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Analysis of Why Primark Does Not Run Expensive Advertisement
Analysis of Why Primark Does Not Run Expensive Advertisement
Analysis of Why Primark Does Not Run Expensive Advertisement
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Abstract
The research is focusing on the cause of why Primark not running expensive advertisement in
the society. It noticed that the company purchase bulk amount of product direct from the
suppliers and so they provided it to their customers in low price. As customers get qualitative
product in low price from this company, they have a faith on this company and the company
also able to create brand loyalty in the market.
However, the main purpose of this research is to find out the reason behind why Primark
not run expensive advertisement in the market and analysed the advertisement strategy of
the company with link of this purpose. All the advertising models and theories have analysed
to conduct this research properly. The researcher has chosen various research tools to analyse
it properly. The deductive approach and post positivism philosophy has chosen by the
researcher to make the analysis perfect. Primary data and secondary data have chosen to
analyse the data properly. The research has conducted by maintain the ethics in it. The
limitation and future scope of this research also analysed in this manner.
Acknowledgement
This research is one of the best experiences in my life. This research work enriched my
knowledge by various theories, models and its information. These all help me to analysis the
existing research materials and upcoming challenges properly. This all is not possible without
proper guidance of my teacher and colleagues. Their constant support and guidance help me
to complete this research properly. First I like to thank my research supervisor
_______________ for guiding me while conducting this research. I thanked to my friends
whose moral support helps me to collect various data from the market. I also thanked to the
organisational personnel who help me by providing all necessary information regarding the
topic and assist me to complete this research.
Thanking You
Yours Sincerely
______________
Table of Contents
Chapter 1: Introduction............................................................................................................10
1.1. Introduction:......................................................................................................................10
1.2. Research Aim:...................................................................................................................10
1.3. Research Objectives:.........................................................................................................11
1.4. Research Questions:..........................................................................................................11
1.5. Background of the study:..................................................................................................11
1.6. Background of the Company:...........................................................................................12
1.6.1. Market Share:.................................................................................................................12
1.7. Problem Statement:...........................................................................................................14
1.8. Rationale of the study:......................................................................................................15
1.8.1. What is the research issue?.............................................................................................15
1.8.2. Why it is an issue:..........................................................................................................15
1.8.3. Why it is an issue now:..................................................................................................15
1.8.4. What could this research shed light on?.........................................................................15
1.9. Significance of the research:.............................................................................................16
1.10. Structure of the dissertation:...........................................................................................16
1.11. Summary:........................................................................................................................17
Chapter 2: Literature Review...................................................................................................18
2.1. Introduction:......................................................................................................................18
2.2. Conceptual Framework:....................................................................................................18
2.3. Previous research work:....................................................................................................19
2.4. Comparison between previous and existing research work:.............................................19
2.5. Various theories and models of adverting:........................................................................20
2.5.1. AIDA model of advertisement:......................................................................................20
2.5.2. DAGMAR model of advertisement:..............................................................................21
2.5.3. Marketing Mix model:...................................................................................................23
4
List of Figures
Figure 1: Research Structure....................................................................................................16
Figure 2: Conceptual Framework.............................................................................................19
Figure 3: AIDA model of Advertising......................................................................................20
Figure 4: DAGMAR Model of Advertising and Marketing.....................................................22
Figure 5: Marketing Mix Model..............................................................................................24
Figure 6: Advertising Nature of Retail Companies..................................................................27
Figure 7: Steps of Product Promotion through Effective Advertisement.................................29
Figure 8: Research Onion.........................................................................................................36
Figure 9: Research Philosophy.................................................................................................37
Figure 10: Research Approach.................................................................................................38
Figure 11: Research Design.....................................................................................................39
List of Tables
Table 1: Market Share of Retail Companies............................................................................13
Table 2: Market Share of Advertisement mediums in market..................................................29
Table 3: Gantt chart..................................................................................................................43
Table 4: Respondents aware about advertisement strategy of Primark....................................45
Table 5: Marketing tools influence Company to run low cost Advertisement.........................46
Table 6: Factors help enhance the business of the company....................................................48
Table 7: Respondents of effective advertisement develop the market nature..........................49
Table 8: Advertisement and Marketing has an effective relationship......................................51
Table 9: Advertisement and Marketing relation help the firm to develop business.................52
Table 10: Low cost advertisement not affected the companys business performance............54
Table 11: Low cost advertisement is able to identify customers need properly.......................55
Table 12: Marketing strategies of Primark...............................................................................57
Table 13: Marketing strategies help the company to beat its rivals.........................................58
List of Charts
Chart 1: Market Share of Retail Companies............................................................................13
Chart 2: Market Share of Advertisement mediums in market..................................................30
Chart 3: Respondents aware about advertisement strategy of Primark....................................45
Chart 4: Marketing tools influence Company to run low cost Advertisement.........................46
Chart 5: Factors help enhance the business of the company....................................................48
Chart 6: Respondents of effective advertisement develop the market nature..........................49
Chart 7: Advertisement and Marketing has an effective relationship......................................51
Chart 8: Advertisement and Marketing relation help the firm to develop business.................52
Chart 9: Low cost advertisement not affected the companys business performance..............54
Chart 10: Low cost advertisement is able to identify customers need properly......................55
Chart 11: Marketing strategies of Primark...............................................................................57
Chart 12: Marketing strategies help the company to beat its rivals.........................................58
Chapter 1: Introduction
1.1. Introduction:
Primark is the popular fashion brand in UK retail sector. The second largest clothing
company (after Mark & Spencer) in the UK market and make their foremost position in US
marketing sector by providing their qualitative goods to the customers (www.heart.org,
2014).
The researcher reflected that the company not spend too much money in their product
advertisement. The researcher conducts this research to find out the reason behind it. Now a
day, advertisement is the main issue to promote product in the market. It helps the company
to develop their business and also enhance their area in this contemporary commercial ground
(Adcock, 2010). Therefore, every company used marketing as an effective tool to promote
the product in the market that helps to get customers attention.
King et al. (2009) stated that, the company Primark also choose the advertisement strategy
in their product promotion. However, reflect that, Primark not spend so many money in
adverting to promote product but still it sustain in the market with their reputed position.
It reflects the unique marketing strategy of Primark and also stated that technology is not the
only way to develop the area of any business company (Pope, 2014). The quality, assurance
and brand value also have an effect in the contemporary position (Boone and Kurtz, 2012).
The company Primark has able to maintain this and get customers loyalty that helps them to
develop their business in the contemporary market.
10
information has passed from person to person to aware about the recent incident in the
society. The company Primark used it to share all necessary marketing information that easily
accessible in all class of the society and aware them about the fashionable goods.
(Source:
www.primark.com,
2014)
The
main
company
battled
rival
is
of
the
with
the
British
supermarket such as Mark & Spencer (M&S), Tesco and Asda. It is stated by Ballantyne
and Varey (2009) that the competition in market getting high in nature and therefore it is
natural that every company want to develops their business by projecting unique
advertisement in the market. It helps the company by attracting customers towards their
product and increases their sell (Young and Javalgi, 2010).
2011-2012
11.7%
6%
2.3%
3.2%
2012-2013
11.2%
6.2%
2.5%
3.2%
12
Asda; 14%
Primark; 26%
H&M; 10%
rivals. Primark, the largest retail clothing company in UK market has chosen advertising as
an effective tool for their product marketing.
However, in case of product advertisement, the company has chosen some strategies that
help to develop their business. The company choose low cost advertisement to adjust cost of
clothings they provided in the market. Though it seems as the unique concept of business
marketing, but still the company has faced some problems regarding this advertisement
aspect.
Low cost advertisement not able to attract the urban customers of the society
The bulk production creates ecological degradation of the country.
Huge amount of production increase labour cost
The company criticised for using child labour in their textile production.
Though the company has able to sustain in their position in the contemporary world, but still
it seems by the researcher that low cost advertisements not able to attract too much the urban
people. In this case, the word of mouth technique assists the company to develop their
business. As the company get the branded reputation in the market therefore, it is necessary
that despite of its advertisement, its brand loyalty affected customers to purchase the product.
However, the other problems reflected that the ethical issues of the company. This ethical
issue also influenced customers to purchase product. As the company criticised in child
labour case, therefore, it is important for the company to concern on their ethical part. It
provides people a trustworthy message from their system.
14
The company produce bulk amount of material that reduce per amount of cost. The
company offer it to their customers. If the company spend more money in
advertisement then it is not possible for them to provide customers cheap product.
The company a large amount of product direct from the suppliers.
The company focused on lower middle class in the society and therefore, they dont
realize the necessity of expensive advertisement in the market.
Introduction
Literature review
Research Methodology
objectives and reflects the way to fulfil it in proper manner. The recommendation and future
research scope also provided in this chapter.
1.11. Summary:
This chapter reflect the cause and reason behind the advertisement of a company. Primark has
chosen to analyse the effect of low cost advertisement in the contemporary market. The
researcher reflected that company has used it by projecting their business aim positively in
the market. Therefore it is possible for the company to promote product in low cost
advertisement and attract their customers.
17
2.1. Introduction:
Literature review is the academic paper that helps the researcher to conduct the researcher
project in a proper way. The contemporary market seems critical in nature as because of its
growing competition (Taylor, 2010). The various theories and models of literature review will
help the researcher to make a link with the previous findings of the topic and provide a clear
idea to the students about the current nature of market. Literature review basically provides a
proper guidance to make the research properly. Tikoo and Ebrahim (2010) stated that this part
of research mainly deals with the secondary data collected by the researcher. It makes the
qualitative analysis to provide the research work in a perfect shape.
In this research work, the researcher wants to find out the reason behind choosing low cost
advertisement in this contemporary market. The researcher has used the various
advertisement tools to analyse the nature of marketing and its effect in customers mind
(Putte, 2009). The researcher also tried to find out the factors and evaluate these in order to
explain the proper strategies of marketing and in which way it helps the company to develop
their business.
Advertising Models
AIDA
DAGMAR
Marketing Mix
Create
Influence
Marketing Tools
18
research based on previous models and provide a new idea to the people of the market.
However to analyse the topic properly, especially AIDA and DAGMAR model is appropriate
analyse and explain the topic properly in the contemporary situation (Mooiji, 2010).
Attention
Interest
Desire
A
c
ti
o
n
Figure 3: AIDA model of Advertising
(Source: Kim et al. 2010, pp. 1220)
Hall and Rosenberg (2009) stated that attention reflects that the company that
introduce new product in the market must take certain action in order to promote it
effectively. In the attention period, the company can do this by providing targeted
customers all necessary information about the product (Kim et al. 2010). The
company produce the materials in order to satisfy their customers needs and
demands.
Therefore, it is necessary for the company to promote the product in such way that
helps to develop their business area and het the attention of people in the market
(www.academia.edu, 2014).
Interest is the next step that reflects the product launching in the market and get
customers attention to develop its business (Beck, 2010). In the interest stage the
company can do it promoting attracting product features and key information
20
regarding the product. Rutz et al. (2012) reflected that it will help the customers to
aware about the product and pay their interest on it.
Desire is the positive effect of the product that emphasize on the customers demand
regarding the material. Trusov et al. (2009) stated that the desire stage also help the
company to identify customers need and demand and also work according to satisfy
it properly.
The last stage is the action that indicates customers action on product promotion ion
the market. In this stage, the necessity of customers and the positive function of the
product that reflected in the market.
The model has presented in the revise pyramid structure that projected the model properly
and help the researcher to analyse it in a suitable form. According to Yang and Ghose (2010),
the last stage (action) is the concentrating situation of customers as they are happy with the
product and act to purchase it from the market.
Awareness
(Targeted customer 1)
Comprehension
(Targeted customer 2)
Conviction
(Targeted customer 3)
21
Action
Awareness is the first stage of this model to aware people about the product that
newly launched in the market. The projected model reflected that in awareness stage,
the company first attracted their targeted customer 1 and promotes or provide all
necessary information to them (Rutz and Bucklin, 2011). It reflects the existing nature
of the company in order to product promotion and also provides a commercial
message to the customers to attract their customers toward their business.
Wiesel et al. (2011) commented that if the customers have low experience about the product
then the awareness stage will help them to get all necessary information regarding this. On
the other hand the company must provide their high experience customers some attracting
features that can get their attention and assist the company to perform in the market
effectively.
22
For example, if the customer is familiar with any airline company then the customer has an
emotional attachment with the companys performance and activities. The customers always
go through the company despite of its bad performance in the market or other else.
Action is the last stage that indicates the company encourages the buyer to purchase
the product immediately from the market. According to Komanduri et al. (2010), in
the action stage the company is able to promote the product in the market effectively
as well as to develop their business and able to beat its competitors.
The DAGMAR model of advertising is the perfect to analyse and explain the function of
advertisement in the contemporary market and also its effect in marketing goods. Yoo (2011)
reflected that its social application is very much effective in nature and it performs in the
market with the help of AIDA model in the market. The both models have the opportunity to
promote the product in the market effectively. It also showed the path to get customers
perception regarding the product.
23
Product
Physical
Environm
ent
People
Price
Marketi
ng Mix
Process
Place
Promotion
Product is the first tool of marketing. Customers attracted towards the company by
The advertisement delivers all necessary information in the market and therefore, customers
can aware about the new product and its function. It leads them to purchase the product from
the market (Adair, 2011).
24
Process means the technique of the product marketing in this contemporary ground. It
Advertisement is another effective medium to reflect the strategy and objectives of the
company positively in the market. In this aspect, sales promotion has a link with the
advertisement strategy in the contemporary market. According to Adair (2011) product
advertisement helps to spread the idea and necessary information in the contemporary
market.
Sales promotion is the process through which the company can able to promote its product
effectively in the market. As the concept of sales promotion reflects that it is the media or
non-media marketing, therefore, it can easily concluded that the effective advertisement is
essential to endorse a product in the contemporary market (www.networkadvertising.org,
2014).
Hall and Rosenberg (2009) argued that advertisement provide necessary information about
the product to the customers and its colourful creativity undoubtedly attract customers to see
the ad, perceived it and at last influenced by it to purchase the commercial good form the
market. Beck (2010) opposed it by stating customers are not so passive in nature as they
purchase product depends on its quality, service and price. These three essential elements
help in products growth and its sustainability in the market.
Innovative Idea
Affected
Quality
Sales Promotion
Advertising Cost
Service
Advertisement cost is the essential part in this product promotion. It noticed by Putte (2009)
that somehow the company spend more money in their product advertisement. Therefore, the
cost of per unit product gets high. Hence, it is not affordable for all customers in the society
and the company unable to spread its business in the market (West and Prendergast, 2009). In
this situation, if the company used expensive advertisement in the product promotion then
they not able to provide their customers qualitative product in the low price that indicate to
downturn the business (Macleod, 2009).
In this context, it can stated that the advertisement policy is totally depends on the mission
and objectives of the company. If the company has high profile in the market and targeted
customers are the upper class people in the society, therefore, the advertisement cost
undoubtedly get high in nature while it cost low in order to capture the total economic class
in the society.
promotion. On the other hand, if the product is in the growth or matured stage then the budget
allocation may vary according to its demand and necessities in the market.
Types of product: Different types of product need different kinds of promotional
advertisement in the market. In case of technical product, professional promotion has needed
to provide all necessary information about the product to the customers. It helps the
customers to understand the product in the contemporary aspect (Ling et al. 2010). On the
other hand, the convenience goods does not need such high promotional activities customers
are very much familiar with it.
Consumer preference of media: Breuer et al. (2011) stated that customers preference in
media selection is also the necessary part of product promotion in the market. For example
some people are familiar with TV advertisement while some people think print media
advertisement is reliable for product purchasing (Trusov et al. 2009). Now the trend of online
advertising also has an impact in customers mind. Therefore, it is necessary for the company
to promote product according to characteristics of product and its function in the market.
Second Step
The first step determine the second step that includes advertising, sales promotion and
direct marketing. The all elements mentioned in the first stage have an effect in the
advertisement and sales promotion of the company (Komanduri et al. 2010). Some company
give importance upon the direct marketing that is popularly known as the word to mouth
marketing (Breuer et al. 2011). It provides all necessary information in the market by passing
the information to people to people. Basically the second step of product promotion and its
advertisement pointed to choose media in own choice of the company.
Budget allocation
Stage of product life cycle
Types of product
Consumer preference of media
Advertising
Sales promotion
Direct Marketing
28
Print
Television
Radio
Online
2010
25%
37%
7%
11%
2011
27%
46%
30%
50%
2012
30%
50%
35%
60%
2013
43%
57%
40%
65%
50%
2011
40%
2012
30%
2013
20%
10%
0%
Television
Radio
Online
29
for every company to determine their advertising strategy in such way that attracts more
customers in online market and achieve the global market (www.web.mit.edu, 2014).
30
performance, but also the product quality and its advertisement strategy affect the price of the
material in this commercial era.
31
=
Total Amount of Product
In this situation, if the company want to provide the product in low cost to achieve their
targeted customers, therefore, the company not spend more money in advertisement because
it will increase the cost of per unit product in the market and not affordable middle class
people in the society. So, it can stated that the company needed a powerful marketing strategy
that help to advertise their goods effectively in market as well as provide it in the low price to
its customers.
scale business houses and therefore, they choose the online medium especially to market their
goods.
The online media is easily accessible form, anywhere in the world and it will help the
company to reach to the international market. Online advertising policy is suitable with small
scale market industry and therefore the business personnel can use it with TV advertisement
and print advertisement.
Advertisement strategy of retail companies: Retail market is the vast area. The main
differentiation between retail and corporation that while one is conducting their business on
brand oriented the other is conducted it in product basis. Ling et al. (2010) investigated that it
affected the cost of the product and also the advertisement strategy of the products. In case of
retail market, the company name and its brand value is prime to attract customers and spread
their business in the contemporary world.
Therefore, the retail companies mainly focus on their brand promotion rather than the
product. Kim et al. (2010) stated as the retail companies purchase bulk amount of product
from their suppliers therefore, the product cost remain low in nature. They not spend more
money in advertising as their product already got the brand reputation.
Advertisement strategy of Corporations: Corporations are mainly deals with the product
marketing. In this situation, they give more importance in their product advertisement
(Bhargava, 2011). The advertisement of these products is able to provide all necessary
information to their customers and the innovative ideas of advertisement influence them to
purchase it from the market.
influence by a particular brand in the society. Therefore, the companies purchase the bulk
amount of product from their suppliers and sell it in their own houses. The quality and brand
name is the main factors that affected and influence customers to access the good from the
market easily.
The company not spend so much money in the product advertisement as they already gain
their brand reputation from the market. Low advertisement cost helps the company to
determine per unit of product cost cheap in the market (Berger, 2013). It helps the company
to provide qualitative product in low price to the customers and enhance the business easily
in this ground. This unique strategy will help the company to achieve the marketing goal
and gain the foremost position in the market.
2.11. Conclusion:
The entire discussion reflects the marketing objectives and proper advertisement strategy to
that reflect the progress of the business houses in the contemporary ground. Marketing and
advertisement has a link with each other and these both assist the company to develop its
business. In this situation, the company need to plan proper strategy to promote the product
effectively in the market.
The main issue is the high range advertisement increase the product cost in the market and for
this reason the company is not able to reach the whole class in the society. Therefore, it is the
main duty of the company to plan an advertisement that helps the company to increase their
business area and also provide the qualitative product in low price. It is advantageous for both
the company and the customers in the market.
3.1. Introduction:
Research Methodology is the process that helps the researcher to design and structured the
research work properly. The proper designing of the research work helps the students to get
an accurate idea from it (Yin, 2014). It assists the researcher to conduct the researcher in
some following steps. The every steps of the research provide an idea to the researcher to
conduct it in proper way. It is the scientific method that explains the every components of the
study clear and appropriately.
34
In this topic Why Primark does not run expensive advertisement, the researcher has
choose the research philosophy to analyse the knowledge and idea properly. Deductive
approach has selected to analyse existing research based on previous theories and models.
Quantitative and qualitative analysis include in this research methodology chapter (Fowler,
2009). It allows the researcher to collect data from the market according to analyse the view
of people and company management respectively.
35
36
Post Positivism
Positivism
Realism
Interpretivism
37
Researc
h
Approa
ch
Inductiv
Deducti
e
ve
Approa
Approa
ch
ch
Figure 10: Research Approach
(Source: Jeanty and Hibel, 2011, pp. 640)
Research Approach is basically two types- inductive and deductive. The deductive approach
helps the researcher to conduct it based on previous theories and models. On the other hand
inductive approach indicate the researcher to plan and build certain models and theories
according to fulfil the research objectives (www.tc.umn.edu, 2014).
As stated by Jeanty and Hibel (2011) the inductive research approach is the long term
strategy. In case of inductive research, the researcher first complete the topic and then plan a
model or theory based on this topic that able to justify it in proper way. On the other hand, the
deductive research approach helps the researcher to analyse it by comparing it to the previous
theory.
38
Research
Design
Explorato Explanat Descripti
ry
ory
ve
Figure 11: Research Design
(Source: Toloie-Eshlaghy et al. 2011, pp. 130)
Research design is the structural process that presents a proper design of the research work.
Research design is three types- exploratory, explanatory and descriptive. The exploratory
research design has used for the long term research project. The exploratory research
design has a linked with the inductive research approach that helps the researcher to
conduct the research in long term process (Toloie-Eshlaghy et al. 2011).
The explanatory research design explains the total process while the descriptive research
design is able to describe the research structure properly in the society. The research design
helps the researcher to fulfil the research objectives while structured it properly.
39
ground. The quantitative data has presented in the Excel sheet while the researcher choose
the Microsoft Word to analyse the present the qualitative information regarding this topic.
41
Primark is the branded company in UK market and therefore, it has its own reputation and
place in this commercial era. In this situation, researcher does not able to reach all of the
managers of Primark store to get all information that help to judge reason behind run low cost
advertisement.
Week
Week
Week
Layout Creation
Literature Review
42
Week Week
Week
Wee
k7
the
Appropriate
Research
Technique
Data Collection (Primary)
Data Findings
43
4.1. Introduction:
In this chapter, the qualitative and quantitative data has analysed by the researcher to provide
the market an appropriate idea that derived from the research. The researcher has collected
the data through surveying to the employees of the Primark. The researcher chooses the
employees as they able to provide all necessary information regarding the advertisement of
the company in the market. The researcher has selected the Excel sheet to explain the
quantitative data in its graphical presentation and analyse it properly. 100 employees of
Primark from its different store have chosen and only 50 employees have filled up the survey
sheet properly.
On the other hand, the qualitative data has analysed based on interview questions to the
managers of the company. The researcher has chosen 5 managers of different store of the
company and presents the explanation in the Microsoft word file. It reflects the way to fulfil
the research objectives and provide a clear idea to the students in the society.
Response
30
6
2
9
3
Total respondents
50
50
50
50
50
44
Response percentage
60%
12%
4%
18%
6%
60%
12%
Strongly Believe
Believe
18%
4%
Neutral
6%
Disbelieve
Strongly Disbelieve
in the firm. Therefore, it is natural that if the employees are aware about the advertising
concepts and strategy of the company it helps the firm to develop the business according to
their employees performance and fulfil customers needs accordingly.
Q2. Do you agree the marketing tools influence the company to run low cost
advertisement?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve
Response
20
10
5
7
8
Total respondents
50
50
50
50
50
Response percentage
40%
20%
10%
14%
16%
Axis Title
40%
35%
30%
25%
20%
15%
10%
5%
0%
Response percentage
Axis Title
Analysis:
Marketing helps the firm to develop the business in the contemporary ground and perform,
according to fulfil customers needs and demand. In this context, the marketing tools help the
company or the business organisation to act effectively in the market and fulfil the marketing
objectives. The DAGMAR model of advertising is appropriate to analysis and justifies this
view properly. According to this model, the commercial message of the company first aware
the customers and then influence them in such way that they take action to purchase the
product from the market.
Therefore, the marketing tools help the company to promote the objectives positively in the
market and get the foremost position in this commercial ground. It also help the company to
identify the key factors provide all necessary information about peoples preferable media in
the contemporary society and their function to capture it for their product promotion. It also
assists the company to promote the product effectively despite of its advertisement cost and
others.
Q3. How far you agree these factors are able to enhance the business of the company?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve
Response
16
9
7
8
10
Total respondents
50
50
50
50
50
47
Response percentage
32%
18%
14%
16%
20%
2nd Qtr
3rd Qtr
4th Qtr
9%
10%
59%
23%
product, place, promotion, physical environment and others factors help the product to run
positively in the market. Therefore, it also natural that if the company is able to maintain all
these during the product promotion, then it definitely develops its business in contemporary
ground.
Q4. Do you agree effective advertisement develop the market nature?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve
Response
26
8
4
6
6
Total respondents
50
50
50
50
50
Response percentage
52%
16%
8%
12%
12%
20%
10%
0%
Analysis:
Advertisement is the strategy that helps the firm to promote the product in the market and
make profit from it. On the other hand, it also helps the firm to develop their business in the
contemporary market ground. According to AIDA model of advertising, this visual image
attracts customers to watch the product and take necessary information from it. Then show
their interest and create a desire to purchase the product and ultimately take the action to
purchase it from the market. Therefore, it is natural that if the company make or create
innovative advertisement in its system then it will help their business growth.
In this context, this view analysed about the role of advertisement to develop the growth of
the company. Advertisement plays an effective role in this contemporary era to develop the
business of any firm. It has the capability to attract people and provide all necessary
information regarding the material. The innovative idea reflected through and effective
advertisement helps the company also to promote their culture and ethics. It influence
customers and inspire them to be attached with them.
Q5. Do you support that advertisement and marketing has an effective relationship?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve
Response
20
12
2
9
7
Total respondents
50
50
50
50
50
50
Response percentage
40%
24%
4%
18%
14%
Believe
Disbelieve
Strongly Disbelieve
Neutral
14%
40%
18%
4%
24%
preferable products by acquiring the information from the advertisements. Therefore, it can
conclude that the marketing and advertisement has a relation to develop the business of a
firm. If a firm is able to promote the marketing strategy effectively by using a proper
advertisement then it definitely grasps its targeted customers in this sector and beat its rivals
as well.
Q6. How far you agree this relation help the firm to fulfil their business goals?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve
Response
20
10
4
8
8
Total respondents
50
50
50
50
50
Response percentage
40%
20%
8%
16%
16%
Table 9: Advertisement and Marketing relation help the firm to develop business
Axis Title
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Chart 8: Advertisement and Marketing relation help the firm to develop business
Findings:
In this view majority of employees provide their positive impact that reflects that effective
advertisement and marketing strategy help the company to develop the business and beat its
rivals. 32% employees go to against this view as they think that performance of the firm,
product quality are also the necessary component to develop the business of any firm.
52
Analysis:
The business goal of a firm is made up with the marketing objectives. Any firm in the market
first make their business goal and then plan their marketing strategy to achieve the goals
properly from the market. It reflected that if the firm is not able to judge the contemporary
marketing environment properly then it will become as hindrance to fruitful the marketing
goals in the market. Therefore, it is necessary for the firm to analyse and judge the market
nature first and then plan proper marketing strategies that help to achieve the business goals.
Advertising is one of the key marketing strategy that reflect the way to the company to act
according to achieve the market goal. Marketing mix model and DAGMAR model are
appropriate to justify and analyse it properly in contemporary market basis. Advertisement
projects all these elements in the contemporary situation and attracts customers to purchase it
from the market positively. It naturally develops the market of the company and helps them to
achieve the business goal.
Q7. How far you agree low cost advertisement not affected companys market position?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve
Response
25
9
2
6
8
Total respondents
50
50
50
50
50
53
Response percentage
50%
18%
4%
12%
16%
Table 10: Low cost advertisement not affected the companys business performance
Response percentage
18%
4%
12%
16%
Chart 9: Low cost advertisement not affected the companys business performance
Findings:
50% employees support the view while 18% strongly support this. 4% remain silent in their
stance and almost 25% people disbelieved that low cost advertisement not affected the
business performance of the firm. The positive view reflect that the company must focus on
the direct marketing technique and satisfaction of their customers needs and demand while
other believe that high cost advertisement has the ability to perform well and attract more
customers to purchase the product.
Analysis:
Advertisement cost is another issue for the marketers as it reflect the attraction of people in
this contemporary era. It noticed that if the company is able to promote their product
effectively in the market, therefore, they need proper advertisement for their product
promotion. In this situation, it is necessary for the company to plan a proper advertisement
for their business development.
Technologically rich advertisement has the ability to attract customers towards the product
but it does not mean that low cost advertisement has no effect in this contemporary ground.
Low cost advertisement also has a big impact on consumers mind. In fact low cost
54
advertisement has the capability to attract customers to purchase the product from the
contemporary ground and also able to identify their needs. It focuses on direct marketing or
word to mouth marketing that help the company to directly know about customers
preferences and their tastes. The direct marketing has the capability to make their customers
happy and satisfied by providing them qualitative product.
Q8. Do you believe low cost advertisement is able to identify customers need properly?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve
Response
18
8
5
10
9
Total respondents
50
50
50
50
50
Response percentage
36%
16%
10%
20%
18%
Table 11: Low cost advertisement is able to identify customers need properly
Strongly Believe
18%
36%
Believe
Neutral
20%
Disbelieve
10%
Strongly Disbelieve
16%
Chart 10: Low cost advertisement is able to identify customers need properly
Findings:
It reflected that 52% employees of the company believed that low cost advertisement is able
to identify customers preferences and needs as it focus on the direct marketing. On the other
hand, the 38% employees strongly disagree the view as they focus on high cost
advertisement in the contemporary market.
55
Analysis:
Low cost advertisement focus on direct advertisement or word to mouth marketing.
Definitely it helps the company to identify the needs and demands of their customers directly
from the market. Direct marketing means commercial message pass from people to people. It
has a link with Social Network analysis theories as it helps the company to deliver their
business message to the all ground of the society and all classes of the people.
In case of high profitable advertisement, it is not easily accessible by the lower class people
in the society. Therefore, to reach the total sector in the market, it is necessary for the
company to focus on the direct marketing that helps them to deliver their business message to
the all classes of the society and develop the growth of their production.
It also helpful for the business organisation as it helps them to provide their goods in low
price by maintain its quality. In low cost advertisement, the company is able to access the raw
materials direct from the suppliers and then sell it to the customers in low price. Therefore, it
is natural that low cost advertisement is able to identify the needs of customer properly.
Q9. Do you aware about the marketing strategies of Primark?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve
Response
16
8
4
8
14
Total respondents
50
50
50
50
50
56
Response percentage
32%
16%
8%
16%
28%
10%
5%
0%
sell it to the customers in low price. Thats why the customers can able to get qualitative
product in their affordable price. Undoubtedly this unique strategy helps the company to
develop their business in the contemporary market and create the brand loyalty among their
customers.
Q10. How far you agree these strategies help the company to beat its rivals?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve
Response
22
12
4
8
4
Total respondents
50
50
50
50
50
Response percentage
44%
24%
8%
16%
8%
Table 13: Marketing strategies help the company to beat its rivals
Axis Title
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Chart 12: Marketing strategies help the company to beat its rivals
Findings:
24% employee believe it and 44% employee strongly believe the view that focus on the
statement marketing strategies of company help to beat its rivals in the contemporary
position. 16% employee goes to against this view on which 8% employee strongly disbelieve
it. It reflects that not only the marketing strategy but also the product quality, companys
assurance and performance influence the customers to influence by the product.
58
Analysis:
The company can differ itself by the strategy and marketing objectives in the contemporary
ground. It reflects that if the company is able to promote their proper marketing strategy in
the market then it will help the company to develop their business in the contemporary
ground of marketing. It is the aim every company to plan their strategy in such way that help
to make difference from others and provide a unique idea to the class of the people. In this
situation, it is the duty of the company to make their marketing strategy unique and effective
in nature.
In case of Primark, the company is able to identify the basic needs and demands of people
and act according to fulfil it properly. Therefore, the company planned a certain strategy in
their system to capture the market position and make their brand name among the customers.
Marketing mix model is helpful for the company to analyse the strategy properly.
expand its business effectively in the contemporary ground. In this context, as the main
motive of the company is to promote their customers qualitative product in affordable price,
therefore, the direct marketing tool is applicable in this situation to identify the needs of
customers and act according to satisfied their demands.
The company is able to satisfy their customers in this social context and therefore, it is
possible for them to create the brand reputation in the market. Undoubtedly it will help the
company to expand their business in the contemporary ground and make profit from it. These
unique strategies also help the company to sustain in the market and beat its competitors.
Q3. Does the company able to make powerful relation between marketing and
advertisement?
The company promote their business objective through implementing powerful marketing
strategy in the market. It also noticed that these marketing strategies able to fulfil in this
contemporary ground by creating proper advertisement on it. Proper advertisement is helpful
for the marketers as it reflect all kinds of necessary information to the customers regarding
the product.
It helps the people to access all of this information through effective advertisement and
inspired to purchase the product from the market. However, it reflects that the company is
able to make a powerful relation between marketing and advertising in the contemporary
ground and also make profit from it. The proper advertisement strategy also helps the
company to develop the business in this contemporary ground.
Q4. What is the main reason of the company to run low cost advertisement in market?
The company provide customers qualitative clothings in low price. It is possible for the
company as they purchase bulk amount of goods direct from the suppliers and then sell it to
their customers. Therefore, it cost low in nature. If the company spend more money in order
to advertise their product effectively in the market then it increases per amount of product
cost. Therefore, it is not possible for the company to provide their customers qualitative
product in low price.
As the company gain their brand value in the market by providing their customers qualitative
product in low price, therefore, f the company run expensive advertisement the product cost
will increase and the company also lost their targeted customers in the market.
60
4.4. Summary:
In this chapter, data analysis and findings, it reflected that the researcher has able to fulfil
the findings of previous research work in this chapter and able to make a link between them.
The previous research work deals with the effectiveness of advertising on the contemporary
market and its influence regarding changing the behaviour of customers. In this research
work, the researcher is able to prove the impact of advertisement by projecting the theories
AIDA, DAGMAR and analysed this in the quantitative context. The management decision
and discussion also help the researcher ton analysed the collected secondary data properly.
61
5.1. Conclusion:
The research work reflect the cause and effect of advertisement is the market and in this
order, it also try to find out the cause and reason behind why Primark not running
expensive advertisement in the market. Throughout the analysis, it explained in detail that
the company assure to its employees to provide qualitative product in low cost. Therefore,
it is the duty of the company to maintain it in order to promote their brand loyalty among the
customers and get the foremost position in the market. The business strategy of the
company has planned this way to fulfil these market objectives. The company now get
their top position and able to beat its rivals in the contemporary sector.
The reason of not running expensive advertisement also clear through analyse the market
objectives of the company. In this research, the researcher also able to fulfil the all research
objectives that made to find out the cause and effect behind the advertisement cost. The
researcher used various tools, approaches, design to fulfil these objectives properly.
Ultimately, the researcher proves that the retail company Primark not run expensive
advertisement in their system otherwise they will not able to provide qualitative product in
the market.
the publics preferences in a particular product. Through this marketing technique, the
company is able to pass their business message to the all class in the society. As the company
Primark is focus mainly to rural class area of the market, therefore, expensive advertisement
is not appropriate to promote their products in the market. It increase the per unit product cost
that make a hindrance to the growth of the company. Therefore, the company should keep
focus on their product marketing and keep the assurance that they form to commercialise
their material in the market. The AIDA and DAGMAR model of advertising help the
researcher to fulfil these objectives properly by analysing it. However these models help the
researcher to choose the deductive approach of research and analysis it in the postpositivism philosophical manner in order to provide an accurate idea to the people of the
society.
Objective 2: To assess the relationship of advertisement and marketing
The researcher wants to assess the relationship of advertisement and marketing. In this
research work, the researcher has linked this objective with primary data question 4, 5 and
6 of quantitative analysis and 3 of the qualitative analysis. Advertising and marketing has
co-relation in the contemporary world. Their function has great demand in this contemporary
marketing sector. It helps the company to advertise their product in the market effectively and
provide a commercial message to their customers through it.
Marketing is the process to commercialise the product in market while advertisement helps
the company to commercialise it by providing the customers a commercial message. In this
case, it is necessary for the company to use these both tools in such a way that seems helpful
for their business growth. The marketing and advertisement both help the company to
promote their product and also develop their business in this sector in a perfect way.
Marketing Mix model helps the researcher to analyse and fulfil the marketing objectives
properly.
In case of Primark, the company want to provide their customers qualitative product in low
price. Therefore, it is the duty of the company management to promote their product in such
way that helps them to deliver their business message all the customers in the society. The
company mainly purchase bulk amount of goods directly from the suppliers and then sell it in
low cost to their customers. Thus the customer of the company is able to get qualitative
product in low price. It is not possible in such a smooth way if the company not
commercialise their business message properly in the market by using a proper advertisement
63
tool. The company use directs marketing technique to sell their product effectively in the
market and thus they develop their business area properly in this competitive ground.
Objective 3: To investigate the reason behind the promoting low cost advertisement
The researcher here wants to investigate the reason behind the promoting low cost
advertisement in the market. In this research work, the researcher has linked this objective
with primary data question 7 and 8 of quantitative analysis and 3 of the qualitative
analysis. The company provide their customers qualitative product in low cost. As the
company provided their customers cheap products, therefore, the company select low cost
advertisement in their product promotion.
The low cost advertisement help the company to maintain per unit product cost low and sell it
to their customers properly. If the company run high cost advertisement then it increase per
unit of product cost and therefore, it is not possible for the company to provide materials in
cheap price. However, in this case it is noticed that the low cost advertisement does not
hampers companys reputation in the contemporary market. As the company already get their
brand reputation, therefore, customer has faith in it. The brand loyalty of the company is able
to create the faith on customers mind.
The AIDA and DAGMAR model of advertisement helps the researcher to fulfil it in a proper
way. The AIDA model helps the researcher to analyse the every components of the company
properly in the market. It reflects the way to attract people and influence then by projecting
the commercial data to them. It reflects the company first attract their customers, then create
their interest in and make a desire on the product.
Ultimately the company is able to influence their customers to take action for purchasing the
product from the market ground. In this context, DAGMAR model of advertising reflects the
relation between marketing and advertisement in this contemporary ground.
However,
through these models and analysis, the researcher is able to fulfil the research objectives
properly. The quantitative data analysis and qualitative ones also placed as the supportive
document for this analysis.
Objective 4: To evaluate the strategies of advertising in product marketing
The researcher wants to evaluate the strategies of advertising in product marketing. In this
research work, the researcher has linked this objective with primary data question 9 and 10
of quantitative analysis and 4 of the qualitative analysis. The company Primark has taken
64
some strategies that help them to promote their product effectively in the market and create
brand loyalty on their customers. The company mainly focus on the direct marketing strategy
to commercialise their product in the market. It can analyse by some steps; first- the
company provide qualitative products in cheap price. Second- the mainly promote their
product for the rural people of the country. Third- the company has emphasised on
customers satisfaction. However, the each point reflects the reason behind to choose the
direct marketing technique of the company Primark.
The first reason reflects that if the company focus on high cost advertisement then it will
affected their product cost and they are unable to provide their customers qualitative goods in
low price. So the company will lose their targeted customers and also the position in the
market. Second point reflected that the company mainly promote their product for the rural
class people of the society. Therefore, it is necessary to give importance in their necessities
despite of providing importance on luxury.
Third point reflected that the company focuses on employee satisfaction. Therefore, it is
necessary for the company to provide importance on the need and necessities of the
customers. In this contemporary world, the company is able to do all these things and this is
the marketing strategy of the company that proved in this objective linking. The all models
have explained in the literature review chapter give the path to the researcher to analysis it
properly.
Problem 1: Low cost advertisement not able to attract the urban customers of the
society
Analysis of this problem: The Company run low cost advertisement to attract mainly rural
people in the society. Therefore, they choose the low cost advertisement in their product
65
promotion. However, in this case, it noticed by the researcher that this low advertisement is
not able properly to deliver their commercial message to the urban area of people and not
provide a perfect fashion sense to them in this contemporary age.
Recommendation for it: In this case, the recommendation is to promote and give importance
on the online marketing as it is helpful for them to advertise their product effectively in the
market.
Justification for this recommendation: Now the inline marketing concept gets the
popularity and therefore, if the company is able to do it then it helps the company to reach the
global market. The online marketing concept also helps the company to advertise in low price
and maintain their product price.
Analysis of this problem: The Company purchase direct raw material from their suppliers
and the sell it to their customers. Therefore, the company is able to promote their product in
low price to the customers. In this case, it noticed that the bulk amount of production created
ecological degradation in the society. The massive collapse in Bangladesh is the prime
example for it.
Recommendation for it: The Company should produce eco-friendly clothings that help the
company to reduce the ecological degradation and maintain the environment clean and
healthy.
Justification for this recommendation: The eco-friendly production will help the company
to produce things according to keep the company safe and develop its business.
Analysis of this problem: The Company purchase large amount of goods from the market
and therefore, they produce bulk production in this sector. It increase the labour cost and
therefore the company also criticised in the market to keep child labour for increasing
productivity.
Recommendation for it: The company should focus on the specific need s and demand of
their customers and produce things according to fulfil it.
66
Justification for this recommendation: It will help the company to reduce the labour cost
and also safeguard the environment.
67
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Appendix:
Appendix 1:
Store Name:
Age:
Store Address:
Contact No:
Department:
Total respondents
50
50
50
50
50
Q2. Do you agree the marketing tools influence the company to run low cost
advertisement?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve
Total respondents
50
50
50
50
50
Q3. How far you agree these factors are able to enhance the business of the company?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve
Total respondents
50
50
50
50
50
74
Total respondents
50
50
50
50
50
Q5. Do you support that advertisement and marketing has an effective relationship?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve
Total respondents
50
50
50
50
50
Q6. How far you agree this relation help the firm to fulfil their business goals?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve
Total respondents
50
50
50
50
50
Q7. How far you agree low cost advertisement not affected companys market position?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve
Total respondents
50
50
50
50
50
Q8. Do you believe low cost advertisement is able to identify customers need properly?
Options
Strongly Believe
Believe
Total respondents
50
50
75
Neutral
Disbelieve
Strongly Disbelieve
50
50
50
Total respondents
50
50
50
50
50
Q10. How far you agree these strategies help the company to beat its rivals?
Options
Strongly Believe
Believe
Neutral
Disbelieve
Strongly Disbelieve
Total respondents
50
50
50
50
50
Appendix 2:
Date:
Store Name:
Address:
Contact No:
76
Q2. Do you agree these tools help the company to expand its business?
Answer:
77
Q3. Does the company able to make powerful relation between marketing and
advertisement?
Answer:
78
Q4. What is the main reason of the company to run low cost advertisement in market?
Answer:
79
80