The Media Choices between Mass Media Advertising and Website for Building Successful Brands

摘要

Mass media advertising has long been considered the cornerstone of most brand-building efforts. However, in the information age, the limitations of mass media advertising are also obvious. With the emergence of the Internet and website, the role of mass media advertising in building brands needs to be redefined. This dissertation analyzes the concept that in this digital economy, building brands today often requires different media choices.