Revised Introduction

Introduction

Studies have been conducted on the effectiveness of advertising strategies. Advertising is the most important aspect of connecting business and consumer. A recent development in how consumers spend their time is social media. As a means of communication, social media has become a platform for advertising. This is ‘peer’ advertising done by users of social media which integrates advertising social media. Research exists on the effectiveness of traditional advertising but not peer advertising. The question then is how effective is peer advertising in comparison to traditional advertising. This comparison is made by considering the efficiency of advertising.

            To compare different traditional advertising and peer advertising, consider the purpose of advertising. From a study conducted by Booth, the impact of advertising is to “act as a brandbuilding tool and/or a reminder” (Booth). To show a large number of advertisements to create a brand or remind consumers of the company. The important idea for analyzing the effectiveness of peer advertising is whether peer advertising can meet these expectations. Additionally, traditional advertisement must reach those interested in a product. The concept associated with this is that, “the key to successful marketing can be summed up by the STP strategy—that is, segmentation, targeting, and positioning” (Cornell). Targeting is the best way to efficiently advertise. Traditional advertising follows this, but users of social media don’t follow the same logic. Therefore, the question is how does peer advertising meet a target.