Impact of Technology on Advertising Practice

Running head: IMPACT OF TECHNOLOGY ON ADVERTISING PRACTICE
IMPACT OF TECHNOLOGY ON ADVERTISING PRACTICE
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IMPACT OF TECHNOLOGY ON ADVERTISING PRACTICE
Executive Summary
The report aims at discussing the impact of technology and socio-cultural change on
advertising practice. The paper discusses creative strategy as an advertising practice that has
changed with the advancement of technology. It also talks about different types of creative
approaches and how it is useful for advertising. The paper also discusses some of the creative
strategies that have been adopted by various brands and how the brands have made use of
different techniques that were present before them. It also talks about traditional media and
how it is taking a backside with the onset of digital technology. A detailed report has been
made on the impact of technology on advertising along with its impact on advertisers.

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IMPACT OF TECHNOLOGY ON ADVERTISING PRACTICE
Table of Contents
1.0 Introduction..........................................................................................................................5
2.0 Discussion............................................................................................................................5
2.1 Promotional mix in Advertising.......................................................................................5
2.1.1 Public Relations and Advertising..............................................................................5
2.1.2 Direct marketing and Advertising.............................................................................6
2.1.3 Sales promotion and Advertising..............................................................................6
2.2 The practice of Creative Strategy in Advertising.............................................................6
2.2.1 What is Creative Strategy?............................................................................................6
2.2.2 Creative strategy in Advertising....................................................................................7
2.2.3 Types of Creative Strategies in Advertising.................................................................8
Figure 1. Facebook Users.......................................................................................................9
2.2 Technology and Socio-cultural Impact on Advertising.................................................10
2.3 Advertising Strategy of Nike.........................................................................................11
2.4 Advertising Strategy for Coca-Cola...............................................................................11
2.5 Advertising strategy for Apple.......................................................................................12
2.6 Traditional Media...........................................................................................................12
3.0 Conclusion and Recommendation......................................................................................14
4.0 References..........................................................................................................................15
5.0 Appendices.........................................................................................................................18
Appendix A: Facebook Users..............................................................................................18
Appendix B: The popularity of different media.......................................................................18
Appendix C: Social Media v/s Traditional Media...................................................................19

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IMPACT OF TECHNOLOGY ON ADVERTISING PRACTICE
1.0 Introduction
Advertising is a tactic in marketing that includes space to promote a particular product
and service, or a cause. A promotional message is called an advertisement. The main goal of
advertising is to attract the attention of the customer who will be willing to pay for the
company’s product and services and be enticed to buy them (Chemmanur and Yan 2019 p.
195). Advertising can be used for distinct promotional mixes such as public relations, direct
marketing and sales promotion. However, with the advancement of technology and socio-
cultural change, there has been a significant change in the practice of advertising. The
advertisers have changed their view regarding the advertisement process with the onset of
many changes that are taking place in society. The main aim of the essay is to discuss the
creative strategy in advertising and how it is impacted by socio-cultural and technological
change.
2.0 Discussion
2.1 Promotional mix in Advertising
The promotional mix in advertising consists of public relations, direct marketing,
sales promotion, and others. Through these areas advertising promotes ideas, services as well
as goods that are identified by the consumers (Mohanraj and Kalaivani 2016 p.453). The
promotional mix should not be confused with the marketing mix. The latter is an expansive
area that includes several activities and advertising is one of its areas. Advertisers believe that
the growing impact of online as well as social media influence has helped in giving
advertising a greater diversity and depth.
2.1.1 Public Relations and Advertising
Advertising and public relations are interwoven with each other that they cannot be
differentiated as two separate areas. The relationship between the two helps and increases the