KTA 3: Traditional and virtual advertising

Traditional methods:

• Print and publishing (billboards/poster)
• Radio
• newspapper
• TV ADs
• Cinema(film)

These methods are still used today, mainly by conglomerates as they have the revenue stream from their subsidiaries. This is because traditional methods are extremely expensive but highly effective.

Digital/virtual (online) methods:

• Reach a wider audience 
• Distributed online
• Websites
• Social media
• Streaming platforms

These methods are cheaper so is more often used by Indie companies. Its is also much quicker than traditional methods 

Technological convergence: 

Looking at how technology has come to gather, an example of this is Web 2.0 which allows us to advertise, apps, communication, Film/tv/video/radio, being able to work/create. 

Devises are now multifunctional: phone can play music, watch movies, play games, call people 

Any devices that can access multiple media are know as blackbox devices 

Digital natives: Population who grow up with technological advancements 16-30

digital immigrants: Population that grown up with out technology and had to adapt 35+ 

Henry Jenkins says "that now it has become part of our daily lives" he calls this convergence culture

Above the line:

Target the mass aimed at everyone E.G. billboards, cinema, national radio, Social media. This is very expensive. 

Below the line:

Target a smaller audience/A very specific demographic this is more personal for a niche group E.G. Advertising in a niche magazine, personalised pop up Ad, suggested post on social media.