The Rise of Digital Media in Recent Years - Management Assignment Help

Assignment Task:

Task:

The rise of digital media in recent years has created a high level of interest across businesses wishing to take advantage of the media platforms. This creates a belief that traditional media platforms – such as television or billboards - are no longer effective for advertising campaigns.
Based on what you have learned about how brands grow and aspects that are important for media planning and buying, please address the following aspects in your assignment submission:

1. Give an overview of the media environment – specifically in Australia as well as globally with regards to traditional vs. digital media. Select a different country as a comparison (e.g. China, India, USA, UK, ...).

2. Critique the pros and cons about advertising through digital media vs. traditional media. You may want to include information such as the metrics used, the cost involved, as well as elements of consumer behaviour that you have learned previously.

3. Consider the following scenarios, and provide the pros and cons of both situations:
A. Allocating all media budget towards digital media platforms and not advertising on traditional media.

B. Ignoring any digital media for advertising – and focusing only on traditional media.

4. Lastly, propose a decision framework for a marketer to utilise when choosing between the media options on offer for inclusion in their media campaign. What are the key characteristics of media that a marketer needs to consider?

5. Using the decision framework that you formulate above, please give an example how these media choices may differ for example, for: (pick one pair to focus on)
A. Footwear v home automation
B. Car v toothpaste
C. Wine v mortgage broker

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