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Posted: January 6th, 2023

How applicable are Armstrong’s principles to digital advertising?

How applicable are Armstrong’s principles to digital advertising?-
Asssignment Task
How applicable are Armstrong’s principles to digital advertising?
Armstrong’s principles are a set of ethical guidelines for advertising and marketing practices, and they can be applied to digital advertising in a similar way as they are applied to other forms of advertising. The principles were developed by the Advertising Standards Authority (ASA) in the UK and include the following:

Truthfulness: Advertising should not mislead or deceive consumers.

Honesty: Advertising should be legal, decent, honest, and truthful.

Decency: Advertising should not offend against generally accepted standards of taste and decency.

Social responsibility: Advertising should be prepared with a sense of social responsibility to consumers and to society.

Fairness: Advertising should not be unfairly harmful to competitors.

By adhering to these principles, digital advertisers can help to ensure that their marketing practices are ethical and responsible, and that they are not misleading or deceptive to consumers.
Essay Assignments

There are TWO individual essays due for the course. These are individual research assignments. The grade will be assigned for the highest score of the two essays.

Aim of the Essay Assignment

There are two aims:

1. To allow students to demonstrate their understanding of the text, and extend this understanding to more recent research relating specifically to digital marketing and advertising.

2. To allow students the opportunity to demonstrate their research and academic reading skills by pulling together multiple sources of research and correctly using these sources to extend their understanding of the textbook.

Essay Content

Each essay will take part of the course reading and extend one part of that reading to include recent research in digital marketing and advertising.

PLEASE refer to the paper outline for all assignments. To be clear, the question the essay should answer is:

“How applicable are Armstrong’s principles to digital advertising?”

Also from the outline:

Students should focus on one or more particular sections from the textbook and discuss how the principles may change, be adapted, or possibly do not work for use in digital advertising.

This discussion should be justified using correctly researched and cited research published in academic journals after 2010 and relating to digital advertising. Grading requires you to read and correctly cite at least 10 academic articles published since 2010.

Students should demonstrate that they have located and read articles that support their arguments in the essay. Students should also draw on specific, real-world examples of digital advertising to illustrate their points.

The topic can be anything you wish from the part of the textbook assigned, but your essay must relate to what you read in the textbook.

You CAN discuss principles from multiple sections or multiple chapters, but it is acceptable to focus on just one section in one chapter.

You should demonstrate how academic research introduced in the textbook can be extended through newer research articles published after 2010 and relating to digital advertising.

The general theme of both essays is: “How applicable are Armstrong’s principles to digital advertising?”

For Essay 1 your topic should be taken from the ‘Advertising Strategy Elements’ section of the course (Weeks 4, 5, and 6)

For Essay 2 your topic should be taken from the ‘Advertising Tactics’ section of the course (Weeks 8, 9, 10 and 11).

If in doubt, check with the instructor about choice of topic.

When selecting your topic, I recommend choosing a chapter section that is particularly interesting or seems counter intuitive in a digital world, and then then find academic articles published since 2010 that directly relate to that topic and to digital advertising.

Essays should:

Be a maximum of 2,000 words (excluding charts and bibliography).

Draw on 10 or more academic, peer-reviewed journal articles to back up your own discussion.

Be well structured, clearly and concisely written, and use correct APA style citations and reference lists.

Charts, tables and diagrams are also to be encouraged.

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