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Research Proposal (suggested areas to address) Student name: MUHAMMAD WAQAS KHAN KHATTAK Student Number: 1106163 Proposed

field of study: Advertisement/Marketing Provisional Working Title: What is the role of advertisement in daily customer life Introduction: Advertisement is the Description or presentation of a product, idea, or organization, in order to induce individuals to buy, support, or approve of it. The role of advertisment in daily customer life is that every where advertisement is present we see and hear a lot of adverstiment on TV ,on billboardsdin newspapers and also in public trasport.In this era it is impossible that customer imagine without a advertisement . Advertisement is a exact way ot procedure for improve a business's reputation to acheive it's target.with the help of advertisment the company acheive his aim and comany going towards the way where they achive his goals of target.Through advertisment the company can communicate easily to the customer means advertisement is the best way to communicate with everyone.Advertisment aware and informs the customers about new product that new producy available in the market and these different new product is very useful to them.Advertising is for everybody like kids,young,and old. Avertisment is most important for customers.The customer watching and hearing and reading differnent advertisment on televison or a newspaper or a radio channels without the advertisment customers didn't know and imagine about new products.with the help of advertisment customer's take a lot of advatages means customer's are the people who buy the product which are avialable in the market it's means that advertisment plays very important role in daily customer life.If a company not advertised his product then no customer will come to buy this product because customers didn't know about this product if this product is available in the market because customer's didn't know about the prodct benfits that's why customer's not buy this product.So it's imortant that product will be advertised.The advertiment also help the people to find best quality products for themselves and their kids and family.The customer's also know about the different range of products and they are able to compare the products rates and buy that product which are in the range of customer.Thus advertisment is important for the custmer in daily life. Advertisement is very important for seller and companies producing the prodcts.It's means that advertisement also play a very imporatant role for seller and companies.Becuse if the company advertise his new product so the company incrase his sales with th help of advertisment.With the help of advertisment company introduce a new product in the market so with the help of advertisment people aware about the this new product which company lauch with the help of advertisment so the consmer comes and try this product. Advertising is important for the all peoples in the world Advertising also helps educating people.Advertising deals some social issue like child labour, girl child killing, smoking, family. The main aim of advertisment is to attract all the customer's attentions towards the new products which are launhed by the company and then make you to buy this product whether you like or dislike that.

What are the Aims and Objectives?

The aims of the research are to explore the impact of advertrisements on a customer's daily life. How his life changes with the advertisement. The impact of advertisement can be positive or negative. To identify the role of advertisements in the awareness of customers about existing products. To examine the influence of advertising on consumer buying behaviours To explore the impact of personality used in advertisements on consumer behavior.

What is already known about this topic? Preliminary (literature review) The role of advertisement changes unto what the organization wants them to do. There where times that an organization use the advertisingto help them survive from the impacts of economic trends. Still, the economists views that the advertising plays a significant effect on the consumer behavior. And in a long process, the advertising can lead the organization to competition. Based on the understanding regarding the advertising, the approach rooted in the organizations search for the right answer on the effects of the competition. Consequently, the accepted basic role of the advertising is to provide the consumers with the right amount of information regarding the product or services, which is related to the objective of the competition and that is to deliver the consumer satisfaction. In this view, the level of advertising affects the consumer who is the focus of the organization (Park, 1996). Based on the previous studies regarding the consumer behaviors, there are three influential factors that affect the consumer decision when buying. They are enumerated as external influences, internal influences and the marketing influences in which the advertising, product promotion, and pricing technique are found. Definitely, the marketing activity such as advertising affects both internal and external behavior of the consumer. Most especially, the consumers perceptions are influence through the exposure such as seeing an advertisement; attention which means that the consumer recognizes the advertisement; awareness which is common if the advertisement involves some humor; and the retention that keeps or stays in the mind of the consumer (Chen and Lee 2005). Advertisements also affect the knowledge by giving information, attitude, personality, lifestyles of the consumers, and the culture of the consumer. The concept of advertising makes it possible to involve the consumers which greatly affect the buying decisions of the consumers (Tsai, Liang, and Liu, 2007). What the research by Lautman and Hsieh (1993) who studied four alternative creative tactics shown is that not all of the creative tactics were effective. One possible reason, according to the author, is that some of these techniques were 'too creative'. They required the consumer to expend mental effort drawing inferences and implications. They also necessitate consumers' close attention to a stimulus within a medium where typical viewing behaviour is passive and little active information search and processing can be expected. Thus they concluded that what worked best were the techniques that were the most simple and direct. The Conceptual Framework based on theoretical literature reviewed in the preceding section shows that Creative Strategy and Creative Executions are two factors that determine Creativity in Advertising. Further, it is evident that the use of any form of appeal in ads is one aspect of Creative Execution. The working of a Key Advertising Message common to all food products - Good Taste - under different creative tactics were studied by Lautrnan and Hsieh (1 993). 46 different commercials representing six manufacturers were evaluated. The results indicate that only some of the visual and verbal creative elements explicitly aided in the communication of a 'good taste' message. It was also determined that a positive affective taste reaction was more likely to occur if a consumer recognized a good taste' message to be the main point in the commercial

The scale of brand equity measures four core dimensions: perceived quality, brand loyalty, brand awareness and brand associations. Perceived quality is defined as a subjective judgment made by the consumer regarding the excellence or superiority of a product (Zeithaml, 1988). The measurement scale is developed with reference to Aaker and A lvarez del Blanco(1995), Lassar et al.(1995) and Yoo et al.(2000). Brand loyalty plays an outstanding role in generating brand equity, not only because of its capacity to keep customers loyal (Aaker, 1991; Grover and Srinivasan, 1992), but also because that customer loyalty extends to other brands in the companys portfolio (Cebollada, 1995). In this study, brand loyalty refers to the overall commitment of being loyal to a specific brand. The measurement scale is developed with reference to Aaker and A lvarez del Blanco(1995) and Yoo et al.(2000). Brand awareness measured as the consumers subjective perception-level of the brand. High levels of brandname recognition are those that present the brand with a high degree of brand awareness. Liking towards the brand itself can influence liking for the brand (Hawkins, Best &Coney, 1992). However according to study by Biehal, Stephens and Curlo (1992)whether consumers like or dislike an ad does not necessarily lead to brand acceptance or rejection. So, even though consumers may like the ad that they see, it does not necessarilymean that they will go out go out and buy the brand advertised.Usually the consumer uses their attitude towards the ad (Aad) in brand choice equaled that attitude towards the brands Advertisers must remember that advertising messages are interpretend differently between different genders (Maldonando,Tansuhaj & Muehling, 2003; Hogg & Garrow,2003; Putrevu, 2001).Prevoius study have proven that females were more likely toengagae in elaboration than men (Maldonado & Muehling, 2003). Hogg and Garrow(2003) found that women paid more intention about the details of the characters of an adwhen asked to analyze advertising messages. They said that this may be explained by thefact that females have a greater tendency than men to consider external information andinformation related to others. Women are comprehensive processors who try to gather all available information about the product The second component of advertising is personality used in commercials. The results indicated that the personality used in commercials of particular brands of soap had the greater impact on consumers (Langmeyer & Shank, 1994; Cacioppo, Haugtvedt & Petty, 1992) According to social learning theory models are most effective stimulus and people change their attitude towards some objects after watching a model (Bandura, 1977, 1976, 1973 & 1965; Bandura, D, Ross & S. A. Ross, 1961) Advertisers often use or hired celebrities to endorse brands, services and organizations. Athletes speak against drug use among young people; movie actresses endorse various kinds of beauty aids. Of course the purpose is to have consumers who hold positive attitude towards a source (the person making such favorable statements about an object) to develop a positive value association between the source and the object (Brown, 1965). Results also revealed that the keyword caption used in commercials also had great influence on consumers. Keyword / captions are used in commercials as an influential and attention gaining components. Captions like (the new); (the improved) and (better than ever) attract the attention of consumers for life long period of time. It was also clear from results that there was a significant relationship between persuasion and keyword / caption of commercial. So it means that in order to fulfill the needs of innovations of consumers, advertisers repeat the same brands with these effective captions (Englis, 1994; Schmitt, Tavassoli, Millard, 1993). . It was also revealed from results that persuasion due to keyword / caption was gender free. But these findings are not inline with the results of another research which revealed that male and female consumers are influenced by key word/caption of the advertisement differently (Naikzad,

2009). To make advertisement more persuasive advertisers use taglines at the end of an ad to summarize the essential point of message in a memorable way such as (Lux star jagay). According to Kiechel (1993) although only whit-collar jobs are portrayed in advertisement but still it had equal impact on all income groups. It could be explained, as consumers were not influenced by the repetition of commercials unless the advertised product seemed satisfactory tothem. Ray (1973) gave the think-feel-do model, which described that consumers approached a purchase situation using a sequence of response instead of being influenced by the repetition of advertisement. Marketers should not expect continuous positive change among consumers from increased repetitions of a commercial. At some point message wear out occurs. Here, the positive effects of repetition diminish because of audience boredom, inattention and increased cognitive response activity that is less positive in content than the message. Similar findings were gained from previous researches (Munch & Swasy, 1988, Cacioppo, Petty & Quintanar, 1982, Calder & Sternthal, 1980, Cacioppo, Petty, 1979, Miller, 1976). It can be inferred that moderate level of repetition of advertisement over time appears to influence attitudes positively Print advertising has been an area of concern for many years.Businesses have realized that advertising is an effective way to draw in consumers and dramatically increase profits. Advertising images are used as a means to create sensation and provide information about services or products that a specific company offers to its consumers. The very cleaar advertisements in our everyday interaction with media raises many critical concerns for scholars.The popularity of mediated resources such as fashion magazines, television and the Internet has made it easier for agencies to project advertisements.The consumers of these resources are often young women. Researchers have debated on the number of advertisements consumers view on a daily basis; however, the average is most likely in the thousands.Due to this staggering statistic it is extremely important that scholars critically evaluate advertisement campaigns. Advertisements often include idealized body images and a skewed depiction of gender.According to Shields (1997), the persuasive images that are presented in advertisements have a direct correlation to how social identities are constructed and maintained in our society. Why is this work important? (What contribution to knowledge originality is involved?) This work is important becuause after the research the reasercher will be able to identify the different behaviour of the customer's which will enable the advertising agencies to change there methods according to the customer's behaviour's and they can also used the strategies which can bring postive behaviour to customer's daily life.Advertisment's serve's as a knowledege media for the customer's as it improve's the customer's awareness about the exidting product's and current situation through which the customer's caan improve there life styles.

How will this work be conducted? (Methodology & sources of data) The main objective of my Rearch are the role of advertisement in customer life for this purpose a self design questioner will be used as a tool for collecting the primary data.Two different grocery market Madina cashing carry and Pakiza super market.Questionaer will consist of 10 different questions concern with the customer's daily life and these questioner will be distrubted among the 50 customer's 25 in each super grocery market and the data collected will be analyze later.Secondary data will be coolected through the internet gerneral articals and reaserch paper's.The Pakizah and Madina cash and carry are located in the BD8 Bradford.

What are the anticipated outcomes? After the complition of research there will be possibilty of identify the impact of advertisment in customer's daily life.There will also the possiblity that in advertisment thye personlaity may leave some influece on the customer's daily life style's which can be positive or negative.

What is the proposed plan of work? (Target dates and deadlines) 13/02/12 01/03/12 15/03/2012 to 15/05/2012 16/05/2012 to 17/06/2012 18/06/2012 to 19/07/2012 20/08/12 Proposal submision Re submission Data collection Litrature review Analyzing of data Submission of Derstation

What ethical issues does this work raise? (Please ensure that you complete the ethics form to submit to your supervisor once your proposal is successful) During the research the resarcher follows the ethical procdures that will not effect the research .The respondend will not be intended participate in the process.The responded should be made aware of the importance of his contribution in the process. Bibliography; Park, D., 1996. Advertising and the Meaning of Competition [Online] Available at: http://www3.ntu.edu.sg/nbs/sabre/working_papers/24-96.pdf [Accessed 17 March 2010] Chen, W., & Lee, C., 2005. The Impact of Web Site Image and Consumer Personality on Consumer Behavior, International Journal of Management, Vol. 22, No. 3. Tsai, M., Liang, W., & Liu, M., 2007. The Effects of Subliminal Advertising on Consumer Attitudes and Buying Intentions, International Journal of Management, Vol. 24, No. 1 Shields, V. (1997). Selling the sex that sells: Mapping the evolution of gender advertising research across three decades.Communication Yearbook, p.71-109 Zeithaml, V. A. (1988) Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence, Journal of Marketing, Vol. 52, July, pp. 222. Yoo, B., Donthu, N. and Lee, S. (2000) An examination of selected marketing mix elements and brand equity, Journal of the Academy of Marketing Science, Vol. 28, No. 2, pp. 195 211. Morgan, R. P. (2000). A consumer-oriented framework of brand equity, International Journal of Market Research, 42, 6578. Grover, R. and Srinivasan, V. (1992) Evaluating the multiple effects of retail promotions on brand loyal and brand switching segments, Journal of Marketing Research, Vol. XXIX, February, pp. 7689.

Aaker, D. A. and A lvarez del Blanco, R. M. (1995) Estatura de la marca: Medir el valor por productos y mercados, Harvard-Deusto Business Review, No. 69, pp. 7487. Lassar, W., Mittal, B. and Sharma, A. (1995) Measuring customer-based brand equity, Journal of Consumer Marketing, Vol. 12, No. 4, pp. 1119. Cebollada, J. (1995) Lealtad, competencia entre las marcas y estrategia de marketing. Una aplicacion a un mercado de productos no duraderos, VII Encuentro de Profesores Universitarios de Marketing, ESIC, Barcelona, Spain, pp. 287294. Hawkins, Del I., Best, Roger J., and Coney, Kenneth A 1992., Consumer Behavior: Building Marketing Strategy, McGraw-Hill Irwin Publishing, Boston, 2004. Biehal, G., Stephens, D., & Curlo, E. (1992). Attitude toward the Ad and bran choice. Journal of Advertising, Vol xxi (3), 19-36. Hogg & M.K,,Garrow J,(2003) Gender,identify and the consumption of advertising.Qualitaive Market Research:An International Journal,6,(3). Maldonado, Tansuhaj och Muehling (2003), The impact of gender on ad processing: a social identity perspective, Academy of Marketing Science review, 3 Langmeyer, L., & Shank, M. D. (1994). Does personality influence brand image? Journal of Psychology, 128, 129- 131 Cacioppo, J. T., Haugtved, C. P., & Petty, R. E. (1992). Need for cognition and advertising: understanding the role of personality variables in consumer behavior. Journal of Consumer Psychology, 1. Bandura, A. (1976). Social learning theory. Morristown NJ: General Learning press. Bandura, A. (1973). Aggression: A social learning analysis. Englewood Cliffs, NJ: Prentice-Hall. Bandura, A. (1965). Behavior modification through modeling procedures. In L. Krasner & L. P. Ullman (Eds.). Research in behavior modification. New York: Holt. Bandura, A., Ross, D., & Ross, S. A. (1961). Transmission of aggression through imitation of aggressive models. Journal of Abnormal and Social Psychology, 63, 575-582. Brown, R. (1965). Social psychology. New York: The Free Press. Englis, B. G. (1994). Global and multi-national advertising. New Jersey: Lawrence Erlbaum Associates Naikzad, Z. (2009). Effects of advertisement on male vs female buying behavior. Karachi: Preston University. Kiechel, W. III. (1993). Fortune. USA: Unknown Publishers. Munch, J. M., & Swasy, J. L. (1988). Rhetorical question, summarizations, frequency and argument strength effects on recall. Journal of Consumer Research, 48, 78-92. Cacioppo, J. T., & Petty, R. E., & Quintanar, L. R. (1982). Individual differences in relative hemispheric alpha abundance and cognitive responses to persuasive communications. Journal of Personality and Social Psychology, 43, 623-636. Calder, B., & Sternthal, B. (1980). Television advertising wearout: An information processing view. Journal of Marketing Research, 17, 173-186.

Cacioppo, J. T., & Petty, R. E. (1979). Attitudes and cognitive response. Personality: An International Journal, 1, 103-128.

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