ANALYSIS OF ADVERTISING FORMATS: COMPARISON IN TRADITIONAL AND ONLINE MEDIA

Authors

  • Pakiyeva Mashxura Yaxshiboyevna 2nd year master's student in Television and Radio Broadcasting, Journalism and Mass Communications University of Uzbekistan Email: mashhurapakiyeva@gmail.com

DOI:

https://doi.org/10.55640/

Keywords:

advertising formats, traditional media, online media, digital advertising, social media marketing, television advertising, internet marketing, media communication, consumer behavior, marketing strategies, influencer marketing, television advertising, radio advertising

Abstract

Nowadays, blog entries, white papers, webinars, podcasts, slide shows, videos, etc. are more popular than banners and pop-ups for advertising. Online advertising is currently the fastest-growing form of advertising that has demonstrated its stability and efficacy in the advertising industry. This scholarly paper evaluates the efficacy, benefits, and drawbacks of the main advertising formats used in traditional and internet media. Advertising is becoming a crucial component of contemporary business development and communication. With the rapid growth of digital technologies, advertising strategies have shifted from traditional channels such as television, radio, newspapers, and magazines to online platforms including social media, websites, search engines, and mobile applications. The article analyzes the characteristics of both traditional and online advertising formats, focusing on audience reach, cost efficiency, interactivity, targeting capabilities, and consumer engagement. The study also highlights the influence of technological innovation on advertising practices and discusses the future trends of media advertising. The findings demonstrate that while traditional advertising still maintains credibility and mass influence, online advertising offers greater flexibility, personalization, and measurable results.

Downloads

Download data is not yet available.

References

1.Hopkins, C. (1923). Scientific advertising. Lord and Thomas.

2.Bernays, E. L. (1928). Propaganda. Horace Liveright.

3.Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.

4.Digital marketing versus traditional marketing: which is better in terms of return on investment? [Electronic resource]//Marketing OES. – Access mode: https://o-es.ru/blog/tsifrovoj-marketing-protiv-traditsionnogo-chto-luchshe-s-tochki-zreniya-okupaemosti-investitsij/

5.Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19, 123-205.

6.Sharp, B. (2010). How brands grow: What marketers don't know. Oxford University Press.

7.Daft, R. L., & Lengel, R. H. (1986). Organizational information requirements, media richness and structural design. Management Science, 32(5), 554-571.

8.Kelly L., Kerr G. and Drennan J. (2010), "Avoidance of advertising in social networking sites: the teenage perspective", Journal of Interactive Advertising, Vol 10 No 2, pp. 16-27.

9.Colaco R Hazel, Melo R Filipe, Tiwari K.A (2012), "Customers' Attitude Towards Advertisement in Goa: An Analytical Study", Journal Pacific Business review, Vol. 4, Issue 1.

10.Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.).

11.Belch, G. E., & Belch, M. A. (2020). Advertising and promotion: An integrated marketing communications perspective (11th ed.). McGraw-Hill Education.

12.Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation, and practice (7th ed.).

13.eMarketer. (2023). Global digital ad spending 2023. Insider Intelligence. https://www.emarketer.com

14.Federal Trade Commission. (2023). Guides concerning the use of endorsements and testimonials in advertising. 16 C.F.R. Part 255. US Government Printing Office.

15.Interactive Advertising Bureau. (2022). Annual internet advertising revenue report. IAB. https://www.iab.com

16.Juniper Research. (2023). Ad fraud losses to reach $100 billion globally by 2023. Juniper Research Ltd.

17.European Parliament and Council of the European Union. (2022). Regulation (EU) 2022/1925 on contestable and fair markets in the digital sector (Digital Markets Act) Official Journal of the European Union.

Downloads

Published

2026-05-14

Issue

Vol. 5 No. 5 (2026): Journal of Multidisciplinary Sciences and Innovations

Section

Articles

License

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors retain the copyright of their manuscripts, and all Open Access articles are disseminated under the terms of the Creative Commons Attribution License 4.0 (CC-BY), which licenses unrestricted use, distribution, and reproduction in any medium, provided that the original work is appropriately cited. The use of general descriptive names, trade names, trademarks, and so forth in this publication, even if not specifically identified, does not imply that these names are not protected by the relevant laws and regulations.

How to Cite

ANALYSIS OF ADVERTISING FORMATS: COMPARISON IN TRADITIONAL AND ONLINE MEDIA. (2026). Journal of Multidisciplinary Sciences and Innovations, 5(5), 908-917. https://doi.org/10.55640/

Similar Articles

1-10 of 2961

You may also start an advanced similarity search for this article.