ABSTRACT
In this chapter, the authors discuss some important media concepts, followed by a more in-depth look at digital media. They look at a few interesting consequences, or what one might think of as unintended 'side effects', of the application of new technology to viewing and purchasing media. People have relationships not only with brands, but also with media; and this has become even more important with the growth of social media. Out of the wide range of available media, individuals can assemble their own 'network' and actively edit what they are using. Digital media is only that; new ways of delivering a message to a brand's target audience that may or may not make sense as part of the brand's IMC programme. A disturbing trend linked to rapid growth of digital media, especially social media, is that owing to this incredible growth the nature of advertising must be changing.
