Ours is a mass-mediated society where television is the dominant medium. A medium that, over the years, has transformed in every aspect. But now it must coexist with others, while simultaneously transitioning from analog to digital and interactive. Advertising, which traditionally favored television as a mass medium, must also adapt to these changes and incorporate new media. These changes and transformations have their demands, costs, and advantages. Furthermore, they imply the need to adopt new techniques, new languages, and new relationships with audiences. To successfully face all these challenges, experts recommend applying the following approach: * Combine traditional advertising with new two-way or three-way (interactive) advertising * Reorient advertising strategies and budgets toward digital media * Create and develop new media to achieve interaction with audiences and target...read more
