Abstract:
New media came like sudden rains and watered the world of communication as well as the world of advertising. They have reduced the modern society into a global village through their innovations and interactivity. Advertisers have not failed 10 seize this development to satisfy their audience/consumers. It is against this background that this study focuses on New Media Advertising Channels and Consumers in Delta State. The methodology for this study, justifies the use of survey research method, which makes use of the questionnaire as is main tool. The questionnaire and the review of related literature are the key tools to the successful analysis of data and answering of research questions raised for this study. The findings of this study reveal that there exist new media preferences in users and the Internet is the most preferred new media advertising channel even though the mobile phone is discovered to be the most accessible amongst others like the digital television, videoconferencing, DVD, electronic mail and the computer and satellite television which were added by the consumers as new media advertising channels. Other discoveries show that despite the unique features that makes the Internet most preferred which ranges from speed and accuracy, pictorial voice quality, availability, accessibility to recency, it still has problem affecting its use. Some of these problems include high cost, insecurity, poor packaging, inaccuracy, shortage of power supply, illiteracy and so on. Consequently, recommendations are made to that effect.
