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Mass Communication
- 1. Mass Communication A UniversityofMinnesotawebsiteforSchool of Journalism&Mass Communicationsaysinanarticle entitled, WhatisMassCommunication, “Ismasscommunicationthe studyof communicatingwiththe masses?Well,yes.Butthere’smore toitthan that.Mass communicationisaboutstorytellingwith strategyand purpose.The studyof masscommunicationiscenteredaroundhow messagespersuade and affectthe behaviorandopinionof the personorpeople receivingthe content”(Ref). While astart-upreal estate venture likelyhasminimaloperatingfunds,itanditspersonnel use mass mediatocommunicate withpotential customers. A primarymethodof communicationisMLS,the Multiple ListingService,aservice subscribedtobylicensedreal estate brokers. Itcontainscomplete and standardizedinformationaboutpropertiesforsale orlease andreachesall brokersinthe industry withinagivenarea. MLS isthe primarytool usedbyreal estate brokersto disseminate andretrieve propertyinformation. Othermass communicationtoolsinclude newspapers,magazines,trade publications,andof particular importance today,the Internet. A Google searchof “propertyfor sale inTexas”returnedabout47,600,000 resultsandbeginsbyvisiting, http://www.realtor.com/texas/nbseltx.asp?source=web. The site sponsoredbyREALTOR.comand bearingthe official REALTORemblemallowsone toview listingsbycity,area,andprice. Followingisan example –
- 2. While masscommunicationimpliescommunicationof amessagetothe masses,Ibelievesome of the basicprinciplesof masscommunicationlike organization,identifyingtargetaudience,andselecting appropriate mediatoconveyamessage encourage asystematicapproachto reachingeverycustomerin a definedareaof interest –evenalocal neighborhood. Reference There wasno reference forthis citation,butthe full article maybe foundbyvisiting, http://sjmc.umn.edu/ugrad/whatismasscomm.html.
- 3. Advertising Basically,advertisingispublishedorbroadcastmessagesdesignedtocall attentiontoa productor service.Advertisingmaybe verysophisticatedandrequire monthsof preparationandsignificant fundingformediaandproduction. RE/MAX,forinstance, hasnational advertisingcampaignsthatcost millionsof dollars. Butadvertisingmaybe as simple asa well-designedyardsignadvertisingaproperty for sale. Followingisanexampleof howastart-upreal estate practice canemploysoundprinciplesof advertising while stayingwithinamostreasonable budget –the forsale sign. Thisexample of the forsale signwasdesignedbyJohnBarnettandrealtorsmark.comisaregistered domain.