THE ROLE OF DIGITAL ADVERTISING DESIGN IN DEVELOPING GRAPHIC DESIGN: APPLIED STUDIES ON JORDANIAN DIGITAL MARKETING COMPANIES, NEWSPAPERS, AND NEWS WEBSITES

Abstract

The study aimed at explaining the role of digital advertising design in developing graphic design: applied studies on Jordanian digital marketing companies, newspapers, and news websites. The descriptive analytical approach was followed, and the questionnaire was adopted as a tool for collecting data. The study population consisted of (a website manager, a newspaper editor-in-chief, journalist, graphic designer). The sample was taken randomly, as the sample reached (384) individuals, and the study tool (the questionnaire) was distributed electronically, where (384) questionnaires were distributed, and (370) were retrieved. After examination, (10) questionnaires were excluded, where the number of questionnaires suitable for analysis reached (360), with a percentage of (93.7%). The statistical package program (SPSS) was used to analyze the study data. The most important results of the study are: the design of the digital advertisement obtained a high score, as the arithmetic average reached (3.92), and that the development of graphic design obtained a high score, as the arithmetic average reached (3.87), and that the value of the coefficient of determination (²R) for the relationship between digital advertising design and graphic design development reached (96.9%). The recommendations of the study included: the necessity of paying attention to the availability of graphic design elements during the digital advertising design process because it is a combination of graphic design and marketing, and the items of graphic design is organized and combines aesthetic and functional performance.