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Sample Dissertations

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Economics Dissertation Property In A Multi-Asset Portfolio

How The Role Of Property In A Multi-Asset Portfolio Has Been Affected By The Credit Crunch

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The existing literature argues property’s role in a multi-asset portfolio to be a means of risk reduction opposed to a method of returns. However, with the recent credit crunch having an adverse effect on the property market, this study will look into the affect it has had upon property’s role. To reach this finding, a combination of primary and secondary data will be used. The secondary data was obtained through a literature review and the primary data from interviews and a questionnaire. The findings were that the credit crunch has left the UK property in a position where it can offer investors opportunity to make capital gains and a secure income through rents. This has led to property’s role now being mainly focused on returns but still included as a means of risk reduction.

multi asset dissertation Economics Dissertation Property In A Multi Asset Portfolio

multi-asset-dissertation

In a multi-asset portfolio an investor will likely include property to diversify and better their overall returns. However, with property values falling, it is likely investors were wishing to pull out of this asset class, cut their losses and venture elsewhere due to their risk adverse attitudes. A negative correlation when comparing property with stocks and bonds makes the later pair appears the way forward. Reason being; they should theoretically be outperforming the current property market rectifying diversification in a multi-asset portfolio. If investors make this decision and reduce the amount of real estate, levels of diversification will decrease, increasing specific risk. The chance of disposing their property is extremely slim however because of property’s illiquidity being further extenuated by a market downturn. Property is evidently not offering the attributes investors’ want, yet they are unable to dispose of this unwanted asset. This puts investors in a very difficult situation of being left with a depreciating asset in their multi-asset portfolio. A possible solution to this would be identifying potential emerging markets, such as Latin America and India, which may offer the desired benefits currently unattainable in the UK. So with property still existing amongst UK fund managers’ portfolios the role it now offers must be determined. This dissertation will be based on three key assumptions namely:

  • Investors’ main reason for including property in a multi-asset portfolio is to reduce risk
  • Due to the poor performance of property in recent years, investors are reducing the property exposure in a portfolio and replacing it with more traditional methods such as bonds
  • Even with the recession being a global problem, certain investors feel there are still benefits from international property investment

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Business Dissertation Financial Crisis in Greece Economic Revival

A Review of the Current Financial Crisis in Greece and Potential Opportunities Arising From an Economic Revival

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In 2008, the world witnessed economic turndown of the most dangerous nature since the Great Depression of the 1930s. It began in 2007 when high home prices in the United States turned downward that spread quickly to the entire US financial sector and then to financial markets globally. The overall casualty in the United States included the biggest insurance company, the entire investment banking industry, the largest mortgage lender, two of the largest commercial banks and the largest savings and loan. The impact of downfall in the United States had a huge impact globally and specifically the European countries. The worst hit country by financial turn down was Greece. Greece even before joining the Euro was living beyond its means. After adopting single currency, public spending soared. Between 1999 and 2007, public wages increased by 50%, faster than most of the countries in Eurozone. The government also hosted 2004 Athens Olympics and piled up debt. The debt in Greece kept soaring till the point where the country was no longer able to repay its debts. Greece was forced to ask for help from the IMF and European parts in the form of massive loans. This research analyzes the global financial crisis and its impacts on Greece. It analyzes the austerity measures taken up by Greece and its impacts on the country. The research analyzes the bail outs that were granted to Greece to save the country from defaulting. IMF, World Bank and European Central Bank helped Greece by providing loans along with strict austerity measures by the economy of Greece had continuously shrank and the situation is not getting any better.

Greek Economic Crisis Dissertation Business Dissertation Financial Crisis in Greece Economic Revival

Greek-Economic-Crisis-Dissertation

Dissertation Aims and Objectives

  • Analyzing the current financial crisis in Greece
  • Analyzing if there is any opportunity present in Greece for economic revival
  • Proposing a plan for revival of Greece’s economy

For analyzing the financial situation of Greece, secondary data was used for extensive and in-depth analysis. The secondary research data sources included books, case studies, articles and literature review. With this methodology, the research investigated and analyzed the weaknesses and strengths of steps that were taken in Greece in order to counter the financial crisis. The analysis revealed that it was the poor taxation policies and economic structure that contributed to the worsening financial situation of Greece. The research revealed that IMF and World Bank played significant role in order to take the country out of this worst situation. Although the austerity measures are being implemented in Greece by cutting employment, increasing taxes and lower wages but the impact haven’t been staggering as the austerity measures in the country led to social disruption. The riots and strikes triggered in Greece due to higher taxation, recession and cut backs on pays.

The research revealed that if Greece defaulted, it will deeply affect the German and French economies that hold 70 percent of debt. IMF and World Bank have asked Greece to take more austerity measures such as cut down high costs of labor along with instituting key tax reforms. The country might raise the VAT to 25% at all their purchases including homes, cars etc. The research provides recommendations for the revival of Greek economy. The recommendations include the maintenance of sovereign debt of Greece before 2020, write off or reduction of Greek debt and issuance of GDP lined warrants to investors and creditors. The research also applies the findings on Bank of America that went through similar financial crisis in the wake of 2008 financial crisis where Bank of America was on the verge of defaulting and was saved by the government with the largest bailout amount in history.

Did you find any useful knowledge relating to the financial crisis in Greece in this post? What are the key facts that grabbed your attention? Let us know in the comments. Thank you.

Essay Social Media Influence In Consumer Decision Making

Social Media Influence In Consumer Decision Making

Abstract

The impact reference groups or social connections have in an online marketing environment, on the product purchase decisions of consumers is analyzed in this article. The influence of social media in the decision making process of consumers is investigated, and the influence of the strength of social ties on the final decision are discussed. The article discusses theories and concepts related to social relations, social media, and consumer purchase decision making process. To understand the impact social media has on consumer purchase decision, interview is conducted with micro and macro business owners using Facebook business pages, and having over 50 fans for their fan page. To analyze the data statistical analysis, and descriptive analysis methods are used. The research concludes that a strong tie in social relations serves to influence the purchase decision making process of consumers positively. To create a successful business by adopting an online marketing strategy, building strong social relations is important.

Research Overview

Social scientists have for a long duration highlighted the importance of group membership when it comes to determining individual or group behavior. The fact that individuals act according to a reference frame produced by groups to which they have widely been accepted has been perceived as a sound premise for some time. Marketers have widely accepted the construct of a reference group as critical in at least some forms of consumer decision-making. With the growth of the internet, and online marketing, social media is becoming an indispensable part in everyday lives of people. People are social beings, and at present, consumers are participating in activities like sharing experiences, knowledge, and opinions online. They also take part in online discussions to share their experiences with a product or a service.

The speed with which information transfers has increased with the electronic word of mouth growing more rapidly. Positive recommendations and discussions online have the potential to bring in increased business volume for firms in a short time. There is also the probability of a negative complaint online that can cause mistrust in a service or a product. A new form of social communication has been made possible by online media. Groups or individuals who might never meet in person are able to influence consumer behavior and their purchase decisions. The increasing use of social media is evident from the growth in online population using social network sites. Facebook the leading social media website has observed 23% growth in its user population during 2013, with 1.1 billion users making use of the site each month.

This study investigates the influence of reference groups online brand and product purchase decisions by looking at the interrelations between forms of product use conspicuousness and forms of influence from reference groups in social media. Consumers have a wide access to different types of social media, tools, and platforms. Social media significantly impacts the process of information sharing amongst individuals in the online shopping environment.  Through this research, the role played by social media reference groups in forming strong or weak relationships with consumers that can influence the consumer decision making process are investigated.

Problem Statement

The study proposes to investigate the relationship between the social media influence of online users, the behavior intentions of consumers, and the role of social media influence in consumer decision making process. The strategy of information search online is adopted by consumers to reduce the risks involved in a purchase decision. Increasing technological advancements lead to ease of information access. Consumers can easily obtain information about services or products through social media before making a purchase. This research is focused on making both practical and academic contributions. Academically, it serves to bridge the gap between consumer decision making and the influence of social media reference groups in forming weak or strong relationship with consumers. Practically, social media marketers benefit from the research results. They can gain a deeper understanding of an online shopping consumer’s decision making process.

social media market dissertation Essay Social Media Influence In Consumer Decision Making

social-media-marketing-dissertation

Research Questions

Research questions to be explored to investigate the social media phenomenon in online shopping are;

  1. What are the characteristics of social and online influence groups and references?
  2. Personal and demographic factors like gender, age,  education, and profession have an influence on information shared through social media. Their experience and prior knowledge influences their level  of social influence.
  3. What are the ways through which information and ideas travel through such a reference group or an online community?
  4. The credibility of the source depends on the reference group and the way in which information is conveyed. An understanding of how information or ideas travel through the reference community helps in identifying factors that have a high level of influence      on consumer decision making.
  5. What are some forms of ties or connections do consumers have to other consumers in the communities?
  6. Consumers form ties in the online community, resulting in the establishment of a reference group or community. By investigating in what ways and how such communities are formed, social media marketers can leverage their online advertising campaigns.
  7. How is consumer decision making influenced by social media reference groups and communities.
  8. Social media reference groups, and communities  alike, are proposed hypothesized to play a major role in the purchase decision of consumers.

Research Aims and Objectives

The research aims to investigate the ways in which social media influences consumer decision making during an online purchase. The various ways in which a social media group or community is used as a reference, the ways through which such groups or communities are accessed, and ways in which information is accessed from these groups by consumers are investigated. Main objectives of research are;

  • To identify the ways in which social media has established a source of power and leveled the playing field for consumers?
  • To investigate in what ways leaders of these reference groups or opinion leaders develop in online communities or any other reference group.
  • To analyze what some of the roles of social capital play when it comes to value of the social communities created on social media?
  • To offer recommendations to social media marketers on how reference groups and communities can be leveraged to their firm’s advantage.

Rationale for Research

The results obtained from this research could offer considerable evidence on the influence social media has on online marketing. The overall process of consumer decision making while making an online purchase decision, combined with the influence of social media helps managers reduce risks involved in social media marketing, at the same time offering recommendations on the ways in which they can increase their online credibility. Research on social media marketing is relatively new in marketing research. Negligible research exists on interrelating social media marketing and its influence in the consumer decision making process. This research focuses mainly on online shopping, social media, and reference group influence on consumer decision making. So, the theoretical contribution of this research helps fill in the gap in previous literature.

Research Methodology

Business pages created on Facebook are the central tool and the key research methodology is action research. Action research involves making systematic observations, and collection of data, that can be used to solve problems, and improve professional business practices. Micro and small businesses are focused. Data is gathered through interview and by using questionnaire. Facebook pages created by small entrepreneurs are used to create a fan base for their small enterprises. As the page continuous to grow and increase in size when it comes to the fan base of about 50 to 60 users data is to be conducted, mainly by carrying out semi- structured interviews.

The research design is action, qualitative research oriented with the conviction that reality is virtual created by factors of socio- economy. Primary data is gathered through semi- structured and open interviews. Data regarding the experiences of the entrepreneur while using and adopting social media like Facebook is focused upon. Secondary data is generated by the recording transcripts from the weekly training and interaction with the participants to understand their requirements and experiences. Tertiary collection of data is carried out through virtual ethnography by carrying out internet-based interviews through Google talk, chat, Skype and blogs.

Dissertation Structure

To ensure research meets its aims and objectives, clear research questions and research focus are developed first. Analysis of theories and concepts is done in the literature review part. Here theories and concepts relevant to social media as a marketing tool, and consumer decision making process are explored. Research methodology is developed based on literature review, and research aims. This gives a detailed outline of the research methodology to be employed for data collection. The research approach, philosophy, choices, ethical issues and methodologies are explained. Analyzed data gathered from semi – structured interview, and research findings are presented in based on which, conclusion discusses the research concisely, using which suitable recommendations are offered.

Conclusion

The way in which consumers make purchase decision has changed with the advent of social media. Rather than waiting for messages or advertisements giving information about a service or a product from companies, consumers are now seeking information on social media directly. Online community has the greatest amount of influence, especially on online shoppers. Research proposes to investigate the characteristics of online communities and reference groups involved in social media. The ways in which such groups influence the consumer decision making process is explored. For data collection, semi – structured interviews are conducted with online micro and small business entrepreneurs making use of social media tools like Facebook and blogs.

I hope you enjoyed reading this post on social media and how it affects consumer decision making. There are many other titles available in the marketing dissertation collection that should be of interest to marketing students and practitioners. There are many dissertation titles that relate to other aspects of marketing such as branding, corporate advertising, marketing strategy and consumerism to name a few. I would be grateful if you could share this post via Facebook and Twitter. Feel free to add your thoughts in the comments section. Thank you.

Dissertation Effectiveness of Human Resource Management Practices

Effectiveness of Human Resource Management Practices at RMC Global

In this era of global competition, the importance of Human Resource Management practices in the context of organizational performance has been realized to a great extent. In last few decades, great research has been conducted in the field of HRM and its relation to organizational performance. The researchers have found a strong positive relationship between human resource practices and enhanced organizational performance. Primary purpose of this research was to investigate the relation between human resource activities and organizational performance at RMC Global Company. Data was collected through mail questionnaire sent to employees of HR department of RMC Global Company, UK. 51 filled responses or questionnaires were received and utilized in the analysis of this study. Overall research methodology of the study was based on onion model presented by Sounders. According to analysis, employees believed that they are provided an opportunity to participate in decision making, of business which affected their performance. Findings of the study show a positive relationship between human resource practices and organizational performance. It depicts that RMC employees participate in innovative technologies to a great extent in order to contribute positively in the organizational performance. Further, the findings can draw a roadmap for the managers of UK insurance companies in order to appreciate the efforts of human resources to get sustaining competitive advantage in the industry. In conclusion, HR practices have positive relation with the organizational performance. However, it is recommended that RMC Global Company should provide employees with more conducive and learning environment. Entire HRM activities should be executed in a best way in order to enhance the organizational performance. Aims and objectives of the study have indispensable importance and define various implications of this study, its beneficiaries, as well as the study outcomes. The main aim of the study is to examine how HR activities impact on performance of RMC Global Company.

Dissertation Objectives

  • Identification and investigation of various aspects of human resource management
  • Investigation of the impact of HR activities on individuals’ performance at RMC Global Company
  • Examination of the impact of HR activities on RMC Global Company’s performance
  • Suggesting of an effective implementation plan of HR practices to future performance of RMC Global Company and other insurance companies

All of these objectives are specific, measureable, reliable, attainable, and actionable that will contribute to the enhancement of RMC Global Company’s performance. These will also help the RMC Global Company to gain enduring growth in insurance sector.

Human Resources Dissertation Effectiveness of Human Resource Management Practices

Human-Resources

As a result of growing forces which appeared in response of rapid change in the business environment, the direction of the policy is steered towards an assortment of reactions between industrial organizations, the rate of technological invention, variation in consumer demand as well as Globalization of markets. Manufacturers are the features that amplified the vitality of the competitive environment within which organizations are required to retort. Today a competitive and efficient human resource is important for the power of organizations that is facing the trials of business. Nowadays, the implication of containing a competitive human resource is equal to the achievement of organizations. An effective and competent human resource would produce productive and quality individuals that will ultimately decrease the difficulties associated with human resource just like absenteeism, turnover and job dissatisfaction of employees. What is meant by human resource management? Actually Human resource management is a philosophy, a policy, practice and a system which can stimulate individuals who are working in an organization. Activities of HRM are composed of staffing, development, performance appraisal, training and compensation management, health and safety as well as industrial relations.

HRM practices are the activities which can inspire the workers also enhance employees’ levels of job satisfaction and organizational commitment. In the early 1980s the Concept of HRM became prevalent, there was growing educational concern in the area of research and concept. Initial models of HRM were mostly conceptual lacking considerable experimental indication for their rationality. Decade of 1990s perceived a considerable change in the concept as experiential research began which initiated the process to probe link between performance and HRM practices. In modern times the research provides empirical confirmation of the relationship among performance and practices of HRM. Many researchers also contain a cumulative concern in the notion of HRM practices as well as the strongest connection among organizational performance and HRM practices. Basically, the concept of HRM surfaced in 80s from out-dated personnel management practices. Typically personnel management was mostly considered a connecting the recital of simple functions of staffing, frequently steered, devoid of concern to other organisational actions as well as devoid of arrangement of administrative objectives. HRM is like a business that is progressed as an allowance of the typical role of personnel in the form of a very operative organisational action. A human resource audit is a single system that is used to assess and evaluates all the activities in the arena of human resource management. Its sub-grouping is not perfect and methods of human resource assessment are not acknowledged evenly in the textbooks of modern times. Though, the literature of the combination of human resource auditing along with some other H.R assessment methods contain indication for the determinations of comparison and discussion.

I Love Study Aids.co .uk  Dissertation Effectiveness of Human Resource Management Practices

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I do hope you enjoyed reading this post on human resource management practices at RMC Global. There are many other titles available in the HRM dissertation collection that should be of interest to human resource management students and CIPD professional. There are many dissertation titles that relate to other aspects of HRM such as employee engagement, HRM Theory, absenteeism, training and development to name a few. It took a lot of effort to write this post and I would be grateful if you could share this post via Facebook and Twitter. Feel free to add your thoughts in the comments section. Thank you.

Advertising Dissertations

Advertising Dissertations

I have been asked by marketing students who have purchased marketing dissertations from our website to write a blog post relating to advertising within the marketing arena. With this in mind, I have taken a couple of hours to construct this post on advertising.

Definitions of Advertising

Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them. Advertising is a means of communication with the users of a product or service. Advertising is bringing a product (or service) to the attention of potential and current customers. It is focused on one particular product or service. Thus, an advertising plan for one product might be very different than that for another product. Advertising is typically done with signs, brochures, commercials, direct mailings or e-mail messages, personal contact, etc.

Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These brands are usually paid for or identified through sponsors and viewed via various media.

Advertising can also serve to communicate an idea to a mass amount of people in an attempt to convince them to take a certain action, such as encouraging ‘environmentally friendly’ behaviors, and even unhealthy behaviors through food consumption, video game and television viewing promotion, and a “lazy man” routine through a loss of exercise.

Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Mass media can be defined as any media meant to reach a mass amount of people. Several types of mass media are television, internet, radio, news programs, and published pictures and articles.

Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers. Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as websites and text messages. Non-commercial advertisers that spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement.

Advertising serves three main purposes:

  1. To get or win new customers.
  2. To increase use of products or services among existing customers.
  3. To help potential customers make a choice among competing brands.

Advertising is the best way to communicate to the customers. Advertising helps informs the customers about the brands available in the market and the variety of products useful to them. Advertising is for everybody including kids, young and old. It is done using various media types, with different techniques and methods most suited. For every organization and every product or service, advertising tends to fulfill a specific goal or objective. Nevertheless on the general front, advertising is a mechanism that fulfills all, some or one of the three major functions:

Firstly advertising has an informing nature – about organizations, about products and services, about the environment, the society, the trends in society and many more aspects of life. This deals with the cognitive context of the target audience in which they grasp the information and channelize it according to their own comprehension and predilection.

Secondly advertising provides the incentives to viewers for them to engage in action. This deals with the emotional dimension of the target audience, which concentrates on touching and persuading the consumers rather than informing and apprising them.

The third function of advertising is to provide constant reminders and reinforcements to generate the desired behavior the advertiser wants from them. This is a particularly effective function in the long run as reminders and reinforcements register in the consumers’ minds, becoming the base on which they shape their future decisions. There are a few reasons for advertising some of which are like this:

  • Increasing the sales of the product / service • Creating and maintaining a brand identity or brand image
  • Communicating a change in the current product
  • Introduction of a new service
  • Increasing the buzz-value of the brand or the company
Advertising Dissertations Advertising Dissertations

Advertising-Dissertations

Types of Advertising

There are types of advertising objectives which are:

  • Informative advertising where the objective is to build primary demand in the introduction or pioneering stage of a product
  • Persuasive advertising where the objective is to build selective or comparative demand in the competitive or growth stage of a product.
  • Reminder advertising with mature products and reinforcement advertising which seeks to assure current purchasers that they have made the right choice.

And there are the following major advertising media types:

  • Print advertising – newspapers, magazines, brochures, fliers, yellow pages, newsletters etc.
  • Outdoor advertising – billboards, kiosks, trade-shows, events etc.
  • Broadcast advertising – TV, Radio, mobile (back-lit) vans or autos etc.
  • Online advertising – Telephone, SMS/MMS, emails, pop ups, banner ads, video ads etc.

Objectives of Advertising

Four main Objectives of advertising are:

  1. Trial
  2. Continuity
  3. Brand switch
  4. Switching back

Let’s take a look on these various types of objectives.

Trial: the companies which are in their introduction stage generally work for this objective. The trial objective is the one which involves convincing the customers to buy the new product introduced in the market. Here, the advertisers use flashy and attractive ads to make customers take a look on the products and purchase for trials.

Continuity: this objective is concerned about keeping the existing customers to stick on to the product. The advertisers here generally keep on bringing something new in the product and the advertisement so that the existing customers keep buying their products.

Brand switch: this objective is basically for those companies who want to attract the customers of the competitors. Here, the advertisers try to convince the customers to switch from the existing brand they are using to their product.

Switching back: this objective is for the companies who want their previous customers back, who have switched to their competitors. The advertisers use different ways to attract the customers back like discount sale, new advertise, some reworking done on packaging, etc.

Advertising Management

Advertising simply put is telling and selling the product. Advertising Management though is a complex process of employing various media to sell a product or service. This process begins quite early from the marketing research and encompasses the media campaigns that help sell the product.

Without an effective advertising management process in place, the media campaigns are not that fruitful and the whole marketing process goes for a toss. Hence, companies that believe in an effective advertising management process are always a step ahead in terms of selling their goods and services.

As mentioned above, advertising management begins from the market research phase. At this point, the data produced by marketing research is used to identify what types of advertising would be adequate for the specific product.

Gone are the days when there was only print and television advertising was available to the manufacturers. These days apart from print and television, radio, mobile, and Internet are also available as advertising media. Advertising management process in fact helps in defining the outline of the media campaign and in deciding which type of advertising would be used before the launch of the product.

The Strengths of Advertising as a Marketing Technique?

Advertising, being an utterly vital segment of the promotional dimension of marketing, has its share of strengths in its role as a marketing technique. There are other elements in the promotional mix as well such as sales promotion, publicity and direct marketing, nevertheless advertising has an exclusive strength to reach a mass audience.

The reach factor is very important that accentuates the significance of advertising in the process of marketing as well as branding. Furthermore advertising is an essential tool to introduce products for the first time in the market. Not only that but it also illustrates any modifications and alterations in the product or service that it is advertising. Moreover it proves to be a very effective source of reminding and reinforcing the impact of its communication of the product, not letting the consumers forget about it. Last but not the least it persuades the target audience and shapes their buying decisions.

Advertising gives companies and businesses the opportunity to build up a brand and an identity. The distinct adverts in both TV and print form are instantly recognizable as the company’s own and give it an identity as a clean, modern and reputable brand. Advertisements need to relate to current trends and sell both a product individually as well as the company as a whole. If an advertisement succeeds at both it can help draw an audience to the product or service and build a relationship between the consumer and company. Establishing this connection should lead to a boost in sales for the business.

AIDA Model: Measurement of Effectiveness of Advertisement

This theory is based on the premise that during a sales presentation, the prospect consciously goes through four different stages: Attention, Interest, Desire and Action. The components of this theory believe that the salesperson should design his presentation in such a manner which takes care of all these stages of the process of selling. The details of these components are as follows:

A: Attention

The salesperson should attract the prospect to his presentation before he actually goes into the details of the same. This is to ensure that the prospect becomes receptive to the presentation.
Here the need for securing attention is must. It’s a fact that usually the prospect may be busy in his routine jobs or daily assignments. Thus, before meeting the salesperson, the prospect’s mind may be engaged in something other than the concerned product, about which the salesperson in going to talk. Unless the salesperson involves the prospect’s mind in the presentation, his total effort may go unnoticed or unregistered. Drawing the prospect’s attention, therefore, is as good as to detach him from other assignments and involving him in the presentation, both physically and mentally, so as to gain maximum from the sales meeting.

I: Interest

Once the salesperson has successfully gained the prospect’s attention, he should maintain the interest of the prospect throughout the presentation. In other words, the salesperson should ensure that the prospect remains glued to his presentation throughout its length and that he does not wander away from the same. The salesperson should be aware of the interest, likes, dislikes, attitude and motivation of the prospect and should proceed with the presentation, keeping in view all the factors.
D: Desire

To create a strong desire in the prospect’s mind to purchase his product is the next important step. The salesperson should consciously try to bring the prospect into this stage of readiness on the point of buying his product. He should concentrate on projecting the benefits of his product to the prospect. He should go even to the extent of presenting benefits according to the motivation of the prospect. The salesperson should also be prepared to anticipate the resistance to his sales presentation in terms of objections or questions from the prospect. Not only that, he should be prepared with several answers and explanations to the anticipated objections.

A: Action

Once the salesperson has been successful in taking his prospect through the three stages, he should induce them into actually buying the product. Sometimes even after going through the three stages of Attention, Interest and Desire; the prospect may still have some doubt or some disinterest which will stop him from taking the final decision of actually buying the product. Hence, it becomes an important task for the salesperson to help his prospect in taking the final decision. At this stage; the salesperson tries to push the prospect into a situation to take a decision; and the deal is closed skillfully and successfully. This is what is expected of a salesperson in this stage.

Importance of Advertising

Advertising plays a very important role in today’s age of competition. Advertising is one thing which has become a necessity for everybody in today’s day to day life, be it the producer, the traders, or the customer. Many companies rely on advertising these days to boost sales of their products or services, to build a connection with their audience and to create competition with their rival firms.

Advertising is important for the customers

Advertising plays a very important role in customers’ life. Customers are the people who buy the product only after they are made aware of the products available in the market. If the product is not advertised, no customer will come to know what products are available and will not buy the product even if the product was for their benefit. One more thing is that advertising helps people find the best products for themselves, their kids, and their family. When they come to know about the range of products, they are able to compare the products and buy so that they get what they desire after spending their valuable money. Thus, advertising is important for the customers. Current consumers can also be kept up to date with the latest products and services available to them.

Advertising is important for the seller and companies producing the products

Advertising plays very important role for the producers and the sellers of the products, because:

  • Advertising helps increasing sales
  • Advertising helps producers or the companies to know their competitors and plan accordingly to meet up the level of competition.
  • If any company wants to introduce or launch a new product in the market, advertising will make a ground for the product. Advertising helps making people aware of the new product so that the consumers come and try the product.
  • Advertising helps creating goodwill for the company and gains customer loyalty after reaching a mature age.
  • The demand for the product keeps on coming with the help of advertising and demand and supply become a never ending process.

Advertising is important for the society

Advertising helps educating people. There are some social issues also which advertising deals with like immoral labor, liquor consumption, smoking, family planning education, etc. thus, advertising plays a very important role in society.

You will find many dissertations relating to advertising in the marketing dissertation section of the website. Below is a list of some advertising dissertations we have available:

Dissertation – Influence of Advertising on Consumer Behaviour

Dissertation – Advertising and Semiotics as Meaningful Signs

Dissertation – Effects of Advertising and Its Impact on the Consumption of Alcohol by Young People

Dissertation – How Does Zara Sustain Competitive Advantage In Europe Without Advertising?

Dissertation – Creative Advertising versus Direct Marketing

Dissertation – How Does Celebrity Advertising Impact Fashion Consumers?

Dissertation – Effects of E-Marketing and Online Animated Advertising on Consumer Buying Behaviour

Dissertation – Can Mass Media Advertising Increase Consumer Perception To Better Brand Credibility? An Investigation into Coca Cola’s UK Advertising Strategies

Dissertation – Brand Advertising and Celebrity Endorsement: The Impact on Consumer Buying Behaviour

Dissertation – Importance of Advertising in the Retail Industry

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