Is online advertisement alone enough to successfully launch a new shoe brand targeted at young consumers?

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ACKNOWLEDGEMENT

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

DECLARATION

I [type your full first names & surname here], declare that the following dissertation/thesis and its entire content has been an individual, unaided effort and has not been submitted or published before. Furthermore, it reflects my opinion and take on the topic and is does not represent the opinion of the University.

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ABSTRACT

This research study is an attempt to explore whether online advertisement alone enough for successfully launching a new shoe brand targeted at young consumers. Online advertising is widely used by companies and advertisers to promote their products and services. It is crucial that online advertising be effective in order to generate favorable responses from consumers. Online advertising features, therefore, play a significant role. This research study has adopted a secondary research method. The new shoe brand that is to be launched through online advertising is named Mercury. The target market for the product, Mercury shoes, would be the younger set and Facebook reaches this audience on a wide basis. Another way of marketing the product would be through blogs by having both, established bloggers blog about the product on their site, and by hiring athletes to write a blog that mentions the shoes. Mercury has to consider a number of aspects in order to launch its product. One of the considerations is whether it will concentrate on its online store or build bricks and mortar stores which utilize the Internet to market its products. If Mercury is focusing on an online store, then there are many considerations that they need to face, including the fact that they need to make sure that their customer service is top-notch, they do not give customer personal information to other companies, and that their website is top quality as well.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 01: INTRODUCTION1

1.1. Background of the Study1

1.2. Research Question2

1.3. Aim and Objectives2

1.4. Significance of the Study2

1.5. Layout of the Dissertation3

CHAPTER 02: LITERATURE REVIEW4

2.1. Introduction4

2.2. Online Marketing4

2.3. Online Advertising5

2.4. Social Media and Business Marketing6

2.5. Online Marketing versus Conventional Marketing Mix6

2.5.1. Product7

2.5.2. Pricing9

2.5.3. Place9

2.6. Facebook10

2.8. Targeted Marketing with Facebook11

2.9. Blogging12

CHAPTER 03: METHODOLOGY13

3.1. Introduction13

3.2. Research Method13

3.3. Overview of the Secondary Research14

3.4. Disadvantages and Advantages of Secondary Methodology15

3.5. Reliability16

3.6. Validity16

3.7. Ethical Considerations17

3.8. Inclusion and Exclusion Criteria17

3.9. Conclusion18

CHAPTER 04: DISCUSSION AND ANALYSIS19

4.1. Introduction19

4.2. Online Stores19

4.3. Security20

4.5. High Rated Websites20

4.6. Cost Minimization21

4.7. Word of Mouth21

4.8. Social Networking Sites22

CHAPTER 05: CONCLUSION26

5.1. Recommendations28

REFERENCES30

CHAPTER 01: INTRODUCTION

1.1. Background of the Study

Internet is one of the most cost effective channels that facilitates the communication between the customers and ...