erception of GM 4.2.3 Impact of GM on Consumers’ Intention to purchase 4.3.4 Impact of GM on Consumers’ Purchase Behaviour 4.3 Findings from the Interview of the Advertising Experts 4.3.1 Reasons for Using GM strategies 4.3.2 Some Examples of Successful GM Strategies 4.3.3 Success of GM for different types of Products 4.3.4 Strategies and Tactics that for Viral Marketing 4.3.5 Challenges of Using GM/VM 4.3.6 Advantages of Using GM/VM 4.3.7 Future Role and Trend for GM Chapter 5: Conclusions and Recommendations 5.1 Summary of Research Findings and Conclusions 5.2 Research Limitations and Scope for Future Research. List of Tables and Figures Table 1: Reasons for Using GM strategies Figure A: Diagrammatic Representation of the Research Methodology Figure 1: Customers’ Awareness of GM Figure 2: Consumers’ Perception of GM as Aggressive Figure 3: Consumers’ Perception of GM as Aggressive Figure 4: Consumers’ Perception of GM as Creating Insights about Their Needs Figure 5: Consumers’ Perception of GM as Creating Awareness about New Products Figure 6: GM as Creating Awareness of Non-Advertised Products Figure 7: GM as creating more choices for customers Figure 8: Impact of GM on Consumers’ Intention to purchase Figure 9: Impact of GM on Consumers’ Purchase Behaviour List of Appendices Appendix A: Survey Research Questionnaire Appendix B: Interview Research Questionnaire References Chapter 1: Introduction 1.1 Research Background and Overview While a large amount of literature exists on the various advantages of Guerrilla marketing and also on the strategies and tactics related to this type of marketing, there has been little research on gauging the impact it has. Organizations indulge in viral marketing strategies with the objective of creating awareness for...
This essay "Guerrilla marketing and advertising" outlines and analyzes the effect of the GM and its perception by the customers and the problems and opportunities that advertisers have with GM strategies. Guerilla marketing It is non-conventional as it does not confine itself to the regular media or channels of advertising and it uses content strategies that may be more creative or even bizarre. Guerrilla marketing, as it name indicates, largely draws parallels from the Guerrilla warfare strategies. In the case of Guerrilla warfare, the means of war are not straightforward and people do not fight by rules of conventional warfare. The element of surprise is used heavily to conduct short but highly forceful attacks on the opponents. In the same way, Guerrilla marketing follows the concept of surprise and taking the customer unguarded, and projecting the advertised content or message in a targeted manner when the customer least expects it or is least prepared to steal himself or herself against the impact (Tufel, 2004). The logic behind using the surprise element is that most customers being exposed to innumerous advertising messages throughout their day – through TV, the Internet, billboards, newspapers, pamphlets, in shop point of purchase displays etc. – are mostly able to immune themselves against these messages (Susca et al, 2008). There is too much clutter of advertising messages and customers can tune themselves out of the picture when plagued by a huge amount of information that impinges on their senses.
This work assesses the impact of guerrilla marketing strategies on consumers’ outcomes like their perceptions towards the marketing strategy, their purchase intention, and their purchase behavior. Guerrilla marketing is a marketing strategy that is innovative, creative and non-conventional…
This research aims to evaluate and present three fashion illustrators: David Downton, Tina Ling, and Jean-Phillipe Delhomme and three designers: Alexander McQueen, Vivienne Westwood and Karl Lagerfeld. Each illustrator and designer will be examined in the context of how their vision, expressed through their art, contributes to the fulfilment of the final product.
The author describes an evaluation of direct advertisement and its competitive advantage. There is a clear need for highly targeted marketing activities within the Internet environment. The Internet is a collection of smaller submarkets where developing and maintaining relationships with online customers generates sales and subsequently profits.
Currently, the world has experienced the high level of companies’ diversification as multinationals try to spread production risks to different parts of the world. According to Talloo (2007), this is due to increasing rate of globalization which has led to opening up of boundaries and liberalization of the global markets.
How a corporation acts towards the larger community, which includes animal rights, along with a host of other concerns, affects the corporation’s reputation and, thus, its bottom line. According to Paine, “customers are…more disposed to buy from companies they perceive as ethical and socially responsible” (Paine, 2003, p.
The advent of the internet and social media brings new possibilities into play, and even traditional ideas about body, self and image are being transformed by the multiple identities that can be represented online. In the cosmetic industry the real physical self is the target for the product usage, but very often these extended virtual identities can also be targeted in order to reach media-savvy consumers.
The author states that the question of cultural considerations in advertising comprehends more than the profit motive and the maximization of sales. It includes aligning the entire marketing effort with the values and norms of the society. The observance of ethical business precepts is inseparable from the advertising campaign.
In particular, the literature review examines companies and their practices which can be considered to be socially responsible, because animal testing would be under the rubric of social responsibility. Another broad rubric under which animal testing falls is that of animal rights, so the animal rights movement is also examined in-depth in the literature review section.
Porter’s Generic Strategies and Kotler’s marketing frameworks to develop strategies. It was also observed that many theories are supporting the factors of marketing resources i.e. the marketing assets and capabilities. But as this research progressed and analyses of the case studies were performed it became evident that these theories and researches which were performed and tried to make strategic marketing a very narrow subject by stressing on few elements determining its formulation.
15 2.6 Types of Advertising and their effects on business 17 2.7 Traditional Advertising Methods vs. Modern Methods 18 2.7.1 Online Advertising 18 2.7.2 Mobile Advertising 19 2.7.3 Social Media and Business Promotion 20 2.8 Studies on Branding and Advertising 20 3.RESEARCH METHODOLOGY 23 3.1 Research Philosophy 23 3.2 Research Design - Qualitative Approach 23 3.3 Types of Data - Primary and Secondary Data 24 3.4 Data Collection Tools 24 3.4.1 Interview for the Study 25 3.5 Analysis of Findings 26 3.6 Sampling Strategy 27 3.6.1 Characteristics of Sample 28 3.7 Ethical Considerations 28 4.1 Findings from the Interviews conducted with New Businesses 30 4.2 Findings from the Interviews conducted
Celebrity endorsement is a communication channel in which a celebrity acts as a spokesperson of the brand. Personality of the celebrity certifies the market position of the brand. Celebrity endorsement proved as a distinct differentiator in the market where distinct proliferations among major brands are noticeable.
33 pages (8250 words)Dissertation
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