Digital Advertising: A More Effective Way to Promote Businesses’ Products

Leonora Fuxman, I. Hilmi Elifoglu, Chiang-nan Chao, Tiger Li


Digital advertising, on internet and mobile gadgets, has outpaced the traditional media advertising and for the first time in 2013 generated more advertising spending than television advertising. Digital advertising is believed to be an effective way to better target potential customers in the global market. Evidence shows that businesses have increasingly switched their advertising focus from traditional to digital media. This research uses an empirical study that explores the effectiveness of digital advertising vs. traditional media advertising along several mass marketing dimensions. The results reveal that while traditional media advertising still holds its ground, digital advertising offers more effectiveness for promoting companies’ products. The results suggest that marketers need to use more digital advertising in order to better target their customers, particularly the young consumers.

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Journal of Business Administration Research (Submission E-mail:

ISSN 1927-9507 (Print)      ISSN 1927-9515  (Online)

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