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Research Paper | Advertising and Mass Media | India | Volume 13 Issue 9, September 2024 | Popularity: 4.7 / 10

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The Role of Traditional Media in the Age of Digital Advertising in India: Coexistence or Decline?

Om Hemdev

Abstract: With the rapid growth of digital advertising, the role of traditional media such as television, radio, and print in India has come under scrutiny. This paper explores whether traditional media is in decline or whether it continues to coexist with its digital counterparts. Despite the rise of online platforms and digital marketing, traditional media still holds significant value, particularly in regional markets and among older demographics. This paper examines the coexistence of traditional and digital advertising, analyzing shifts in consumer behavior, the importance of media diversity in a country as vast as India, and the potential for traditional media to evolve through integration with digital tools. The paper concludes with insights into how brands can effectively balance traditional and digital channels to reach India's diverse audience.

Keywords: Traditional media, digital advertising, television advertising, print media, radio advertising, consumer behavior, digital transformation, media consumption, regional advertising, India

Edition: Volume 13 Issue 9, September 2024

Pages: 1419 - 1420

DOI: https://www.doi.org/10.21275/SR24923144211

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