An evaluation of competitive advantages of electronic advertising to companies in UK - Asda and Tesco

An evaluation of competitive advantages of electronic advertising to companies in UK - Asda and Tesco Dissertation example
Masters
Dissertation
Marketing
Pages 60 (15060 words)
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AN EVALUATION OF COMPETITIVE ADVANTAGES OF ELECTRONIC ADVERTISING TO COMPANIES IN UK - A CASE STUDY OF ASDA AND TESCO TABLE OF CONTENTS CHAPTER 1 ………. P. 3 CHAPTER 2 ………. P. 7 CHAPTER 3 ………. P. 38 CHAPTER 4 ………. P. 40 CHAPTER 5 …………

Introduction

This analysis is primarily an evaluation of the market potential of electronic advertising for businesses in the UK, with case-studies of notable examples. The relevant findings that necessitate studies such as this include data that portrays as many as 14 million households in the United Kingdom going online to discover current details about goods or services in September of 2009 – 14 million within just one month. (Office of Fair Trading, 2010) Other relevant findings indicate an ongoing growth rate in the subsequent advertising revenue that can be achieved for those that take advantage of online advertising opportunities. The percentage of advertising revenue generated from online commerce has grown 17% in the five years between 2003 and 2008, for example. (Office of Fair Trading, 2010) There are additional complexities to this form of advertising, but there is strong evidence to suggest that electronic marketing/advertising is a growth area which must be pioneered by any company that does not wish to be left behind by history. As of 2010, the practice of behavioral advertising through online targeting is responsible for revenue as high as ?95m. ...
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