Advertising in the Post Digital Era: A Report on Strategies and Ethics

This report examines advertising strategies in the post-digital era, focusing on a hypothetical client in the CBD industry. It covers account team organization, advertising strategy development, creative advertising processes, media planning under media convergence (integrating earned, owned, and bought media), and advertising ethics and regulation. The report addresses challenges like adapting to digital changes, integrating online and offline communication, and the importance of creativity and consumer engagement. It emphasizes the need for strategic approaches to target markets, develop consistent brand messaging, and effectively utilize various media platforms to reach consumers. The report also highlights the ethical considerations and regulatory aspects of advertising in the digital age, providing a comprehensive overview of the evolving advertising landscape.

Advertising in the Post
Digital Era for a
hypothetical client

Table of Contents
Section 1: Account team organisation and the future of advertising campaign planning...............3
Section 2: Advertising strategy development .................................................................................4
Section 3: The creative advertising development process for the digital era..................................5
Section 4: Media planning under media convergence- integrating earned, owned and bought
media................................................................................................................................................6
Section 5: Advertising ethics and regulation for the digital era ......................................................8
REFERENCES..............................................................................................................................10
.......................................................................................................................................................10

Section 1: Account team organisation and the future of advertising campaign
planning
Individuals these days are concern about issues related to health and thus finding
solutions to live healthy lifestyle. Thus for provide a product line for people to feel energetic in
everyday life FAB CBD was founded in 2017 to manufacture quality products. It formulates
supplements in such a way that it is intended for specific purpose and results can be clearly seen.
While conducting the planning of the advertising campaign various potential issues need to be
considered which can have impact on operations of the organisation. Identification of such issues
make the teams capable enough to resolve such issues and conflicts quickly. With the changing
needs of the business environment due to digitalisation the planning for advertising also
influences as the new techniques need to be considered. For identifying various issues such as
lack of communication, power of creativity, the non-hierarchical approach is used with the help
of which various layers in the organisation and the agency are identified which makes the
identification easy and quick. The issues also have impact on the advertising account team due to
which various advertisement account planners need to be appointed by the organisations which
efficiently plans the advertisements as per the requirement of the client. They are significant for
the team as they conduct the research for the campaigns that helps them to determine its
effectiveness. The digitalisation of the activities has impact on the hierarchy of the agency as
flattening of such agency increase the pressure because they have to directly report to the clients
and the agents. But if it is managed effectively than the competitive advantage can easily be
taken the clients. The another issues which can arise before them is the agents has to align their
operations with that of the visions of the clients but it has influence on the agency as this will
affect their structure because for the task the teams has to be divided and distributed into
specialised subdivisions. The non hierarchical structure will help the company to have a
transparent flow of communication which will help them to strengthen their client liaison. The
other issues which is faced by them is associated with the feedbacks which are taken by the
accounts team to analyse the future trends so that creativity can be introduced in the Ads and the
campaign. Such can be resolved with the help of hiring specialist group and including
transparent structure. Digitalisation have made it easier for organisation to impact business and
its operations but this is just part of it. Sales managers face issue in demonstrating meaningful
deliverance and its impact on overall performance (Amin, 2019). Thus to overcome it is

important that information from different sources of digital marketing. This will help in
providing qualitative and quantitative insights of business so that overall value provided by
digital marketing can be proved. Organisation wants that more and more promotional activities
are employed every year but budget remains same. It is challenge for marketing department to
increase funds for operations from top level management. To overcome this there is need that
decision makers are influenced by creating strong narratives to secure increase investment for
marketing operations.
Thus all above points shows that there many challenges in planning for digital
advertisement campaigns which affects effectiveness of operations and overall performance of
organisation (Mai, 2016). Thus there is need that these challenges are overcome efficiently so
that resources are effectively optimise and returns are higher.
Section 2: Advertising strategy development
Advertising strategy has to be developed which helps the organisations to determine
various actions that has to be taken by them. Also various creative ideas are identified with the
help of which the representation of the CBD oil can be done effectively. CBDMD is a US based
manufacturer as well as marketer of drug items that are being produced from the CBD oil in
order to develop a better health and well being of people. It work toward combining the premium
quality products and innovation for offering the best CBD available within the market. For this
the research of the industries which are directly related to the product need to be analysed.
Various approaches to targeting need to be applied with the help of which they can efficiently
apply various advertising strategy by considering behavioural, emotional, attitudinal factors. To
reduce the impact of the stereotype of the people, attractive and trustworthy campaigns needs to
be designed by the agency. The advertising is an indirect communication with the target market
in which they agencies aims to develop the brand identity among the customers which efficiently
creates opportunity for them to cater existing customers and to attract new customers. In the
industry the things which are kept in mind while launching the products includes accuracy of
products, it get tested through the independent, third party laboratories in order to guarantee the
highest of standards. The strategy which is to be considered must includes various emotional
sentiments which establish a strong connection with the employees such as “Real Beauty”
campaign of Dove effectively establishes emotional bond. The advertising account team
identifies the targets market and various sentiments with the help of which they can increase

their engagement through various online and off advertising medium (Kapoor and Tucker, 2017).
But the major issue that get arises in this process of online and offline offering of services is
related with the strategic integration of online and offline communication. This issue is mainly
arises because when an organisation promote or provide information about its product or services
online remains sometimes different from that what customers actually receive. This is so because
sometimes there doesn't remain proper interaction among the online and offline sources which
results into circulation of information that is different on different channels. This in turn affect
the actual outcome of performance and also affect the trust or confidence of people that they
have toward an organisation.
In post-digital era, the focus has shifted towards making the customers aware about the
products and their benefits with effective creativity. Due to this the strategies which are
emerging are use of social media and considering the people while advertising who has
capability top influence others such as auto-mobile industry uses various actors in their
advertisement. This implies that the organisations need to develop a creative team which can
focus on brining consistency in term of presenting the information as well as delivering
promises. This means that number of source that a brand is using to promote its product or
services must ensures that each source or channel must deliver same kind of information
(Friedman, 2016).
Section 3: The creative advertising development process for the digital era
With the advertisements of the CBD oils various concepts can be identified. In this digital
era it is important to consider various software by the advertising agency with the help of which
they can determine the database for the target audiences in which the consumer behaviour and
trends are taken into consideration. The advertisement agencies consider various social and
political elements for the advertisement which are crucial for the objectives of the clients.
Lazarus Naturals was get established over a belief that the CBD oil has a positive influence over
the health and quality life of people and be available to each person without any sort of financial
situation. It mainly focuses toward offering its products or services at affordable prices and
offers around 60% discount over its product or services to veterans, individual on long term
disability, active military personnel and low income households. In addition to this, Lazarus
Naturals also get engaged with community by donating the products directly to people that are
not capable of affording them (Mcguigan, 2018). The CBD oil is a kind of drug it is not much

possible to bring creativity within its content of advertisement. For this various model of
advertising need to be implemented which can create differentiation among the humans and AI
so that the target customers can understand the creativity so used by the advertising agency to
attract people.
Hence the major issue in term of creative advertising development process faced by the
brand that are offering CBD oil is creativity and consumer engagement. This is so because it is
very difficult to bring creativity within such kind of inferior goods where customer directly pick
up the product as per their need (Baik, Venkatesan and Farris, 2014). But as per the digital era
this thing become more crucial as the competition is increasing and people get attracted toward
the offering of a brand which offer more benefit over other and be able to attract the people with
its information and manner in which it deliver the services. Despite of this, customer engagement
is also one of the major trend which is getting popular among other industries where they mainly
offer the experience of their existing customer in order to attract potential consumer toward its
product or services. But this is not possible in case of offering the CBD oil as it is a drug which
is mainly purchased by the people when they found any sort of health issues which is not
consistent or casually happen as a result of which it become somewhat difficult to engage people
when they are not regular customers (Akhter, 2019). But the brand that are related with the
offering of CBD oil related products must focuses toward adopting these strategies such as
involvement of customers as well as creative content in order to deal with the competition that is
increasing in the industry.
Section 4: Media planning under media convergence- integrating earned,
owned and bought media
Media planning is the process in which the marketer need to identify the areas where,
when and how they have to run the advertisement which can increase the profitability of the
company. While planning for the media various platforms need to be considered so that the
objectives of the clients can be achieved. Such mediums could be Facebook, Google etc. as the
use of these platform has increased and due to this it becomes easily to target and cater more
people. With the increasing need of people toward natural products that can provide them a
benefit of getting a relief from the pain, anxiety and other health issues, NuLeaf natural started
offering drugs that are developed from the CBD oil. The company commit over its originality by
promising over 100% organic CDB oil that contains a spectrum of synergistic cannabinoids as

well as terpenes with an aim to optimize the wellness of people. While marketing the products it
is considered that they are being lab tested, organic, no additives etc. so that the customers can be
satisfied (Absillis, 2016). The media planning and media coverage are major issues that are
prevailing within the industry which are due to changing consumption pattern of customers This
is because earlier people prefer to get information through radio, television etc. but as time
passes the media consumption need of customers get diverted as they now prefer to view product
or services through their smart phones, social media sites, home-shopping etc. This is so as the
customers spend a lot of hours on social media and on Internet which is why they get influenced
from various advertisement available on the platform. The media planners need to consider the
taste of the people in which they need to identify the frequency of the sources which attract them
the most. With the help of this they can efficiently target the right customer with the right media
with the right and attractive message (Lee, Lee and Kim, 2019). The media convergence helps
marketer in planning and introducing the campaigns by targeting and segmenting the customer as
per their common characteristics. For this various statistical figures and software are being used
by them so that the analysis becomes effective. To implement the media convergence a
marketing plan need to be formulated by in which they can identify various paid media, owned
media and bought media as owned media may not be adaptable in all cases due to changing
technology (Changing Patterns of Consumption, 2019). Hence the shift in media consumption
need of customers brings up a greater shift in the demand of product as the brand that performing
their advertisement practices or have a media coverage through these trending channel or source
become able to market their product effectively and create awareness among the customers
regarding the commodity they are offering. Hence these brand get more preferences from the
customers as by getting information through internet people are also becoming able to review the
experience of other customers over it which help in forming up their decision (Yuan, Li and
Zeng, 2018). On other side brands that are limited to particular media channels and failed to
approach customers having different media consumption pattern than it won't be able to perform
well within the industry or among its competitors in term of approaching customers and selling
its product or services. Therefore, in order to perform well within the industry it is crucial for an
organisation to deal with the issues related with changing media consumption patterns for
performing well within the industry.

Section 5: Advertising ethics and regulation for the digital era
The marketing campaign which is taken into consideration is related with the CBD oil for
which the various ethical practices, deceptive advertisement need to be focussed which helps
them to improve the image of the company. CB Distillery is a well known brand which offer
variety of products that are related with the Cannabinoid and CBD oil at affordable prices by
aiming over the wellness of body and mind. It offer such products in variety of categories such as
CBD oil, capsules, creams and isolates for catering the different health related issues of its client.
It promote its product or services using online sources. The product are regulated with various
ethics and regulations as the product come under the medical use as a healer elements. Due to
which it comes under the regime of CAP code. Therefore it started offering products related with
CBD oil using online source by making use of several channels but as the internet source
involves a range of issues in term of several practices that harm the confidentiality or trust of
people due to lack of insecurity regarding sharing of information or believing some information
must frequently due to increasing fraud or intrude. A balance between the online and offline
advertising need to be created with the help of which they can meet scope of regulation
applicable at different level.
Therefore the major issue in front of CBD is related with the social media advertising
ethics. This is so because now a day people prefer more to read out the content online in order to
gain understanding about a particular thing. This make it crucial for an organisation to put more
emphases toward writing the true things within their content for ensuring that right information
get delivered to people in right manner without any sort of fake promises. This is so because
things get much quickly viral over the social media sites and fake information may leads an
organisation in legal issues. Therefore it is very crucial that one must pay attention to ethical
issues that are related with content as well as social media marketing, especially for the brands
that are offering CBD related product as wrong information may have negative impact over the
health of consumers which in turn may affect the brand image in marketplace (Ethical Issues in
Content and Social Media Marketing, 2018). The organisations that are ethical in term of its
social media marketing become able to form up positive relationships with their followers along
with this they become able to develop trust and confidence among its customers so that they have
a reason to choose a particular brand from the industry out of other available in marketplace.

In order to perform the social media marketing in ethical and reliable manner the first
priority of organisations must be over improving the privacy policies as well as security over the
access of its people to their website or sharing of information so that confidentiality to the
information of visitors can be kept secure from the external intruders. In addition to this an
organisation must focuses toward promising or committing over the thing for which they are
capable to fulfilling. It must focuses toward avoiding the over promises as well as under
delivering practices (Hamid and Khalid, 2016). These all help an organisation in performing its
promotional activities in effective and ethical manner while making people trust over the things
that are presented in front of them.

REFERENCES
Books & Journals
Absillis, E., 2016. How Can Event Companies Use Facebook’s Ad Manager to Optimise the
Click-Through-Rates of their Native Instagram Ads?.
Akhter, K., 2019. The role of digital marketing platform (Facebook, Instagram, Twitter) on the
success of Domino’s Pizza Bangladesh.
Amin, N., 2019. Digital Marketing Practices by Asiatic Clients: A hands-on Initiative through
Facebook Platforms.
Baik, A., Venkatesan, R. and Farris, P., 2014. Mobile shopper marketing: assessing the impact of
mobile technology on consumer path to purchase. In Shopper Marketing and the Role
of In-Store Marketing (pp. 1-25). Emerald Group Publishing Limited.
Friedman, D. A., 2016. Refining advertising regulation. Conn. L. Rev., 49, p.837.
Green, D., 2017. Big Brother Is Listing to You: Digital Eavesdropping in the Advertising
Industry. Duke L. & Tech. Rev., 16, p.352.
Hamid, N. and Khalid, F., 2016. Entrepreneurship and innovation in the digital economy.
Kapoor, A. and Tucker, C. E., 2017. Income Inequality and Digital Advertising Strategies:
Evidence from a Field Experiment. Available at SSRN 3048553.
Lee, J. K., Lee, K. Y. and Kim, M., 2019. The Effects of Native Ads on Consumer Brand
Engagement: The Moderating Role of Website Credibility. Journal of Promotion
Management, pp.1-24.
Mai, J. E., 2016. Looking for information: A survey of research on information seeking, needs,
and behavior. Emerald Group Publishing.
Mcguigan, L., 2018. Selling The American People: Data, Technology, And The Calculated
Transformation Of Advertising.
Yuan, B., Li, J. and Zeng, G., 2018. Trapped as a Good Worker: The Influence of Coercive
Acquaintance Advertising on Work Outcomes. Cornell Hospitality Quarterly, 59(4),
pp.428-441.
Online
Ethical Issues in Content and Social Media Marketing. 2018. [Online] Available through:
<https://enveritasgroup.com/campfire/ethical-issues-in-content-and-social-media-
marketing/>./
Changing Patterns of Consumption. 2019. [Online] Available through:
<https://www.elcom.com.au/resources/blog/changing-patterns-of-consumption>./