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ABSTRACT
The advent of new media has caused fundamental changes in traditional media operations the world over. New media technologies have been responsible for the revolutionary changes across all spheres of mass communication, including the advertising industry. This study investigated the impact, prospects and challenges of new media on the advertising industry in Benin City. The study adopted the survey method of inquiry to generate its primary data for analysis while the secondary data was generated through a comprehensive review of relevant literature on the subject of the research. To this end, staff of Benin City based advertising agencies and marketing departments of selected media houses were sampled via the questionnaire. Result showed that there is a high frequency of new media (internet) use of advertising in Benin City. Findings also reveal that the impact of internet adverts on the consumption choices of residents or Benin City is considerably high. Other findings also showed that the high requirement of technical know-how is a major challenge to internet used for adverts in Benin City. Among other things, the study recommended that advertisers in Benin City should embrace modernization of their communication structures and improve their advertising strategies to align with global best practices by leveraging the vast potentials of the new media.
