What is the definition of mass media in the context of channel messages?

Mass media, in the context of channel messages, refers to a method of communication designed for large audiences. This definition emphasizes the broad reach of mass media, which includes traditional outlets such as television, radio, newspapers, and online platforms that disseminate information to vast numbers of people simultaneously. The intent is to convey messages that can inform, entertain, or persuade a wide audience without the need for individualized interaction.

Understanding mass media is crucial for integrated marketing communication, as it plays a significant role in how brands communicate their messages on a large scale. The effectiveness of mass media lies in its ability to create awareness and deliver consistent messaging to a diverse audience, which is essential for building brand recognition and driving engagement.

The other options focus on forms of communication that cater to individuals or small groups, which are not representative of mass media's overarching goal of reaching large demographics.