Rani, Dr.Padma and rai, Shivam A (2010) USE OF MULTIMEDIA CAMPAIGNS IN PROMOTING EFFECTIVE COMMUNICATION. In: 20th AMIC Annual Conference;Taking stock of Media and Communication Studies:The Challenges and opportunities of Globalisation,New Media and the Rise of Asia., 24-27 june2011, Hyderabad,India. (Submitted)

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Multimedia basically describes the combination of media into one form that shows the integrated effects of this new combination. The growth and multiplication of new technologies and the convergence and development of interactive features have diversified the avenues for production, publication and expression. This connects to convergence in that technologies are coming together to integrate previously separate experiences. For example, a mobile can be used to send messages, listen to radio, and listen to music as well as access news updates on mobile. Multimedia campaigns incorporate any or all of the following: • Web-based and electronic media • Radio and television • Exhibits and displays • Public service announcements • Press releases • Promotional items • Awards (Trophies, Plaques, Certificates) • Information design • Branding / ID / Theme art • Illustration • Print media (posters, flyers, factsheets, brochures, billboards, banners, publications, packaging) • Animation Multimedia campaigns are a 360-degree communication approach which targets the electronic, print and online mediums. Communication theory has tended to support the case for multimedia use based on the premise that having access to at least two channels allows a production team to present and reinforce the same points in different ways and with varied emphasis. Individuals also differ in their processing of information from different media; some learn better from and prefer visual media than audio and vice versa. In general, evidence from controlled classroom studies suggests that providing a variety of reinforcing channels caters to both learning styles and learning preferences According to a survey by IBM Global Business Services, advertisers will soon have to adopt multimedia campaigns as younger respondents are spending more time online and the older people are also likely to follow suit. Saul. J. Berman commented that consumer eyeballs are constantly roving as they are interacting with varied media channels. Multi media campaigns are used for a variety of purposes like promotion of a product or service; political campaigns like general elections as well as the policies of the government; agriculture development; health communication; campaigns to create awareness on various social issues. Multimedia Campaigns have been used in virtually every facet of rural development. This paper seeks to analyse selected multimedia campaigns from various sectors and evaluate their effectiveness. Drawing inferences from the various campaigns, it seeks to outline certain features which are essential in making a multimedia campaign effective.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Multimedia,Advertising,Campaign,Brand Identity,Brand Promotion.
Subjects: Communication > MIC Manipal
Depositing User: MIC Library
Date Deposited: 16 Aug 2011 10:05
Last Modified: 16 Aug 2011 10:05

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