ABSTRACT
This chapter provides an important media concepts, followed by a more in-depth look at digital media. The world of media continues to change, providing an ever-expanding variety of options for delivering integrated marketing communication (IMC) messages. The media environment has indeed been changing rapidly over the last several years, fuelled by the growth in digital media. In 2020, worldwide advertising spend on digital media was US$ 341 billion versus all other traditional media spend at US$ 379 billion. People have relationships only with brands, but also with media; and this has become even more important with the growth of social media. In 2014, Proctor and Gamble ran a coupon for their air freshener Febreze, targeting pet owners and large families because of their heavier usage of air fresheners. Sales did not increase during the campaign, but did when the target audience was broadened to anyone over 18 years of age.
