Media and businesses

Instructor: Shaimaa Elgamal

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  Social factors—consumers’ attitudes,
values, ethics, and lifestyles—
influence what, how, where, and when
Environment people purchase products or services.
5- The Social

 They change as consumers move

through different life stages.

 Poverty of time & rich in income (that

increased volume of e-commerce)

 Promote of ethics (gender equality-

prevent sexual harassment)
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  Media responds to social environment
and promotes products that are
between media and
Social Environment
essential to the audience (deodorant
ads/ mouth wash ads)
The relation

 Availability of multiple websites and

apps that promote for e-commerce as
jumia/ Souq

 Expansion of new services (Swvl/ Uber)

 Oxi campaign explains the difference in

social behavior according to consumers’
age
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 In order to remain competitive in the market
you have to:
Environment 1. Compete by speed: the faster the service
Competitive
the more competitive you are in the
market.
6- The

First mover advantage is the fist company

in the industry

2. Compete by delighting the customers:

successful companies must listen to
customers to determine their wants and
needs
Delight is more than satisfaction
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 3. Compete by meeting the needs of the
community: companies should ensure that
Environment all stakeholders’ needs are satisfied.
Competitive
Increase wi-fi capacity to meet COVID-19
challenge
(Contd.)
6- The

4. Compete by the needs of employees:

firms must give their front-line workers
more freedom to respond quickly to
customer requests (empowerment)
5. Compete by concern for the natural
environment: environmental issues must
be a major focus of everyone.
Recycling- suspension of animal tests
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between media and Media competes by:
1- speed: the first channel/ newspaper
covered the news; thus, it’s important for
Environment
Competitive
the government to give aid to media
The relation

2- delight customers: media channels

started to launch online YouTube channel
to communicate more conveniently. Thus,
its’ important to increase employees’ skills

3- community needs: media faces conflict

between the stakeholders needs and
audience, and that many affect media
credibility
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between media and
Media competes by:
Environment 4- Employees’ needs: media has many
Competitive
The relation

external sources (foreign journalists- Jan

revolution freelance presenters)

5- natural environment: media ads affects

audience beliefs (awareness ads about
consumption of electricity at Egypt)

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 The global environment of business
Environment affects all other environmental
7- The Global
influences.

 The number one global environmental

change today is the growth of
international competition and the
increase in free trade among nations
which in turn lead to increasing
productivity- which is the volume of
goods and services that one worker can
produce.

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  Due to global environment, there is a
major expansion at Bollywood/
between media and
global Environment
hollywood movies
The relation

 Availability of translation of different

languages, to meet different cultures’
needs

 Transparency of media information;

because the global environment makes
media information clear to audience
(e.g., ASIS video for pilot who died by
fire)

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Television Pros and Cons

Advantages
Mass coverage

High reach
Disadvantages
Sight, sound, motion
Low selectivity
High prestige
Short message life

Low cost per exposure High absolute cost

Attention getting High production cost

Favorable image Clutter

  Some advantages are the fact that it
disadvantages of TV is a mass medium with high reach and
Advantages and

it is provides a combination of sight,

sound, and motion.

 The major disadvantages of TV as an

advertising medium are that it has a
high absolute cost, potentially high
production costs for commercials,
and has become very cluttered.

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Radio Pros and Cons

Advantages
Local coverage

Low cost
Disadvantages
High frequency
Audio only
Flexible
Clutter

Low production cost Low attention getting

Well-segmented audience Fleeting message

disadvantages of radio  Some advantages are the fact that
Advantages and

radio has local coverage, is low cost,

and may result in high frequency of
exposures

 The major disadvantages of radio

advertising is that it has high clutter,
low attention getting ability, and
provides only an audio message

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Magazine Pros and Cons

Advantages
Segmentation potential

Quality reproduction
Disadvantages
High information content Long lead time for
ad placement

Longevity Visual only

Multiple readers Lack of flexibility

  Some advantages are the fact that
disadvantages of
Advantages and

magazines have good potential for

segmentation, provide quality
magazine

reproduction, and have longevity

 The major disadvantages include

having a long lead time, providing
only a visual message, and
inflexibility.

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Newspaper Pros and Cons

Advantages
High coverage

Low cost

Short lead time for Disadvantages

placing ads
Short life
Ads can be placed in interest
sections
Clutter
Timely (current ads)
Low attention getting
Reader controls exposure Poor reproduction quality

Can be used for coupons Selective reader exposure

  Some advantages are the fact that
they have good potential for high
disadvantages of
Advantages and

coverage, the cost is relatively low,

newspapers
and they have short lead times.

 The major disadvantages of

newspapers are that they have a short
reading life, high levels of advertising
clutter, and may have low attention
getting ability.

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Outdoor Pros and Cons

Disadvantages
Short exposure time

Short ads

Advantages
Poor image
Location specific
Local restrictions
High repetition

Easily noticed
disadvantages of outdoor  Some advantages are the fact that
outdoor ads are location specific,
Advantages and

easily noticed, and allow for high

repetition

 The major disadvantages are that

outdoor has a short exposure time,
can accommodate only short
messages, and may have a poor
image.

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Direct Mail Pros and Cons

Advantages
High selectivity

Reader controls exposure

Disadvantages
High information content High cost per contact

Repeat exposure opportunities Poor image (junk mail)

Clutter
disadvantages of direct
 Some advantages of direct mail are
Advantages and

that it is highly selective, the reader

controls the exposure, and a great
deal of information can be provided.
mail

 The major disadvantages of direct

mail are high cost-per-exposure,
clutter, and poor image.

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Internet Pros and Cons

Advantages Disadvantages
User selects product information Limited creative capability

User attention and involvement Cyber crimes

Interactive relationship Technology limitations

Direct selling potential Few measurement techniques

Flexible message platform Limited reach

disadvantages of internet  Some advantages of the Internet are
the fact the user selects the
Advantages and

information, is usually attentive and

involved, and the medium is
interactive.

 The major disadvantages of the

Internet are limited creative
capabilities, cyber crimes, and a lack
of valid measurement techniques.

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 Please, state whether true or false? Why?
 Consumers’ change their attitudes and beliefs
across life stages.
 The expansion of e-commerce at Egypt is
questions
Expected
mainly caused by change in all types of
business environments.
 Competition by speed means that businesses
are in need to have first mover advantage
(e.g., amazon is the first digital marketing
platform).
 Delight the customers, means that businesses
are able to satisfy them.
 There is no difference between delight and
satisfaction

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 Please, state whether true or false? Why?
 One of the major indicators to e-commerce is
questions
that consumers became poor in time, and rich
Expected

in income.
 Stakeholders are all people who have relation
with the company activities.
 Media supplier is an example of a stakeholder
 There is a relationship between presenter
satisfaction and audience satisfactions.
 When the employee is dissatisfied, this can
easily transferred to the consumers’ emotions.

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 Please, state whether true or false? Why?
 Global environment affects all other
environmental influences.
 Expansion of hollywood movies and drama is
questions
an example of global environment
Expected

 Location specific is one of the advantages of

using the television advertisements
 Short life is a disadvantage of magazine ads
 Television has a pro of high absolute cost
 Radio has a disadvantage of local coverage
 Both radio & TV disadvantage of clutter
 Internet is the only media tool that has an
active relationship with audience

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End of lecture

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