Open AccessDigital Advertising: A More Effective Way to Promote Businesses’ Products
Author(s) -
Leonora Fuxman,
I. Hilmi Elifoglu,
Chiangnan Chao,
Tiger Li
Publication year - 2018
Publication title -
journal of business administration research
Language(s) - English
Resource type - Journals
eISSN - 1927-9515
pISSN - 1927-9507
DOI - 10.5430/jbar.v3n2p59
Subject(s) - advertising , online advertising , advertising research , business , native advertising , order (exchange) , advertising campaign , digital media , advertising account executive , the internet , digital advertising , informative advertising , digital marketing , marketing , computer science , social media marketing , finance , world wide web
Digital advertising, on internet and mobile gadgets, has outpaced the traditional media advertising and for the first time in 2013 generated more advertising spending than television advertising. Digital advertising is believed to be an effective way to better target potential customers in the global market. Evidence shows that businesses have increasingly switched their advertising focus from traditional to digital media. This research uses an empirical study that explores the effectiveness of digital advertising vs. traditional media advertising along several mass marketing dimensions. The results reveal that while traditional media advertising still holds its ground, digital advertising offers more effectiveness for promoting companies’ products. The results suggest that marketers need to use more digital advertising in order to better target their customers, particularly the young consumers.