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              Printable Handouts
Navigable Slide Index
- Introduction
 - Agenda
 - Definition
 - Above and below-the-line
 - Key trends: 'push' versus 'pull'
 - Key trends: some issues
 - UK adspend by medium: 2009 vs. 2010
 - Mass media strategy
 - Mass media strategy decisions
 - Media strategy: choosing between classes
 - Intra-media choice amongst vehicles
 - Key issues to consider
 - Web advertising
 - Newspaper formats
 - TV
 - B-Live radio
 - Billboards
 - Cinema
 - Synergy
 - Summary
 - Thank you
 
This material is restricted to subscribers.
Topics Covered
- Definition and scope of mass media
 - Key trends
 - Mass media strategy
 - Types of media
 - Web
 - Press
 - TV
 - Radio
 - Billboards
 - Cinema
 - Synergies between media
 
Talk Citation
West, D. (2012, January 1). Mass communications [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved November 4, 2025, from https://doi.org/10.69645/LSME2674.Export Citation (RIS)