GASPRO International Journal of Eminent Scholars

ABSTRACT

This study presents a comparative analysis of the effects of various media types on the advertisement of products and services in Uyo Metropolis. It examines the influence of traditional media—such as television, radio, and print—and digital media platforms, including social media and online advertising, on consumer engagement and purchasing behavior. Digital media’s ability to engage users in real-time and customize messages based on user data presents advantages over traditional media’s one-way communication style. Nonetheless, the continued trust and broad audience reach of traditional media cannot be overlooked. The study concludes the evolving media consumption habits in Uyo suggest that a balanced, integrated advertising strategy—leveraging the reach of traditional media and the engagement capabilities of digital platforms—can yield optimal results for businesses aiming to promote their products and services effectively in the local market. The study recommended that local businesses should invest in training marketing teams on digital advertising tools and analytics to better utilize digital media platforms and optimize campaign performance in the rapidly evolving digital space.