Comparative Study of Advertising Characteristics and Market Influence in Old and New Media

Yajie Qian

doi:10.54254/2753-7048/4/20220421

Research Article

Open access

Published on 17 May 2023

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Qian,Y. (2023). Comparative Study of Advertising Characteristics and Market Influence in Old and New Media. Lecture Notes in Education Psychology and Public Media,4,397-404.

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Comparative Study of Advertising Characteristics and Market Influence in Old and New Media

Yajie Qian *^,1,

¹ Beijing National Day School, Beijing, China, 100089

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2753-7048/4/20220421

Abstract

In recent years, with the continuous improvement of technology, social media has become popular all over the world. Companies have discovered the characteristics of fast communication and globalization of new media, so they place more advertising on new media than traditional media such as newspapers. The purpose of this paper is to compare and analyze the impact of advertising on new and traditional media, and to summarize the experience and conclusions, so as to provide data support for future researchers. Literature analysis, contrast, and qualitative and quantitative analysis methods are used in the text. The study found that the development of new media has dealt a big blow to the traditional media advertising industry. But the traditional media advertising industry will not disappear. The two will create healthy competition

Keywords

social media, advertising, customer, purchase intention, marketing

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References

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Cite this article

Qian,Y. (2023). Comparative Study of Advertising Characteristics and Market Influence in Old and New Media. Lecture Notes in Education Psychology and Public Media,4,397-404.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the International Conference on Interdisciplinary Humanities and Communication Studies (ICIHCS 2022), Part 3

Conference website: https://www.icihcs.org/

ISBN：978-1-915371-33-1(Print) / 978-1-915371-34-8(Online)

Conference date: 18 December 2022

Editor：Muhammad Idrees, Matilde Lafuente-Lechuga

Series: Lecture Notes in Education Psychology and Public Media

Volume number: Vol.4

ISSN：2753-7048(Print) / 2753-7056(Online)

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