ABSTRACT
Advertisers are beginning to shift their advertising budgets away from traditional media and into new media. New media consists of forms of communication involving computers and portable devices and differs from mass communication in a number of areas: it is interactive, dynamic instead of static, highly targeted and specialized, and multimedia. Advertisers prefer the targeting, the effectiveness, and the interactivity compared to traditional mass media such as magazines, newspapers, television, and radio. Thus, over time we are experiencing a shift in advertising revenue, as illustrated in Figure 11.1 .
