Exercise 2

Audience and Media

1. Make a list of (radio stations and television channels) available in Malaysia (hot fm, hits fm...)
2. Identify audience demographic appropriate and psychographic appropriate for all the above.
3. Present in class week 2 tutorial.

AM 35, FM 391

Radio stations

-Fly Fm
-Hitz.fm (most listened to English station) 1.83 million weekly listeners
-Mix fm
-Lite fm
-Red fm
-Mix fm
-Sinar (most listened radio) 4.23 million weekly listeners
-Hot fm (followed by) 3.58 million
-Era fm
-One fm
-My fm (most listened to Chinese station) 2.18 million
-BFM 

88 (mainland Malaysia 51, Sabah 16, and Sarawak 21)

Television channels

-TV1
-TV2
-TV3
-NTV7
-8TV
-TV9
ASTRO
-CNN
-HBO
-ESPN
-BBC

Audience demographic

Radio - age, education, occupation
- students (kindergarten, primary, secondary), younger working adults
- 3 in 5 radio listeners aged 15 to 24 (59%) and 49% of radio listeners of aged 25 to 34.

Television - age, education, occupation
- children, students (teenagers), elders (retired)
- children loves cartoons, anime, educational.
- teenagers watch reality shows, Gossip girls
- Elders watch news, movies, drama shows

Audience psychographic

Radio
- active listeners, passive listeners
- some for the companion of the sound/songs
- love interaction/talks/news from the radio
- different life styles (only in cars)

Television
- couch potatoes
- active, passive (follow up the next episode of the show)
- on for the sound, environment, not lonely
- interest


Reference:
- http://www.theedgemalaysia.com/media-a-advertising/196768-malaysian-radio-listeners-highest-in-region.html
- http://www.indexmundi.com/malaysia/
- http://www.asiamedia.net.my/our-viewers
- http://www.casbaa.com/atac/countries/malaysia
- http://www.pressreference.com/Ky-Ma/Malaysia.html

Exercise 1

Class discussion: Mass Media writing

1. Identify one product: a brand
Galaxy note - samsung
Tagline- imagine the possibilities

2. Write a short treatment to advertise the product
a) Radio- short skit conversation between 2 person
b) Television- advertisement on the product, Ambassador
c) Phone - SMS, email from service provider, e-newsletter, social network
d) Pamphlet - distributing actual size of the phone with its features and functions on it
e) Newspaper- ambassador with the phone, catchy tagline, with the 5 steps
g) Billboards- 3d image, hotspot area

3. Rank each medium
a) most desirable distribution mode:
Pamphlet- cute, keep it for future references, easy to reach target audience, lower cost than other medium

b) least desirable distribution mode:
Billboards- expensive, people just drive through and ignore it, not everyone will see it, not easy to grab attention-no verbal communication

c) communication advantage
Radio- appeals to feelings because of audio expression, tone of voice
Television- creative visuals and audio, grab attention, more stimulating, free flow of imagination
Phone- easily accessed
Newspaper- reach different target audience, bigger range,
Billboards- attractive, big

d) communication disadvantages
Radio- different channels different target audience, information might not reach the audience
Television- people change, skip advertisements
Phone- spams
Pamphlets- not interested, don't read at all, litter, don't take at all, waste trees
Newspaper- young generation don't read, lazy