- Push Mass Media Model
+ The lines between push
and pull are becoming more and more blurred with the continued
development of digital media and increased sophistication of
advertizers. Most media messages are pull - push
+ The classic
definition of PULL media:
You, the consumer, steer. Pull
media are passive, there if you want them. Examples are the
traditional media, such as radio and television, over which you have
control to pull in a message. You can turn them on or off.
You can pick up a newspaper, magazine or book and put it down.
You can go to a movie or not.
+ The classic
definition of PUSH media:
By contrast, push media propell
messages at you whether invited or not. An example would be a
recorded voice in a grocery store aisle that encourages you to buy a
certain brand of cornflakes, as you pass by the cereals. Push
media are taking sophisticated forms on the web and new technologies
are making the media more pervasive than ever. They are always
Examples include: pop
up ads on your computer that push a produce that you have researched on
the internet; an automobile
windshield display with directions to nearby eateries; advertizing banners and links to
commercial sites on Internet pages you visit.
You can program some push media: a belt loop beeper that updates
the score of a football game you can't watch while you're doing
something else, for example.