involve face-to-f ace interaction with the consumer and also the promotion is
designed to appeal to a vast target market in gener al.
2.1.4 Forms of Promotion Media
Marketers are able to engage in promotion activities through different forms of
media. There are two main categories when it comes to media used for promotion
which includes traditional media and alternative media (Barber, Dunn and Marshall,
2013). Traditional media as the word describes is considered as an older form of
promotion media. There are several main examples of traditional media which
includes: newspaper, television, radio and print. Traditional media is designed to
carry out the contents of the promotion in a uniform manner whereby the message
will be similar across different forms of media. (Bagdikian, 2004). Some marketers
might argue that traditional media today is not as effective as before since people
tend to have different needs and appealing factors which would attract their interest
to a promotion and make them conduct a purchase. However traditional marketing
also has its advantages as they have a high level of exposure whereby consumers of
all ages have access to the promotion (Hulten and Vanyushym, 2014). Marketers also
believe that the cost per viewer in traditional marketing is cheaper compared to
alternative media and this is due to the content of the promotion being uniform or in
other words non-customized.
Alternative media on the other hand is a newer version of promotion media whereby
its main focus is to tailor the content of a promotion to different viewers. Alternative
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