Advertising and Social Media

 Advertising has changed the process of communication after social networks appeared.  Before social networks, traditional advertisement used media such as newspaper, radio and television to communicate a commercial message. The goals of these messages are to influence the behavior of consumers. Communication in these types of advertisements is focused on visual or audio messages sent from one sender to several receivers. Additionally, communications in these types of media are unidirectional and they are directed to a sector of the population that is anonymous to the advertiser. However, new media like social networks have completely changed the communication process in advertising. Communication is no longer unidirectional, it is now bidirectional or multidirectional. An example of this is when a user shares content and it goes viral. Online social networks also eliminate geographical and temporal barriers by allowing advertisements to be seen anywhere and anytime. This helps the advertisements reach more people. At the same time, with online social media, advertisers have the opportunity to know consumers and interact with them. For example, with Instagram, followers can write opinions or comments about products or services. This allows not only for feedback between the advertiser and the consumer, but this also allows advertisers to improve their product or service. Therefore, we can say that social media has completely changed communication in advertisements. 


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