The Paradigm Shift in Advertising: Moving from Traditional to Digital | An Integrated Approach to Understand the Changes in Advertising Communication Balancing Both Traditional and Digital

Anvesha Sharma

ISBN 10: 6204986570 / ISBN 13: 9786204986579

Published by LAP LAMBERT Academic Publishing, 2022

About this Item

The Paradigm Shift in Advertising: Moving from Traditional to Digital | An Integrated Approach to Understand the Changes in Advertising Communication Balancing Both Traditional and Digital | Anvesha Sharma | Taschenbuch | Englisch | 2022 | LAP LAMBERT Academic Publishing | EAN 9786204986579 | Verantwortliche Person für die EU: preigu GmbH & Co. KG, Lengericher Landstr. 19, 49078 Osnabrück, mail[at]preigu[dot]de | Anbieter: preigu.

Seller Inventory # 123026668

Bibliographic Details

• Title: The Paradigm Shift in Advertising: Moving from Traditional to Digital | An Integrated Approach to Understand the Changes in Advertising Communication Balancing Both Traditional and Digital
• Publisher: LAP LAMBERT Academic Publishing
• Publication Date: 2022
• Language: English
• ISBN 10: 6204986570
• ISBN 13: 9786204986579
• Binding: Taschenbuch
• Condition: Neu
• Dimensions: 220W x 150H x 15D millimeters 220 millimeters width by 150 millimeters height by 15 millimeters depth
• Weight: 381 grams
• Seller catalogs:
  • Bücher

About this title

Synopsis

Advertising is a successful marketing strategy that includes an advertising plan that will grow the business. Advertising is a type of promotion for a business, where the ad campaign is placed in a media venue. According to Boaze (2004), “there are two types of advertising— the ones that you pay for and the ones that are free. Both types have their place for every organization. Each company must determine when and how to use each type”. The advertising representative must ensure that the message is reaching the appropriate markets to be effective. Because of new technology two other characteristics of advertising are also changing. Advertising in the past has been viewed in two ways - as a one-way form of marketing means in which additional information about the ad cannot be immediately requested by consumers & as a method means the one that the product advertised does not bring out immediate demand. “Both of these characteristics are changing, as technology has provided target consumers with the opportunity to click on a web page and interact with the brand. The book discusses & illustrates the transition phase of advertising from the old form to the new form of media.