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Mass Communication
Paper-II Complete short notes
Total Marks: 100
PMS Exam Preparation
According to outline of syllabus

Communication, Advertising and Public Relations

1. Process of Communication: source-message-channel-

Receiver-Noise and Redundancy

The process of communication is dynamic, ongoing and ever changing. We also used
some terms such as sender, message, channel, receiver, noise and feedback. These are
known as Elements of Communication that makes it a continuous process. Now let us
examine these elements in some detail and understand the type of interrelationship that
exists among them.
1. Source:
The source of communication is the sender who has a message to impart. The sender
has to decide how to communicate a message, which channel is to be selected for the
message and what type of strategies should be planned so that the message makes the
desired response. The sender provides verbal or non-verbal cues that can be received,
interpreted and responded to by the receiver.
2. Message:
Message is a set of signs and symbols which are given by the source to create
meanings for the receiver. Simply put, message is the content which is shared
between the participants in the communication process. To make the message
effective, the sender has to understand the nature and profile of the receiver of the
message, his/her needs and expectations and possible response to the message. This is
important in both face-to-face as well as mediated situations.
3. Channel:
Channel is the medium used to communicate a message from the sender to receiver.
The channel could be spoken word, printed word, electronic media, or even non-
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verbal cues such as signs, gestures, body language, facial expressions, etc. In modern
communication parlance, the word 'channel' mostly refers to mass communication
media such as newspapers, radio, television, telephone, computers, internet etc. The
selection of an appropriate channel is crucial for the success of communication.
4. Receiver:
Communication cannot take place without a receiver for whom the message is meant. We
receive a message, interpret it and derive meaning from it. You have already studied that
for successful communication, the receiver should receive the message in the same way it
was meant by the sender. In interpersonal communication, the receiver shares a close
relationship with the sender which gradually gets diluted in group and mass
communication.
5. Noise:
Noise is distortion in a message which affects the flow of communication. Noise could
be due to internal as well as external sources. Noise creates barriers in communication
and it could be of many types. Barrier or Noise is a term used to express any interference
in communication between source and receiver. A successful communication is the one
in which the message is conveyed undiminished with least distortion. However, it is not
always possible as a number of barriers make the process of communication complex.
Some of these barriers could be physical, psychological, cultural, linguistic (semantic),
technical or due to information overload.
6. Redundancy:
'Redundancy' refers to the uniqueness of the information. This implied that for effective
communication the greater the noise in communication, the greater is the need for
building redundancy i.e. repetition of the message which reduces the relative Infor mation
Source Transmitter Channel Receiver Destination Noise Source entropy or in other
words, the uncertainty about the message. This model was criticised for being based on
the hardware aspect developed for engineering problems and not for human
communication. Another criticism was that it did not take the element of feedback into
account.

2: Barriers to Communication:
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We have referred to the term 'Noise' while discussing the models and elements of
communication in the previous sections. Barrier or Noise is a term used to express any
interference in communication between source and receiver. A successful communication
is the one in which the message is conveyed undiminished with least distortion. However,
it is not always possible as a number of barriers make the process of communication
complex. Some of these barriers could be physical, psychological, cultural, linguistic
(semantic), technical or due to information overload. Let us try to understand these
barriers and how these can be minimized for effective communication.
 Physical barriers:
If the source is not visible to the receiver and s/he is not comfortable in the environment,
it may create barriers in communication. Geographical distance may also create barriers,
as people may like to communicate with one another but due to physical distances may
not be able to do so. For example, people may be interested to communicate with an
expert in a particular area who is not available in other areas/ regions as there is physical
barrier.
 Psychological barriers:
Due to individual differences, attitudes, interest and motivation levels, we perceive things
and situations differently. Apart from this, the varied levels of anxiety, inherent
prejudices and previous experiences also create barriers in communication. Studies have
revealed that due to the process of selective perception, selective recall and selective
retention, we perceive, retain as well as recall a message selectively thus creating barriers
in communication.
 Socio-cultural barriers:
In communication process, socio-cultural barriers also operate.To illustrate, in the Indian
context, some women may not like to discuss their health related problem with a male
health worker. Similarly, some issues may be perceived as personal and not fit for
discussion outside the realm of family, thus creating barriers. Some societies are less
vocal which may affect their level of communication with those from other cultures who
are more vocal or aggressive in behaviour.
 Linguistic barriers:
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During the process of communication, faulty expressions, poor translation, verbosity,

ambiguous words and inappropriate vocabulary create barriers.Moreover, words and
symbols used to communicate facts and information may mean different things to
different persons. This is due to the fact that meanings are in the minds of people who
perceive and interpret meanings in different ways according to their individual frame
mind.
 Technical barriers:
While using technology, technical barriers also make the process of communication
complex. When audio quality is poor or video signals are weak, the message may not
clearly reach the target group. Erratic power supply also creates barriers in
communication.
 Barriers due to information load:
At times too much information is imparted which we may not able to comprehend and
assimilate, thus creating a barrier in communication. To illustrate, in a meeting when a
speaker provides information at a fast pace for considerable period of time many of the
issues and concepts may get lost at the end.While using media, this type of barrier can
greatly affect the level of comprehension and utilisation of the message. Hence, great
care needs to be taken while deciding the amount of information in a communication
transaction.

3: Principles of Effective Communication

We have discussed in detail the various types of barriers that affect the process of
communication and it may not always be possible to completely remove all these
barriers. However, with proper planning and special efforts these can be minimised to a
great extent. Some of the ways of facilitating effective communication could be: clarity
of message, reinforcement of ideas, selection of appropriate channel, motivation, proper
environment and feedback. Let us elaborate each of these ways.
 Clarity of message:
In any type of communication, it is important that the objective of communication is well
defined, the level of language is kept simple, brief and clear. It has been found that most
of the complex ideas can be presented simply. Short and simple sentences can express an
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idea completely, coherently and cogently. Too many conjunctions make a sentence
complex and difficult to understand. Proper phrasing, punctuation, emphasis, voice
modulation facilitates clarity of message and increases the impact of communication.
 Reinforcement of ideas:
For clarity of the message, an element of redundancy needs to be introduced. Difficult or
technical words and expressions need to be substituted with simpler expressions and
words of everyday usage. However, care needs to be taken to see that the message does
not become repetitive and boring. The level of audience needs to be constantly kept in
mind.
 Appropriate channel:
 Depending upon the type and objective of communication, selection of
appropriate channel is crucial for the success of communication. The use of
technology also helps to overcome geographical barriers. However, for selecting a
particular channel, especially the more expensive one, some questions need to be
constantly asked such as why this channel? Is there any specific need? Will it help
to meet the objective of communication? Is it possible to avoid unnecessary
investment? and so on. Many a time, a simple channel may convey a message
more effectively as compared to the more glamorous ones. Motivation:
Motivation also helps to remove some of the barriers, especially psychological and socio-
cultural barriers. The receivers in the communication process need to be encouraged to
express their views, opinions and doubts. They need to be drawn into the interactive
process by persuading them to pose questions. Appreciation of their (receivers) views
increases their self-esteem and builds confidence.
 Proper environment:
Proper seating arrangements, visibility of the source and relatively comfortable
environment facilitate communication. This is especially conducive in overcoming some
of the physical barriers discussed above.
 Feedback:
Feedback is an integral component of any communication activity. Regular feedback at
appropriate levels facilitates understanding of the needs and views of the receiver/s. It
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helps to bridge the gaps, if any, in the communication approach and improves the process
of communication.

4. Development Communication and Development

Journalism
1. Development Communication (DC)
Development Communication is a communication strategy for the whole society.
Development communication is an art or science of human communication applied to the
direct revolution of a country and its people from the state of scarcity and shortage
towards a vibrant state of economic growth which makes possible the high values of life
and large fulfillment of human prospective. One of the first examples of development
communication was Farm Radio Forums in Canada. From 1941 to 1965 farmers met in
groups each week to listen to special radio programs. There were also printed materials
and prepared questions to encourage group discussion. At first this was a response to the
Great Depression and the need for increased food production in World War II. But the
Forums also dealt with social and economic issues. This model of adult education or
distance education was later adopted in India and Ghana. Instructional television was
used in El Salvador during the 1970s to improve primary education. One of the problems
was a lack of trained teachers. Teaching materials were also improved to make them
more relevant. More children attended school and graduation rates increased. In this
sense the project was a success. However, there were few jobs available in El Salvador
for better-educated young people. In the 1970s in Korea the Planned Parenthood
Federation had succeed in lowering birth rates and improving life in villages such as
Oryu Li. It mainly used interpersonal communication in women's clubs. The success in
Oryu Li was not found in all villages. It had the advantage of several factors including a
remarkable local woman leader and visits from the provincial governor. A project of
social marketing in Bolivia in the 1980s tried to get women in the Cochabamba Valley to
use soybean recipes in their cooking. This was an attempt to deal with chronic
malnurishment among children. The project used cooking demonstrations, posters and
broadcasts on local commercial radio stations. Some people did try soybeans but the
outcome of the project is unclear. In 1999 the U.S. Government and D.C. Comics
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planned to distribute 600,000 comic books to children affected by the Kosovo War. The
comic books are in Albanian and feature Superman and Wonder Woman. The aim is to
teach children what to do when they find an unexploded land mine left over from
Kosovo's civil war. The comic books instruct children not to touch the anti-personnel
mines and not to move, but instead to call an adult for help. In spite of the 1997 Ottawa
Treaty which attempts to ban land mines they continue to kill or injure 20,000 civilians
each year around the world.
2. Development Journalism:
The term “development journalism” is used to refer to two different types of journalism.
The first is a new school of journalism which began to appear in the 1960s. The idea
behind this type of development journalism is similar to investigative reporting, but it
focuses on conditions in developing nations and ways to improve them. The other type of
development journalism involves heavy influence from the government of the nation
involved. While this type of development journalism can be a powerful tool for local
education and empowerment, it can also be a means of suppressing information and
restricting journalists. The first type of development journalism attempts to document the
conditions within a country so that the larger world can understand them. Journalists are
encouraged to travel to remote areas, interact with the citizens of the country, and report
back. This type of development journalism also looks at proposed government projects to
improve conditions in the country, and analyzes whether or not they will be effective.
Ultimately, the journalist may come up with proposed solutions and actions in the piece,
suggesting ways in which they might be implemented. Often, this type of development
journalism encourages a cooperative effort between citizens of the nation and the outside
world. The second type of development journalism can walk a thin line. On the one hand,
government participation in mass media can help get important information spread
throughout the nation. Governments can help to educate their citizens and enlist
cooperation on major development projects. However, a government can also use the idea
of “development” to restrict freedom of speech for journalists. Journalists are told not to
report on certain issues because it will impact the “development” of the nation in
question, and therefore citizens are not actually being given access to the whole picture.
As a tool for social justice, development journalism can be very valuable. By speaking
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for those who cannot, a development journalist can inform the rest of the world about
important issues within developing nations. Looking at the strengths and weaknesses of a
country may also help identify ways in which the nation can be helped. This style of
development journalism is a tool for empowerment. When development journalism is
used as a propaganda tool, however, it can become very dangerous. Many citizens are
taught that the news is a reliable and useful source of information. For example, within a
developing nation which has a corrupt government, journalistic exposes of the
government are extremely important for reform. If journalists are not allowed to write
about what is actually going on, the citizens are not well served. Several international
press organizations release reviews every year which look at the freedom of press in
individual nations in an attempt to bring freedom of the press to all countries for this very
reason.

5: Difference between Mass Communication, Development

Communication, Development Journalism and Development
Support Communication
Mass Development Development Development
Support
Communication Communication Journalism
Communication

Communication on a Simply defined, is the use The idea behind this The practice of
large scale mainly of communication to type of development Development Support
through print or e promote social journalism is similar Communication,
media. Mass com development. More to investigative DSC, is a multi-
attracts vast number specifically, it refers to reporting, but it sectoral process of
of audience and the practice of focuses on conditions information sharing
readers. systematically applying in developing nations about development
the processes, strategies, and ways to improve agendas and planned
and principles of them. The other type actions. It links
communication to bring of development planners,
about positive social journalism involves beneficiaries and
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changes. heavy influence from implementers of

the government of the development action,
nation involved. including the donor
community.

6: Two step flow of communication and Opinion Leaders

1. Two step flow of communication

Two-Step Flow of Information And Influence Paul Lazarsfeld was a mathematician, but
also interested in psychology, sociology and mass communication. He and his research
institute at Colombia University pioneered research in the effects of radio and introduced.
The notion that interpersonal communication was an important mediating factor in
certain mass media effects. Lazarsfeld preferred inductive approach to theory
construction that is; research should begin with empirical observation, not with armchair
speculation. After the facts are gathered they are sifted and the most important pieces of
information are selected. This information is used to construct empirical generalizations –
assertions about the relationships between variables. This research approach is cautious
and inherently conservative. It avoids sweeping generalizations that go beyond empirical
observations and demand that theory construction be disciplined by data collection and
analysis. Theory is gradually created by combining generalizations to build what Robert
Merton in 1967 referred to as middle-range theory. Middle range theory comprises of
empirical generalizations that are solidly based on empirical facts. Lazarsfeld studied the
election campaign of 1940 – between Roosevelt against Republican Wendell Willkie. He
assembled a large research team in May- the voters were interviewed seven times from
May till November. His findings contradicted mass society theory. He argued that the
most important influence of mass media was to reinforce a vote choice that had already
been made. Media simply gave people more reasons for choosing a candidate to whom
they already favored. He found very little evidence that media converted people. Instead,
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the converts were often people with divided loyalties and were pressured by certain group
ties. He found out that the few who were early deciders were also the heaviest users of
media. These heavy users might be the same people whose advice was being sought by
other more apathetic voters. These heavy viewers held well developed political views and
used media wisely and critically. So rather than be converted themselves, they might
actually gain information that would help them advise others so that they would be more
resistant to conversion. Thus these heavy users might act as gate-keepers- screening
information and only passing on items that would help other share their views. They
would pass along information to others in the community who looked to them for
guidance. Lazarsfeld chose the term opinion leader to refer to these individuals. He
labeled those who turned to opinion leaders for advice as opinion followers. These
(opinion followers) people were influenced primarily through interpersonal contacts
rather than by what they read in the newspapers and magazines or heard on the radio.
This finding led the establishment of a TWO-STEP FLOW MODEL OF MASS
COMMUNICATION, in which effects were perceived as being modified by
interpersonal communication about those media messages. For the attributes of opinion
leaders another research conducted in 1943 on the housewives in Illinois--a snowball
sampling was done- to find out who influenced their thinking on marketing, movies,
fashions and politics- and then influential people were interviewed. After 10 years Elihu
Katz and Lazarsfeld published their work PERSONAL INFLUENCE in 1955. They
disclosed that opinion leaders existed at all levels of society and that the flow of their
influence tended to be horizontal rather than vertical. Opinion leaders influenced people
like themselves rather than those above or below them in the social order.
Two step flow of communication is a mass communication philosophy that proclaims
that information from the media travels ultimately in two diverse junctures. At 1st stage
opinion leaders give close concentration towards mass media and its messages obtain the
information. After that the opinion leaders permit their own understandings of the real
media gratified. The word “personal influence” was utilized to specify the procedure
superseding concerning the media’s straight message and the definitive response of the
spectators to the message. The two-step flow of communication model states that
maximum people custom their opinions beneath the stimulus of opinion leaders, who in
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turn are subjective by the mass media. In distinction to the one-step flow of
the hypodermic needle model or magic bullet philosophy, this grasps that people are
straightly inclined by mass media, rendering to the two step flow of information, ideas
move from mass media to opinion leaders, and from them towards broader populace. The
concept is founded on a 1940s study on societal inspiration that states that media
possessions are secondarily recognized through the personal stimulus of opinion leaders.
The majorities of people gets most of their info and are inclined by the media cast-off,
through the personal stimulus of opinion leaders.
2. OPINION LEADERS
Opinion leaders differed from followers in many ways of their personal attributes:
 They were more gregarious
 Used media more
 Were more socially active
 And shared the same social status

7. Public Relations: Definition and Scope- Tools of Public

Relations- Public Relations in Pakistan- Difference between
PR, Propaganda. Advertising and Publicity .
3. Definition:
The universally accepted definition of public relations as per Edward Burneys popularly
known as the Father of PR is that:
“It is a planned & sustained effort to establish and maintain mutual understanding
between an organization & its publics.

Simple Definition:
For better understanding if we take the two initials of the word Public Relations i.e. P and
R then we define “P” for Performance for Public and “R” for Result as against Relations.
4. Scope:

Public Relations is the science and art of maintaining the relations between the public and
an organization. The organization can be a business organization, a non for profit
organization, an institution or an individual, who requires the exposure and management
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of their image in the eyes of the public. Unlike advertising and marketing, here the Public
Relations Officer (PRO) focuses on using the resources to create an impact, rather than
making the public pay. Advertising and marketing, persuades and convinces the masses
to buy the goods and services, but public relations deals with the intangible value of the
organization or individual that the public holds. It aims to make the public- the
prospective customers, stakeholders, partners, employees etc to maintain a specific idea
about the organization and its various aspects like, leadership, decisions and the products.

5. Tools of Public Relations:

The tools of public relations -- publicity, institutional advertising, printed materials,
employee activities, shareholders reports, company publications and other things – are
then employed to do the job.

6. Public Relations in Pakistan:

PUBLIC RELATION HISTORY IN PAKISTAN Areas that are now constituting

Pakistan, PR was practiced in one form or another even thousands of years ago . Rulers
of South Asia made use of rocks and especially constructed monuments to highlight their
achievements, used this as communication channel Proofs are available in the form of
decrees on the rocks The main purpose of these carvings on rocks/monuments was the
desire of the ruler to keep a constant channel of communication, and thus g sustained
understanding, with the public The words of wisdom and Achievements of some rulers of
the bygone days can be seen carved on some rocks near Mansehra, Gillgit and other areas
in the northern Pakistan even to day PUBLIC RELATION HISTORY IN PAKISTAN
Mughal Era British Rule After Partition.Muslim rulers of South Asia sub- continent had
appointed Waqa-i- Nawees (scribes) throughout India for keeping them informed about
the opinions of the public and also about the general state of affairs in the country.
MUGHAL The scribes worked directly under the ruler and also reported to. him on the
conduct and general, behavior of the provincial/regional governors/officials, including
army commanders ERA.The colonial government decided to set-up an Inter-Services
Public Relations Directorate (ISPR) for motivating the natives to join the Armed Forces
and, for keeping up the esteem and morale of the Indian soldiers in the British Army.
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Later,- Press Information Department and the Department of Advertising, Films and
Publications were set-up at the center. During the World War II, a gradual and systematic
beginning of the official PR activities begins at central level The Provincial Public
Relations/Information Departments also performed protocol functions, administered the
Press Laws and issued official advertisements Earlier, the British Government in India
had established Public Relations offices at the Provincial level to keep the public
informed about the official policies, welfare schemes and development plans launched by
the government, while at the same time keeping itself fully informed about the views and
reactions of the public to various official policies/ measures The public relations
activities, took roots in the beginning of the twentieth century when some British firms
used PR techniques to build- up a good image of their organizations and to boost up the
sales of their products a brief account of the pr/publicity network that now exists in
Pakistan, along with its activities, is given under two separate headings
Official pr (i) internal pr (ii) external pr
Non-official public relation
Internal public relation Directorate of Research and Reference Press Information
Department Radio Pakistan Directorate of Films and Publications Pakistan Television
Corporation Pakistan National Centre
Effective department of the government
It projects the policies, plans and development efforts of the government
keeps a constant liaison with the newspapers/magazines and the working journalists
It is responsible for release of official advertisements, conducting of research,
preparation of initial drafts for the speeches to be delivered by the head of the state
(president) and the chief executive of the country (prime minister)
It prepares a daily press summary, containing important news reports and editorial
comments/columns/articles/letters to the editors on matters of national significance, for
circulation amongst the top -hierarchy of the country
Directorate of films and publications (dfp) It specializes in the preparation of
documentaries, news documentaries, news reels and all sorts of documented material on
issues of national significance DFP is not one of the main sources for printing and
supplying information, including pictorial both within and outside country
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Pakistan was converted into a corporation on 19th of December, 1972 This is one of the
main PR/publicity organs of the state in a country where over 70 percent people are
illiterate. It broadcasts news bulletins in national and regional language? And also
programs aimed at creating a better awareness amongst people about various issues.
Sources of entertainment for a large majority of the people, particularly those living in
the rural areas of Pakistan.
The corporation is entirely a government controlled/owned company.
over the years television in pakistan has emerged as the most powerful medium for
bringing about the desired change in the attitudes of the people through its programs
the ptv enjoyed a monopoly till 1990.
Miscellaneous departments notable among such bodies arc wapda, ptdc, tdcp, pia, state
bank, idbp, picic, adbp, cda, kda, pakistan railways, pakistan steel, state cement
corporation, ogdc, sui northern, and southern company, seed supply corporation of
pakistan, attock oil company, population planning, national savings directorate and
national highway authority etc.
external pr/publicity
• Basic aim, is to project abroad a positive image of the country, its people and culture as
well as to create an increased awareness about Pakistan’s policy goals
• Though it is not the main objective, but efforts are also made for attracting foreign
investments in Pakistan, boost-up tourism and sale of Pakistan products.
• The e. p. wing is responsible for removing mistrust and suspicions about Pakistan by
providing factual information in addition to counteracting negative propaganda
• It also prepares a feedback on the general views of the people and foreign media on
various issues of interest to Pakistan
non-officail pr
• Support of masses is required for any particular organization’s success
• If the image is good people will like to deal with that organization
• In order to built that confidence among people pr is an instrument to build the mutual
understanding
• Good pr program is required to attract the
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Conclusion job of a pr practitioner is to promote mutual understanding between his

organization and its public. in this regard an effective public relation activities is
imperative in both management of the internal and external public.

7. Difference between PR, Propaganda

Propaganda is the means of gaining support for an opinion, creed or belief. This is
another form of communication & by no means PR.Successful PR must be credible,
whereas propaganda is liable to invite suspicion or at least disagreement.
8. Difference between Advertising and Publicity
Advertising is a communications tool which is used to convince viewers, listeners, or
readers to do something about a product, an idea, or a service. It is designed to positively
influence people to patronize a product or service. Publicity, on the other hand, is the
promotion and management of the public’s impression towards a subject. It is the process
of creating news through sponsorship, exhibitions, staging a debate, organizing a tour of
the business, and inventing and presenting an award. Through involvement in these
activities, the individual or company’s name will be extensively mentioned in the media
and attract the attention of people to the individual or for consumers to a company’s
products and services.

8. Advertising: Definition-Merits and Demerits- Advertising

business in Pakistan-Departments of an Advertising Agency.

1. Definition of Advertising

“A form of communication which intends to promote the sales of goods, products or

services , to influence public Opinion , to gain political support , to advance a particular
Cause , or to elicit some other response desired by the advertiser.” (British Institute of
Advertising).

“Any paid form of non - personal presentation and promotional ideas, goods or services
by an identified sponsor.” (American Marketing Association).

2. Merits and Demerits

Merits:
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Advertising as a means of communication has numerous advantages. The merits of

advertising can be summarized below:
1. Mass Reach- Advertising is a communication medium which can reach a wide range of
people over a broad geological region. For example- advertising via a daily newspaper
reaches millions of people all over the country.
2. Boosting customer contentment and confidence- It creates a sense of assurance amidst
potential customers as they are contented and comforted about the quality of the product
and thus feel more relaxed.
3. Expressiveness- As because of the progress of graphic designing, art and computer
skills, advertisement has changed into one of the most aggressive weapon of
communication. A simple product can look attractive with all the special effects and
modern computer skills.
4. Economy- Advertising by far is the most economic medium of communication for
creating mass awareness. As a result of it wide reach, the total advertising cost gets
stretched over several communication links recognized. This ultimately lowers per unit
cost for advertising. Internet and advertising The Internet's vast reach can allow
advertisers to reach significantly more people than traditional advertising media at a
fraction of the cost. Internet advertising is ideal for businesses with a national or
international target market and large-scale distribution capabilities. As a rule, the more
people your business serves, the most cost-efficient internet advertising can be. Internet
advertising can also be more targeted than some traditional media, ensuring that your
messages are seen by the most relevant audiences.
Demerits of advertising:
Though advertising has many advantages, it also has several disadvantages. The demerits
of advertising as a medium of communication are listed below:

1. Less Forceful- Being an impersonal medium of communication, it is less forceful

when compared to personal selling. Advertising is a common message and you are not
compelled to pay attention to the message conveyed.

2. Lack of feedback- It is not possible to study the efficiency of advertising message as it

is not possible to gather immediate and precise feedback of the message communicated.
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3. Inflexibility- Advertising is not very flexible because of non-standardization and is not

custom made to meet the necessities of the various groups of customers.

4. Low effectiveness- Because of the growth in volume of advertising is becoming

impossible to make advertising message heard by the prospective group of consumers.
This ultimately influences the efficiency of advertising.Even though advertising has
many disadvantages the merits of advertising outweighs the disadvantages and thus forms
an important element for a successful marketing of a product. Thus advertising is no
doubt a powerful medium of communication without which no product can be marketed
successfully.

3. Advertising business in Pakistan

As compared to yesteryears, television in Pakistan has grown tremendously. The
proliferation of satellite channels and cable TV networks, has made it possible for a large
number of Pakistanis to have access to information around the world which had hitherto
remained inaccessible. The number of TV channels is expected to grow further in the
coming months/years as many channels are waiting in the wings to enter this thriving
field.As per latest research by Gallup, around 78% of the total urban population watches
television, out of which 13% are occasional viewers and 65% are regular ie people who
watch TV at least 4 days a week. Owing to this tremendous growth, it is now considered
an even more effective medium in terms of its Reach and Impact.
Total TV viewership in rural Market is 49%. In terms of rural areas with electricity, it is
53% and only 9% viewer ship in the non-electrified rural areas. Here are list of running
advertisement business in Pakistan.

 Aaj tv

 Ary digital

 Indus tv

 Geo tv

 Hum tv
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 Other satellite channels

1. Departments of an Advertising Agency

 Art and Visualization Department

An art director heads the Art and Visualization department, assisted by a team of artists,
layout men, and visualizers
 Media Planning and Purchase Department
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The fundamental function of the media planning and purchase department is to choose
the best outlet or a suitable medium for advertising the products and services based on the
budget, market competition, nature of the product, and client specifications.
 Public Relations Department
The growth and endurance of an advertising agency are taken care by the PR department
by maintaining a healthy relationship between the agency, media, and its clientele.
 Research Department
A research director heads the research department. Research department measures the
effectiveness of media and provides a systematic quantifiable basis for planning an
advertisement.
 Production Department
The production department is headed by the production manager. Once the advertisement
copy is ready, the agency goes ahead with production. The primary function of the
production department is to process and generate the final advertisement.
 Creative Department
The creative department taps the right words, appropriate visuals and everything that
grabs the attention of the consumers and promotes sales.
 Copy Department
The copy director heads this department who directs the functioning of it.The
fundamental responsibility of this department is to generate an attractive ad copy. The ad
copy is very significant and is called the heart of the ad because it conveys the ad
message to its consumers without any deviation.
 Accounting and Finance Department
The accounting and finance department is headed by the vice-president of accounting
services. The accounting team comprises of a chief financial officer, accounts receivable
and payable managers, accounts supervisors and accounts executives.
This department is responsible for billing, maintaining accounts, and collecting the
payments due from its clients.
 Contact Department
The contact department is headed by the accounts executive.
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This department begets new clients and also supports and retains the existing ones, which
is crucial for increasing the revenue, expansion, and growth of the agency.
 Office Management
The office management in an ad agency functions under its management services. This
department is responsible for hiring office staff, training and developing the newly joined
team, issuing salaries and perks to the staff, extending welfare facilities, and filing and
maintaining records of all the prime documents.

9. Importance of research in Advertising and Public Relations

1. Importance of research in Advertising:

An overview of advertising research reveals that the importance isenormous and these
benefits are been enjoyed by consumers and theadvert practitioners. Research in
advertising asks and answers thefollowing questions:
 What makes consumers buy some products over others?
 Why do they prefer some brands over others?
 Do the ads have effects on the behavior of the consumer?This research allows
companies or advertising agencies to evaluatemany advertising creative concepts
or brand presentation at differentstages before production in order to identify a
winning concept andprevent the investment of many man hours and production
resourcesin ineffective advertisements
Others include:
 In order to inform or manage their ads behavior, that is helpkeep track of event.
 To help them understand the behavior of consumers in order toknow the ad
campaign to fit them.
 Assess the effectiveness of ad messages directed to the audienceand how the
message affect group producer.
 In order to direct messages to a very specific group ofconsumers.
 The response of the audience based on the ad is gotten
2. Importance of Research in Public Relations
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The importance of Public Relations research cannot be overemphasized. It is important to

the practice because of the endlessbenefits it accrues to the practice. Research in PR is
not restricted tostages or levels of PR management but is employed at all levels of
thepractice. Be it at the beginning or at the end
Formative Importance:
 Formative research enables you to
 Better understand your target audience and their needs andwants.
 Get useful information from the right people.
 Make decisions with an audience-focused mindset.
 Refine your social marketing plan to ensure success of yourprogram.
 The information you collect during the formative research phase shouldhelp you
to Narrow and describe the target audience.
 Select a specific behavior for the audience to change.
 Identify the factors which influence the audience's behavior.
 Develop a preliminary marketing mix (product, price, place, andpromotion) for
the intervention
Evaluative research:
 Evaluative research basically enables you to measure impact, thefindings from
evaluations focus on the strengths and weaknesses ofvarious aspects of
innovations as well of their overall ‘outcome’. Thiscan also mean positive and
negative impacts.Assessing how effective the social implementation turned out.
Thissystematic assessment measures the worth or merit of the project. Itinterprets
the project by analyzing the initial intention of the project.This enables us to know
if the project is a success or a failure be itmonetary or influential status.

10. Advertising as the lifeblood of media

In the 20th century, the media was dominated by print, radio, and television, attracting a
broad swath of the public, affording them the opportunity to read, listens, and watch the
world around them in a way that they previously had not been able to do. Beginning in
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1989, the World Wide Web, (W3C.org) was invented, and it devised a virtual medium of
software laid on top of the internet's physical wiring structure, which has since enabled
the public to message, tweet, send and receive emails, photos and videos; and to interact
with user sites such as Twitter, Facebook and many others. Apart from imparting
knowledge and connecting the world, media serves another role: It spreads awareness
about products and services, broadcasting the benefits of specific products and services,
via advertising.The advertising industry are huge.

 Spreading Awareness through Advertising

Advertisements alert people about new products and services in the market that could
potentially fulfill their needs or solve their problems. A typical advertisement will tell
you what the service or product is, where it can be bought, for how much, by whom, and
why it should be bought. This is possible through the power of the media to reach
millions of people at the same time.
 Popularizing a Brand
Think of all the popular brands you know, such as Coca-Cola or McDonald’s. These
brands are where they are today because they utilized the phenomenon of advertising
well. Through constant republishing and replay to large groups of people, the media
popularizes the brand. Many people see it multiple times, and it sticks in their heads.
Eventually, when they see it out there, they will recognize it and are more likely to buy it.
 Increasing Customer Demand
The target audience of advertisements is typically large, whether you’re advertising in
social media, print media, radio, or television. A well-crafted advertisement will convince
the public that they should buy the product or subscribe to the service being advertised.
As a result, whatever is already in the market becomes exhausted or oversubscribed,
leading to an increase in demand for the product or service.
 Increased Company Profits
This one works for the same reasons as the previous one on demand. Advertisements are
usually displayed to large groups of people at the same time. This means that, even with a
low conversion rate, many people will end up buying your products eventually. If you
execute your advertisement well, you will get a good conversion rate and great sales.
Increased sales, of course, mean increased profits.It all boils down to how well you do
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your advertisement. A badly executed ad will not do any good for your company, no
matter how many people see it. A well-executed ad, on the other hand, can do wonders
for your bottom line and turn your brand into a household name. Ultimately, it can’t be
denied that advertising in media is the fuel that drives global business.
 Conclusion:

Advertising perform a most important role in media. Advertisers spent a grant total of
$267 billion in 2016, much of it from the rapidly growing companies in China like
Alibaba. Procter and Gamble spent more on advertising than any other company, a
whopping $10.5 billion, followed closely by the electronics company, Samsung, with
expenses of $9.9 billion. Car companies like Ford and General Motors, and consumer
firms like Amazon were also among the big spenders. Many companies spend a lot of
money on advertising, relying on the various forms of media out there to spread
awareness about their products and increase their sales. Here is a breakdown of the role
of advertising in the media. In short we can say that Advertising as the lifeblood of
media.