Question
Branding and Advertising
Subject area: Brands, Branding and Advertising
Please select 3 questions (only 3) out of the 5 options. Deadline: 20 hours. Total word limit for the 3 answers: up to 2,500 words. Thank you very much!
Question 1:Critically discuss the major challenges facing the advertising industry in the post- digital, post-Covid-19 era. In your answer, pay particular attention to issues arising from the convergence of media channels via the Internet, the importance of user-generated content (UGC) and emotional storytelling as creative strategy on multiple digital platforms. Use examples where relevant to support your points.
Question 2: Using recent examples of advertising campaigns to illustrate your points, critically discuss how ethical principles might be applied to the regulation of advertising in a diverse and market-driven society. Apply virtue ethics, deontology, consequentialism or religious ethics in your response to support your discussion and points.
Question 3: Advertising
practitioners have increasingly adopted storytelling as part of their
advertising strategy and according to Forbes (2019), storytelling is the future
of marketing. Critically discuss how storytelling can benefit brand
organisations in their content advertising strategies. Use examples to support
your answers where possible.
Question 4: Nike’s 2018 advertising campaign ‘Just Do It’ featuring former NFL star Colin Kaepernick generated a strong media reaction and resonated with the #BlackLivesMatter movement but Gillette’s 2019 ‘We Believe’ addressing the trending topic of toxic masculinity, and Pepsi’s 2017 advert ‘Live for Now’ featuring Kendal Jenner, received less positive media reaction. Drawing on the concepts of intertextuality and polysemy, critically discuss why these three advertisements might have provoked such widely varying reactions.
Question 5: Critically discuss uses of qualitative and quantitative research in advertising. The focus of your discussion should be on the role of research at each stage of the creative advertising development process, and the importance of qualitative research in advertising. You should use examples to support your points.
Expert Solution
Question 1:
For many businesses
worldwide, the COVID-19 epidemic was a roller coaster ride. Except for the
pharmaceutical and computer technology industries, which were only marginally
impacted by logistics and supply chain concerns, all corporate entities faced
severe obstacles (Barajas et
al., 2021). The digital divide is a significant problem. Many users use the
internet platform to fulfill a variety of fundamental professional, retail,
entertainment, exercise, and information demands. This will impact consumer
behavior, particularly in the post-COVID-19 age. According to studies, many
individuals' behavior altered substantially during the worldwide epidemic due
to their exposure to several websites and platforms (Chang, 2017). To take advantage of this
circumstance, advertising should target certain economic models to advertise
enterprises in a stronger position before the COVID-19 (Campbell & Grimm, 2018). Therefore, the digital
divide was a significant problem the post-COVID-19, and consumer behavior was
impacted, necessitating the need for certain economic models.
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