Research paper

With reference to the central themes of the subject, choose one of the questions below and write a research paper. You must integrate theory into your responses.


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1. Public concerns about consumers’ digital privacy have been raised around the world. Discuss why digital privacy matters in marketing communications and suggest ways to mitigate the problems associated with marketers’ intrusion of consumer privacy in the digital era.

2. Young people constitute important consumer segments and audience groups. In your paper, identify and analyse three (3) communications tactics used by multinational corporations to reach and appeal to young consumers, discuss key concerns associated with these tactics, and provide recommendations for marketers and policy makers. In this paper, young consumers refer to anyone under the age of 18.

3. Consider how public health and safety campaigns use communication strategies to lead to behavioural changes in different countries. In this paper, compare and contrast two health or safety campaigns that are designed to achieve the same outcome in two different countries. Then, discuss how the messages change across cultures, why this happens, and what makes a good public health or safety campaign.

4. Building positive relationships with the public and society is particularly important in today’s marketing and media environment. Discuss the ways in which digital media can create both challenges and opportunities for marketing communications professionals who want to build and cultivate relationships with the public. Drawing on recent examples, explain what ‘best practices’ might look like in this space.

5. First, discuss the ways in which COVID-19 has impacted on (1) consumer attitudes and behaviors, and (2) marketing communication practices. Then, drawing on theories and examples, make three recommendations for “best marketing communication practices” during outbreaks like COVID-19.

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