Media mix: a pragmatic solution for advertising complexities

Varisha Rehman and Anurika Vaish

International Journal of Management Practice, 2011, vol. 4, issue 4, 345-359

Abstract: This paper explores the effectiveness of advertising along the concept of media mix. This research work seeks to highlight the need for adoption of media mix in the present era of digital evolution. On the review of 150 research papers it was observed that traditional advertising would not be suffice in the competitive scenario rather the advertiser has to opt for the blended path of traditional and new media advertising, thereby maintaining acceptability, adaptability and effectiveness. The added feature of interactivity in new media makes them a preferred choice these days. The present paper tends to put forward the reasons for the adoption of media mix by the advertisers. At the end of the study, an important discussion follows, where a matrix and model of media mix has been presented.

Keywords: advertising; internet; media mix; new media. (search for similar items in EconPapers)
Date: 2011
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