiences through careful selection of media and distribution channels.
4. Differentiation from the competition: The media can be used by companies to differentiate themselves from the competition by providing unique and valuable information to the audience.
5. Increased visibility: By appearing in the media, a company can increase its visibility and attract the attention of potential customers and investors.
6. Exploiting trends: Mass media can be a useful tool for identifying emerging market and industry trends, which can help entrepreneurs adapt their strategies and take advantage of opportunities.

In a nutshell, mass media can be a powerful tool for entrepreneurs, providing them with a wide audience, credibility, audience segmentation, differentiation from the competition, increased visibility and the possibility to take advantage of emerging trends.

Mass media to internationalise companies

Mass media can be used by companies to reach an international audience and increase their presence in different markets.

Some of the ways in which the mass media can help companies to internationalise are:

1. Global outreach: Mass media, such as television, radio and newspapers, have a global audience, which means that companies can use them to reach a wide audience in different countries and regions.
2. International advertising: The mass media also offer opportunities for companies to advertise in different countries and in different languages, which can help increase the company's visibility in the international market.
3. Direct communication: Mass media also allow companies to communicate directly with their international audience. For example, companies can use social media to interact with their customers and followers in different countries and respond to their questions and concerns.
4. Knowledge of the market: The mass media can also be used by companies to obtain information about the international markets in which they operate. For example, companies can read international news and follow relevant events in different countries to gain information about market trends and business opportunities.
5. Strengthening the brand image: Mass media can also be used by companies to strengthen their brand image in the international market. For example, companies can sponsor international events and participate in international advertising campaigns to increase brand awareness and enhance their reputation in the global marketplace.

However, It is important to bear in mind that mass media also have their disadvantages, such as the high cost of advertising in some media, the difficulty of reaching a specific audience and competition with other companies in the global market. It is therefore important that companies carefully assess the pros and cons of using the mass media as part of their internationalisation strategy.

Disadvantages of the mass media for entrepreneurs

Some of the disadvantages of mass media for entrepreneurs may include:

1. High cost: Mass media advertising campaigns can be expensive, especially on television and radio. This can make it difficult for new businesses with limited budgets to access them.
2. Difficulty in measuring impact: It is difficult to measure the exact impact of a mass media advertising campaign, as it is not possible to directly track who saw or heard the advertisement. This can make it difficult to assess the return on investment.
3. Poor segmentation: Mass media reach a wide and diverse audience, which means that segmentation is limited. This can be a problem if the company's message is aimed at a specific group of people.
4. Competence: Mass media advertising is very competitive, and it can be difficult to stand out from all the other companies that are also seeking public attention.
5. Lack of control over the message: By using the mass media, the company hands over control of the advertising message to the medium. This can be a problem if the media decides to change or adapt the message in a way that is not suitable for the company.

In which cases is mass media interesting?

Mass media can be interesting in several cases, for example:

1. If the objective is to reach a wide audience: Mass media, such as television, radio or newspapers, have a massive reach and can reach a very wide audience in a short time.
2. If you want to generate brand awareness: Mass media can help increase the visibility and recognition of a brand by reaching a large number of people in a short period of time.
3. If you want to build a reputation: The mass media can be a tool to establish and build a good reputation for a company, as through interviews or reports in recognised media outlets, credibility and trust can be generated in the public.
4. If you want to report on an event or launch: Mass media can be a useful tool to inform the public about an important event or the launch of a new product or service.

It is important to Bear in mind that mass media also have their limitations and disadvantages, such as their high cost and the difficulty of measuring their impact and return on investment. Therefore, it is important to carefully assess whether its use is appropriate for each specific case.

What is the cost of advertising in each mass medium?

The cost of advertising in each mass medium varies depending on reach, frequency, format and other factors such as audience size and popularity of the medium.

Below are some examples of advertising costs in each mass medium:

• Television: The cost of a TV ad can vary greatly depending on the channel, time and length of the ad. For example, during the Super Bowl, the most watched sporting event in the United States, the cost of a 30-second ad in 2022 was approximately USD 6 million. For other television programmes, the cost can range from hundreds to thousands of dollars per ad.
• Radio: The cost of radio advertising also varies according to the station, time and duration of the advertisement. In general, costs are lower than on television. For example, a 30-second spot on a local radio station can cost tens to hundreds of dollars.
• Print media: The cost of advertising in newspapers and magazines depends on the size of the ad, the location and the circulation of the medium. For example, a full-page ad in a national magazine may cost several thousand dollars, while an ad in a local newspaper may cost less than a thousand dollars.
• Outdoor advertising: Advertising on billboards, bus shelters and other outdoor media also varies in cost depending on the location and duration of the advertisement. For example, a billboard in Times Square in New York can cost more than USD 1 million per year, while a billboard on a local road can cost a few thousand dollars per month.

It is important to note that these are only examples and that the costs of mass media advertising can vary widely depending on the country, region and other specific factors. The media for equity (+) allows the financing of media campaigns of very important groups.

Success stories of companies that succeeded thanks to the mass media

There are numerous success stories of companies that have succeeded through the effective use of mass media.

Some examples are given below:

1. Coca-Cola: The brand is one of the world's largest advertisers, and has managed to maintain its presence in the media for decades. Its advertisements have been iconic and have contributed to creating a global brand that is recognised around the world.
2. Nike: This sports brand has been very effective in its use of mass media, especially through sponsorship of top athletes and teams. Its advertisements have been recognised for their creativity and have helped to reinforce the brand's image as one of the best in its category.
3. Apple: The company has built a strong and globally recognised brand identity through its effective use of the media. Its commercials, product launches and events have been highly anticipated and have generated a great deal of public expectation.
4. Amazon: This company has established itself as one of the largest in the world thanks to its advertising strategy in mass media, such as television and radio. Its advertisements have been effective in creating a strong and globally recognised brand image.

In general, effective use of mass media can be a very powerful tool for companies, especially if used intelligently and strategically to create a strong and recognisable brand in the marketplace. However, the cost of advertising in these media can be high, which can limit the access of smaller companies to these communication channels.

How can a small business or entrepreneur use mass media to advertise?

For a small business or entrepreneur, it can be difficult to access traditional mass media due to their high cost and limited content production capacity.

However, there are some options available for them to advertise using mass media:

1. Local radio advertising: Local radio stations often offer affordable advertising packages for small businesses. Radio advertising can reach a specific local audience and is especially effective for promoting special events and promotions.
2. Advertisements in local newspapers and magazines: Local newspapers and magazines often have affordable advertising rates for small businesses. This type of advertising is effective for reaching a local and targeted audience, as well as for advertising special offers and events.
3. Online advertising: Through online advertising platforms, such as Google Ads and Facebook Ads, it is possible to create customised ads and reach a specific audience. Online advertising also allows for detailed measurement of the success of ads and the ability to adjust the advertising strategy in real time.
4. Social media advertising: Social media advertising, such as Facebook, Instagram, LinkedIn and Twitter, allows you to reach a targeted audience and is often more affordable than traditional media advertising. In addition, you can segment your audience by age, location, interests and other criteria to reach the right people.
5. Local television advertising: Local television advertising can be more affordable than national television advertising. Local television stations often have special advertising rates for small businesses and also offer more targeted advertising options, such as advertising on specific programmes or events.

In a nutshell, For a small business or entrepreneur, mass media advertising can be a viable and effective option by targeting local media and using online and social media advertising platforms to reach a specific audience.