The Impact of COVID-19 on the Advertising Industry in Malaysia

Lim, Chin Ni (2022) The Impact of COVID-19 on the Advertising Industry in Malaysia. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

Coronavirus disease (COVID-19) is an infectious disease caused by the SARS-CoV-2 virus. During the pandemic, many businesses suffered, including the advertising industry. The implementation of some strategies by the Malaysian government had brought many challenges to the advertising industry. People’s movement had been restricted. Hence, it also caused the changing of advertising trends due to many people going online. Some advertising campaigns had been cancelled or delayed, employee's salary being cut off and layoff. However, this study aims to find out the impact and challenges faced by the advertising industry in Malaysia. By collecting secondary data from journal articles and in-depth interviews, the researcher found out that there are three important elements in Media Economic Theory which are the media, advertiser and the media consumer. In general, each of the elements is interrelated. They need each other to gain benefits. Undeniably, advertisers are more willing to advertise on mediums that have many audiences. Due to this, it caused the competition for online advertising to become strong. Overall, where the traffic is, where the market is.