Course work|Theory and practice of mass communication

Coursework mass media Research: current trends

Authorship: Infostore

Year: 2012 | Pages: 33

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INTRODUCTION
1. THEORETICAL ASPECTS OF THE MEDIA RESEARCH SYSTEM
1.1. Basic definitions and concepts of media research methods
1.2. Methods of media research
2. PAST, PRESENT AND FUTURE OF MEDIA RESEARCH
2.1. History of media audience research
2.2. Ways to get Media Research Today
2.3. Forecasts of the media research market development
CONCLUSION
REFERENCES
The mass media (from the walls and town criers, which in ancient times were the mass media to today's television, radio, newspapers, magazines) are the main and important sources of advertising transmission to consumers.
Therefore, it is very important to understand what media research is, how it works, and how effective it is.
In this course work, the problem of media research and current trends are considered. In this regard, the topic of this work is formulated as "Media research, current trends".
The object of research of this course work is media research, and the subject is current trends in research.
As a rule, the customer of media research is large advertising agencies and companies that are interested in promoting their product through these media. Unfortunately, today the demand for research is much higher than the response offers, which is why most advertisers have to focus on their own experience when choosing media.
The relevance of the topic is confirmed by the popularity of the media as a communication channel and the great importance for advertisers to have reliable information about the effectiveness of a particular advertising medium.
The purpose of the work is to study the basic principles of media research, to find out how this market is developing, and what prospects await it in the future.
To achieve these goals, it is necessary to perform a number of tasks, namely:
1. Consider the theoretical aspects of media research.
2. Identify the main methods of media research.
3. Trace the history of the media research market.
4. Analyze possible ways to develop media research.
The result of the work will be a number of conclusions on the topic under consideration.

1.2. Methods of media research
Five years ago, the term "media research" was not widely used. No research has been conducted to find out how to properly present advertising to the audience. It was pretty simple: I wanted a minute in a TV program and got it. Now the situation began to change in the other direction. Media research is becoming popular. The reason is that today, when determining the advertising budget, not only "beautiful packaging" is taken into account, but also the transparency of the market, which leads to the fact that an acceptable and understandable coordinate system becomes necessary. In fact, this study is not as simple as it seems at first glance.
Media research is divided into two types:
1. Research on the popularity of media (this includes media data (MD), which are called media studies (MI).
The basis for MI is sociological research. This means that their reliability is equal to the reliability of any sociological study, i.e. it depends on the research methodology, sample size and its representativeness.
2. Monitoring of advertising in the media space.
Monitoring is a fixed amount of outputs of advertising, measuring and evaluation of advertising costs in accordance with official price lists.
Accurate monitoring is necessary in most cases.
TV-the time of the broadcast output differs by time zone. This trend is especially relevant in our country, because we have 10 of these belts. In addition, it is necessary to take into account such factors as the pruning of advertising and the voluntarism of local repeaters. When the respondent is interviewed on the topic "watched – not watched", a clear correlation with the real time of the broadcast or commercial is needed.
Press-regional editions of central publications may differ markedly. For example, such publications as Argumenty I Fakty and Komsomolskaya Pravda produce their own inserts in almost every subject of the country.
Radio is a network, but even here there is no full retransmission. Local branches of federal radio channels select only the main programs, and the rest of the broadcast grid is filled with local journalists.
Panel (panel). A group of people who were selected for the study. Panel research allows you to constantly receive information from each respondent for a certain period of time. Panel studies help to study the TV and radio audience. Diaries can be used to collect information, and if it is necessary to measure the TV audience, special devices – people meter-will help out.
Media research is usually classified according to a number of characteristics, namely, frequency, method of obtaining data, and duration of relations with the respondent.
Let's start with the first classifying feature – periodicity. The first type in this group is one-time studies. As their name suggests, they are executed once. This is followed by wave studies conducted at regular intervals during a certain period, such as a quarter. Continuous media research is carried out for a long time, for years. The scope of application for one-time, wave and continuous studies is strictly defined, as will be discussed later.
The second classifying feature is the method of obtaining or, more simply, extracting information. Here, the division depends on the person's participation or non-participation in the survey. If the person (interviewer) is involved, then the method of obtaining data refers to the survey. It does not matter how the survey is conducted. This can be an interview, a questionnaire, or filling out a diary. If the survey is conducted without human participation, it is hardware-based. The respondent is dealing with a device that registers information about its behavior.
Surveys are simple and cheap. In life, we often use them, sometimes unconsciously. When we ask our friends for their opinion on a movie or magazine, we are actually doing the same thing as COMCON and Gallup, but on a much smaller scale.
1. Ambler T. Practical marketing. - St. Petersburg: Piter, 2006. - p. 400;
2. Buzin V. N., Buzina T. S. Media planning. Theory and practice. - Moscow: Unity-Dana, 2010. - p. 496;
3. Golovleva E. L. Mass communications and media planning. - Moscow: Delovaya kniga, 2009. - p. 352;
4. Golubkov E. P. Marketing research: theory, methodology and practice. - Moscow: Finpress, 2008. - p. 526;
5. Kotler, F. New marketing technologies. Methods of creating brilliant ideas. - St. Petersburg: Publishing House "Neva", 2006. - P. 192;
6. Kochetkova A. Media planning. - M.: RIP-Holding, 2006. - P. 206;
7. Malhotra K., Alexander K. Marketing research. Practical guide, 3rd ed.: Trans. From English-M.: Ed. House "Williams", 2007. - p. 960;
8. Melnikova N. A. Strategic and tactical planning of advertising campaigns. - Moscow: Dashkov & Co., 2009. - p. 100;
9. Nazaykin A. N. Media planning. - Moscow: Eksmo, 2010. - P. 400;
10. Harris R. Psychology of Mass Communications, Moscow: Prime-Euroznak, 2002, p. 448;
11. Shchepilov K. Media research and media planning. - M.: RIP-Holding, 2007. - p. 222;
12. Balabanov A. Mediavopros // Marketing management. - 2009. - No. 7-P. 4-7;
13. Gribkov D. Prakticheskoe mediaplanirovanie [Practical media planning]. - 2008. - No. 8-p. 5-9;
14. Kozharinova E. Mediaisledovaniya [Media research]. - 2008. - No. 9-p. 22-23;
15. Mokrov A. Magic of media ratings / / Advertiser: theory and practice. - 2003. - No. 5-p. 12-14;
16. Novikova O. A. Characteristics of media research / / Advertising ideas. - 2009. - No. 4-p. 6;
17. Shchipkov V. Modern conditions for the development of regional dimensions of TV audience / / Praktika reklam. - 2010. - No. 6-p. 13-15;
18. Comcon-Comcon Market Research and Media // http://www.oprosy.info;
19. TNS in the world // http://www.tns-global.ru/rus/group/world/;
20. http://www.marketing.spb.ru/;
21. http://www.4p.ru/.

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