Q$.$The global advertising landscape is undergoing rapid changes, including, for example, the rise of social media and search advertising, influencers, audience fragmentation, the drop in traditional media audiences, demographic shifts in media consumption patterns and the rise in use and ownership of mobile devices. Critically discuss the qualities and drawbacks of traditional TV advertising in the context of these wider changes.

Tip: Stronger responses discussed the integration of TV with digital, and the fact that digital platforms extend TV advertising through social sharing and UGC $($user$-$generated content$),$ and by the more targeted approach of search and social advertising. In these answers, more critical evaluation of and discussion about the qualities and drawbacks of TV as an advertising medium in the context of wider changes in the global advertising market, especially the rise of search and social media advertising, audience fragmentation, the drop in real time TV viewing in many countries of the world, the rise of on$-$demand TV service providers, and the shift in the demographic profiles of TV viewers, were clearly evident.