PROPOSAL

Influence of Copywriting on Brand Image and Reputation

Research Proposal

Overview5

Introduction5

Purpose and Objectives of Study5

Importance of Study7

Hypothesis8

Academic Area of Study8

Core Areas to Investigate9

Core Theories9

Influence of Copywriting on Brand Image and Reputation13

Personalization14

Comprehension15

Effective Communication15

Feedback16

Fundamental Theories16

AIDA Model17

Neuro Linguistic Programming18

Initial Issues of Interest19

Research Methodology19

Primary Research Question19

Answering of Hypothesis20

Proposed Approach to the Research20

Data Collection21

Issues of Ontology22

Issues of Epistemology22

Issues of Methodology23

Quality of Data23

Not Specific Data23

Outdated Data23

Availability of Data24

Considerations25

Summary25

References27

Influence of Copywriting on Brand Image and Reputation

Overview

The digital age came up with a lot of changes in the field of advertising and marketing. The traditional methods of advertisements have been taken over by more intelligent and interactive digital advertisement and marketing methods. This research proposal is based on "The importance of copywriting in the digital age and its influence on the brand image and reputation". Moreover, the proposal discusses the proposed methods for the research and the relevant theories, as well the possible limitations the research may entail. The first section of research proposal will provide an introduction to the topic including the purpose and significance of the study. The second section will provide literature discussion on the subject of copywriting. It will highlight the academic area of the study, core areas to be investigated and core theories relevant to the subject of copywriting. The research methodology stating the primary research question, methods of data collection, limitiations, issues and considerations to be considered will be presented in the third section. The last or fourth section will conclude the paper that will draw the whole discussion together.

Introduction

Purpose and Objectives of Study

The main purpose of this investigation is to reveal and evaluate how copywriting in the present digital age can influence the brand image and reputation. As the digital age has opened an exciting array of new marketing channels, the greatest challenge for the marketers of present world is to match the advertising and marketing message to these different online mediums. The digital era does not include the traditional forms of marketing such as radio, TV, print and billboard because they do not offer immediate feedback and report. The digital marketing revolves around the world of internet which has emerged to be both a very powerful marketing medium and a communication vehicle of the present digital era. The puropose of the study is to perform investigation on influence of copywriting on brand image and reputation. One of the crucial aspect of research in this regard is how brand image and reputation is influenced by copywriting, as brand considers the customers to be a focal point of its activities and its aim is to create a favourable brand image and loyalty among customers. All this could be established, if customers are communicated well regarding the benefits and attributes of products and services. Brand has become one of the most important elements in marketing strategies and counts as a key asset for any organization (Kotler, 2000). In order to manage this asset efficiently, organizations are making use of online copywriting to communicate the information of their products and ...