Comparative Analysis & Implications of Mass Media Versus Digital Media for Marketing Communication
Keywords:
Mass Media, Digital Media, Communication Processes, Strategic Planning, Behavioral DynamicsAbstract
Mass media remains a significant pillar of society. However, with increased accessibility to information and communication technology, there has been a noticeable shift towards consuming digital media over mass media. This study investigates the factors and implications surrounding mass media and digital media. The in-depth comparative analysis is conducted and this research aims to comprehend the significant changes in media consumption patterns, particularly the transition from mass media to digital media. The study also investigates the characteristics and communication processes inherent in both mass media and digital media in Pakistan. The revealed findings reflect a notable increase in daily usage of digital media, coupled with a corresponding decrease in the consumption of mass media. The different factors which drive this shift are explored, shedding light on the considerations influencing marketers' decisions regarding the allocation of marketing communications budgets between mass media and digital media. This study also discusses the implications and offers recommendations for marketers. These include insights into targeted market selection, strategic planning of marketing communication budgets, understanding the distinct behavioral dynamics of both media types, recognizing the supportive role of mass media, and leveraging the strengths of both mass media and digital media in integrated marketing communication campaigns.
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