www.idosr.org Lopez ©IDOSR PUBLICATIONS International Digital Organization for Scientific Research. ISSN: 2550-7958. IDOSR JOURNAL OF COMMUNICATION AND ENGLISH 5(1) 31-35, 2020.

Effects of Advertisement using Traditional Media and need for a New Media in Society.

Lopez-Pumarejo, T.

Universiti Putra Malaysia, Faculty of Modern Languages & Communication, Department of Communication. Malaysia.

ABSTRACT The burgeoning growth of interactive media, and more specifically the Internet, as communication vehicles has inspired a flurry of market research that attempts to measure the impact of advertising in the new media, utilizing traditional advertising measurement methods. However, the full impact of these new media will not be realized unless we engage in more thorough research into how to evaluate their potential in terms of their influence on information search behavior. This article seeks to provide direction for such exploration by proposing a new model of consumer information search that integrates the principles of information economics and a goods classification model based on the search, experience, credence paradigm. This model will facilitate a greater understanding by marketers and academics. Keywords: Traditional media, New Media, Society, Marketing.

INTRODUCTION Advertising is a marketing communication These forms of communication are the that employs an openly sponsored, non- steadfast ways that businesses have personal message to promote or sell a reached both consumers and other product, service or idea. Sponsors of companies for decades [3]. They are the advertising are typically businesses roots of advertising and the most wishing to promote their products or common form utilized by businesses on a services. Advertising is differentiated daily basis. Though traditional media is from public relations in that an advertiser effective, over the course of the last few pays for and has control over the years we have seen more and more message. It differs from personal selling businesses utilizing new media to reach in that the message is non-personal, i.e., its target audiences. Old media not directed to a particular individual [1]. institutions are centralized and Advertising is communicated through communicate with one-way technologies various mass media, [2] including to a (generally anonymous) mass traditional media such as newspapers, audience. Commercial ads often seek to magazines, television, radio, outdoor generate increased consumption of their advertising or direct mail; and new media products or services through "branding", such as search results, blogs, social which associates a product name or image media, websites or text messages. with certain qualities in the minds of Traditional media are the mass media consumers. On the other hand, ads that institutions that predominated prior to intend to elicit an immediate sale are the Information Age, has been used in the known as direct-response advertising. marketing/advertising world for years. Non-commercial entities that advertise When related to advertising, traditional more than consumer products or services media encompasses that of television, include political parties, interest groups, newspaper, radio and magazine ads. religious organizations and governmental

31 IDOSR JOURNAL OF COMMUNICATION AND ENGLISH 5(1) 31-35, 2020.

www.idosr.org Lopez agencies [4]. Non-profit organizations click on links to traditional news media may use free modes of persuasion, such websites [8]. Additional evidence of as a public service announcement. traditional media's influence is the fact Advertising may also help to reassure that more people are finding their way employees or shareholders that a back to the network TV news. Last June, company is viable or successful. in an interview with Forbes, CBS Evening New media can best be described as News anchor Scott Pelley noted ABC, CBS, digital channels that have gained and NBC collectively added more than a popularity in the advertising space in the million viewers to their evening last decade or so. As more and more newscasts. More people are turning to consumers rely on their cell phones for mobile devices for news, and traditional everything, new media has become an outlets are capitalizing on this audience. increasingly effective way to advertise. The growing use of tablets and Spending in the new media industry smartphones has led to a spike in the continues to grow, with experts amount of news people consume. estimating businesses will spend $172 Traditional media outlets are racing to billion on digital advertising by 2021 [5]. capture a bigger share of this audience Advantages and Disadvantages of through emerging technologies. So far, Traditional Media their strategy seems to be working: Last With the rise of new technology in the year, The Wall Street Journal reported media industry comes a need for a new traffic from its mobile users grew to 32% way to consume news [6]. A great amount from 20% the previous year, and the of Australians are using the Internet and publication predicts that number will social medias as a prime source for all of swell to 50% this year. Integration is the their information, instead of the once key to success [9]. Digital and social booming traditional media outlets such as media have opened new channels of print newspapers and radio. As a result of communication, but there will always be a this many traditional media companies place for traditional media. In public are investing in this new media to stay relations, our secret weapon is using a relevant in the competitive, fast pace combination of tools to amplify our industry. clients' messages. Original content and Traditional media have a widespread, yet other new media are terrific adjuncts – targeted reach. Although much stock has not replacements – for traditional media. been put into self-published information, New Media curating content is only half of the New media encompasses internet-based equation. The content also must have an forms of advertising such as banner ads, audience [7]. Traditional news outlets social media, and apps. This form of have spent years cultivating readers, media can be highly targeted, even listeners, and viewers, and they are allowing businesses to reach consumers masters at reaching target audience as they enter their store, for example, segments – from Baby Boomers who tune using cell phone push notifications [10]. into oldies radio to sports enthusiasts and Targeted ads are another popular form of savvy business executives who monitor new media. If you’ve ever noticed commentary on newspaper op-ed pages. advertisements related to your recent Traditional media remain a trusted source search history, you’ve encountered a for information. When it comes to the targeted ad. New media has a much lower news, there is no substitute for a factual, CPM than traditional media, which is one balanced story. And while it's true that reason why it’s so attractive to more people are discovering news of the businesses. Social media, for example, has day through Facebook and other social a roughly $2.80 CPM. media, such sites deliver information in Traditional Media vs New Media headlines and sound bites. More often While traditional and new media can go than not, those seeking the deeper story hand-in-hand, there are a few reasons why 32 IDOSR JOURNAL OF COMMUNICATION AND ENGLISH 5(1) 31-35, 2020.

www.idosr.org Lopez you should consider adding new media to effective word of mouth your mix over expanding your use of advertising. traditional media [11]. Value Real-Time Results New media is often far less Unlike traditional media, the expensive than traditional media. results you receive from new Not only do you pay less for your media are often in real-time. That advertisement, but you also pay allows you to make instant less per person that you reach [11]. changes to your creative in order  Communication/ Interaction to achieve maximum effectiveness. New media tends to be much more It also gives new media a leg up interactive than traditional media, over traditional, where it often as well. New forms of media such takes time to see the results of a as social media allow for direct campaign. communication and interaction  Global Reach between business and consumer. New media has a global reach,  Data-Driven whereas traditional media tends to New media is highly data driven. be highly regional. With new You have access to exactly how media, you are able to reach the many eyeballs saw your banner ad, entire globe for a fraction of the for example, or how many people cost. visited your webpage.  Choice of Audience  Level Playing Field New media is highly targeted, and Social media, in particular, just about everyone uses it. That provides a level playing field for means you can have your choice of all businesses [12]. It doesn’t take audience. exorbitant amounts of money to  Virality grow your business using social Truly effective new media has the media. potential to go viral. Your content  Cost Efficient could be shared with millions of On a related note, new media is people, boosting both your also more cost-efficient. Spending credibility and your image. money on new media will likely  Effect on Consumers yield a higher reach than spending New media can make consumers the same amount of money on feel as if businesses and brands traditional media. are accessible– almost as if they  Accuracy are friends. Traditional media An added bonus of new media is promotes more separation between the accuracy of its results. Unlike consumers and businesses. with TV ratings, new media allows  Amount of Usage you to comb over results that show In today’s world, consumers you exactly how many people saw simply interact more with new your ad, how long they viewed media than traditional media. your ad for, and whether or not it People tend to spend an ever- led to a click-through. increasing amount of time  Trust engaging with their cell phone, and Having a presence on social media less and less time watching TV or allows businesses to establish a listening to the radio [13]. sense of trust with consumers. We  Ability to Track Results / Result tend to trust our friends, and if a Tracking consumer follows you on social When it comes to new media, the media it implies that same sense results are highly trackable. You of trust. This also helps promote can see exactly what demographics 33 IDOSR JOURNAL OF COMMUNICATION AND ENGLISH 5(1) 31-35, 2020.

www.idosr.org Lopez your ads are scoring big with, and or demographics [16]. The which ones you’re missing. targeting capabilities go far Mobility beyond that of traditional media. New media follows the consumer  Customization & Personalization wherever they are. It can follow New media can be easily them right into your store. customized to meet your  Adaptability business’s needs. New media is adaptable. You can  Marketing easily switch out the content and Traditional media is a form of creative of an ad or create a new outbound marketing, where sponsored social media post [14]. businesses send their message out  Run Multiple Campaigns at Once to consumers. New media is a form New media allows you to run of inbound marketing, where campaigns with multiple different businesses interact with creatives at the same time. This individuals who sought them out. allows you to better target all Inbound marketing tends to demographics. provide more willing consumers  Ease of Use than outbound marketing [17]. Although new media can be pretty  Engagement daunting at first, once you learn it, New media allows for more it’s actually easy to use [15]. The engagement with consumers [18]. results are easy to understand, and Whether it’s social media or a the sites are easy to navigate. targeted banner ad that asks the  Targeting Capabilities consumer a question, new media New media is excellent if you are opens the lines of communication trying to target specific individuals between business and consumer. CONCLUSION As new media grows in popularity, many benefit from using both. If you’re are shifting their advertising strength currently using only traditional media, away from traditional media and into consider cutting that pie into one more areas such as social media and banner piece and adding in some new media ads. The days of investing entirely in one components. Likewise, if you primarily form of media are ending as many seek rely on social media or other forms of out multiple channels to reach new media, it wouldn’t hurt to add in consumers. Traditional media and new some traditional advertising, as well. That media don’t need to be pitted against one being said, if your budget is on the another. They tend to be viewed as an smaller side, new media is a highly “either, or” kind of thing, and that’s effective way to reach consumers across simply not the most effective way to build most demographics. You can always start an advertising plan. In order to reach the with one form of media and expand to widest amount of people at an effective another as your business and your budget frequency, your best bet is to take grows. One thing to be mindful of is that advantage of both traditional and new many businesses struggle to achieve their media. Each has distinct advantages that goals through advertising at first, they offer over the other, and businesses especially without guidance. REFERENCES 1. Abernethy, A.M. (2018). of advertising: Visions and lessons Differences between advertising from integrated marketing and program exposure for car communications. Journal of radio listening. J. Advertising Business Research. 37 (3): 135–138. Research 31(2): 33-43. 3. Bigat, E. C. (2012). Guerrilla 2. Bearden, W. O. and Madden, C. S. Advertisement and Marketing. (2019). A brief history of the future 34 IDOSR JOURNAL OF COMMUNICATION AND ENGLISH 5(1) 31-35, 2020.

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