Explain why international, standardised advertising campaigns – such as De Beers’“Shadows” campaign – remain unusual? What are the advantages of standardised versuslocalised creative execution in international advertising? Explain, using examples, withreference to issues of cross-cultural communication.[100 marks]Question 2Using illustrative examples to explain your answer, what are the differences between“strong” and “weak” theories of promotion? Refer to linear information processing modelsand also to cultural theories analysing advertisements as texts with elements ofintertextuality, polysemy, symbolism and storytelling.[100 marks]Question 3The Labour and Conservative parties spent £1.25 million and £0.78 million respectively topay for advertising on Facebook in the 2019 UK election, a record amount. How can socialmedia be used by political or commercial brands to communicate brand messages that goviral? Explain with reference to metrics of targeting, personalisation, engagement, andmeasurement of results and link to concepts of the ‘participative economy’ (Jenkins, 2008)or ‘experience economy’ (Pine and Gilmore, 1999) to develop an argument. Useillustrative examples of viral campaigns from political or commercial advertising.[100 marks]Question 4Integrated Marketing Communications (IMC) reflects managerial interest in coordinatingdifferent media channels to optimise the effectiveness of brand marketing communicationsprogrammes. What are the advantages of and barriers to implementing an effective IMCstrategy? Discuss, using appropriate examples of IMC campaigns, while referring toconcepts of media convergence and media fragmentation in your answer.[100 marks]BUS223 (2020) Page 3Question 5Discuss how media convergence has blurred the boundaries between traditional and nontraditional advertising. How does non-traditional advertising work by publicising rather thanpromoting brands? Evaluate the effectiveness of three or more of the following nontraditional advertising techniques: product placement, viral marketing, guerrilla marketing,ambush marketing, webisodes, content marketing, native advertising, ambient media andnon-advertising promotion.[100 marks]Question 6“There’s no such thing as bad publicity” is a famous quote often attributed to Phineas T.Barnum the circus and media entrepreneur. Several brand organisations seem to havebenefited from the use of shocking or controversial advertising campaigns such asBenetton, Diesel, and CK. To what extent do you agree with Barnum? Do you think it isokay to shock the public in order to get promotional messages across? Use ethicalconcepts such as deontology, consequentialism, virtue ethics, and religious ethics toevaluate issues that controversial advertising campaigns may raise for advertisingregulation.[100 marks]Question 7Contemporary advertising sometimes departs from the conventional sales narrative to tella story that may be only tangentially linked to the brand. For example, UK bankNationwide’s 2017 ‘Voices of the People’ campaign did not contain any sales message orbrand information but simply showed ordinary people reciting their poems about everydaylife in videos on TV spots and on YouTube and other video sharing platforms. Discuss theadvantages of brand storytelling over sales-oriented advertising. Pay attention to theissues of media convergence, advertising as entertainment, consumer engagement, andweak theories of promotion. You can use other examples to support your points.
mediator in the relationship between transformational leadership and organisational citizenship behaviour (Wang, Law, Hackett, Wang, & Chen, 2005) but it is not clear whether a similar phenomenon is also valid for the transactional leadership. Societal and Scientific value Given the impact that psychological safety has on teams’ performance outcomes, it is undoubtedly crucial for health care. Thus, gaining insight into how leadership influences psychological safety is valuable. Being a transactional or a transformational leader is not a label that a leader is keeping regardless of situations and/or followers but rather a set of behaviours that are influenced by contextual factors and that build a relationship between leader and follower (Glynn & DeJordy, 2010). Therefore understanding how leader-member interactions nurtured by transformational, respectively transactional, leadership influence team psychological safety is resourceful. Not only will it increase the current knowledge on the relationship between leadership and team psychological safety, but it will also be helpful for informing strategies aimed at enhancing leaders’ practices for fostering psychological safety. Objective and research questions Aim of the research The aim of this research is understanding whether being transactional or transformational leader has a different effect on the psychological safety due to the quality of the leader-member exchanges entailed by each of these leadership approaches. Research questions>GET ANSWER Let’s block ads! (Why?)