The difference between traditional media and new media

Comparison of the similarities and differences between the four major media and their advantages and disadvantages

The functions of the media are very different from each other, and their performance in communication is also different. Advertising media integration communication is based on the rational and efficient use of media resources for this purpose. In the integration of media before the inevitable first to understand the characteristics of various media, strengths and weaknesses, in order to achieve a targeted, easy to use, this paper according to the traditional media, new media and the combination of mass media and niche media classification methods to distinguish between the media, the following is an introduction to the characteristics of the media and the similarities and differences.

Newspaper:

1, plane static way of expression of the media, the consumer's style level has certain requirements, can filter out part of the social groups, the content is rational, but the overall performance ability is not high (especially for the picture of the performance ability).

2. Characterized by non-compulsory communication, readers have greater initiative and choice, and thus readers will be willing to consciously delve into the information they care about.

3, high credibility, especially domestic newspapers, and the party and government agencies in close contact with the readers as authority.

4, poor timeliness, and the same page there are a number of advertisements presented at the same time, there is a strong degree of interference with each other.

5, from the degree of advertising protagonist, the newspaper media input form of flexibility and diversity, can maneuver with a variety of promotional activities.

Magazine:

1, similar to the newspaper, also for the plane way of communication, but the visual performance ability, quite artistic aesthetic, beautiful printing, for the readers to love, and many ads and even by the readers of the collection (I have this hobby).

2, targeted, stable and clear readership, especially professional magazines, thus making advertising more targeted. At the same time, the magazine on the reader's cultural and social level requirements, general magazine subscribers have a strong social purchasing power.

3. Magazines generally focus on a particular area of content, in-depth reporting, the most rational color in the traditional four media.

4. Compared with other media, magazines have the highest repeat reading rate and circulation rate, and the same advertisement can be disseminated repeatedly.

5. Poor timeliness and inflexible advertising arrangements make it difficult for short-term promotional advertising.

Broadcasting:

1. It is a simple and fast means of information dissemination, the only one of all media that can be accompanied by other production activities at the same time, "one heart, two minds" means of communication, does not affect the normal work of the people in the countryside, students, workers, drivers have a larger share, has a better affinity, and its message is not easy to be resisted by the people. message is not easy to be resisted.

2, strong timeliness, the content of the time period sub-columns, flexible, flexible, highly targeted, and in the dissemination process can interact with the audience in real time to produce the effect of immediate impact.

3, the information is more emotional, suitable for low-involvement product advertising, can better infect the audience's emotions, and even achieve the effect of sensationalism, and can leave the audience with a wide range of imaginative space.

4, the radio information according to the time linear transmission, fleeting, poor preservation, listeners are difficult to repeat cognitive.

Television:

The most powerful communication media, the development of television media and even overthrow some of the previous advertising communication theory, but in the actual advertising activities of the television media cost-effective and not very high, its characteristics are as follows:

1, audio-visual and audio-visual, there is a perfect introduction, demonstration function, the content of the detailed and easy to understand, biased towards sensibility, easy to be understood by the audience.

2, the dissemination of information is mandatory, the viewer's right to choose relative to newspapers and magazines is much smaller, as radio is also based on the time linear transmission, but due to the huge social influence of television, so that at the same time there will be a lot of people pay attention to the same content: such as major sporting events, social activities, international conferences and so on.

3, information dissemination fast, wide coverage, large capacity.

4, from the mass media "dissemination of information, guide public opinion, educate the public, provide entertainment," the four major functions, television is undoubtedly the most complete function of the mass media, especially its entertainment information, which can be described as exciting, diverse, rich and comprehensive, on a variety of ideologies of the social crowd have a greater influence.

5

5, TV advertising production is complex, and the cost is amazing, not the average business can afford. In fact, due to a variety of reasons leading to the TV ads broadcast time is short, the amount of information is limited, the repetition rate is low, many advertisers complain that the large sums of money invested in television, did not receive the expected results.