Contents

Executive Summary:........................................................................................................................3
Introduction:....................................................................................................................................3
1. Understand the principles of marketing.......................................................................................3
1.1

Diverse activities carried out in marketing departments in businesses.............................3

Advertising and Promotion......................................................................................................3

Marker Research and Intelligence............................................................................................3
Setting Target............................................................................................................................3
Segmentation............................................................................................................................4
Price Setting.............................................................................................................................4
Public Relationship Development............................................................................................4
Managing and operating Social Media.....................................................................................4
1.2 Market segmentation as a tool to identify customers.............................................................4
1.2

Marketing mix...................................................................................................................4

Product..............................................................................................................................4
Promotion..........................................................................................................................5
Price..................................................................................................................................5
Place..................................................................................................................................5
1 M1 Why different tools are used to market products and services...........................................5
1 D1 How the marketing mix is used to support decision making in businesses?......................6
2. Market research and analysis methods:.......................................................................................7
2.1Aims of market research.........................................................................................................7
2.1.1 Identify customer needs:.................................................................................................7
2.1.2 Identify problems/product or service improvements:.....................................................7
2.1.3 Look for new markets:....................................................................................................7
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72.1.4 Monitor existing markets...............................................................................................7

2.1.5Getting macro and micro level of information.................................................................8
2.2 Market Research Method:...................................................................................................8
2.2.1 Primary Market Research:...........................................................................................8

2.2.2 Secondary market research:.........................................................................................9

2.2.3 Qualitative research:.....................................................................................................9
2.2.4 Quantitative research:...................................................................................................9
2.3 Outline of Market analysis tools and techniques:..................................................................9
2 D2 Evaluation of market research methods used for specific products or services:...............10
Primary Market Research:..................................................................................................10
Secondary market research:................................................................................................10
Qualitative research:............................................................................................................10
Quantitative research:..........................................................................................................10
3. Application of market analysis techniques:...............................................................................11
3.1Market analysis technique to research the target market for a selected product or services:11
3.1.2 PESTLE Analysis:.........................................................................................................12
3.1.3

Competitors analysis:.............................................................................................12

3.2

Interpretation of findings of market research and market analysis:................................13

3.3

Presentation of findings to the marketing team:.............................................................13

3 D1 Analysis of findings of market research to inform market objectives:.............................15

3 D2 Presentation of findings and recommendation of marketing team:..................................15
4. Understand how e marketing is used......................................................................................16
4.1 methods used to e-market products and services.................................................................16
4.2 How companies manage their online image........................................................................18
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4 M1 The benefits of e-marketing compared to traditional marketing techniques....................18

4 D1The measures companies need to take to manage their online image................................20
Reference:......................................................................................................................................21

Executive Summary:
This assignment was given to ensure the understanding about marketing principles and
techniques and that is basically an integrated marketing learning unit that comprises basic level
of marketing knowledge, application of knowledge, derivation of marketing findings, critical
evaluation of findings and presentation of findings to the marketing team to deal with in real life
case. In this assignment it is tried to ensure all the relevant information about the topics are here
without any cluttering. According to the enquiry in the very first part the importance and
understanding of marketing principles and techniques for are given here. At various stages of
assessment criteria, the learners will be able to know better about these knowledge and analytical
factors. The appropriate justification is made regarding to any comments given.
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Introduction:
This assignment is prepared on the basis of personal and professional experience to understand
marketing principles and techniques and to know the way of reaching the strategic goal of an
organization .The basic objective of this reports is to develop knowledge and understanding of
marketing principles and techniques. All the information used in this assignment are relevant to
marketing principles and techniques. Different kinds of analysis, objectives and learning style are
also demonstrated here.

1. Understand the principles of marketing

1.1 Diverse activities carried out in marketing departments in businesses

Advertising and Promotion

Advertising used to bring the product to the concern of the current and upcoming customers. And
promotion helps not only draw the attention of the customers but also increase the demand of the
products or services.
Marker Research and Intelligence
Market research provides us with the various information of the weaknesses and strengths of the
organization and the competitors which helps businesses to control the current customers and to
attract new customers.
Setting Target
After making market segmentation or making the customer profile the company should choose a
segment of market in which a company can sell its products or services.
Segmentation
According to the demographic, geographic and psycho-graphic characteristics and based on
purchase history, buying pattern and creditworthiness when one makes a description of customer
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or set of customer it is call customer profiling or market segmentation.

Price Setting
Marketing department has to set the desired price for the businesses based on the characteristics
of the products, market demand, economic demand and competition.
Public Relationship Development
Public relationship is very important for its acceptance to the customers, suppliers and other
stakeholders because public relation is related to maintenance of a favorable and effective public
image to the public by any organizations.
Managing and operating Social Media
The marketing department has to manage and operate the social medias like Facebook, Linked In
twitter, Google+ etc. with due care.

1.2 Market segmentation as a tool to identify customers

Market segmentation often refers to divide the market into different homogeneous and similar
groups of customers.
Geographic segmentation: We generally use the regional variables like climate,
region, population growth of the area, density of the population for geographic
segmentation.
Demographic segmentation Gender, age, education, income, occupation, family
status,

ethnicity etc. variables are used in this segmentation.

Psycho-graphic segmentation: Psychological factors like attitudes, values and

lifestyle of the people are considered in that case.
Behavioral segmentation: The main factors for behavioral segmentation are the
price sensitivity of the product, use rate of a product, brand loyalty etc.
Socio economic segmentation: This kind of market segmentation works based
on mixture of both occupation and income.
Above all, based on the market trends, marketing research and managerial decision the optimal
base of market segmentation should be selected.

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1.2 Marketing mix

Marketing mix usually refers to the various kinds of choices among the product, place, price and
promotion. It defines consumers options for choosing to satisfy the specific customer need.
Product
In that case we should have to consider the demand of the product, features of the product
needed for satisfying the demand, characteristics of the product, brand value and other features
of the product here.
Promotion
We have to consider the promotion of the product after getting the product and setting the price
which is related to disseminate the relevant information about the product to the customers.

Price
Determination of price is mainly related to supply and demand, profit margin and other
marketing strategy. It also measured on the basis of different price point and price elasticity the
other elements of the marketing mix will be influenced.
Place
For converting potential customers to actual customer provide the ideal goods to ideal location is
very important.

1 M1 Why different tools are used to market products and services

The different marketing tools are used to promote and communication with the stakeholders
mainly customers. Thomas Cook Airlines (UK) Limited, is a British airline based in Manchester,
England. is used to different marketing tools because
a) To control the controllable and uncontrollable tools.
b) To defense the competitor attract and strategies

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c) To promote the branding to customers.

d) To target market and customer specifically.
For knowing the best customers mapping analysis can be used and geographical analysis
technique can be used for knowing where to find the customers of a product. For marketing the
products and service it uses different tools based on different situations and conditions. For
solving any sales or marketing related problems at first you have to know who your customers
are. Based on this information organization can offer the right product for the right target
customers. As a result, for ensuring the customer satisfaction, marketing tools has to be used very
effectively to market products and services. The custom profile provides very useful foundation
for making any direct marketing decisions. Marketing planning: marketing planning is involved
with deciding the marketing strategies that will help the organization to attain the strategic
marketing objective. Marketing department collect data regarding market, monitor changing
aspect in market, conduct market research and collect market data for preparing marketing plan
for a business product. Marketing department use its resource and expertise to prepare innovative
solution for the market problem and introduce marketing action plan effectively (Brassington &
Pettitt, 2003).

1 D1How the marketing mix is used to support decision making in businesses?

Marketing mix decision requires a huge understanding the research about the market and
consultation from different people. Deciding about the marketing strategy marketing mix plays a
vital role and it is also a very first step for making marketing plan. Therefore, decision about
segmentation, targeting and positioning also depend on the marketing mix decision. Based on the
product and pricing information place and promotion decisions are affected. Therefore, if the
decision about the marketing mix is wrong it will take several years to recover the wrong
decision. By this way, marketing mix is related to every element of segmentation decision,
targeting decision and targeting decision. We are giving a real life example below-

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Thomas Cook Airlines, a British airline with its head office in Manchester, United Kingdom is
used the marketing mix to support decision making.
Product / Service:The Airways is a service based company to provide round trip flight. The
Airways offers three categories- Premium Economic Sale, Sale on Jet off, and Upper Class Sale.
They provide service in Africa, Middle East, Asia, Caribbean, USE and Canada.
Price: The price is classified high and low season. The price also differs for each travel
destination.
Place: The Airlines operates located in Gatwick Airport, Heathrow Airport and Manchester
Airport.
Its head office is in Crawley, West Sussex near Gatwick Airport, United Kingdom.
Promotion: The Airlines uses different types of promotion-Posters, Websites, You Tube and TV
adverts, Newspaper, Travel Agents, and Direct mail.
The marketing mix is explained as followed for Thomas Cook Airlines
The authority of Thomas Cook Airlines should have to follow the strategy which has given
below.
Product strategy: product is defined as goods, service, idea, experience etc which marketers offer
to satisfy certain need of a buyers. Product strategy is an integral part of marketing mix strategy
and it involves with planning, deciding and developing goods to satisfy certain need of the target
customer group
Distribution strategy: marketers need to develop distribution strategy to ensure that target
customers can find the product easily, in right place, in good quality and at right time.
Distribution strategy is thus related with developing effective supply chain and transportation
system, warehousing, inventory control and processing. Updated transportation and
communication technologies are being used to make the distribution process more easy,
responsive and customer focused (Kurtz, 2010).
Booming and consumers has increased purchasing powers and confidence then price of the
product can be set little high and adopt premium pricing and if economy is in depression
company trends to adopt skimming pricing strategy. In case of early development and growth
stage of a product life cycle company trends to charge premium pricing for compensating fix
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costs and exercise monopoly while maturity or decline stage company use market penetration
pricing policy because increased competition (Kotller & Armstrong, 2012).

2. Market research and analysis methods:

Market research and analysis are essential marketing tools. It helps to evaluate the possibilities of a certain
project in the market available.
2.1Aims of market research

2.1.1 Identify customer needs:

The prime objective of market research is to study the needs, wants and expectations of consumers.
By market research, we try to find out some questions like What is the need, want and expectation of our customers?
Which products or services would be required to meet their desired needs?

market research focuses on consumers internal needs and try to study their likes and dislikes.

2.1.2 Identify problems/product or service improvements:

Market research figures out dimensions of the marketing problems and solution to facilitate and
evaluate the alternative solutions of various problems and help to choose the right course of
action.

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2.1.3 Look for new markets:

Sometimes marketing research aims at exploring new markets for the product and maintaining
the existing ones. To suggest the introduction of new products, modifications of existing products
and to discover new uses of existing products are also the important outcomes of market research

2.1.4

Monitor

existing

markets

Market research bears the message about the way how we can monitor our existing market that
will bring success. This may be as simply as an change to the color, style of the product or the
functions it performs.(Hutter and Shu,2011)

2.1.5Getting macro and micro level of information:

Market research deals with both micro and macro level of information likeMacro level:
The impact of external forces on the organization like- foreign markets, government,
policies and regulations.
Entry of new products in the market and their impact on the companys products.
Micro level:
Consumers monetary behavior.
Estimation of potential purchasing-power in various area.
The level of price that the customer is willing to pay for the product
2.2 Market Research Method:
2.2.1 Primary Market Research:

Questionnaire: This is the most popular way of market research. A series of meaningful
and precise questions are provided among customers to get feedback from them about different
issues.
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Interview: Direct communication with customer to know about their preference,

expectation and feedback regarding a specific product or services a company.
Focus or Target Group: Getting a group of people in a room or a place and asking them
meaningful questions regarding the product, its progress, their choice, and feedback, etc.
(Rothenbuhler, E. and Coman, M,2005) mentioned that it can be conducted at any
location feasible for the company or business on targeted or focus group.

2.2.2 Secondary market research:

It depends on available information from multiple sources that can be categorized in two
categories 1.Internal sources (Internal data) 2.External sources (public source ,Internet,
Competitors data) etc.

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2.2.3 Qualitative research:

It usually takes into consideration the opinions of a customer as far as a businesss
products and services are concerned such as face to face interview.
2.2.4 Quantitative research:
It uses statistical data rather than the opinion of the customers or consumers. Example:
exit surveys, questionnaires, on-site fieldwork etc.

2.3 Outline of Market analysis tools and techniques:

Different micro and macro level analytical tools are basically used to analyze the market.
Some widely used tools are:
SWOT: evaluates strengths, opportunities, weaknesses, and threats.
PESTLE: like as PEST but considers additional things-legal and environment.
PEST- external forces that can affect the business. PEST-Politics, Economic, Social,
Technological.
Competitor analysis: measure current and potential competitors analyzing their strength
and weaknesses.
There are also some other analysis like Product analysis
Market analysis
Portfolio analysis

2 D2 Evaluation of market research methods used for specific products or services:

Thomas Cook Airlines (UK) Limited always use the right way of market research. We will
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evaluate the market research method assuming eco-friendly Cars as product.

Thomas Airways conduct market research and analyze using tools and techniques
Primary Market Research:
It will help the business to get raw information about customers attitude toward eco-friendly air
lines but these are cost ineffective and time consuming. Collect information directly from the
regular passengers, new passenger and other potential passengers who are loyal to other Airways.

Secondary market research:

It helps us to collect information from government and other sources that are extensive and cover
a huge spectrum of issues about eco-friendly airways. Besides argued that it is time and cost
effective but may not provide required information and having chance of being inaccurate.

Qualitative research:
When we will go at the early stage of study for eco -friendly airways, it would be best. It will
give the researchers independence to study more naturally but it is time consuming.
Quantitative research:
The objective of eco-friendly airlines can make objective evaluation and analysis using
statistical data in quantitative research but will not discuss the things in natural settings.
(Schivinski, Bruno; Dbrowski, D,2013)
Kotller (2000), explained that marketing research is a process of collecting and analyzing
information regarding product, market and environment to make making decision making. so
marketing research is related with systematic designing, collection, analysis and reporting of data
relevant to a specific marketing related problem facing in the organization. Different large
company such as Unilever, Kellogg, P&G etc. conduct their own marketing research to come up
with solution for certain marketing issue or to conduct market feasibility analysis before
introducing a product in the market.
The main aim of marketing research is to discover customer needs, buying behavior and
changing aspect of customers choice. Marketing research is conducted to identify factors and
forces that influence customer buying behavior and identify new trends and demand of product
so that company can come up newer solution to the problem and capture the newly developed
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markets share. Forecasting the future trend in the market and feasibility of a product in the
market is another purpose of marketing research

3. Application of market analysis techniques:

3.1Market analysis technique to research the target market for a selected product or services:
Again we will start our journey assuming eco-friendly Cars as product
3.1.1 SWOT Analysis:
Strengths:
Ability to design products with differentiating features
Brand Image like create Eco- friendly products or CFC free.
Weaknesses:
Lack of experience
Low brand awareness
Opportunities:
Govt. subsidies
Tax advantages
Threats:
Emerging competition
Rapid change in customer preference.

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3.1.2 PESTLE Analysis:

Political:
Govt. slashing tax rates
Government has launched automotive mission plan
Economic:
Consistent economic policies.
Economic incentives by local state government
Social:
Rapid urbanization

Technological:
Reliable suppliers of high quality components

Economical:
Proximity to major export markets.
Legal:
Relatively high import duties.

3.1.3

Competitors analysis:

By this tool, a business of eco-friendly car can find out answer of some questions like15 | P a g e

 Who are their competitors?

What are the strength and weakness of their competitors? Etc.

3.2 Interpretation of findings of market research and market analysis:

Review research goal: The journey of interpreting and analyzing data should be taking the research
into consideration and it will help to organize data.
Organize data: organization of data is another important tool of interpreting findings. Data should
be organized according to its usage requirement.
Identify pattern: The final and most important part of interpreting findings is identification of
pattern that will ensures best uses of findings.

These factors should be considered in case of interpreting the findings of market research and
analysis of eco-friendly car business.

3.3 Presentation of findings to the marketing team:

After getting the findings and critically analyzing information from research and analytical functions,
the findings should be shared and presented to the marketing team of eco-friendly products so that
they can take initiatives. In case of presentation to the marketing team, followings should be
highlighted
The expectation of customers?
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 Gap between expected results of marketing research and actual result.

Changing nature of needs, wants and hence market offerings.
Which part the marketing team should take sensitively.
Others relevant information.

3 M1 Market analysis techniques to make informed product or service decisions

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Design product
or services
Highlighting
based on
customerschan
customers
ging nature of
expectation and
wants
requirement

Macro and
Micro level
marketAnalysis

Basically market analysis technique helps to determine a companys goal and give direction
about which market offerings are demanded by the customers, their changing nature of want and
many other things. That finally helps to design product or services based on customers demand.
Target market is consist of group of customers to whom a business firm decides to direct its
marketing mix and develop long term relationship with them. Marketer divide the whole market
into different segment and then positioning its products to the selected group of customers.
Market Researcher can make decision about information of market analysis and product or
service.
The decision of Thomas Cook Airlines (UK) Limited can be:

1. The rate of loyal customer is less than switching customers.

2. The quality of the service should be upgraded.
3. The demand of new route Japan-India-South African-Canada is high.
4. The existing route of Australia-Africa is high costing and low profit.

Single segment strategy: this strategy is effective for small company with limited resource and
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marketing ability. In this method company select only one market segment and design marketing
mix to serve them only. Producer of small toy can be an example of this strategy. The
manufacturers of toy target a single market segment and offer marketing proposition and become
specialized in this segment (Cravens, 2000).
Product specialization: in this strategy business firm specialized in one product and offer tailored
product to different market segment. Mobile phone manufacturing company use this strategy to
offer one product item to different target market by customizing its features.
Full market coverage: in this strategy business firm intends to serve the entire market

3D1 Analysis of findings of market research to inform market objectives:

Thomas Cook Airlines (UK) Limited needs to follow following market research techniques and
strategies to reach its desired outcome.
Using the market research the marketers at first define the opportunities, threats of the market
and then based on the opportunities and threats the marketers have to set the objectives of the
marketing. Therefore, for setting marketing objectives market research is an initial step Market
research generally deals with the collection of data about the market in different ways and
marketing objectives are the goals the marketing department should achieve. For defining the
objectives of the marketing the marketers need to know about the condition of the market,
possibilities of the market, details information about the present and potential customers. The
conclusion and findings of market research should be communicated with reporting authority and
to the marketing team. Marketing research can be interpreted through formal report, graphs and
charts. The result of marketing research is implemented as marketing plan and strategy of the
business organization.
For interpreting and communicating research finding the first step is to review research goals. in
this aspect researcher point out the focus and objective of the research. Organization of data is
the nest phase of the process. Marketers use updated technology such as spread sheet or data
base software for organizing data. Identification of pattern is a important aspect of data
interpretation. Pattern can be identified through statistical tools such as regression analysis
(Spiggle, 1994).
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D2 Presentation of findings and recommendation of marketing team:

1. Thomas Cook Airlines (UK) Limited is highly economic and the price is more the
competitors Like- Southeast Airlines and Best Ways.
2. Maintain time schedule properly and the passengers are unhappy to time schedule.
3. The ticket must be easily got by passengers ensured by the Airlines.
4. The behavior and reception need to be more modern and artistic.

By collecting the primary data, we can get the scenario of a market and we can know about the
potential and future customers of the product. After drawing these finding we can easily find out
the solution of the problem. We can determine the marketing mix which is required for the
market and finally we can make the proper recommendations for the marketing team. In reality,
market research gives different findings based on which the market researchers give the proper
recommendation to the marketing team for the specific problem and situation. There are several
target market strategies which marketers use to research the target market and analyze its
attractiveness. For doing this marketers identify the size of the market, competitive position,
growth and select the most attractive segment as target market. Some of the strategies are
discussed as followed.
Single segment strategy: this strategy is effective for small company with limited resource and
marketing ability. In this method company select only one market segment and design marketing
mix to serve them only. Producer of small toy can be an example of this strategy. The
manufacturers of toy target a single market segment and offer marketing proposition and become
specialized in this segment (Cravens, 2000).
4. Understand how e marketing is used
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4.1 methods used to e-market products and services

A very wide variety of e-marketing tools are used recently Search engine marketing: Internet marketing is related to promotion of websites
increasing the visibility the search engine result pages.
Pay per click: In that case company gives advertisement and pays a sum of money who
click on the advertisement.
Search engine optimization: This is the way of appearing the site top of the list of
results returned by a search engine and it maximizes the number of visitors in the
website.
On line advertising: This is a marketing tool in which using internet, organizations
deliver marketing message to the customers.
Viral marketing: In that case the information about goods or services of a company is
electronically from one internet user to other internet users.

On line reputation management: It is the information which will show when google an
organization name.it is a way of making a positive image of the company.
Email marketing: Email marketing is generally sending a commercial message to the
customer using email.

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4.2 How companies manage their online image

Social media play the most important role. The customers review the website and social media
sites and become influenced by the online reputation of an organization.

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Any organization can not satisfy its whole customer but it should be aware of what people are
saying about the company. Therefore, the companies should try to make its product acceptable to
the people and should try to get 100 percent positive review for the customers. You can make a
better image of your organization by providing quality products at reasonable price but there may
be some negative comments and you have to accept it. Then, you have to manage the negative
reviews about the company and you cannot react to the negative review though you are right.
Finally, solving the customer problems try to promote your brand successfully. (Tuten, T. and
Solomon, M,2013),

M1The benefits of e-marketing compared to traditional marketing techniques

Thomas Cook Airlines (UK) Limited can easily take the benefit of e-marketing. How can
Thomas Airways make their progress in e-marketing are described belowWhile conventional marketing requires a huge amount of money e-marketing requires a little
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amount of money. Besides, conventional marketing can reach to a fixed number of customers
and it has a limitation to reach different corners of the world but e-marketing can reach anywhere
anytime. The main benefit of e-marketing comparing to traditional marketing is cost
effectiveness. Moreover, traditional marketing has a little scope while e-marketing has a huge
scope in the recent time. In conventional marketing, feedbacks of the customers do not consider
while e-marketing is also aware of feedback of the customers. Technological advancement makes
the company to be careful about their online image of the company. Like other activities online
managing online reputation is a great task for the organization.
Social network marketing: social network marketing is the newest window of marketing
opportunity. Social marketing and advertising is a very effective technique of marketing as its
response rate is very high, cost id comparatively low and marketers can target any niche market
or social group. Social media and network marketing enables marketing and promotion activity
to be a two way communication system as marketers can get prompt feedback from the market
and respond quickly as the market demand (Smith & Chaffey, 2008).
Online or e-marketing is thus a very effective way of promoting product. It enables marketers to
get a global reach, promote product with low cost, increase marketing and promotional scope and
encourage interactivity with customer which help customer to get better solution and help
business firm to build long term relationship with customers (Pride, 2011).

D1The measures companies need to take to manage their online image

Thomas Cook Airlines (UK) Limited has taken to manage online image through online
management department. The manager of the department or PR Department controls over the
website and notices the online promotion activities. The feedbacks from passengers are read
carefully and answer the quarry.
Technological advancement makes the company to be careful about their online image of the
company. Like other activities online managing online reputation is a great task for the
organization. Therefore, getting a positive impression of the company some steps should be
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followed properly. The main benefit of e-marketing comparing to traditional marketing is cost
effectiveness. Moreover, traditional marketing has a little scope while e-marketing has a huge
scope in the recent time. In conventional marketing, feedbacks of the customers do not consider
while e-marketing is also aware of feedback of the customers. First of all, the company should
try to be at the top of the search results of the search engines and it will increase the personal
reputation of the company online. So, attractive media coverage and other thinks helps to get a
good online image. Finally, while facing any problems in maintenance of online image, the
problem should be solved immediately by consulting with the expertise and try to maintain a
long lasting positive image.( Kuhikar, P. (2013). Then, for gaining a positive reputation you
should develop a good brand name have no negative associations.
By using internet marketers use different promotional techniques and channel to reach
customers. Day by day organizations are increasing their online presence and marketing
competitiveness is affected by this changing aspect. But lack of transparency, unethical practice,
disturbing contents, lack of governance etc can hurt the online image of a business firm.
Business firm increases their presence in social media and build a group of followers and
customers. Any unethical practice in online presence can have huge impact over the image of the
business firm (Smith & Chaffey, 2008).
To maintain a good image in the online marketing and promotion organization need to maintain
the quality and sincerity of the marketing and promotional activity. The marketing contents need
to be analyzed, justified and filtered to maintain ethical aspect as well as positive message to the
customers. Transparency of activity should also be increased and promotional message should be
clear and unambiguous to maintain effective image in the virtual marketing world (Smith &
Chaffey, 2008).

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Reference:
Hutter, K., Wu, T. and Shu, Y. (2011). From waves in complex systems to dynamics of
generalized continua. Singapore: World Scientific Pub.
Tuten, T. and Solomon, M. (2013). Social media marketing. Boston: Pearson
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Management, 14(7), pp.1246--1266.
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Rothenbuhler, E. and Coman, M. (2005). Media anthropology. Thousand Oaks, Calif.: Sage.
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