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Digital Advertising: A More Effective Way to Promote Businesses¡¯ Products

Author

Listed:
  • Leonora Fuxman
  • I. Hilmi Elifoglu
  • Chiang-nan Chao
  • Tiger Li

Abstract

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.

Suggested Citation

  • Leonora Fuxman & I. Hilmi Elifoglu & Chiang-nan Chao & Tiger Li, 2014. "Digital Advertising: A More Effective Way to Promote Businesses¡¯ Products," Journal of Business Administration Research, Journal of Business Administration Research, Sciedu Press, vol. 3(2), pages 59-67, October.
    • Handle: RePEc:jfr:jbar11:v:3:y:2014:i:2:p:59-67
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    Cited by:

    1. Angela Maria D’Uggento & Albino Biafora & Fabio Manca & Claudia Marin & Massimo Bilancia, 2023. "A text data mining approach to the study of emotions triggered by new advertising formats during the COVID-19 pandemic," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(3), pages 2303-2325, June.

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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