ADVERTISING IN TRADITIONAL AND NEW MEDIA: SIMILARITIES AND DIFFERENCES
DOI:
https://doi.org/10.24867/23GI23TosicKeywords:
Media, Advertising, MarketingAbstract
The paper discusses the issue of advertising in traditional and new media, with a special focus on the similarities and differences of these types of communication with the target audience. The results of the conducted research confirmed that traditional media are losing primacy in the information process compared to new media, that less and less attention is paid to advertising messages, and that advertisements in the form of posts on social networks attract the most attention of media users.
References
[1] https://www.zippia.com/answers/how-many-ads-does-a-person-see-in-a-day/. (pristupljeno u februaru 2023.)
[2] https://kliping.rs/blog/rezultati-istrazivanja-sta-srbija-gleda-slusa-pretrazuje-i-cita/. (pristupljeno u avgustu 2022.)
[3] V. Car, “Televizija u novomedijskom okruženju”, Medijske studije, Vol. 1, pp. 91–104, 2010.
[4] O. Odun, A. U. Utulu, “Is the new media superior to the traditional media for advertising”, Asian Journal of Economic Modelling, pp. 57–69, 2016.
[5] M. Hidayat, B. R. Mahalayati, H. Sadikin, S. Shaddiq, H. M. Zainul, “Advertising Media Strategy as Product Ordering”, Jurnal Mantik, Vol. 5, pp. 812–819, 2021.
[6] P. Kotler, K. Keller, “Marketing Management”, London, Prentice Hall, 2012.
[2] https://kliping.rs/blog/rezultati-istrazivanja-sta-srbija-gleda-slusa-pretrazuje-i-cita/. (pristupljeno u avgustu 2022.)
[3] V. Car, “Televizija u novomedijskom okruženju”, Medijske studije, Vol. 1, pp. 91–104, 2010.
[4] O. Odun, A. U. Utulu, “Is the new media superior to the traditional media for advertising”, Asian Journal of Economic Modelling, pp. 57–69, 2016.
[5] M. Hidayat, B. R. Mahalayati, H. Sadikin, S. Shaddiq, H. M. Zainul, “Advertising Media Strategy as Product Ordering”, Jurnal Mantik, Vol. 5, pp. 812–819, 2021.
[6] P. Kotler, K. Keller, “Marketing Management”, London, Prentice Hall, 2012.
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Published
2023-08-02
Issue
Section
Industrial Engineering and Management
