The death of traditional advertising

Savica Dimitrieska ()
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Savica Dimitrieska: International Balkan University, Faculty of Economics and Administrative Sciences, Republic of North Macedonia

Economics and Management, 2024, vol. 21, issue 1, 172-179

Abstract: Many experts believe that with the advent of the Internet in the 1990s, traditional advertising began to fade. The Internet overshadowed the media, such as TV, radio, print and OOH (out-of-home media as billboards and posters), which reached their zenith in the middle of the last century. The Internet started the Digital revolution that brought new digital media into existence, such as websites, social media (Facebook, TikTok, Instagram, Twitter), influencers, digital billboards. The younger generations immediately “grabbed” these media that offer a personalized, exciting and authentic communication experience. With the further evolution of digital media, the appearance of artificial intelligence, generative intelligence, virtual reality, augmented intelligence, the metaverse, young consumers are moving even more away from the traditional way of advertising. Each advertising medium lives in its own time, following its consumers. This paper aims to collect primary and secondary data that will answer the following research questions: What is the future of traditional advertising? Will traditional advertising continue to live in convergence with digital media? What does the young population think about traditional advertising? The expected result is that traditional media will remain among us, but with time their utility value will decrease intensively. That value is seen in personalization, i.e. if traditional media talk at people, new digital media talk with people.

Keywords: traditional advertising; digital revolution; digital media; personalization (search for similar items in EconPapers)
JEL-codes: M30 M31 M37 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:neo:journl:v:21:y:2024:i:1:p:172-179

DOI: 10.37708/em.swu.v21i1.11

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