New technologies have transformed advertising practices but haven’t changed how it works.
Drawing on research presented at a recent academic conference, this paper starts by acknowledging that new types of media have made advertising more interactive, more flexible and more targeted than it ever was and have implications for researchers.
But it argues that the distinction between so-called traditional media and digital channels is often blurred and asks, when marketers are trying to judge how and if their tactics are working, can they still draw on concepts and theories built up before the digital age?
Its assessment is ‘yes, but not always’. The author urges practitioners and researchers alike to look to existing ideas about how ads work before creating brand new explanations.
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[20 minute read]