Comparative Study of Advertising Characteristics and Market Influence in Old and New Media

Abstract

In recent years, with the continuous improvement of technology, social media has become popular all over the world. Companies have discovered the characteristics of fast communication and globalization of new media, so they place more advertising on new media than traditional media such as newspapers. The purpose of this paper is to compare and analyze the impact of advertising on new and traditional media, and to summarize the experience and conclusions, so as to provide data support for future researchers. Literature analysis, contrast, and qualitative and quantitative analysis methods are used in the text. The study found that the development of new media has dealt a big blow to the traditional media advertising industry. But the traditional media advertising industry will not disappear. The two will create healthy competition