Advertising Media Planning

Advertising Media Planning

Dixons UK: Strength out of Weakness

The much publicized advertising wars between Dixons, the high street shops, and their other online competitors reflect the perceived desires of consumers and the projected benefits of sustained firm-customer awareness. The Dixons.co.uk advertising campaign in 2009 seemed to break a lot of rules in advertising and marketing planning while it actually reinforced, in a rather novel way, some key underpinnings of advertising theory. The campaign ultimately shifted perceived consumer psychology by targeting embedded thoughts and feelings in their reproduction in consumer behaviour through a successful repositioning of Dixon’s in the chain of retailers.  Additionally, the firm ultimately freeloaded the media coverage and the counterproductive strategies and positioning of competitors to its advantage.

The ‘Dixons.co.uk Strength out of Weakness’ case study successfully captures a creative “problem-solving” approach that more dogmatic strategists would have rejected, in exploiting the exceptional circumstances and situation of Dixon’s, which in this case, turned to be its weakest.  Coupled with general strategy in the market for technology, the Dixons.co.uk campaign was audacious in turning the perceived “doggedness” of the firm into its greatest asset in its public presentation and appearance.

The case study’s focus is the “Visit us last” ethos and modus operandi of the 2009 campaign. The concept and phrase is ingratiatingly self-deprecating and deterministic, easy to say, and provocative.  Dixon’s, a popular high-street retailer in London and around the UK suffered from a middle position. Web-sales in electronics were up, but Dixons was losing.  Customers did their own research on tech-products and could alternatively enjoy the more customer-friendly environments of retailers such as John Lewis.  The confluence of these factors weighed heavily in Dixon’s decision to use its implicitly lagging behind competitors (“Visit us Last”) message with competitive pricing.  The sensational response to the seemingly benign phrase proved to be provocative, provocatively fortunate as dixons.co.uk enjoyed both paid for coverage in the London Underground, for example, and unpaid coverage in the media, where dixons.co.uk received the majority of the publicity good or bad sharing the stage with many other competitors.

In many instances, and particularly in the fields of marketing and advertising, “theory” is a pejoratively value laden term.  The logocentric practice of advertising may be theoretically averse (for example, ‘theoretically’ often connotes a thought not in practice, or for example, ‘in theory’ is usually referring to something that should work given abstract paradigmatic assumptions).

Just as advertising as a discipline is particularly concerned with human communication and behaviour, the policies and practices of firms in the branding marketplace are engaged in the same mechanisms. The two would benefit greatly from more dialogue, just as advertising and marketing theory has been enriched through its interdisciplinary framework.  Advertising academics interrogate fields as diverse as Linguistics and International Relations (among many other social and behavioural sciences) for example.  In the case of the former, the perceived structure of human cognition as language (Derrida 1970 18) has enabled advertisers to extend neuroscience research with more qualitative data to the greater impact of marketing plans (Hackley 2010).  In the case of the latter, trends say, for example, in fair trade can be linked to the demographic within the developed country of consumption (Landes 1999).  The attitude of modernity understood by academics is dictated by the forces of modernity (Latour 1991).  These social movements have led to the rise in the branding of brands and parts of brands such as Costa and Starbucks to highlight “fair trade” coffee and other products in response to public opinion (Doran 2009).  Here social movement theories, psychology studies have all had an effect on academic advertising, but in order for advertising to affect these important concepts, a paradigmatic theoretical perspective is necessary. Advertising sciences need advertising, and advertising needs cross-disciplinary creative strategies.

The dixons.co.uk strategy defined the problems facing the ailing firm, and worked with the legacy and assets of its beleaguered position in the electronics retail market, and developed a coherent and creative strategy to attract attention and ultimately purchases.

The result however, of a firm advertising without a creative strategy theoretically grounded, is much like the critique of existing advertising initiatives by the Y & R consultancy firm’s outline for creative marketing strategy:

“Without a [creative] strategy, advertising belongs in the theatre of the absurd provocative, ambiguous, uncertain, interesting but what’s it all about?”

Similarly, Vaughn warns of advertising theory’s marginalization in its nascent stages and encourages inquiry:

If we had a proven theory of advertising effectiveness it would help in strategy, planning, response, measurement, and sales prediction.  We have no such theory.  Empirical ‘proof’ is scattered in numerous company and agency files.  The possibility for a scientifically-derived model of advertising seems remote. (Vaughn 1980). However, ‘maverick’, these marketing tools were effectively promoted, and so provoked public interest, not just in firm-awareness, but even of corporate marketing strategy.  In this instance, dixons.co.uk, however sensational its message, followed a very clear and realistic problem solving approach.  The commonly built upon and processed original Y & R Work Plan (1970) worked from such consultancy advocacy to see its creative and practical benefits.  The dixons.co.uk strategy, as outlined in the case study, involved first assessing the primary problems facing the firm.  For the purposes of this essay, it is necessary to briefly discuss the Y & R Working Plan as its skeletal and theoretically pragmatic approach is consistent with the extension of the dixons.co.uk branding.

The Y & R plan departs from four primary elements.  First is in the statement of the “key fact”, based on an analysis of all ‘facts’ pertaining to the key fact (1).  The plan then defines the problem  (2) marketing must engage with in respect to the key fact.  Thirdly, there must be a “statement of the advertising objective (3) which stems from the problem”.  Finally implemented is a creative strategy (4).

The strategy outlined and documented in the case study shows the very reach and multi-pronged media venues of the program, ‘Strength out of weakness’.  Importantly, it works from the perspective of a creative strategy to overcome very immediate hurdles: Significantly, the group determined “the only realistic way anyone would choose and buy from Dixons UK was if they visited already knowing exactly what make and model they wanted”.  This is not the strongest selling point.

If we determine the key fact is to be that Dixon’s “was passed its 80s heyday”, then the following problem resulting from this must be passed as a heteronomy of factors.  First, Dixon’s perceived strengths must be taken into account.  Dixon’s inventory capabilities were massive.  Since it’s high street shops had gone the way of Curry’s, its main issue was that there were very few prospective customers who came to dixons.co.uk directly.  Dixon’s had to attract customer’s straight to dixons.co.uk, the firm’s fate rested on this.  The advertising objective would be to make dixons.co.uk the most attractive online electronics distributor.  The overflow from traditional retail would follow.  The creative strategy implemented marketing signs, specifically in the London Underground, that exaggerated a consumer’s trip to the lofty auspices, and lofty prices of high street retailers, featuring the most desired electronics, ending the perfunctory phrase with “…and then go to Dixons”. Competitive pricing, highly researched consumers of electronics, and a provocative slogan and ad campaign combined to make this very effective for Dixon’s.  Following from this, a coherent capture:

High street retailers have knowledge, expertise and service, but don’t have low prices. Dixons has low prices but doesn’t have great service, expertise or knowledge. Now get devious. So, Dixons has the low prices and they do the service for us.A transposition of the technology market to the FCB grid developed by Richard Vaughn shows how a firm can augment its own position by using the services and positions of competitors to greater penetrate where venue and product meet consumer.  This was Dixon’s strategy.

FCB Grid Advertising Media Planning
FCB Grid Advertising Media Planning

The figure above is an example taken from Richard Vaughn (1986), “organizing advertising effectiveness for strategy planning” (Vaughn 1980 27).  Consumer electronics can be thought of as “high involvement”, as individual specs cater to the consumers’ needs.  Electronics are also both high think and high feel—high think in that consumers read and try extensively, they research electronics.  However, there are inherent stratifications in the electronics market that can only correspond to “feel”, such as that of a hi-fi stereo system or a sterling-silver washing machine.  Dixon’s positioned itself to wedge these three parts of a triangle through its creative marketing triangle.

The high concentration of billboards and advertisements taken in London’s Public Transport created media frenzy as it replicated in exhibition.“…and then go to dixons.co.uk” urging commuters coming home who do not want to deal with lines at Oxford Circus, and the friends they tell about a peculiar ad, etc.

Interestingly, the “tone” of the advertisement, an especially important characteristic in advertising and marketing theory, challenged common perceptions in how a brand could promote itself, and in so doing, created a kind of feedback continuum of interested traffic.  A simple creative solution was needed. Compared to the $3.4 billion GM spent in 2006 in U.S. advertising (Horsky 2006), the much smaller budget of Dixon’s was proving profitable beyond the wildest imaginations of executives.

Placement in the underground was critical, the case study showed a progressive growth in “hits” in London area ISPs, and the underground was once again shown to be a great marketing vehicle for the right advertising strategy.  In this case, marketing and advertising placement was appropriate for the project, as the buyers of electronics are typically as varied as the professionals and musicians and children that travel the Tube.

The dixons.co.uk media coverage descended—much to Dixon’s advantage—to the dirty depths British presses are capable of.  It dragged in some high names, but always featured Dixon’s as the challenger, the underdog, or else the precocious electronics giant—regardless, people now spoke of dixons.co.uk.  This is and has been a significant issue for firms to develop effective and cohesive advertising strategies. Dixon’s capitalized on “major improvements in the quality of consumer information and the growth of targeted media which allow firms to precisely target according to consumer segments within a market” (Iyer et al 2005 461).  The placement of provocative ads on the London underground for example captured a commuting captive audience’s attention. This broad demographic are all in the market for electronics, it’s efficacy was not in declaring its position, but in reactivating products in the mind and imagination of somebody on the Victoria Line, for example..

“Strength out of weakness” was the perfect campaign strategy. It used Dixon’s entrenched market position and vulnerabilities to its advantage by exploiting its legacy, its inventory capabilities, and it’s resolution from one main problem to one basic fact.  “The only realistic way anyone would choose and buy from Dixons UK was if they visited already knowing exactly what make and model they wanted”. The site was subpar.  Product comparison, review of specs, product and design aesthetics: “This wasn’t just a minor difference communications might be able to gloss over. It was fundamental. By identifying the key facts, understand the problem in relation to these key facts, a creative and effective strategy was promoted.  Dixon’s made a good holiday run and then some on this, consistent even with foundational advertising theory thirty years ago even as it appeared radical.

References

Derrida, J. (1974), Of Grammatology, Johns Hopkins UP.

Doran, C. (2009), ‘The Role of Personal Values in Fair Trade Consumption’, Journal of Business Ethics, Vol. 84, pp. 549-563.

Fill, C. (2009), Marketing Communications: Interactivity, Communities and Content, 5th Edition, FT Prentice Hall.

Hackley, C. (2010), Advertising and Promotion: An Integrated Marketing Communications Approach, 2nd Edition, Sage Publications LTD.

Hauser, J. and Wisniewski, K. (1982), ‘Dynamic Analysis of Consumer Response to Marketing Strategies’, Management Science, Vol. 28, No. 5, pp. 455-486.

Horsky, S. (2006), ‘The Changing Architecture of Advertising Agencies’, Marketing Science, Vol. 25, No. 4, pp. 367-383.

Iyer G., Soberman D., and Villas-Boas, J. (2005), ‘The Targeting of Advertising’, Marketing Science, Vol. 24, No. 3, pp. 461-476

Landes, D. (1999), The Wealth and Poverty of Nations, Norton.

Latour, B. (1993), We Have Never Been Modern, Harvard University Press.

Vaughn, R. (1980), ‘How Advertising Works: A Planning Model: putting it all together’, Journal of Advertising Research, pp. 27-33.

Vaughn, R. (1986), ‘How Advertising Works: A Planning Model Revisited’, Journal of Advertising Research, Feb/Mar, pp. 57-65.

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Corporate Communication Strategies

Corporate Communication Strategies

Discuss the purpose of corporate communication strategies

Corporate communication is the overall effort of an organization to communicate effectively and profitably. For the achievement of set goals of an organization, it depends largely on character and organization’s relationship with its stakeholders such as community, employees, clients and suppliers. Thus, it is a strategic tool for an organisation to have competitive advantage over its competitors. It is used to motivate, inform employees, lead and persuade the clients. Corporate communication strategies should be aligned according to different organisation members who may not necessarily be having the same interests. Below are the purposes of corporate communication strategies. Public information: here communication is described as dissemination of information through the media such as bronchus and newsletters. Two ways symmetric: here is a dialog rather than a monolog, communication efforts are seen in terms of its research based and the use of communication in enhancing understanding with stakeholders. Press a gentry: it tries to gain coverage from mass media. Here information is given and no more information is collected from the stakeholders.

Assess how corporate communications link to corporate objectives

Significant relationship between corporate objectives and corporate communication is evident. The top management should ensure that the corporate objectives are clearly communicated to the lower management through the middle. Lack of effective communication may lead to poor or no strategy implementation. Percentage growth, market share in the market, future revenue targets as well as creating more values for stakeholders are examples of corporate objectives, which helps in running of the organization. This makes the organisation have a strong link between the corporate objectives and the corporate communication.

Analyze the relationship between corporate communication and corporate branding

There is a great relationship between the corporate communication and corporate branding. Corporate branding is the symbol used by corporate to identify itself to its audiences or clients. Corporate branding is important as it helps in creating awareness and act as a reminder of the existence of an organization. It is through effective communication in an organization that will enhance corporate branding. In addition to corporate branding, we need to consider the corporate image, which is the perceived sum of organization such as plans and objectives. It includes management style, services, products and communication activities.

Section 2

Demonstrate how you would plan an internal corporate communication audits

A communication audit is an indicator of a corporate current communication practices and their effectives. A communication audit can cover internal and external communication as separate or both depending on the desired outcome and the objectives of the corporate. An audit points out problems such as information blocks, information duplication and misunderstanding. When planning for a communication audits, formal and informal strategies should be used. For instance use of surveys which is a form of quantities research, use of interviews (qualitative research), analysis and reports and action planning. A communication audit is important in that it helps in highlighting current practices as well as possible lacking elements in an organization.

Explain how you would conduct an internal corporate communications audits

Here we have to consider various steps in corporate communication auditing. Determining key areas to audited. By considering both the internal and the external communications; consider everything from your standard branding pieces such as logos and business cards.

Choose research method. When conduction a corporate communication audits you have to select from a variety of research methods such as online survey, interviews and focus groups. This helps in collecting relevant information.

Collect and evaluate your past communications. Here you have to consider all the types of communications and information passed from the management to the middle and lower management. You need to ask questions like; who were our key audiences? Key messages? Did we reach our clients with the correct information? This helps you in knowing where to start with your corporate communication audits.

Look outward. This is where you focus on the customers and your community. Use questions to analyze your communication from your community and customers point of view. Try to find out what is their perception about your organization.

Look inward. Staffs and volunteers are the most important consideration in this stage. You need to collect their views about your organization’s communication. Ask, what are your reactions of communications during the past year? What could be improved? Did internal documents serve your needs? This helps you to have an overview of what is required of you, Put together a plan for future communications. You need to use your research as the starting point for making a corporate communication audit for your organization.

Corporate Communication Strategies Dissertations
Corporate Communication Strategies Dissertations

Critically evaluate the effectiveness of the current levels of practice in your organisation

In evaluating the level of effectiveness, you need to consider the commitment of the organisation. In terms of commitment, the organisation should be effective in that it ensures that all the objectives of organization are achieved through proper communication.

Another effective practice is the human resource. Through effective communication in the organization, various functions such as section, recruitment, in-services training are taken care off. Administration and finance control. In the running of the organization through effective communication of the set objectives, the management is in a position to control how the finances are used.

Explain how you would conduct an external corporate communication audits

An external communication audit is an indicator of current communication practices in an organization. It gives an organization’s information to the external stakeholders such as the local community, the government, the media, clients and suppliers. When planning for an external corporate communication audits you should consider various factors such as the target audiences. This will help in knowing the type of information you are going to pass from your organization to the target audience, thus enhancing the effectiveness of communication.

Demonstrate how you would conduct an external corporate communication audits

When conducting an external corporate communication audits, you have in use things like signage, posters, newspapers, voice messages and bronchus. The following steps are used in achieving it.

Understanding strategic communication practices. This helps in measuring your communication efforts. You need to ask questions that will help you determine strategic communication practices such as what is your communication vision. In addition, how does it relate to your organization’s mission? Are your communication goals well defined and measurable?

Identify the level of practice. There are various levels of practice such as institutional practices that are routine and improved over a time, Optimized practices are continuously evaluated and improved over a considerable period with sufficient resources.

Access the current performance. Here you need to know the levels of your organization performances through interviewing your audiences, use of focus groups. This helps in understanding where to start and what information to change about your organization.

Identify the areas for improvement. Getting feedback from your audiences, you now have an idea of where to change or improve in the organization. This enhances how communication has been done in the organisation. Here you need to ensure that media coverage is taken care off to pass the relevant information to the target audiences. After all this is done, you need to plan for future communication. This increases the effectiveness of your organization.

Critically evaluates the effectiveness of the current levels of practice in your organisation

As a result of effective communication in the organization there is a great change in practices such as community relation. This is as a result of corporate communication branding and imaging in the organization which helps the organization to change a lot. Through enhancement of communication with the local community; the organization has known the tastes and preferences of the community. Program management is another sector that is effective. Due to communication done with various departments in the organization, programs are run effectively thus enhancing the relationship

Financial management: It is through effective communication in the organization that budget administration is taken care of by knowing what the target audiences need you are in a position to budget well.

Demonstrate how you would plan the development of a corporate communication strategy

Having in mind what you need to achieve, you need to know what your communication plans are by asking yourself the following questions; do you want to improve your organization reputation? Do you want to generate more online or offline news coverage? You just need to lay down your organization objectives. The objectives need to be SMART: specific, measureable, achievable, realistic and time.

In planning your strategy, you need to define how you will achieve you objectives. Your strategy should include a profile start such as; do you want to generate maximum or minimum coverage? By having this in mind you are in a position to have an effective corporate communication strategy in your organization.

Selecting the audiences to influence with a corporate strategy

When selecting audiences to influence your corporate communication strategy you need to consider both the internal and external audiences in your organization. First consider how employees who are the internal audiences influence your communication strategy. What information about your organization do you want to pass to your employees? Consider the external audiences such as the media, suppliers’, clients and how they influence your communication strategy. The information about your organization passed to the audiences should be clear information in order to protect the image of your organization. Both the internal and external audiences influence your communication strategy as you need to know how to deal with them.

Plan appropriate measures to monitor a planned corporate communication strategy

Participatory monitoring and evaluation covers any process that allows all stakeholders – particularly the target audience – to take part in the design of a Project, its ongoing assessment and the response to findings. It gives stakeholders the chance to help define a programme’s key messages, set success indicators, and provides them with tools to measure success. They include problem ranking, surveys and mapping. This helps in monitoring your communication strategy.

References

Hopper M – Organisational Communication Satisfaction (LAP Publishing, 2010) ISBN: 3838317084.

Blundell R and Ippolito K – Effective Organisational Communication: Perspectives, Principles, Practices (FT-Prentice Hall, 2008) ISBN: 0273713752.

Beyerlein M M and Harris C L — Guiding the Journey to Collaborative Work Systems: A Strategic Design Workbook (Jossey Bass Wiley, 2003) ISBN: 0787967882.

Clutterbuck D and Hirst S — Talking Business; Making Communications Work (Butterworth Heinemann 2003) ISBN: 0750654996.

Dawson R — Living Networks: Leading Your Company, Customers and Partners in the Hyper-connected Economy (FT-Prentice Hall, 2003) ISBN: 0130353337.

Daya K T — International Communications: Continuity and Change (Hodder, 2000) ISBN: 0340741317.

McKenzie J and van Winkelen C — Understanding the Knowledgeable Organisation (Thomson Learning, 2004) ISBN: 1861528957.

Preston P — Reshaping Communications (Sage Publications, 2001) ISBN: 0803985630.

Quirke B — Making the Connections: Using Internal Communication to Turn Strategy into Action (Gower, 2002) ISBN: 0566085178.

Quirke B —Communicating Corporate Change (McGraw-Hill, 1996) ISBN: 0077093119.

Stewart J (editor) — Bridges Not Walls; A Book about Interpersonal Communication (McGraw Hill, 2001) ISBN: 007240082X.

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Example Marketing Dissertations

Where Can I Find Example Marketing Dissertations

Writing A Marketing Dissertation

Example Marketing Dissertations – Writing a marketing dissertation will be easier for some university students compared to others, this is probably down to the fact that some students have a better understanding of marketing principles or have more exposure to marketing techniques in general. So what about students who have less knowledge of marketing but intend to complete a marketing dissertation? Having little knowledge of a subject area would deter many students from pursing a research project in a particular field but many see it as an opportunity to broaden their knowledge of a new research field. When I started my undergraduate business degree more than a decade ago, I had little knowledge of marketing principles or how to deploy marketing techniques in a real working environment.

Prior to my studies, I was led to believe that people working in marketing departments designed posters and created TV commercials for a living. I improved my perception of marketing by actually researching and writing marketing related projects. After a couple of years of study, I appreciated how all encompassing the field of marketing actually is, it is not all about poster design or TV commercials – far from it. I hope you gain valuable insight on how to attain quality example marketing dissertations.

If I fast forward to my third and final year of my undergraduate degree, I was at a quandary to what field of study I should select for my dissertation topic. I excelled in economics and business management but I discovered a passion for international marketing and how it has helped transform the global business landscape. I was intrigued by the way large multinational companies deploy contrasting marketing campaigns around the world. A Vodafone marketing campaign will differ across boundaries, a marketing campaign in the US will differ to that found in Asia and Europe. Same could be said of other large MNCs such as Microsoft, Google and Coca Cola. The culture, political make up, demographics and economic environment will determine how successful marketing campaigns are in certain countries, this is where interesting comparisons can be made.

Example Marketing Dissertations
Example Marketing Dissertations

I eventually decided to write my dissertation on international marketing techniques based on a large telecommunications company, I enjoyed writing the dissertation and I learned so much while compiling the dissertation. I would like to share with you how I began my marketing dissertation project and how I used existing literature (journals, books, case studies and articles) to help accomplish my marketing dissertation to a high standard.

Firstly, decide if you want to write a marketing dissertation or a dissertation in another research field, you cannot be in two minds at this point as you will get off to a bad start – this can hold you back and increase stress levels further down the line.

Initial Inspiration

Complementing on what to base your marketing dissertation on can be an arduous decision. Below is a list of pointers that may help you spark your research project into life, there is every chance that you already have your own inspiration;

Analyse what you have previously studied in your degree – Revisit the marketing subject areas you have already covered. You may discover that you have already researched a particular company, industry or technique in great depth. This will get your dissertation off to a great start and you can elaborate on this existing knowledge. During my studies I completed four marketing modules based on a well known telecommunication company, I rigorously researched the culture of this organisation and key members of the company’s management structure. I researched this on a domestic basis but I wrote my dissertation on the same organisation and adopted an international approach, this saved me a lot of time and effort. This gave me added confidence as I felt I knew what I was writing about.

Don’t attempt to write a generic or outdated piece of research. There is nothing inspirational about dedicating an entire dissertation to a defunct company or an outdated marketing technique. You will lose momentum and interest during the writing process and more importantly the person reading your research will switch off. Please avoid this if you can. Look at new marketing techniques and dynamic organisations. There are so many exciting mergers and acquisitions taking place right now and combing this with the social media boom will lead to an engaging research dissertation.

Benefits of Example Marketing Dissertations

Keeping on the Right Track Make sure you have quality reference material at hand. Ensure that the literature you are analyzing is not too dated and relevant to your dissertation. Academic journals and news articles tend to be up to date and you should be able to reference these in your own marketing dissertation. I decided not to include journal entries or news articles greater than five years. You must include key academic publications and marketing models regardless of publication date. This demonstrates that you have identified key scholars, models and publications relating to your field of study. This is important when writing a literature review or if you intend to critique existing literature. Make sure you adhere to your university’s referencing guidelines.

Look at existing literature in your field of study. I focused on key trends within the global telecommunications industry and how intrinsic marketing campaigns play a major role in the success of organisations. I had to look at literature within the information technology arena as well as marketing publications. I also looked at existing example marketing dissertation topics written by students who investigated my area of study. It was interesting to see how they structured and compiled their dissertation. I felt inclined to better their dissertation and to make my dissertation more interesting and cutting edge. Below is a list marketing dissertations I examined while I was writing my own marketing dissertation.

The Influence of Advertising on Consumer Behavior

Consumer Retail Loyalty: An Analysis Into Tesco

How Does Zara Sustain Competitive Advantage In Europe Without Advertising?

What is the Role Played by Social Media in Crisis Communications?

The Effects of Branding Strategy on the Smart Phone Market

An Analysis into the Importance of Advertising in the Retail Industry

A Comparison of the Marketing Mix in a Developed and a Developing Country

Below is a useful list of dissertation writing web pages that will help you construct your own dissertation:

Dissertation Help

How To Write A Dissertation Introduction

How To Write A Dissertation Literature Review

How To Write A Dissertation Methodology

How To Write A Dissertation Data Analysis

How To Write A Dissertation Results And Findings

How To Write A Dissertation Discussion And Conclusions

How To Write A Dissertation Bibliography

How To Write A Dissertation Appendices

How To Avoid Dissertation Plagiarism

Dissertation Tips

I’m sure this blog post will help you kick start your marketing dissertation project into life. The links provided should serve as a guide and give you a good insight into what constitutes as quality example marketing dissertation. Good luck and all the best.

I hope you enjoyed this Example Marketing Dissertations post. Your comments and thoughts are welcomed. Feel free to add more ideas and personal experiences to this post.

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Advertising Dissertation Topics

Outstanding Advertising Dissertation Topics

Advertising Dissertation Topics – Advertising is an interesting and an interactive area of study that is closely associated to the field of marketing. Each year, brands spend vast amounts of money on research and development to find out the characteristic of their target audience and then trying to capitalize on that using cutting edge advertising techniques in order to beat the competition. With this in mind, when you have chosen your advertising dissertation topic you will begin to learn much more about products, consumers, marketing strategy and a wide variety of advertising media. There are other advertising and marketing concepts that may influence the design and content of your advertising dissertation topic. Try to do as much investigative work at the beginning of your dissertation, don’t change your advertising dissertation topic part way through your dissertation as this will prove problematic, you have time constraints when writing your dissertation and this will set you back.

Advertising has evolved so much and it has not stood still. It is safe to say that many advertising strategies used decades ago would not suit today’s fast moving ecommerce driven environments. Modern advertising requirements have seen the introduction of graphic design and media design agencies.

Be mindful that advertising has a wide range of research fields that touches all walks of life around the world. An advantage of writing your own advertising dissertation topic is that you have to follow the conventional rules of advertisement and this will unearth many questions. Why have adverts and advertising techniques changed so much over the past three decades? Why are advertising campaigns from previous eras not as effective as current advertising techniques? Today’s advertising world has been influenced by social changes, globalization, technology, political and cultural developments, it may be worthwhile incorporating these questions into your own advertising dissertation topic.

What is required from an outstanding advertising dissertation topic? Your dissertation needs to be refreshing, on topic, fluid and needs to engage the reader. Don’t deviate away from your chosen advertising dissertation topic. Keep on track, be concise when needed and ensure you adopted the correct structure for your advertising dissertation. What areas can you assess when writing your advertising dissertation topic?

Online Marketing and Advertising on the Internet

Online marketing and the internet is an interesting area to look into. The internet has transformed advertising and it is an important and wide-reaching tool that has become an effective marketing tool for companies around the world. Basing your advertising dissertation topic in this field does have its advantages as there will be copious amounts of research available to you. There is every chance that the available research is up to date and current.

Advertising Dissertation Topics
Advertising Dissertation Topics

It is safe to say that the internet has become the foremost selling tool for businesses, regardless of business size, industry and location. Advertising on the internet is a task that can have a profound impact on a business if deployed correctly and on the other hand advertising can be costly if not performed correctly. There are many examples of failed advertising campaigns for you to investigate along with success stories. The effectiveness of advertising strategy would make an ideal advertising dissertation topic to investigate.

There are many areas of internet advertising you may wish to consider:

  • The rise of online video marketing
  • Subliminal advertising using imagery
  • Comparisons between current online advertising and conventional advertising strategies
  • Implications of Web 2.0 interactive advertising

If you decide to investigate this field it is advisable to examine the aspects of online advertising in depth in order to form a robust advertising dissertation topic. There will be existing advertising dissertation topics for you to critique and this will give you a valuable insight into what is needed to write an outstanding advertising dissertation. Take inspiration from advertising dissertations written by successful university students this is a fundamental principle of our website.

Use of Social Media in Advertising

Social media is used heavily in the modern advertising world. It is rare for any business to launch an advertising campaign without the use of social media. Social media is used as an interactive toolset to communicate with an audience. You may wish to base your advertising dissertation topic on this field of study. Examining how social media interactive tools such as Twitter, Facebook, LinkedIn, Google+ and blog comments contribute to the outcome of an advertising campaign. Social signals are an important factor of online advertising strategy.

Print Media

Is print media still relevant? Graphic designers who specialise in physical and print media advertising state that these techniques are still relevant to modern advertising. There is still demand for magazines, novelty items, vehicle design and billboards. Even though the internet has affected the print media industry there is still a demand for this advertising medium. It may be worth basing your advertising dissertation topic on this subject area. Explore why print media advertising campaigns resemble internet advert design – is this to offer an internet-like visual experience? I’m sure writing an advertising dissertation topic in this area will prove divisive and engaging for the reader.

Advertising Advertising Dissertation Topics and Ideas

Below is a list of advertising dissertation topics for you to assess. I do hope you take inspiration from these advertising dissertation topics in an attempt to kick start your own dissertation. Please be mindful that the below advertising dissertation topics have been submitted to universities and are offered as a guide for reference purposes.

Dissertation – The 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 – Creative Advertising versus Direct Marketing

I do hope you found this article helpful and you are now in a position to write your own outstanding advertising dissertation topic. Please feel free to leave a comment below and I will endeavor to respond to any questions you have.

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Marketing Concepts Research Dissertations