Whether brands should shift their entire marketing strategy to digital media is a question that marketing managers and planners have to confront almost on a daily basis, with no easy answers.
Let us go back to the origins of advertising, which can be traced back to ancient Egyptians who used papyrus for sales messages and wall posters. There have been discoveries of political campaigns and commercial messages in the ruins of Pompeii and Arabia. Wall painting, an early form of out-of-home, is another ancient advertising medium that we see even today in many parts of the world.
The 1900s saw print advertising become a major force in capitalist economies, with newspapers and magazines being the mo
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