Computation technologies have transformed advertising and marketing practices

Computation technologies have transformed advertising and marketing practices. Write
a 2000 word essay that critically reflects and discusses these changes by focusing on one area we have
covered in the first five week of this module.

Essay has to be in Harvard Style and has to use the readings attached.

Module Description;

The module will observe current phenomena and case studies to the aim of unpacking what are the main advertising and marketing principles, and how these are applied, reshaped or newly created within and by digital and mobile technologies. The module will enable students to grasp concepts such as viral marketing, hype and engagement, and frame their relevance in digital cultures. Students who undertake this module will learn how to critically examine existing advertising and marketing campaigns and will develop an understanding of business approaches to advertising and marketing in the digital realm. The module will provide students with knowledge on independent creative work in a digital advertising or marketing context, and is conceived as an essential prerequisite for those willing to build a career in the social media industry. This module will provide students with foundational knowledge of digital advertising and digital marketing. The module will critically contextualise advertising and marketing practice in the digital domain and provide the fundamental theoretical underpinnings to promotional cultures. The module will critically analyse past and present trends in advertising and marketing, combining theoretical concepts with practical insights to provide students with the essential body of skills that are required for the creative development of advertising and marketing campaigns in the digital domain.

Essay requirements:

Please Note: You are asked to write an essay of 2,000 words on this question, backing up your argument with concrete examples whenever possible. Be sure to develop your argument by consulting at least 8 sources, 4 of which must be academic, peer-reviewed sources.
Please rely primarily on the core readings for this modules to complete this assessment. The assessment requires that you include at least one of the assigned readings reading. Please take care to cite all references carefully with Harvard Referencing to avoid any possibility of inadvertent plagiarism. Marking Criteria

The major criteria are:
• The essay should present a coherent and tightly argued examination of the issues raised in the question which critically engages with the readings from at least one week of literature we have covered on this subject, failure to include at least one reading will result in a lower grade. It will be assessed on:
• the quality of the argument presented
• the relevance of the evidence used to support it
• the quality of your sources
• the extent to which it contextualises the literature on the subject and the manner in which it critically engages with it
• its conformance to the word limit of 2000 words. Secondary considerations are:
• The essay should be written in clear and correct English
• The essay should be attractively presented with correct bibliographic references for all cited materials. Note the bibliography does not form part of the 2000 word limit for this essay.

Computation technologies have transformed advertising and marketing practices. Write
a 2000 word essay that critically reflects and discusses these changes by focusing on one area we have
covered in the first five week of this module.

Essay has to be in Harvard Style and has to use the readings attached.

Module Description;

The module will observe current phenomena and case studies to the aim of unpacking what are the main advertising and marketing principles, and how these are applied, reshaped or newly created within and by digital and mobile technologies. The module will enable students to grasp concepts such as viral marketing, hype and engagement, and frame their relevance in digital cultures. Students who undertake this module will learn how to critically examine existing advertising and marketing campaigns and will develop an understanding of business approaches to advertising and marketing in the digital realm. The module will provide students with knowledge on independent creative work in a digital advertising or marketing context, and is conceived as an essential prerequisite for those willing to build a career in the social media industry. This module will provide students with foundational knowledge of digital advertising and digital marketing. The module will critically contextualise advertising and marketing practice in the digital domain and provide the fundamental theoretical underpinnings to promotional cultures. The module will critically analyse past and present trends in advertising and marketing, combining theoretical concepts with practical insights to provide students with the essential body of skills that are required for the creative development of advertising and marketing campaigns in the digital domain.

Essay requirements:

Please Note: You are asked to write an essay of 2,000 words on this question, backing up your argument with concrete examples whenever possible. Be sure to develop your argument by consulting at least 8 sources, 4 of which must be academic, peer-reviewed sources.
Please rely primarily on the core readings for this modules to complete this assessment. The assessment requires that you include at least one of the assigned readings reading. Please take care to cite all references carefully with Harvard Referencing to avoid any possibility of inadvertent plagiarism. Marking Criteria

The major criteria are:
• The essay should present a coherent and tightly argued examination of the issues raised in the question which critically engages with the readings from at least one week of literature we have covered on this subject, failure to include at least one reading will result in a lower grade. It will be assessed on:
• the quality of the argument presented
• the relevance of the evidence used to support it
• the quality of your sources
• the extent to which it contextualises the literature on the subject and the manner in which it critically engages with it
• its conformance to the word limit of 2000 words. Secondary considerations are:
• The essay should be written in clear and correct English
• The essay should be attractively presented with correct bibliographic references for all cited materials. Note the bibliography does not form part of the 2000 word limit for this essay.

ANSWER

THE EFFECT OF COMPUTATIONAL TECHNOLOGY ON MARKETING AND ADVERTISING

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The Effect of Computational Technology on Marketing and Advertising
Introduction
Advertising is an art form rather than a business. In the olden days, advertising and marketing were considered more of a handicraft where people needed to be trained, explicitly advertising. Like every other skill taught through apprenticeship, advertisers had to be taken through an apprenticeship process. However, with the development of computational technology greatly affected the industry of advertising. Incredible features deployed through marketing and technology have led to immense growth in the sector. The introduction of the internet, tremendous processing power, significant outreach, advertising, and marketing products have immensely changed drastically. Computational technology refers to the development of processor technology, internet outreach, and availability of resources. This paper discusses the effects of computational technology in the event of the marketing and advertising industry.
Development of Advertisement and Marketing
Advertising and marketing have grown immensely over the last couple of years. As the oldest industry in existence, this industry has grown and seen a lot of the times. Initially, this advertising was considered a handicraft and not an industry. It was referred to as handicraft because only people who were equally talented and gifted could participate in the skill. In the olden days, more than two centuries ago, advertising was not carried out through written forms. The oldest form of advertising known is through word of mouth. Advertisers would stand in markets and sing or shout about their goods. During this age, the majority of people could not read or write. Therefore, resulting from printing media would prove very ineffective (Yang et al., 2017). It created the advertising market individually as a handicraft for people who had exceptional knowledge and skills. All other people had to undergo apprenticeship under a successful merchant or trader for them to succeed.
Advertising during this age was conducted through a very lax and freestyle mode. This advertisement mode only applied to small scale traders and could not be deployed to a large scale because there were no significant industries. As for this period, the industry had not developed, and the economy was controlled by small scale industries such as milk sellers and shoemakers at a low scale level. It meant that advertising could not grow immensely. The feature could only be discussed and applied at only a small-scale level. Therefore, the industrial growth of the marketing industry was limited to a small scale level. However, a transition was witnessed through the development from oral to written forms of marketing (Huh and Malthouse, 2020). It is seen in the marketing of the Franklin Stove, where Franklin printed copies of the description of his stove and handed them out to the people. This advertisement was used to supplement the oral form of advertisement. Therefore, advertisement grew immensely in an unseen way.
When industrialization began to spread across Europe, the production of manufactured goods grew. Industries faced stiff competition against one another, and this resulted in the need for competitive marketing. As the number of processed and manufactured products grew, the need and desire for marketing grew substantially (Yun et al., 2020). It forced industries to diverge into advertising to ensure they gain a substantial stake in the market for their goods. The force of advertising took a newer step in the use of purchased spaces.
Newspaper advertisements began rolling out during this period; industries incorporated and paid for adverts where industries would purchase space for advertising their products. This purchase of space for ads mattered and transformed into a great new enterprise. It was at this point where advertisements shifted to form a handicraft industry as the people began participating in the industry as experts (Araujo et al., 2020). At these points, space purchasing and payment were the norms, and posters on notice boards were incorporated. Also, the industrial revolution revolutionized the sector of marketing technology.
After the world war, America had grown immensely as a technological and economic powerhouse. It ensured the nation was a strong powerhouse as a marketing agency. The development of this area was shown by a grand unification in marketing when agencies were created. During this period, marketing agencies were formed to take advantage of the boom in advertising because of the great feature of marketing (Qin et al., 2017). Industries used marketing immensely to help them recuperate from the losses incurred during the war. The industries sought to develop their capabilities immensely and therefore focused on advertising after the world war.
After this development of medical agencies and divisions, the advertising agencies used to focus on the development of suitable adverts for the industry players. During this age, technology grew immensely as a national advertising medium (Kietzmann et al., 2018). Away from radio and print media, television changed the landscape to bring forth a new set of advertising through visual adverts in shows and between shows. At this moment, advertising was at its peak.
At the turn of the century, advertising has given birth to a new era in media advertising. The creation of a new niche in advertising has been witnessed, and computational technology developed immensely. People had access to more phones, the internet was opened to the people, and the world became a global village. All that changed the scope and niche of marketing tremendously. From a handicraft and as a great tool that was only limited in zone and region, computational technology greatly impacted the development of advertising.

Impact of computational technology in advertising
Reach to the consumers
Computational technology grew immensely and made the world a global village. The creation and development of social media have increased the advertising industry significantly. Social media pages like Facebook have made it easier for people to communicate all over the world. Through Facebook and Twitter, one can communicate and interact with people across the globe. This has made marketing an enormous task that can be undertaken across the world (Shariat et al., 2017). Through social media, one can post an advertisement, and it can be viewed through the globe by all people. The reach of very many people has been strengthened through media use in social media.
The internet has spread across the globe to ensure the people are connected. Therefore, communication is always active through fast internet speeds, and people are always connected on the internet. This factor has assured that advertisements can be updated and created quickly (Yaoyuneyong et al., 2016). As an advertisement creator, one can create adverts and spread them fast because of the connectivity shown by the internet.
Using mobile technology has impacted the use and spread of advertisements significantly. Mobile technology has made it very easy for ads to spread at all times. This means that a person can be viewing advertisements at any time, regardless of their geographical location. It is unlike the olden days when one had to wait to see an ad at a specific time or place. Before, adverts were only viewable through the daily newspapers, radio, or television. Still, currently one has access to the unstoppable and unlimited display of the advisements as they walk through social media advertisements. Therefore, this shows how the development of social media technology has dramatically affected publications.
The relevance of advertisements
Advertisements have been very general for a long time. Created for viewing by very many people, they do not meet the essential needs of an individual. However, the development of social media has changed this angle for advertising. People no longer must stroll through countless advertisements that they do not need to view but are bale of receiving personalized adverts on their accounts. When one accesses their social media account, cookies are collected, and data is exchanged. This data is stored in a secure location where it will ensure that advertisements sent to the person are personalized based on the content they have been viewing. This change and modification have made it easier for adverts to be more appealing because of their personalization.
Cost of advertisements
An advertisement is only useful if the revenue generation is more than the cost of its production. Therefore, with creating a newspaper and television advertisement, the price of creation is higher than that of revenue. This is because it would require an immense load of effort and capital to create and generate such an advertisement. Also, the need for this act to be issued individually could be challenging (McStay, 2020). However, for the social media adverts, it is essential to ensure that the advertisement is cost-effective because they are generally short in length and can be used in many regions across the globe. This makes the ads cost-effective and endears them to very many people.
Difficult to merge marketing and technology
The development of technology in social media has made it difficult for advertisers to merge their creative sides with technological ones. Marketing and advertising require a great deal of creativity for people to create and generate sensible and attractive adverts. However, as for social media, creativity is essential but not for a great deal because of the immense need for technological development. Therefore, for advertisers who have been dealing with social media advertising, the development of a more technical way has made it difficult for people to conduct advertising (Shariat et al., 2017; Yaoyuneyong et al., 2016). They need to merge their technological skills with creativity to create an effective advertisement. The advert needs to be creative and disciplined for this case.
Fast advert creation
The development of social media has made it an excellent way to develop fast adverts for marketing. While initially, one advert would take a lot of time to create and design and would need to be posted earlier before the newspaper has been published. However, the development of social media has made it easier to create and design adverts. These adverts are designed efficiently and very quickly for use in social media. It makes the advert easy to use and even more profitable. Adverts can, therefore, be posted at anytime and anywhere. Anyone can generate these adverts at any time. This is because of their ease of creation that makes them very attractive to the people.
Put a constant need to be updated on the advertisers.
As for the advertisers, they have been uprooted from a comfortable sphere in which they were well versed and knowledgeable. They did not have to keep on learning new things concerning advertising. However, the development of social media and its encroachment to the scope and sphere of advertising has revolutionized life for the advertisers. They need to continually update themselves regarding the technology in use and how they can use it. Therefore, deploying curiosity needs to be a skill marked and understood by the clients for their maximum efficiency. Working closely with data specialists is an excellent way of ensuring one’s curiosity has been met and achieved. This curiosity is a unique way to guarantee the development of the marketing agency.
Cooperation in an organization
Officials in an organization need to cooperate immensely to ensure this project survives and succeeds in becoming a sufficient organization. This organization needs to ensure that the chief marketing officer responsible for developing a marketing strategy should cooperate and work with the chief information officer. A chief information officer is essential to a group of people because they help determine which information is suitable. Therefore, these two organization leaders need to communicate in an organization for the efficient development of an advertising agency.
Conclusion
Advertising has grown significantly from an oral field, which was considered a handicraft with people taking on an apprenticeship as a form of training, to a very lucrative business. This advertising has witnessed the change in time that can be tested through significant challenges. This business has seen great features that affect growth and production in a business. The development of social media in computational technology has made it even more magnificent and better for an advertisement to achieve a new niche. This advertisement has made it very easy and possible to market through social media because of its effectiveness. Therefore, computational technology in social media has affected advertising greatly.
Bibliography
Araujo, T., Copulsky, J.R., Hayes, J.L., Kim, S.J., Srivastava, J., 2020. From Purchasing Exposure to Fostering Engagement: Brand–Consumer Experiences in the Emerging Computational Advertising Landscape. J. Advert. 1–18.
Huh, J., Malthouse, E.C., 2020. Advancing Computational Advertising: Conceptualization of the Field and Future Directions. J. Advert. 1–10.
Kietzmann, J., Paschen, J., Treen, E., 2018. Artificial intelligence in advertising: How marketers can leverage artificial intelligence along the consumer journey. J. Advert. Res. 58, 263–267.
McStay, A., 2020. 3.1 Micro-Moments, Liquidity, Intimacy, and Automation: Developments in Programmatic Ad-tech.
Qin, R., Yuan, Y., Wang, F.-Y., 2017. Exploring the optimal granularity for market segmentation in RTB advertising via the computational experiment approach. Electron. Commer. Res. Appl. 24, 68–83.
Shariat, S., Orten, B., Dasdan, A., 2017. Online evaluation of bid prediction models in a large-scale computational advertising platform: decision making and insights. Knowl. Inf. Syst. 51, 37–60.
Yang, Y., Yang, Y.C., Jansen, B.J., Lalmas, M., 2017. Computational advertising: A paradigm shift for advertising and marketing? IEEE Intell. Syst. 32, 3–6.
Yaoyuneyong, G., Foster, J., Johnson, E., Johnson, D., 2016. Augmented reality marketing: Consumer preferences and attitudes toward hypermedia print ads. J. Interact. Advert. 16, 16–30.
Yun, J.T., Segijn, C.M., Pearson, S., Malthouse, E.C., Konstan, J.A., Shankar, V., 2020. Challenges and future directions of computational advertising measurement systems. J. Advert. 1–13.

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