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CHAPTER 4

Summary

To summaries, advertising is needed in a company to produce not only a good quality
product, but also researches and analysis about the consumer’s interest. For example, the
colors that attract them to see an advertisement or they enjoy the printed or online
advertising.

New media continues to change the way in which most small businesses operate. Unlike the
one-way communication paths displayed by “old media” formats such as television, radio
and paper-based publications, new media technology is both digital and interactive. From
connecting with customers to making it easier to compete with larger businesses, the
advantages that the internet, electronic communications and social media provide most small
businesses are as numerous as its uses.

New-media advertising is often less expensive than advertising in traditional media. Perhaps
the biggest advantage of using new media is that the lack of any barriers that prevent a small
business from entering the digital arena. For example, establishing and running an online
store costs significantly less than running a brick-and-mortar store. Advertising online not
only is less expensive than it is with old media, but it also allows business owners to reach
a larger audience. The internet also eliminates expensive travel. A small-business retail store
owner can purchase inventory from suppliers without ever leaving the office.

In conclusion, new media is slowly but surely becoming the preferred mode of advertising
when compared to the traditional advertisement method such as radio, print and television. One
of the important characteristics of new media advertising is interactivity. Secondly, it allows
for customizing adverts to individual customers at minimal costs.

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