NEW MEDIA, INTERNET AND DIGITAL MEDIA: A NEW TRENDS IN ADVERTISING INDUSTRY IN DEVELOPING COUNTRIES (STUDY OF OMEL ARTS AND ADVERTISING AGENGY)

Abstract

The study investigates the impact of new media, internet, and digital media as a new trend in advertising industry in developing countries. A total of 60 questionnaires were used in collecting data for the study and descriptive methodology was adopted and SPSS and Pearson product moment correlation was used to test the formulated hypotheses. The study’s findings showed that, there is significant impact of new media in advertising industry as it ensures return on investment, creativity and innovations in the industry and effective planning and execution of media campaign. Based on the findings of the study concluded that new media, internet and digital media assist the advertising agencies in innovating good quality advertisements ,ensures companies and customers interaction and conveyed messages fast to the specified target audience ,and is wider reach .The study recommended that ,advertising agencies in developing countries should adopt the use of internet advertising ,new and digital media as one of the marketing communication tools in developing countries and policy on creativity and innovations in new digital media and internet advertising using innovative and sophisticated digital technologies .Also ,world Federation of advertisers must ensure collaboration and co-operation of developed and developing countries advertising regulators so as to tap wealth of knowledge and experiences in new digital media practices and usage regarding new media ,internet advertising and digital media.