What has been the effect of social media on traditional advertising?
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Social Media Turns Consumers into Message Creators
Social networking removes many of the barriers to expression that exist in more traditional advertising models. Companies can spend millions on a TV advertising campaign, but it doesn't cost anything to create a Facebook post.
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The impact of social media on advertising is part of a larger shift: consumers are moving away from traditional channels and toward digital channels. ... Advertisers are also decreasing ad spend when it comes to print media.
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