ABSTRACT
As a term, ‘mass communications’ refers to particular media that can convey information to relatively large segments of the population, namely: press, TV, Web, posters and transport, radio and cinema. In the advertising business, these media are sometimes referred to as ‘above-the-line’ (ATL) as they are all media which offer commission. This chapter examines the key trends amongst the mass communications media including the shift from ‘push’ to ‘pull’, regulations and intrusiveness and the growing importance of measurement. Mass media strategy is then assessed in terms of whom to reach, where to reach them, when to reach them and finally what to say. Within this framework, the key elements in media class choice are reviewed related to creative scope, media history, distribution channels, budget and competitor activity and media vehicles in terms of costs, frequency and impact. The mass media are then considered in turn starting with the press. Each section examines types of media, spaces offered, audiences and audience research, pricing and effectiveness.
