Advertising has changed in its culture. In the past, a company needs to allocate a bigger budget if they would want to advertise their product in any of the available medium like the television, newspaper and radio. However, with the technology advancement that we have in these days which is the new media, it is not necessary for a company to have a bigger budget for advertising. A simple step such as creating a Facebook page can help a company in reaching their target audience and disseminating the information to them.
The purpose of a company involving in advertising is to reach their target audience which is the public. In those days the purpose of advertising is only involving one way of communication, but this purpose are changing now. With the rising of new media, the ways consumers react on advertisement has changed dramatically. Over the last decades, it is difficult to hear feedbacks from the consumers. But, with the existence of new media the consumers can voice out their opinion whether it is a positive or negative one. It is an advantage for a company because they know what their consumers want, how they can improve on their services and it can helps tighter the relationship between a company and the consumers.
As for the conclusion, new media helps a company to create a close tied relationship with the consumer where it is importance because with the relationship build, people will tend to build their trust on the company as well. People are actually sharing their opinion worldwide. Some of the consumers even help other consumers in making decision on the product. This has make consumer on becoming highly active partners, serving as customers as well as producers.
Retrieve from: http://jsr.sagepub.com/content/13/3/311.full.pdf
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