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

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...

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Main Author: Adzharuddin, Nor Azura
Format: Article
Published: Inderscience Publishers 2013
Online Access:http://psasir.upm.edu.my/id/eprint/27873/
http://www.inderscienceonline.com/doi/abs/10.1504/IJSEI.2013.052756
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spelling my.upm.eprints.278732016-02-18T01:12:43Z http://psasir.upm.edu.my/id/eprint/27873/ Marketing mix through the integration of new and traditional media: a review of recent literature Adzharuddin, Nor Azura 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. Inderscience Publishers 2013 Article PeerReviewed 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 http://www.inderscienceonline.com/doi/abs/10.1504/IJSEI.2013.052756 10.1504/IJSEI.2013.052756
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
description 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.
format Article
author Adzharuddin, Nor Azura
spellingShingle Adzharuddin, Nor Azura
Marketing mix through the integration of new and traditional media: a review of recent literature
author_facet Adzharuddin, Nor Azura
author_sort Adzharuddin, Nor Azura
title Marketing mix through the integration of new and traditional media: a review of recent literature
title_short Marketing mix through the integration of new and traditional media: a review of recent literature
title_full Marketing mix through the integration of new and traditional media: a review of recent literature
title_fullStr Marketing mix through the integration of new and traditional media: a review of recent literature
title_full_unstemmed Marketing mix through the integration of new and traditional media: a review of recent literature
title_sort marketing mix through the integration of new and traditional media: a review of recent literature
publisher Inderscience Publishers
publishDate 2013
url http://psasir.upm.edu.my/id/eprint/27873/
http://www.inderscienceonline.com/doi/abs/10.1504/IJSEI.2013.052756
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score 13.211869

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