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

      Аннотация: 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.

Ключевые слова: Shift in Advertising, Moving traditional to Digital, New form of Advertising, digital marketing, Digital Advertising