Characteristic of New Media Advertisement

From Baruchnewmedia

Characteristic of New Media Advertisement

The advertisements on the new media or multimedia has a unique characters based on the interactivity, integrity, asynchronies and selection. New Media Advertisement is not only the method of commercial or public relationship but also the method of total communication for marketing. This is the concept of Integrated Marketing Communication. (IMC).

General Characteristic of New Media Advertisement

• First. Users access to the Advertisement passively based on their need. User is the main subject of the communication. User approaches to the advertisement since they are interested in the information advertisement provide. This is the huge different from previous media Ad.
  

• Second, there is no restriction of space and time for communication. The Old Media had restriction of space and time. However the new media ad does not have these restrictions. Also there are so many advertisement media than old media. The advertiser is able to find many different ways to approach to the potential customers.

• Third, It is possible to provide the interactive communication advertisement. The New media provides interactive communication. Therefore user could ask for more product information. Also user could choose what information they will get.

• Fourth, New Media has the characteristic of personal media. Old media Ad had been delivered to many and unspecified persons, New Media can be deliver to the person who need the information.
  

• Fifth, the Advertisement of the new media is much cheaper. Since there were only major four media in the past, the advertisement of the old media was expensive and the opportunity to turning ad was limited. However the New Media ad has many options, so that the advertisement cost is cheap and more advisers are able to place their ad.
  

• Sixth, it is possible to aim more specific target market. When the adviser make the advertisement strategy, it will be more easily to specify which potential customer they will target by geographically, age, race and social levels.
  

• Seventh, It is easy to change the contents of the advertisement. Since the New Media advertisement is digital contents, it is easy to modify the contents. Also most of the creating advertisement is based on the computer, the cost of creating advertisement usually cheaper than old media ad.