Media and businesses
Instructor: Shaimaa Elgamal
1
Social factors—consumers’ attitudes,
values, ethics, and lifestyles—
influence what, how, where, and when
Environment people purchase products or services.
5- The Social
They change as consumers move
through different life stages.
Poverty of time & rich in income (that
increased volume of e-commerce)
Promote of ethics (gender equality-
prevent sexual harassment)
2
Media responds to social environment
and promotes products that are
between media and
Social Environment
essential to the audience (deodorant
ads/ mouth wash ads)
The relation
Availability of multiple websites and
apps that promote for e-commerce as
jumia/ Souq
Expansion of new services (Swvl/ Uber)
Oxi campaign explains the difference in
social behavior according to consumers’
age
3
In order to remain competitive in the market
you have to:
Environment 1. Compete by speed: the faster the service
Competitive
the more competitive you are in the
market.
6- The
First mover advantage is the fist company
in the industry
2. Compete by delighting the customers:
successful companies must listen to
customers to determine their wants and
needs
Delight is more than satisfaction
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3. Compete by meeting the needs of the
community: companies should ensure that
Environment all stakeholders’ needs are satisfied.
Competitive
Increase wi-fi capacity to meet COVID-19
challenge
(Contd.)
6- The
4. Compete by the needs of employees:
firms must give their front-line workers
more freedom to respond quickly to
customer requests (empowerment)
5. Compete by concern for the natural
environment: environmental issues must
be a major focus of everyone.
Recycling- suspension of animal tests
5
between media and Media competes by:
1- speed: the first channel/ newspaper
covered the news; thus, it’s important for
Environment
Competitive
the government to give aid to media
The relation
2- delight customers: media channels
started to launch online YouTube channel
to communicate more conveniently. Thus,
its’ important to increase employees’ skills
3- community needs: media faces conflict
between the stakeholders needs and
audience, and that many affect media
credibility
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between media and
Media competes by:
Environment 4- Employees’ needs: media has many
Competitive
The relation
external sources (foreign journalists- Jan
revolution freelance presenters)
5- natural environment: media ads affects
audience beliefs (awareness ads about
consumption of electricity at Egypt)
7
The global environment of business
Environment affects all other environmental
7- The Global
influences.
The number one global environmental
change today is the growth of
international competition and the
increase in free trade among nations
which in turn lead to increasing
productivity- which is the volume of
goods and services that one worker can
produce.
8
Due to global environment, there is a
major expansion at Bollywood/
between media and
global Environment
hollywood movies
The relation
Availability of translation of different
languages, to meet different cultures’
needs
Transparency of media information;
because the global environment makes
media information clear to audience
(e.g., ASIS video for pilot who died by
fire)
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Television Pros and Cons
Advantages
Mass coverage
High reach
Disadvantages
Sight, sound, motion
Low selectivity
High prestige
Short message life
Low cost per exposure High absolute cost
Attention getting High production cost
Favorable image Clutter
Some advantages are the fact that it
disadvantages of TV is a mass medium with high reach and
Advantages and
it is provides a combination of sight,
sound, and motion.
The major disadvantages of TV as an
advertising medium are that it has a
high absolute cost, potentially high
production costs for commercials,
and has become very cluttered.
11
Radio Pros and Cons
Advantages
Local coverage
Low cost
Disadvantages
High frequency
Audio only
Flexible
Clutter
Low production cost Low attention getting
Well-segmented audience Fleeting message
disadvantages of radio Some advantages are the fact that
Advantages and
radio has local coverage, is low cost,
and may result in high frequency of
exposures
The major disadvantages of radio
advertising is that it has high clutter,
low attention getting ability, and
provides only an audio message
13
Magazine Pros and Cons
Advantages
Segmentation potential
Quality reproduction
Disadvantages
High information content Long lead time for
ad placement
Longevity Visual only
Multiple readers Lack of flexibility
Some advantages are the fact that
disadvantages of
Advantages and
magazines have good potential for
segmentation, provide quality
magazine
reproduction, and have longevity
The major disadvantages include
having a long lead time, providing
only a visual message, and
inflexibility.
15
Newspaper Pros and Cons
Advantages
High coverage
Low cost
Short lead time for Disadvantages
placing ads
Short life
Ads can be placed in interest
sections
Clutter
Timely (current ads)
Low attention getting
Reader controls exposure Poor reproduction quality
Can be used for coupons Selective reader exposure
Some advantages are the fact that
they have good potential for high
disadvantages of
Advantages and
coverage, the cost is relatively low,
newspapers
and they have short lead times.
The major disadvantages of
newspapers are that they have a short
reading life, high levels of advertising
clutter, and may have low attention
getting ability.
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Outdoor Pros and Cons
Disadvantages
Short exposure time
Short ads
Advantages
Poor image
Location specific
Local restrictions
High repetition
Easily noticed
disadvantages of outdoor Some advantages are the fact that
outdoor ads are location specific,
Advantages and
easily noticed, and allow for high
repetition
The major disadvantages are that
outdoor has a short exposure time,
can accommodate only short
messages, and may have a poor
image.
19
Direct Mail Pros and Cons
Advantages
High selectivity
Reader controls exposure
Disadvantages
High information content High cost per contact
Repeat exposure opportunities Poor image (junk mail)
Clutter
disadvantages of direct
Some advantages of direct mail are
Advantages and
that it is highly selective, the reader
controls the exposure, and a great
deal of information can be provided.
mail
The major disadvantages of direct
mail are high cost-per-exposure,
clutter, and poor image.
21
Internet Pros and Cons
Advantages Disadvantages
User selects product information Limited creative capability
User attention and involvement Cyber crimes
Interactive relationship Technology limitations
Direct selling potential Few measurement techniques
Flexible message platform Limited reach
disadvantages of internet Some advantages of the Internet are
the fact the user selects the
Advantages and
information, is usually attentive and
involved, and the medium is
interactive.
The major disadvantages of the
Internet are limited creative
capabilities, cyber crimes, and a lack
of valid measurement techniques.
23
Please, state whether true or false? Why?
Consumers’ change their attitudes and beliefs
across life stages.
The expansion of e-commerce at Egypt is
questions
Expected
mainly caused by change in all types of
business environments.
Competition by speed means that businesses
are in need to have first mover advantage
(e.g., amazon is the first digital marketing
platform).
Delight the customers, means that businesses
are able to satisfy them.
There is no difference between delight and
satisfaction
24
Please, state whether true or false? Why?
One of the major indicators to e-commerce is
questions
that consumers became poor in time, and rich
Expected
in income.
Stakeholders are all people who have relation
with the company activities.
Media supplier is an example of a stakeholder
There is a relationship between presenter
satisfaction and audience satisfactions.
When the employee is dissatisfied, this can
easily transferred to the consumers’ emotions.
25
Please, state whether true or false? Why?
Global environment affects all other
environmental influences.
Expansion of hollywood movies and drama is
questions
an example of global environment
Expected
Location specific is one of the advantages of
using the television advertisements
Short life is a disadvantage of magazine ads
Television has a pro of high absolute cost
Radio has a disadvantage of local coverage
Both radio & TV disadvantage of clutter
Internet is the only media tool that has an
active relationship with audience
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End of lecture
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