Channels and comunication media

Communication channels are public or private

routes to and from various publics, for transmitting
messages. Media are means of transmission of messages
through out these channels.
Public channels are dominated by mass or
specialized media, available to anyone who wants to pay
a fee or is simply, found on a frequency.
Private channels are typically used by media
targeted to a specific individual or chosen group. It is
important to note that a communication can be a person,
but generally are either printed media or electronic.
 The most used media channels are:

Television
Radio

Magazines Newspapers
 Mail
The display at points of sale

Display vehicles in transit

Panels
 The ads in cinemas
Promotional products

Leaflets and brochures

Computers
 Choosing the message:
advertising or public information

Usually, there is a confusion between advertising and public

information, even though there are clear boundaries between
the two.
The main distinction is economy. Advertising has its
own space and time in printed and electronic media. That is
selling space or time. So advertising has a space or payable.
Three types of advertising are commonly used in
practice of public relations: promos, public service
announcements and advertising
corporate theme to support a position
Promo:
Promo is what the organization is preparing to use through
their own media or through other media controlled by the
same owner.

Notices of public interest (NPI)

Notices of public interest (NPI) are materials promoting a
product or idea (not news) in the form of advertisements
 Advertising
Corporate advertising
One of the objectives of corporate advertising may be sending a certain
message. Advertising themes (issue ads) is used by organizations as a
forum for his views on a topic or issue. When the subject directly affects
the organization, advertising becomes almost a position statement
directed to the public.

Advertising that creates problems and the

problem solvers
Advertising can do more harm than good. It is essential for
adapting the sales to foreign markets without offending audiences
within its borders. Although many companies depend on local
agencies to appeal to that market, there must be rules.
 Advertising formats

Sometimes pictures for an advertisement in the press

can be used in other formats. Most commonly appears that a
smaller shape is called butterfly and a higher form is called the
panel. Inserts by mail are another type of format. Other
versions are ads on cars and at points of sale. Some versions,
typically the size of flyers are sent even as advertisements by
fax. Fax advertising, which is usually used by suppliers or
service industries, has faced certain problems because the
recipient of the unsolicited message pays for the paper it is
printed.
 Promotional items

Anyone can name the company

which makes the pen you are using
in the office or on schedule.
Promotional items are useful
objects cheap, such as pens or
calendars that have printed the
name, logo, or message
organization. These items are
offered to customers or those who
come to an event, as souvenirs.
 Cooperative advertising

Cooperative advertising offers almost as many advantages as the

publicity made by one organization. When an organization advertises
together with another organization, just like when a cheese sauce
manufacturer which is associated with a potato chips manufacturer to
buy advertising space and time, they will share the costs of product, and
the space / time. This gives both organizations the right to participate in
the production process and benefit and exposure. Sometimes, it takes
creative compromises, but this can be kept under control.
Cooperative advertising may involve nonprofit trade
partnerships. An example is the promotion of a product by a nonprofit
organization in exchange for a share of sales revenue.
 Advertising of members of the profession

Advertising agencies and public relations firms are

now learning how to deal with advertising and promotion
actions made by lawyers, dentists, doctors and other
professionals, which until now were forbidden by the codes
of conduct of the profession, which prevented such
involvement in commercial activities. For the
practicants,public relations opened a new market when these
professionals have begun to put their name in ads and on TV.
 Languages and advertising

In general, advertisers increasingly

directs more often ads to target
audiences using languages other
than English. They are media
channels ( printed and audiovisual)
using other languages and
neighborhoods where the preferred
language is not English. In these
cases, the message by mail to these
addresses with the same zip code
and billboards and posters placed in
these areas are not in English but in
your preferred language.
 Advertising controlled

A significant advantage of using paid advertising is that the

advertiser is almost always in full control of the message itself, the
context in which it appears (size, shape, color) and on those media
in which it appears. And, of course, the advertiser knows about
what audience will receive the message. In addition, you are given
access to the media about the audience you have that media
channel, which indicates who will get the message and how often
your audience will be exposed to it. Finally, research the medieval
form an idea of the typical impact of advertising planning will have
on the behavior of the target audience.
 Advertising uncontrolled

Advertising uncontrolled consists of public service announcements

prepared for radio and television. The message is controlled, but
when it will be released is not. Only nonprofit organizations can
get airtime in the public service for free. But because these times
are few.