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Marketing mix through the integration of new and traditional media: a review of recent literature

Adzharuddin, Nor Azura (2013) Marketing mix through the integration of new and traditional media: a review of recent literature. International Journal of Social Entrepreneurship and Innovation, 2 (1). pp. 3-10. ISSN 2043-8257; ESSN: 2043-8265

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Official URL: http://www.inderscienceonline.com/doi/abs/10.1504/...

Abstract

The advertising trend has stimulated towards communicating persuasive messages of a product using two or more media, especially through the integration of traditional media and new media. Contributing to this current issue in advertising research, the purpose of this paper is to explore the current advertising trend through the latest literature on integration of marketing communication of new media and traditional media. The investigation through the traditional medium (television) and the new medium (the internet), which in particular was based on the peripheral routes of persuasion using celebrity endorsement, showed support that the integration of these two mediums can promote memory performance and encourage positive attitudes on the part of consumers. The position of new media especially the internet has also progressed rapidly for the past years. Therefore, new media can play a significant role in contributing to the effectiveness of a marketing mix when integrated with traditional media, specifically with television.

Item Type:Article
Keyword:Marketing communications; Integrated marketing; Traditional media; New media; Internet; Marketing mix; UK consumers; United Kingdom; Television; Tv advertising; Internet advertising; Celebrity endorsement
Faculty or Institute:Faculty of Modern Language and Communication
Publisher:Inderscience Publishers
DOI Number:10.1504/IJSEI.2013.052756
Altmetrics:http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.1504/IJSEI.2013.052756
ID Code:27873
Deposited By: Nurul Ainie Mokhtar
Deposited On:18 Feb 2016 09:12
Last Modified:18 Feb 2016 09:12

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