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 - Softcover

Sharma, Anvesha

 
9786204986579: 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
Softcover
ISBN 10: 6204986570 ISBN 13: 9786204986579
Verlag: LAP LAMBERT Academic Publishing, 2022

Inhaltsangabe

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.

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Über die Autorin bzw. den Autor

La Dra. Anvesha Sharma es profesora asociada en la Universidad de Bennett (India). Tiene 15 años de experiencia profesional y docente. Es doctora en Gestión Publicitaria y tiene un MBA en Marketing. Ha escrito otros dos libros sobre publicidad y teoría de la comunicación de masas. También es miembro de la American Marketing Association.

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Verlag
LAP LAMBERT Academic Publishing
Erscheinungsdatum
2022
Sprache
Englisch
ISBN 10 
6204986570
ISBN 13 
9786204986579
Einband
Taschenbuch
Anzahl der Seiten
244
Kontakt zum Hersteller
Nicht verfügbar
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