Industrial Engineering and Management
Vol. 38 No. 08 (2023): Proceedings of Faculty of Technical Sciences
ADVERTISING IN TRADITIONAL AND NEW MEDIA: SIMILARITIES AND DIFFERENCES
Fakultet tehničkih nauka, Departman za industrijsko inženjerstvo i menadžent
Abstract
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.
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