MARKET AND SOCIAL RESEARCH

Market and Social Research

ABSTRACT

The objective of this research proposal is to carry a comprehensive research for understanding which media consumers trust the most when selecting products and brands. Marketing is an intrinsically global activity. When marketing is outside of the culture, contextualization of advertising and other marketing is very obvious so it will be quite difficult to generate any impact on the public. The adoption of various media strategies for the marketing creates a brand loyalty and equity in terms of higher sales and profits. Furthermore, this paper will also discuss the research objectives, research design, data collection methodologies, sampling plan etc. Finally the paper will highlight the Project Plan which includes the outline of study and project timeline.

Table of Contents

ABSTRACT1

THE CLIENT BRIEF: BACKGROUND3

Research Question5

Hypothesis5

Dependant and Independent Variables5

THE PROPOSAL: OBJECTIVES6

Significance of the Research7

LITERATURE REVIEW9

Significance of Literature Review9

Why Marketing Is Critical For Organizations9

Role of Advertising10

Perceived Level of Advertising Expenditures12

Integrated Marketing Communication13

Traditional Media14

Impact of Green Advertising on Consumers16

THE PROPOSAL: RESEARCH DESIGN17

THE PROPOSAL: DATA COLLECTION - METHODOLOGY20

Qualitative Data Analysis21

Interview Analysis Procedure21

THE PROPOSAL: SAMPLING PLAN22

Population22

Sampling22

Informed Consent22

Confidentiality23

Limitation of the Study23

Ethical Concerns24

THE PROPOSAL: DATA ANALYSIS25

Validity25

PROJECT PLAN27

Outline of the Study27

Project Timelines28

REFERENCES29

APPENDIX32

Consent Form32

Interview Questionnaire35

Market and Social Research

THE CLIENT BRIEF: BACKGROUND

The objective of this research proposal of Ogilvy and Mather (Advertising Agency) is to assist the client in understanding which media consumers trust the most when selecting products and brands.

Previous literature shows that the there are various forms of marketing mediums which exist from the last four decades such as print media, electronic media, outdoor media, personal selling, direct marketing, sales promotion strategies, public relation etc. therefore, the selection of appropriate media will depend upon the product/ service being offered by the marketer.

The potential client of Ogilvy and Mather (Advertising Agency) is XYZ Company, which is one of new consumer Product Company which falls under the Fast Moving Consumer Goods (FMCG) category. My client is new in the marketplace so it is facing various problems in competition such as high promotional expenses, negligible market share and unattractive marketing strategies. Therefore, in order to penetrate in the highly competitive market, I (Advertising Agency) will assist my client for the adoption of print and electronic media advertisements. The reason is that the print and electronic medium advertisement creates high impact on the consumers' perception regarding the product quality, its price, branding etc.

The first thing we need to look over is that the brand image is what we have or we want to create. Image means personality. Like those companies or products have a certain personality. The personality of a product is an amalgam of many factors: its name, its packaging (or packaging), price, style of advertising and, above all, its very nature. Moreover, the identity of a company indicates a number of essential elements such as: property, products, presentations and publications. Today, marketing is vital in: 1) the economy of businesses, organizations and nations, 2) in improving the quality of life of people and 3) generation companies more competitive and capable of meeting the ...