Comparing Traditional and New Media Advertising
By Ted Dhanik
There is a constant battle between the old and the new age of advertising. Not enough studies and research have been done yet to prove which is more effective in certain situations, mostly because new age advertising is still developing. However, below are a few generalized pros and cons of each form of advertising that have popped up since the inception and capitalization of display advertising.
Traditional
This type of advertising includes television, radio, and newspapers.
Pros:
-Reaches a large, general audience
-Able to focus on what the advertiser wants to promote or say
-Helps steer and develop new trends and designs
Cons:
-Not able to focus their product directly to the most likely group to buy
-Repetitive, with potential clients getting bored of repeat information
-Potential clients able to ignore or avoid advertisements
-Unable to interact with client directly: a one-way street
New Advertising/ Display Advertising
This refers to the advertisements seen on websites and handheld devices, either on the sides of specific websites or pop-ups on certain sites.
Pros:
-Reaches a niche audience and created solely to attract their attention
-Allows the client to interact with the product by asking questions
-Is not repetitive, so as to not interrupt or bother the client, yet noticeable by them
Cons:
-Typically more expensive than traditional advertising
-A lot of detail and research is needed to know where and who the ad is directed to
-One size does not fit all; different ads are needed for different situations, even if it is the same product
Guest post provided by Ted Dhanik, provider of display advertising and high performance marketing solutions. Ted Dhanik is the CEO of marketing company engage:BDR. Ted Dhanik mentors business owners interested in start-ups.