Research Title: A critical analysis the impact of newspaper advertisements on brand preference. A case study of Carphone Warehouse in the London Area
Table of Contents
1.1 Background of the research.
1.2 Aims and objectives.
1.2.2 Objectives of the research.
1.3 Questions of the research.
1.4 Justification of the study.
1.5 Significance of the study.
1.6 What is the next
2.0 Literature review.
2.1 Use of Newspaper advertisement in business organizations.
2.2 Advantages of Newspaper Advertisement
2.3 Brand Preference.
2.4 Importance of brand preference in business.
2.6 Impact of newspaper advertisement on brand preference.
2.7 Conceptual framework.
2.8 What is next.
3.0 Research Methodology.
3.2 Research design.
3.3 Research approach.
3.4 Data Collection Method.
3.5 Sample Size and Sampling Method.
3.6 Data analysis and presentation techniques.
3.7 Ethical Issues.
4.0 Research structure.
4.1 Research Timetable.
4.2 Research Budget
This chapter gives an outline of the introduction of the proposed research on the chosen topic, where the topic is “Critically analysis on the impact of newspaper advertisement on brand preference, a case study of Carphone Warehouse, in the London area.” Thus, this chapter first focuses on the research background and then defines research aims, objectives and questions. Following these, justification of the proposed study with its significance is discussed focusing on the next chapter.
1.1 Background of the research
According to Kate and Jenni (2014), newspaper advertisement is effective to show the individuality and identity of brands and to provide first-class tickets through the lifecycle of the brand. Marketers including Carphone Warehouse use newspaper ads to increase their brand preferences among customers and to engage them on a long time basis. As Jeffrey and Rajagopal (2014) note, brand preferences refer to the shape of the whole well-known brand among attitudes of potential consumers, which create quality customer brand perception. Customers show buying behavior towards a particular brand when they are happy and satisfied with the brand commitments. Therefore, an emotional and positive context in newspaper ads leads to increased brand preferences among customers (Janssens and Patrick, 2013). However, improving brand preferences and customer engagement has been a challenging issue in the telecom industry including Carphone Warehouse, which has been giving extra pressure on brand management and marketing (David, 2015). Thus, marketers including Carphone Warehouse need to update their newspaper ads focusing on changing customer demand and expectations. As a result, it has been an important factor for the telecom industry including Carphone Warehouse to conduct a study on how they can improve brand preference among consumers through newspaper ads.
1.2 Aims and objectives
The aim of the proposed research is to analyze the role of a newspaper advertisement in the increase of brand preference among customers in the case of Carphone Warehouse. Then, the study will recommend the Carphone Warehouse on how it can improve its newspaper advertisement to improve its brand preference among customers.
1.2.2 Objectives of the research
1) To study the use of newspaper advertisements by Carphone Warehouse
2) To study the importance of brand preference for Carphone Warehouse
3) To critically analyze the impact of newspapers on brand preference
4) To provide suggestions for Carphone Warehouse on how newspaper advertisements can be used more effectively for improving brand preferences among customers.
1.3 Questions of the research
1) Is newspaper advertisement is effective in Carphone Warehouse?
2) How does an improved brand preference among customers affect business performance?
3) What is the impact of newspaper advertisement on brand preference?
4) How can Carphone Warehouse improve its newspaper advertisement to improve brand preference among consumers?
1.4 Justification of the study
An improved brand preference among customers has been a significant issue for the mobile industry. Improved brand preference leads an individual to buy products and/or services from the same manufacturer repeatedly rather than from other suppliers (Palmer, 2014). Brand preferences, in marketing, consists of consumers 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., 2015). Newspaper advertisement is recognized as a significant tool to improve the brand preferences among customers (Buttle and Maklan, 2015). However, it has been a challenging issue for the Carphone Warehouse to improve its brand preferences among customers via newspaper ads. Thus, it has been a key issue to conduct a study on this issue and improve the effectiveness of newspaper ads for increasing brand preferences among customers.
1.5 Significance of the study
The proposed study will focus on the subject of brand preference and its utilization in the working and functioning of Carphone Warehouse. Thus study will support Carphone Warehouse 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. In addition, the outcome of the study will support the telecom industry including Carphone Warehouse to promote customer relations to satisfy customers and to be in touch with the customers to make the research of the company easier. In a word, the proposed study will help the telecom industry including Carphone Warehouse to improve the effectiveness of newspaper ads for improving brand preferences among customers.
1.6 What is next
This chapter will be followed by focusing on the literature review on the proposed research topic and subject in the next chapter, where two particular variables will be focused on- newspaper ads and brand preferences. The key aims of that chapter will be to evaluate the impact of newspaper advertisements on brand preference in the telecom industry.
2.0 Literature review
Collecting and critically reviewing the current literature, theories and models developed overtimes on the research topic and subject are essential and an intraoral part of research work. A literature review is the review of the researcher upon the topic of the research as per the data collected from secondary sources. The research in this study has related the advertisement through newspapers and its impact on brand preferences among consumers. The research is carried focusing on the case study of Carphone Warehouse and evaluating its strategies implemented for newspaper advertisements to improve brand preference among customers. Thus, this chapter critically reviews the literature of the research topics described above in the following sections…………………………