RADIO BROADCASTING PROCESS





 

Comments

Post a Comment

Popular posts from this blog

STRATEGIES AND TECHNIQUES FOR MEASURING ADVERTISING CAMPAIGN

  An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication. Advertising campaigns appear in different media across a specific time frame. The critical part of making an advertising campaign is determining a champion theme as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities. The campaign themes are usually developed with the intention of being used for a substantial period but many of them are short lived due to factors such as being ineffective or market conditions and/or competition in the marketplace and marketing mix. STRATEGIES AND TECHNIQUES Advertising campaign effectiveness measurement techniques can be classified as measuring cognitive response, effective response and conative response. A cognitive r...
Read more

AUTOMATIC EXPOSURE

AUTOMATIC EXPOSURE Automatic exposure is based on the theory that people are often exposed to a media environment while doing other things.   Donohew, Nair, & Finn (1984): media users' cognitive systems pay attention as needed, with attention levels varying over time. "Most media exposure is carried out in a nearly mindless state".   TV viewing, and radio use may be habitual or ritualistic.   For instance, this theory says that when you do homework with the radio on, you may selectively perceive songs and mentally "tune out" commercials. Exposure to mass communication may not always be highly deliberate or purposeful. Many times people seem to be making their way through the mass communication environment while on a kind of “automatic pilot” (Donohew, Nair, & Finn, 1984). Common everyday examples of this phenomenon include people working at their desks with the radio on in the background, or washing dishes while also giving some attention to the te...
Read more

SOCIAL LEARNING THEORY

Social learning theory is derived from the work of Albert Bandura  which proposed that social learning occurred through four main stages of imitation:  close contact  imitation of superiors  understanding of concepts  role model behavior For the article on social learning theory in psychology and education see social cognitive theory. It consists of three parts: observing, imitating, and reinforcements Julian Rotter moved away from theories based on psychosis and behaviorism, and developed a learning theory. In Social Learning and Clinical Psychology (1945), Rotter suggests that the effect of behavior has an impact on the motivation of people to engage in that specific behavior. People wish to avoid negative consequences, while desiring positive results or effects. If one expects a positive outcome from a behavior, or thinks there is a high probability of a positive outcome, then they will be more likely to engage in that behavior. The behavior is reinforced, with posit...
Read more