Proceedings of 4th European Business Research Conference
9 - 10 April 2015, Imperial College, London, UK, ISBN: 978-1-922069-72-6
Media Mix: A Dilemmatic Decision between Traditional and
New Media Channels
Varisha Rehman1
The advertising world has undergone leaps and bounds of advancement during the past
several years. Every time a medium of communication was introduced in the market advertisers have tried to include it as their means of reaching the consumers mind. The
present paper puts forward the concept of media mix –that is the amalgamation of
internet together with other traditional media channels. The paper is conceptual in its
approach. Through rigorous literature review the paper not only underpins various
theories imperative for understanding advertising media but also puts forward the
indispensability of internet and its interactivity – as a preferred medium of media mix
decisions. The objective of the paper is to understand the concept of media mix along
with the importance of interactivity of internet as an integral part of communication
channel – with parity between two important concepts – monotony and boredom and
consonance between media objective.
Keywords: Media Mix, Interactivity, Internet, Traditional Media Channels,
Advertising.
Field: Marketing
1
Assistant Professor, Department of Management Studies, Indian Institute of Technology (IITM),
Chennai, Tamil Nadu. Email: varisha@iitm.ac.in. Phone No. 044-22574572