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1. You must answer 4 of the 8 essay questions. Should you answer more than 4, only the first 4 will be graded. Each essay is worth 25 points for a total of 100 points for exam. The exam is worth 20% of your final grade. Be sure you organize your response covering all the aspects of the question.
2. Each essay response is required to be at least 500 words in length. Essay responses that are shorter will receive deductions based on how many words under (the farther from the designated length, the higher the deduction). For every 50 words you are from the required word count, expect a 10% (or letter grade) penalty. Direct quotes do not count toward the word total. Please keep direct quotes to a minimum. Your response should be at least 90% original thought. Also, I am expecting to see analysis and the synthesis of ideas in your essays (not just a manipulation of direct quotes with your words spliced in between).
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Explanation & Answer
Attached.
Running head: WAYS DIGITAL MEDIA TRANSFORMED MARKETING
Ways Digital Media Has Transformed Marketing and Advertising
Student’s Name
University Affiliation
Date
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WAYS DIGITAL MEDIA TRANSFORMED MARKETING
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In the early days before the invention of the digital media, businesses and companies used
salesmen and women to peddle their products to their potential customer's door to door. Most of
the times they met with closed doors as people were busy in their jobs during the day (Xu,
Frankwick, & Ramirez, 2016). In 1922, WEAF, a radio station out of New York broadcasted the
first radio ad in advertising history. On July 1st, 1941, nineteen years down the line, the first
television commercial went live on WNBT, also out of New York, before a baseball game. For the
next 53 years, radio and television, along with billboards and printed adds, advertised products and
services to millions of consumers. The invention the first set of television brought a new down in
the marketing industry where now companies and businesses were able to market to masses of
potential customers. Companies were able to turn their names into households with the use of the
television. Although the TV enabled mass advertising and marketing there still existed a gap
between the companies intended audience, and those who received the mass advertising. Years
later, there came the World Wide Web (WWW) which enabled businesses and companies to reach
a specific group of customers with particular information intended for them only.
With the rapid development of the digital media, the era of mass advertising and marketing
ended and there emerged tailored online marketing plans suitable for each business. Digital press
enabled companies to market directly to specific individuals rather than everyone at ago.
Technology has allowed businesses to cut large-scale advertising and focus on small groups who
are likely to buy from them after marketing and advertising. For example in the United States,
Walmart took the bold step to social media marketing and advertising, and it picked up so
brilliantly. Today, Walmart has high volume sales as shoppers, and customers use links on
Facebook and Twitter to access products they never knew about and purchase them.
WAYS DIGITAL MEDIA TRANSFORMED MARKETING
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Nowadays companies and businesses are using the digital media not only to market but
also create recognizable brands that sell more. There has been tremendous growth in the
international online market as companies and countries are developing their marketing websites
and applications. Currently, in China people are shopping for luxury items online more than in
typical stores which are becoming a thing of the past. Many brands in China have focused on
online business which generates more income. In 2014 alone, there was 28% increase in online
purchases among the young adults (Rovai, 2016). The shift shows how the 21st generation of young
people love the internet, technology, and instant satisfaction. Companies such as Amazon and
others are after gratification or comfort as it is the current trend.
Most advertisements (Ads) reaching the public today are embedded in social media Apps
that are widely used on a daily basis whether it is a link or a pop-up advertisement. A company
like Coca-Cola used social media to launch television project under the name “Coca-Cola TV
Project” in Latin America. The project was intended to entertain Latin Americans for a whole year.
To directly expand the views and interest, Paul McCartney performed a free concert in Mexico
that was streamed live for free over the Coke's channel (Griffith. 2012). The collaboration of
advertising and digital media will provide future platforms and channels to reach more audience.
Advertisers and designers will be ab...
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