Q1) Critically discuss the major challenges facing the advertising industry in the postdigital, 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.
Q2) 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.
Main instructions to follow
Answer any 1 from these 2 questions. Word limit is 800 words.
Use real world examples and business examples of multinational firms and link them with the question.
Use references/Quotations in all questions.
Answers should be attempted without any headings, bullet points and in continuity.
Proper paragraphing is required.
Do take care of the question asked while writing a conclusion. Proper conclusion is required.
Read the questions carefully. Keep your answers focused to addressing the questions.
Take care of the plagiarism
Kindly Use simple in-text references to credit ideas to book and article authors, or, for the occasional short quotation, such as for a definition. The generic format for in-text references is as follows:
Author (year):
Porter (1979) suggests that the competition to a business may be analysed by means of five forces. or
(Author, year):
There are five forces which affect the competitive capability of a business (Porter, 1979).
A bibliography/reference list is not required.
Answers will be judged according to:
*It is advisable to spend the first paragraph explaining what you understand by the question, discussing key terms, and saying how you plan to approach the question.
As noted above, essays should take care to address the precise questions that are asked. Spend the first paragraph explaining what you understand by the questions, discuss key terms, and say how you plan to approach the essay.
The extent to which they address the exact questions that are asked.
The extent to which they make clear points, support them with evidence, reasoning, references or examples, then link them to subsequent points in a logically connected discussion (‘logical coherence and quality of discussion’).
The extent to which the answers demonstrate sound understanding of main concepts, ideas and issues (‘evident grasp of important ideas and concepts’).
Description vs. Analysis:
Academics are fond of classifying written work in this way.
Description means describing concepts and ideas
Analysis means not only describing but also discussing, evaluating, critiquing, or comparing.
*Analysing gets more credit than (only) describing.
Relevance:
If you’re ever in doubt about the relevance of a particular line of discussion for a question, explain its relevance in your answer. Leave no doubt for the examiner that you have the correct question in mind.
*Keep returning to key concepts and issues in the questions throughout your essays so that it is clear that you are responding to the questions asked.
*Using examples very important:
It is usually useful in a practical subject like advertising to illustrate the points in your answers with examples. Try to build up a stock of case real world examples that you can use.
The post Q1) Critically discuss the major challenges facing the advertising industry in t appeared first on Skilled Papers.