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  K. P. Kesava Menon (1886-1978) K.P. KesavaMenon, the founder-editor, made Mathrubhumi a voice of the forces  fighting for freedom. He co...

Def: A group is ‘a number of people who share some common characteristics’. Characteristics of groups A feeling of unity among members i...

Concepts / Definitions: Average frequency: The number of average opportunities to see (OTS). It is calculated by dividing gross reach by n...

COMMUNICATION MIX Communications Mix are the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectl...

  Digital medium in India The internet is one of the emerging mediums in India as of today. Like many other media it too has its advantage...

In-Cinema Advertising Now, over a century old, the Indian film industry is worth Rs. 13,000 crore and more. Nearly 30 films across 10 diff...

Point-of-purchase advertising   Definition: Marketing materials or advertising placed next to the merchandise it is promoting. These items...