1Advertising & Public Relations Department, Faculty of Mass Communication, Ahram Canadian University, 6th of October City, Giza, Egypt
World Journal of Social Sciences and Humanities.
2018,
Vol. 4 No. 2, 93-99
DOI: 10.12691/wjssh-4-2-4
Copyright © 2018 Science and Education PublishingCite this paper: Doaa Farouk Badawy Eldesouky. Digital Advertising and Its Role in Building Brand Image.
World Journal of Social Sciences and Humanities. 2018; 4(2):93-99. doi: 10.12691/wjssh-4-2-4.
Correspondence to: Doaa Farouk Badawy Eldesouky, Advertising & Public Relations Department, Faculty of Mass Communication, Ahram Canadian University, 6th of October City, Giza, Egypt. Email:
doaa_2000@hotmail.comAbstract
Globalization has contributed to increased competition in marketing especially in the field of advertising, an aspect that has made firms to focus on developing their brand image. The shift has been brought about by the introduction of new media channels, which include internet and social media. The process has therefore changed the way businesses conduct their marketing and branding as communication is embracing a multi-directional approach. This paper seeks to appreciate the concept of digital advertising as a marketing tool and its role in building brand image examining a number of examples of digital advertisements & discussing the digital advertising role in building and enhancing the brand image. The paper will as well acknowledge existing statistics on the topic and displaying some of the advertising samples that have adopted the practice.
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