Der Paradigmenwechsel in der Werbung: Der Übergang von der traditionellen zur digitalen Werbung

Advertising is a successful marketing strategy that includes an advertising plan designed to help the company grow. Advertising is a form of sales promotion for a company, where the advertising campaign is placed in the media. According to Boaze (2004), there are two types of advertising - paid and free. Both types are valid for any business. Each company must decide for itself when and how to use each type of advertising. The advertising representative must ensure that the message reaches the right markets to be effective. Due to new technologies, two other characteristics of advertising are also changing. In the past, advertising was viewed in two ways - as a one-sided form of marketing, where additional information about the advertisement could not be immediately requested by consumers, and as a method where the advertised product does not generate immediate demand. Both characteristics are changing as technology provides target consumers the opportunity to click on a website and interact with the brand. The book discusses and illustrates the transitional phase of advertising from the old form to the new form of media.