media planning and behaviour

소개

meida planning and behaviour 에 관한 분석과 이론을 포함한 리포트 입니다.
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목차

1. Media Switching Behavior
2. Vehicle Selection
3. Media Planning Concept
4. Effective Frequency

본문내용

Media Switching Behavior
A. Media Richness Theory (MRT)
Researchers Daft and Lengel (1984) proposed that communication media have varying capacities for resolving ambiguity, negotiating varying interpretations, and facilitating understanding. Two main assumptions of this theory are: people want to overcome equivocality and uncertainty in organizations and a variety of media commonly used in organizations work better for certain tasks than others. Using four criteria, Daft and Lengel present a media richness hierarchy, arranged from high to low degrees of richness, to illustrate the capacity of media types to process ambiguous communication in organizations. The criteria are:
1. the availability of instant feedback – the ability of the medium facilitate instantaneous feedback (synchronicity) and clarification of issues during engagements.
2. the capacity to transmit multiple cues - the range of cues, (including body language, voice inflection, physical representations) facilitated by the medium.

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