Research Title: A critical analysis on the impact of newspaper advertisements on brand preference
Table of Contents
Brand loyalty has been a significant issue for the mobile industry. Brand loyalty is where an individual buys products from the same manufacturer repeatedly rather than from other suppliers (Palmer, 2012). Brand loyalty, in marketing, consists of consumer’s commitment to repurchase or otherwise continue using the brand and can be demonstrated by repeated buying of a product or service, or other positive behaviors such as word of mouth advocacy (Kotler et al., 2014). The source here is the use of newspaper used for advertisement for enhancing brand preference among customers. It is the most significant tool introduced in the workings of the organization (Buttle and Maklan, 2013). The subject of the topic covers the outline of a newspaper advertisement for Vodafone, United Kingdom to increase brand preference among customers.
1.2 Background of the research
The research will contain the factors and elements of brand preference in the functioning and operation of the organization. As per Cardwell (2010), the use of the newspaper for an advertisement increases the brand preference among customers discussed in the study. The research based upon the working of Vodafone . in the circle of the United Kingdom along with the factors and channels of advertisement used by the organization to promote the relation maintained between the company and its customers. The impacts of the issues that arise in the research regarding the topic showed in the context of the study.
1.3 Aims of the Research
The aims of the research are to cover the role of a newspaper advertisement in the increase of brand preference among customers in the corporate organization Vodafone. Then, the study will recommend Vodafone on how it can improve its newspaper advertisement to improve its brand preference among customers.
1.4 Objectives of the research
1) To study the use of newspaper advertisements by Vodafone
2) To study the brand preference for Vodafone
3) To critically analyze the impact of newspapers on brand preference
4) To provide suggestions for Vodafone on how newspaper advertisements can be used for an improved brand preference
1.5 Questions of the research
1) Is newspaper advertisement is effective in Vodafone?
2) Is the brand preference for Vodafone is effective?
3) What is the impact of newspaper advertisement on brand preference?
4) How can Vodafone improve its newspaper advertisement to improve brand preference among consumers?
1.6 Significance of the study
The ground of the research relies upon the subject of brand preference and its utilization in the working and functioning of Vodafone in the circle of the United Kingdom. The factors and the issues that are faced in maintaining the relationship with the customer shown in the content of the study along with the illustrations upon the strategy used for the implication of brand preference in the management of the organization (Hansal et al. 2010)). The issuing of advertisement with the use of newspaper stated in the context of the study for promoting the customer relationship to satisfy the customers and to be in touch with the customers to make the research of the company easier.
1.7 Research Hypothesis
H0: There is no impact on brand preference from newspaper advertisements
H1: There is an impact on brand preference from newspaper advertisements
1.8 Chapter Summary
The segment of the study brings out the factors and key elements that are the significant part of brand preference and it highlights the importance of using newspaper advertisements in the promotion of brand preference among customers. The aims, objectives and questions focused here will bring out the detailed data relating to the research topic in the further segment of the study.
The assessment of the subject of the topic in regards to the collection of data and the methods used to collect the data are shown in this segment of the study. It is the review of the researcher upon the topic of the research as per the data collected. The topic is relating the advertisement done with the help of newspaper in regards to enhancing brand preference among customers of an organization. The research is carried upon the circle of Vodafone covering the strategies implemented by Vodafone in the sector of brand preference among customers (Kumar and Petersen, 2012). The section on brand preference will be shown in the context of the study with the relation of the newspaper advertisement.
2.2 Use of Newspaper advertisement in Telecom Companies
Lehmkuhl et al. (2014) opine that newspaper considered as the best source of advertisements in the United Kingdom as it reaches a huge number of people and is very convenient in passing the information in regards to the products and services that launched in the market. Therefore, a Telecom Company like Vodafone also takes the aid of a newspaper to promote its brand by the issue of advertisement in the newspaper. Apart from promotion, Vodafone also uses the source of newspaper to engage in maintaining the relationship with its customers by providing the information that is required by the customers of Vodafone…………….