15-06-2012, 05:01 PM
A STUDY ON EFFECTIVENESS OF INNOVATIVE ADVERTISING WITH REFERENCE TO VODAFONE -ZOOZOO
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INTRODUCTION
Advertising has played a major role in consumer marketing, and has enabledcompanies to meet communication and other marketing objectives. Typically, advertising is used to inform, persuade, and remind consumers. It importantly reinforces their attitudes and perceptions. Advertising has been a target of criticism for decades. Advertising has been hailed as a capitalistic virtue, an engine of free market economy, and a promoter of consumer welfare. Its detractors on the other hand accuse it of an array of sinsranging from an economic waste to purveying of harmful products, from sexism todeceit and manipulation, from triviality tointellectual and moral pollution (Mittal, 1994). Advertising is seen by many as athreat to the cultural identity and self realisation of many developing countries: it brings to many people alien ethical values; it may deviate consumer demands indeveloping countries to areas which can inhibit development priorities; it affects andcan often deform ways of life and lifestyles (Mac Bride, 1980). Advertising isconsidered unethical when it degrades rival’s product or substitute product, givesmisguiding information, gives false information, conceals information that vitally affects human life (e.g., side effects of drugs), makes exaggerated claims, is obsceneor immoral or is against broad national interest. While comparative advertising may be considered legal and its widespread use may have granted it acceptance, the debateon whether or not it is ethical, still continues. There is no unanimity amongadvertising professionals and marketing clients regarding such questionable practices.However, all agree to one aspect that while considering the question of unethical practices, the focus must be to safeguard the interest of buyers at the micro level and the society at the macro level as their satisfaction is the key to the marketing success. The criticism has been related not only to its intended effects on society, but also to its unintended effects. Whereas criticisms of advertising have generally originated from the highest socio-economic classes since the earliest days of the modern marketing era and before, lower and middle class people have historically been more positive toward advertising. This critic and positive attitude evolves completion each other.So in order to stand above your competitors your advertisements will have to be innovative, creative and really out of the box. Innovative advertisements being a memorable ad makes one really interact with life itself and are connecting to in an emotional way.These advertisements are most likely to remember simply because customers have never seen them done before.
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RESEARCH MEHODOLOGY
This chapter presents description of research topic, research problem, variables, research design, universe, unit of study, setting of the study, sampling, methods of data collection, statistical tools used, pilot study &limitations.
TOPIC
A Study on effectiveness of innovative advertising with special reference to Vodafone .
RESEARCH PROBLEM
OBJECTIVES
*General objectives
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*Specific objectives
VARIABLES
(a)Dependent variables
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(b)Independent variable
RESEARCH DESIGN
Research design a blueprint for conducting a study that minimizes control over the factors that could interfere with the validity of the findings or it is a conceptual frame work within which the research is to be conducted.
A non experimental design using descriptive approach was used to conduct the study.
UNIVERSE OF THE STUDY
UNIT OF THE STUDY
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SETING UP OF THE STUDY
SAMPLING
METHODS OF DATA COLLECTION
(1)Primary data
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(2)Secondary data
STSATISTICAL TOOLS USED
DEVELOPMENT AND DESCRIPTION OF TOOL
PILOT STUDY
Pilot study is a careful empirical checking of all phases
From the collection of data to their tabulation and analysis.
The purpose of the pilot study was
• To find feasibility
• To make improvement and modification in the research plan before the main study is attempted.