I wanna say something about Internet advertising at this time. Also, it could relate to social media.

To date, the shift to internet advertising has had more financial impact on the print media, than TV. However technological advancements may change this (O’Shaughnessy: 2012: 155). Indeed, although TV advertising is still the biggest medium, it is declining as viewers watch TV differently e.g. Netflix. The gap is therefore narrowing between TV and online advertising.

• Internet advertising is growing by 15%, but traditional media advertising by less than 3% (Zenith Optimedia)
• So why are companies abandoning traditional media? (e.g. TV, radio, magazines, newspapers)
  They need to follow audiences/markets. Companies are finding advantages online such as lower costs; customer profiling can lead to targeted advertising; and creates exposure to international markets.

As you will be well aware, many new media advertising $$$$$s are being invested in social media advertising

• Social media sites by definition must carry content that is based on user participation and user-generated content. The sheer amount of time users are spending on social media make it impossible for marketers to ignore
• Some of the more common social media sites and applications advertisers use include Facebook, YouTube, Twitter, Instagram, Google+, Snapchat, WhatsApp, Pinterest, and blogs.

Facebook Inc. June 2016 

1.13 billion daily active users; 1.03 billion via mobile

Instagram August 2016 

400 million active users; 75% users from outside the US; 85% of top brands throwing their weight into Instagram

• Originally advertising was a monologue via traditional media but new media and social media in particular allows for a ‘conversation’ to take place whereby brands can communicate with people (more about this when we explore branding)
• Likewise people can communicate with brands, products, services (often via Twitter) commenting on effectiveness of campaigns or even acting as a form of regulation if offense is taken to a particular ad
• Marketers are able to collect data, via Twitter, Facebook, blogs, forums etc. on what people think about their product. This can lead to new ad campaigns or possibly even new products