A journey into the world of Mass communication
Mohindra Capital Publishers
Plot 25/7, Indl.Area, Phase -11,
The author makes an attempt to touch on different aspects of Mass communication in her book which appears more like a ready reckoner than a journey in depth. The contents which cover a wide range of topics are mostly theoretical in nature apart from being extremely brief. The earlier chapters begin with communication models and theories followed by concepts in print and electronic media. The later chapters deal with Advertising, Public Relations, Commissions and Committees and Media Laws. However the first is dealt at length with illustrations which thankfully pertain to the Indian context.
Discussing the several advantages and disadvantages of advertising the author says the former cut costs and create an attitude change among the buyers and the latter result in a wastage of time and space besides making false claims about products in order to lure gullible people into purchasing them. The example cited in this context is a memory enhancing drug, ‘memory plus’ the chess wizard Vishwanathan Anand claims to have been benefited by the product. ‘But Anand was a chess champion long before this product was developed and presumably had a keen memory even then. When the advertisements fail in their promises people become frustrated …’ says the author.
The 4ps in relation to advertising, the major types of advertising and the media used for the purpose are explained with examples. This slim volume will certainly be useful to those in the field of advertising which is increasingly becoming challenging.
n.meera raghavendra rao
published in VIDURA Jan.-March issue