Adapting To Digital Shift: A Comparative Study of Traditional and Digital Advertising

Advertising has greatly evolved over the last decade. For any business advertising plays a key role to get connect with their customers be it informing, persuading or reminding them regarding their product or services. Today advertising is not just about branding but it connects brand and society, creating higher level of engagement and trust. Advertising can broadly be classified as traditional and digital advertising. Traditional advertising involves medium like newspaper, journal, magazine, radio and television whereas digital advertising is advertising product and services through digital platforms which include social media, email marketing, company website, search engine optimization etc. This paper aims to explore the difference between traditional and digital advertising and how companies are using them together for effective communication with their audience. Also the purpose of the paper is to study how people of different gender and age groups prefer these two modes of advertising.   The data for the current study has been collected using both primary and secondary sources. The primary data was collected by circulating a structured questionnaire for collecting responses from the audience. Also secondary research includes review and analysis of studies that has been previously done on this topic. The result shows that there are different opinions of the audience regarding traditional and digital advertising. While older generations still prefer traditional advertising however younger generation go for digital advertising. Also when the comparison was done on the basis of gender then most of males prefer digital mode over traditional advertising but females prefer mostly traditional advertising. In short we can say that most of the audience prefer digital advertising but companies are using blend of traditional and digital modes of advertising in order to grab attention of their customers and also to reach wider audience.