Mass Communication Case Study

Mass communication is the study that only outline the media as a way different types of media communicating with public, but what is the purpose of it, how messages can persuade people. And how people from different groups, countries, beliefs perceive this information.

Mass communication covers a variety of forms: advertising, broadcasting, journalism, public relation and many others. 1. MEDIA: PUBLIC RELATIONS For developing and successfully realizing public relations campaign abroad, acknowledgment of different cultural values are imperative. Using the same public relation tactics and techniques that would work in the USA, they will have a high chance of failing abroad. Any international organization would face certain obstacles

Interesting, that Ogilvy advertising career did not start until he turned 38. At this age, he was one of the founders of what in twenty years will become an advertising empire. One of the brightest examples of advertising campaigns he created is Dove “Only Dove is one-quarter moisturizing cream”. This campaign made Dove the highest selling soap in the United States (Villafañe) Ogilvy was convinced that in order to attract new customers and expand, he needs to prove his current customers his agency is capable of doing the excellent job. After Dove, companies like Shell, Schweppes, and Rolls-Royce wanted to order advertising from Ogilvy & Mather. Ogilvy was one of the first in advertising agency saying how important it is to know your customer, talk with them in their language. As Ogilvy once said, “It seems to me you should use their language, the language they use every day, the language in which they think.” And promoting the concept of «branding». ideas behind creating distinctive features of products and services In 1973, Rolls-Royce moved back to France and In 1980, he became a chairman of his agency in India. Ogilvy’s works had a significant impact on advertising and media in