Marketing Communication Using Digital and Traditional Media

Management
12:RESPONSIBLE CONSUMPTION
Togawa Taku

Faculty of Economics / Department of Management

Togawa Taku Associate Professor

Contact togawa@sophia.ac.jp

Abstract

Marketers utilize digital technologies for marketing communications through online advertising and social networking services. However, recent studies demonstrate the effectiveness of traditional print media in inducing consumers’ behavioral responses. My research aims to explore the advantages of offline media and suggest a better online/offline media mix to marketers and advertisers.

Share