Since the advent of the internet, people have signalled the death of print media.

It’s true that

news has gone primarily online; most major media companies have made business model
shifts in recent years to accommodate consumer preference for digital content. But where
does this leave companies that have relied heavily on newspaper, billboard, magazine and
direct mail ads? In a media landscape muddied by groundless preferences, questionable
metrics and marketing terminology, the challenge for advertisers and agencies is to cut
through and identify which channels justifiably boost marketing effectiveness. It’s no easy
task in an evolving, expanding and increasingly uneven marketplace. And doing so asks that
marketers leave their notions at the door and consider all channels.

From print to social media, all have pros and cons. What’s important now is that marketers
in all their various guises take an evidence-based approach to the increasingly
complex business of media planning in the digital age. Although print advertising may not be
completely outdated yet, its future hangs in the balance. Studying about prime print
examples, the rejuvenation of customer magazines: digital monsters Airbnb, Facebook,
Kodak and Net-a-Porter have all released their own printed presents to enhance their online
products and services. we’ve seen many a print campaign picks up at award dos. Perhaps
none more so than KFC’s sweary chicken shortage apology, which took a silver and three
Gold Lions at Cannes, not to mention a Networks Planning Award for best topical campaign,
and proving all along that print, particularly news media, has dignity and influence. Talking
about the D&AD Yellow Pencil award-winning IKEA pee Ad. An ad that revealed a special
cot discount to those who peed on it and were pregnant. Sticking with the same brand, Ikea 
Soming stole the show with a print advertisement that produced a subtle lavender aroma and
white noise amplifier to help sleep deprived Emiratis get 40 winks.[CITATION Pow18 \l
1033 ]. Both captured the imagination and broke the perception that print is dead. But
significantly, both proved that it’s not necessarily new technology but a brilliant narcissism
that benefits the consumer and gets people talking. Well-crafted, magnificent print
advertising can also catalyse conversations online, sometimes leading to millions of Twitter
reactions.

“Just like secrets, word of mouth spreads when the information source is perceived as
credible and when the information itself is seen as new and exclusive,” says communication
psychologist, lecturer at the London College of Fashion, and author of Connected Marketing:
The Viral, Buzz and Word of Mouth Revolution, Dr Paul Marsden.

One reason for TV advertising’s continued capability is, quite simply, it works.
Like outdoor or radio, television is a mass medium best-suited for reaching huge,
unidentified audiences. The prime metric for traditional TV, the Gross Ratings
Point, is based on an estimation. Advertisers have no way of knowing whether the
people who were hypothetically exposed to an ad during such programming
actually saw it, and they don’t know much about them except for their age and
demographic. But in the age of digital advertising, marketers can target on a more
coarse, addressable level. Behavioural targeting, which parses consumers’ online
activities to calculate interest, has been around for more than 10 years. For
instance, L’Oreal has used behavioural targeting to show TV ads to everyone who
has bought lipstick in the past 30 days.
We have seen that traditional TV advertising spend continue to grow even in the face of increasing
technological interference, many video sources and shifting viewer habits. The result of six months
of research and thinking, the report given by will critchlow explains the disruption that believe is
coming to TV advertising and brand marketing. He also says that he don’t believe these trends are
sustainable.[CITATION Cri \l 1033 ]

References
Anon., n.d.

Power, P., 2018. Marketing effectiveness in the digital age. [Online]

Available at: https://www.printpower.eu/why-print/marketing-effectiveness-in-the-digital-age/

Will, Critchlow, n.d. The future of TV advertising, London: Distilled.net.

(I will consider an example of promotion of harry potters play at time square ,New York with
immersive experience. I will also mention about their previous advertisement approaches and how
they are carrying their new ideas )