Traditional Media was the mode of communication before the introduction of internet. Though it is old by its nature but still its importance is not affected by its tenure. Examples: newspapers, magazines, T.V. and music show etc.
2. New Media: It’s a next generation media because of its high demand. It is popular because of its easy accessibility anywhere, anytime and by anyone on any device having internet connection. It is preferred nowadays because of its vast data base. Examples: websites, video games and DVD’s.
Media Convergence: It means the use of upgraded and advanced techniques for collecting and distributing information on various issues (Chang, 2002). In simple words it’s the merging of traditional and new media for better outcomes.
Social media revolution: It was the need of an hour because of the growth in the use of social media for various purposes. Most of the people are now influenced by strangers for their various needs, like for advertising, making reservations and shopping from all around the world. It’s a time of Listening economy as today’s consumers are not only consumers; they are commentators who review things and then publish their remarks on product and services they use. (Kalpan, 2010).
Internet changed the advertising: Advertising is the nerve of any business and it has changed because of internet. Today consumers buy products online. Consumers today are more knowledgeable and they like to use customized products. Internet is used as a media for advertising as it reflects prompt replies from the consumers (Gilberth, 2009). Internet has become a medium of sharing experiences as most of the people’s life revolves around computer, laptops and mobile phones with which they are always connected to the rest of the world. Advertisers also wish to pay for the largely approached.
Brand: A brand is a combination of logo, symbol, design, colour & name which are unique in its own way.
Brand Identity: It a unique image of any brand in consumers mind which distinguishes itself from other similar brands in the market. The most important thing to be in the mind of consumers is consistency (Upshaw, 1995).
Brand designer: It is a person who creates an image about the company and its products in the mind of consumers.