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ABSTRACTThe study examined comparative analysis of the influence of digital advertising against the traditional mode of advertising on product sales AMONG student of University of BENIN. To also find out why digital marketing has dominated traditional advertising and analyze differences between traditional advertising and digital. The survey method of data collection was adopted with a sample size of 398.. Descriptive statistics were used to analysed the work for the purpose of obtaining the desired result. The Uses and Gratification theory was adopted to study how audience react to media messages. The study found that both digital and traditional advertising have their own unique strengths and weaknesses. Marketers should consider a holistic approach that integrates both forms of advertising in order to reach a wider audience and achieve maximum impact
