Media's Role in Corporates

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Group A4 Name Roll No Tushar 45 Harshad 14 Kiran 19 Preeti 27 Beldon 10 Media

Index:

Index What is Media Types of Media Positive and Negative Impacts of Media Impact of Media on Corporate Policies Case Studies Conclusion.

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Media When we think of “media”, we think of:

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What is MEDIA??? “Media" refers to various means of communication. For example, television, radio, and the newspaper are different types of media. The term can also be used as a collective noun for the press or news reporting agencies. One of the means or channels of general communication, information, or entertainment in society, as newspapers, radio, or television.

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Types of Media Press Radio Television Internet Cinema Mobiles

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Press These are still traditionally categorized, from the media buyer's viewpoint, on the basis of class. Few types of press medias are: National newspapers Regional newspapers Magazines Radio It typically generates specific audiences at different times of the day; for example, adults at breakfast, housewives thereafter, and motorists during rush hours. It can be a very cost-effective way of reaching these audiences although the types of message conveyed will be limited by the lack of any visual elements. Television This is normally the most expensive medium. It offers by far the widest coverage, particularly at peak hours (roughly 7.00--10.30 p.m.) and especially of family audiences. it has the greatest impact because of offering sight, sound, movement and colours.

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Internet This is a rapidly growing force in marketing. It is very varied in form, but much of it still follows the example of press advertising, but the most effective usage . Cinema Although the numbers in the national audience are now small, this may be the most effective medium for extending coverage to the younger age groups, since the core audience is aged 15-24. Mobile Advertising Although the personal mobile phone is becoming very attractive as an important advertising media to the network operators, it is relatively unproven and therefore still remains in the media buyers' sidelines.

Positive Impacts of Media:

Positive Impacts of Media Innovative Test out ideas on the blog before development and implementation Reaching to people Get the right information to the right people at the right time. Opening a new marketing channel for products and services Thought Leadership Position you and your company as thought leaders in competitive markets Establish a true, credible voice in the marketplace Branding Strengthen and promote your brand Give your company a human face Increased brand visibility Reduced impact from negative user-generated content, and increased sales efficiency Public Relations Free and controlled news desk Damage control! Rapid response tool Create buzz - give small hints abt. new products, generate press interest Announce conferences/events

Negative Impacts of Media:

Negative Impacts of Media Least verifications of Top Personalities’ statements The point of view and statements made by governments, officials, military, police, national security organizations as well as various other political offices are regularly reported as facts and are published without any (or very little) fact checking by the corporate media. Selective Coverage and Media Credibility The issue of credibility is particularly delicate because it opens up the question of newspapers’ incentives to conduct further investigations to establish the validity of the information reported to them and their incentives to report the information they receive accurately. It is precisely when newspapers do have an impact that they have an incentive to enter into side deals with the parties involved and be paid not to reveal damaging information. Level of Entertainment The media’s impact also depends on the entertainment value of news. Reputational Penalties and Social Norms Media activity can hurt managers’ reputations in the eyes of shareholders and future employers as well as of family, friends, professional associates, and the public at large. Reputational penalties can be long-lasting. The strength and nature of shared social norms influence the impact of the media. Cost to Organisation Advertising cost & Its impact on profit and Net Income.

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What role media can play in shaping corporate policies The media can play a role in corporate governance by affecting reputation in at least three ways. Media attention can drive politicians to introduce corporate law reforms or enforce corporate laws in the belief that inaction would hurt their future political careers or shame them in the eyes of public opinion, both at home and abroad. Media attention could affect reputation through the standard channel that most economic models emphasize. In the traditional understanding of reputation managers’ wages in the future depend on shareholders’ and future employers’ beliefs about whether the managers will attend to their interests in those situations where they cannot be monitored. This concern about a monetary penalty can lead mangers not to take advantage of opportunities for selfdealing so as to create a belief that they are good managers. What we emphasize here, media attention affects not only managers’ and board members’ reputations in the eyes of shareholders and future employers, but media attention affects their reputation in the eyes of society at large.

Case 1: Sears Roebuck Co:

Case 1: Sears Roebuck Co In April 1992 the Wall Street Journal published a strange advertisement. It was a full-page picture of the board of directors of Sears Roebuck with the title: “The non-performing assets of Sears.” The advertisement, paid for by shareholder activist Robert Monks, exposed all the directors, who were identified by name, as responsible for the poor performance of Sears’ stock. The directors, greatly embarrassed and so they chose to adopt many of the proposals advanced by Robert Monks, even though he had received only 12 percent of the votes in the previous election for board members and had failed to get a seat on the board. The market welcomed this change with a 9.5 percent excess return the day these changes were announced and a 37 percent excess return during the following year

Case 2: Dabangg Song Controversy:

Case 2: Dabangg Song Controversy In early September’10, Emami , the Kolkata-based maker of Zandu Balm sued ‘ Dabangg ’ film producer Arbaaz Khan over use of Zandu Balm in a hit song However , w ith a large dose of controversy seeded by the Salman Khan starrer, Emami has doubled the sales of Zandu Balm in the July-September quarter to nearly 35% , one of its best second-quarter results yet. Zandu Balm is now the top-selling brand for Emami , contributing nearly 23% to its top line, from the earlier 17-18% level Towards end September, Emami started airing a new commercial, laced with clippings of the song. “We are still continuing screening of the commercial which has become quite popular,” As per Emami director Aditya Agarwal .

Case 3: 3 IDOITS VS CHETAN BHAGAT:

Case 3: 3 IDOITS VS CHETAN BHAGAT Chetan Bhagat was happy with the release of ‘3 Idiots’ but later on when his fans pointed out to him through twitter about the lack of credit given to him by the producers as the film resembles the book ‘five point someone’ wrote by him to a large extent, he made direct allegation at the makers As a consequences, the makers Aamir Khan, Raju Hirani and Vidhu Vinod Chopra took press conference denying Bhagat’s allegation. This further added fuel to the fire on social media. This post isn’t about who is right in this controversy but more about the real power of social media and how it benefits all involved. This lead to a win win controversy for all parties!

Case 4: Media Played Destructive Role in 26/11 Carnage:

Case 4: Media Played Destructive Role in 26/11 Carnage During 26/11 Mumbai Terrorist’s attack the electronic media played a destructive role and helped the terrorists’ cause by showing live coverage of rescue efforts and commando operations Also media played a crucial role in bring out the lapses on the part of security and intelligence agencies to prevent the carnage in Mumbai News Broadcasters Association after the criticism over media released a set of guidelines that television news channels should follow in emergency situations

Conclusion:

Conclusion Media plays crucial role in forming image of organization in the market as well as in society Important marketing strategies are dependent on social media. Social Media can be used a great way to gather brainstorming ideas, seeking advices, sharing your opinions hence increasing your companies business profile Media has the ability or we should say power to mould the minds of the people Media helps organization to connect not only to their customers but also to the society as a whole It offers a wealth of opportunity for businesses to reach their goals However, media can harm the organization in terms of Selective coverage, Media credibility and Reputational penalty

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Thank You!!!