Trimester 1, 2018 ALR733 Assignment 2: Advertising practice: review and analysis. Due: Sunday, 27 May XXXXXXXXXX:59pm) Word count: 2500 words (+/- 10%) Weighting: 50% Referencing: Harvard if you use...

Traditional v/s Digital Media        15
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Executive Summary
The following report has been made with reference to the traditional and the digital advertising media. The 2 forms of advertising has been present since long time and have their own advantages and disadvantages. The dependency of selecting the mode of communication depends upon the target audience and the mode of communicating so that the information would be passed on effectively. The following report shows the different uses and the mixture of use of traditional and digital media
Table of contents
Introduction------------------------------------------------------------------------------- 4
Traditional Media Advertising--------------------------------------------------------- 5
Digital Media Advertising-------------------------------------------------------------- 7
Benefits of Digital v/s Traditional Media-------------------------------------------- 10
Use of Digital and Traditional Media------------------------------------------------ 11
How we use both digital and traditional media------------------------------------- 12
Conclusion-------------------------------------------------------------------------------- 13
Recommendations
References
Introduction
Traditional media is still in use in those places where the digital media has not yet been established as the source of communication and entertainment. Even today we find villages where there is no proper electricity. People in these areas are not able to access televisions and neither have access to internet. Similarly there are millions of people who are still illiterate and do not read newspapers, magazines and other reading material, this does not mean that they do not communicate and there are different ways of communication which depends upon the local language and the culture of the population. We have heard different stories about mythologies and gods from our grandparents, these have been handed over from one generation to another and it constitutes the different forms of traditional media.( Watson, H.M., Bowen, B.D., Ehrensperger, D., Holt, T.B. and Luedtke, J.R., 2017)
Traditional media can be defined as the non-electronic mediums which work as a part of our culture and as vehicles for the transmission of tradition from one generation to anothe
Digital media is any media that can be encoded into machine readable format. This media can be created, viewed, distributed, modified and presented on digital electronic devices and can be stored permanently. Digital media is the modern form of communication where we can actually visualise and observe the communication. While the age of 1950’s saw the use of digital media, the major use of digital media started in the late 1970’s. (Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015)
Compared to the print media and other forms of mass communication which are analogue in nature, the digital media is easier to store and better to share among the community and its people. The quality of the digital media has
ought about a revolution in the way communication takes place in the world of journalism, education, entertainment and the music business
Traditional Media Advertising
Traditional media comes in different forms and is known by different names in different parts of the world. Traditional forms of communication and the tools are developed from beliefs, customs, rituals and these are very deep rooted into the culture. Traditional media thus employees Vocal, Ve
al, Musical and Visual art forms which are transmitted from one generation to another, they have served as tools of communication for ages.
Marketers have been in business of advertising via the use of traditional media since ages. The use of traditional media such as print, radio, yellow pages, TV and outdoor advertising has helped the marketers to reach the target audience since the past 50 to 100 years. The marketing does not only take place for the audiences but it also take place for the B2B customers and B2B companies.( Watson, H.M., Bowen, B.D., Ehrensperger, D., Holt, T.B. and Luedtke, J.R., 2017) The information has to reach a wider audience and hence it becomes quite costly. But there is a possibility that the traditional media may be more effective in the area that we are working and hence we would require to use it.
Some of the examples of the use of traditional media for advertising are:
· In multiple industries the printed advertisements in the monthly journals are an important vehicle to reach the target audience i.e. the decision makers of the company
· If an organisation caters to a certain demographic and an area, then the directory listings and the advertisements would be crucial to research on the buyers who are searching for solutions
· It may be required that our organisation has to reach a large number of prospects in different industries and hence we may advertise in regional or national business publications, newspapers or...