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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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.

Item Type: Final Year Project
Subjects: Social Sciences > Advertising
Language and Literature > Philology. Linguistics > Communication. Mass media
Faculties: Faculty of Communication and Creative Industries > Bachelor of Communication (Honours) in Media Studies
Depositing User: Library Staff
Date Deposited: 25 Mar 2022 04:25
Last Modified: 25 Mar 2022 04:25