NOVI MEDIJI I IZAZOVI OGLAŠAVANJA NA INTERNETU/ NEW MEDIA AND CHALLENGES OF ADVERTISING ON THE INTERNET

Abstract

We are witnessing the changes brought about by digitization. In marketing terms, these changes carry their readership specifics, communication, marketing, as well as understanding of the impact of media in everyday life. People today, more than ever before exposed to the information. Accelerated to live and work, and digitizing definitely follow this trend. The primary task of the experts in the field of marketing is to attract and retain the attention of consumers, as well as to build a base of loyal customers. Hence the tendency to marketing messages must be as creative and effective, and the results of the advertising must be as measurable. In this research will be primarily based on the definition of terms such as internet, communications, newmedia, online advertising, as well as the characteristics of advertisingthrough new media,shown through the elements of marketing mix. In particular, analyze the expectation sand challenges which brings rapid technological development in terms ofthe Internet and other forms of electronic promotions. Is there an ethic in Internet
advertising? How justified such advertising, creative and original? Is there a segmentation/targeting in Internet advertising? Is the development of improved technology and only advertising? What is the future of Internet marketing?