  An
Analysis into the Importance of Advertising in the Retail Industry
(2012) The
retail industry has undergone rapid and major changes during the past
two decades providing ongoing challenges to many retailers such as
Marks and Spencer. To combat this, organisations such as Marks and
Spencer are forced to assess and change their business models to
accommodate modernisation, stiff competition and difficult economic
conditions. Most of these changes have brought competition affecting
the nature and performance of various retailers in the UK as well as
abroad; the media inspired by technology has changed the nature in
which retailers reach consumers with developments such as advertising
products and services on internet. Changes in economy as well as
society lifestyle where by consumers demand and expect more from the
sellers force retailers to further improve the quality of their
respective products and services even better ways of communicating with
these consumers so they can respond quick and buy their stuff amid of
the highly competitive tensed retail environment. Advertising has the
potential to increase consumer’s awareness through
information
making them acknowledge product offerings as well as other important
updates that will be beneficial to the public. However, this will
largely depend on strategies used in advertising which
determine
the rate upon which the consumers or the public will respond, meaning
if done poorly, it will be costly and lead to losses instead of
financial gains arising increasing sales and profits that can be
inspired with the influence of advertising. The literature review and
questionnaires played a vital role in gathering necessary information
to find out how Marks and Spencer will benefit from its advertising
campaign as well as the cost, constraints and responses from
participants.
The key objectives of this dissertation are to address Marks and Spencer decision to invest in advertising and the reasons will be explained in detailed manner to examine whether;
Chapter 1: Introduction Problem field Research Motivations Economies of scale Strong brand relationship Profits Image Demand Brand name Market share Cost Introduction and Background Background Research and Objectives Objectives Chapter 2: Critical Literature Review Introduction to the Chapter SWOT analysis Porter 5 forces PESTEL analysis What is the aim and importance of advertising to Marks and Spencer? Awareness Communication Preference Market share Communication and Information Competition Differentiation Demand and sales Educative Strategic implementation Billboards Newspapers Magazines Television Radio Internet Chapter 3: Research Methodology Research goals Data collection Questionnaires Reliability of questionnaires Validity of questionnaires Sampling Sampling methods Reliability, validity and limitations of sampling Reliability Validity Limitations of sampling Ethical considerations Chapter 4: Findings and Data Analysis Findings Data analysis Microsoft excel data presentation Chapter 5: Recommendations and Conclusion Recommendations Customer needs Information Competition Technology Conclusion Appendix Section References & Bibliography How To Order 1. Select reference number market0067 from the dropdown list 2. Click the PayPal button 3. Click the "Click Here" button on the PayPal page to submit your credit/debit card payment 4. We will email your chosen dissertation in PDF format within 24 hours |
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