The Study of New Age Media Advertising with Special Reference to Rich Site Summary (RSS)

Advertising has always been an integral part of business. Companies in recent times are witnessing an innovation in new channels of media such as google, twitter, facebook, youtube etc which enables customers to pay an active role in marketing communication. Consumers of today can be reached anywhere and anytime. The new media provides an ample opportunity for revamp in business models and corporate strategies. The new media impacts the relationships with customers and helps in creating and managing the relationships. There creates huge challenges for academicians and practitioners to understand the consumer behaviour and to understand the interactions of the consumer with new age media and the measurement of the outcome of these interactions. Consumers rely heavily on online reviews when they make purchasing choices in today's globalised setup industry. Consumers share their positive and negative experiences. So they become more like an influencers to other consumers. One of the trends that is getting popular is Rich Site summary (RSS). Rich Site summary uses a category of standard web feed formats which are used to publish frequently updated information, blog information, news updates, audio and video. The RSS feed organizes the world into a series of constantly updated and clickable and interesting bits of information. It is a relatively new concept which is still unutilized. It can be seamlessly integrated into real time. The RSS feeds now prevails online subject intake. It's available everywhere from the news that is read by the consumer on his mobile devices to the interaction that happens in social network. The advertisements are also integrated into these platforms so that the companies are visible to the consumers where they are available. The basic objective of this paper “The study of new age media in advertising with special reference to Rich Site Summary (RSS)” aims at understanding the contribution of RSS in the world of digital advertising. A case study approach will be adopted to study this concept for better understanding and implications. The research uses secondary data for the collection of data. Conclusions, based on the outcome, hereby obtained were drawn and decisions were taken about the said objectives. The primary purpose of this paper is to stimulate further discussion amongst marketers and to be used in dialogue with stakeholders