Research Proposal - Consumers and Advertising

Topics: Qualitative research, Sample, Sampling Pages: 5 (1282 words) Published: March 16, 2013
Research Proposal – BC2001
Is there a relationship between advertising and the effect it has on consumer’s purchasing decisions? Introduction
The proposed research that will be conducted will be based on the impact advertising has with consumer’s behaviour. Advertising impacts everyone all the time and is constantly reminding consumers of their brands and the message that they are trying to portray. With the constant increase of competitive products, organisations have adopted many advertising strategies to benchmark against their competition and to attract a wider consumer audience to their products. Advertisements are used to capture consumers attention and make them want to purchase their products or interpret a specific message. The idea behind the research question is to see how advertisements affect consumers purchasing decisions and to see whether the advertisements have been structured to embrace customer loyalty. Advertising is used to attract consumers to the product and want them to purchase, while many other marketing techniques are used to drive the product towards the consumer. Advertising has been used to create a personality for a brand, being able to communicate on a common level with consumers. Many consumers believe that they are unaffected by advertisements, by pursuing this project, advertising will reveal how well it affects consumers purchasing decisions. Research Aims

The aim of this research is to investigate how different platforms of advertising can cause an effect on consumer behaviour to their brand. Below are the aims of the advertisements that will be explored. * The advertising platforms and media

* Advertisements and their life-span
* Consumers characterisations and their market
* Consumers wants and needs
* Consumers reactions with relation to promotional advertisements that occur * The concluding influence that affects consumers purchasing decisions Research Objectives
1. Analysis the different types of advertisements
2. Research on how effective advertising can be on sales/profitability 3. Examine consumers reactions to a product or service due to advertisement 4. Study different approaches on how advertising can be made more effective 5. Identify a link to consumers personality and perception on advertising 6. Explore the relationship between different advertising media platforms and the demographical features of consumers

Literature Review
The American Marketing Association defined advertising as “any form of non-personal presentation or promotion of ideas, goods or services, by an identified sponsor.” Similarly, Bovee stated that "Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."(1992). It is important to know that advertising comes in many forms and is constantly attempting to attract our attention to the message being portrayed. There has been much debate about how much advertising can affect consumers. Many articles are based around how advertising boosts sales, the links between the mental issues related to advertisements. For example many authors have looked at how advertising affects the mental state of consumers, e.g. the awareness, attitude towards the brand and the memory. All these affect the consumer before it affects their behaviour towards advertising. There have been several debates that have been reviewed, taking consideration of how the presence of advertisements affects the purchasing decisions of consumers. This research will focus on the positives and negatives of advertising regarding consumers purchasing decisions. Methodology

Data Collection
The proposed research that will be implemented will be a mixture of qualitative and quantitative. The research design chosen is descriptive. This is because we can examine consumer’s behaviour towards advertisements without affecting...
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