Marketing assignment on: Marketing tools of advertisement

Abstract

The dissertation report takes into consideration one of the most tools of marketing tools i.e. advertising. Advertisement could be either with the help of the traditional means such as Television, Radio, Newspapers, etc or with the help of the social media such as through various internet portals namely, Twitter, Face book, Flicker, etc.This dissertation paper majorly comprises of a detailed report on a statement i.e. “Is social media advertising more persuasive as compared to the traditional means of advertising”. A detailed questionnaire based research would help in order to find out & gather some relevant information so as to make a fair analysis regarding the same. Various tools should be used in order to have a clear idea with a detailed & a structured investigation on the similar topic or the problem statement.

A proper conclusion would be made in the end; thereby taking a stand i.e. social media refers to one of the upcoming means of advertising which is more persuasive as compared to the traditional means of advertising.

Chapter1: Introduction

Advertising refers to one of the major tools of marketing which would help in the accomplishment of the organizational goals & helps in promotion of the product. Advertising refers to a non paid form of promotion which would help in the identification of the product of the organization (Samuel, 2007).

There are majorly two ways through which advertising could be done. They are as under:Þ    Social Media

Þ    Traditional Advertising

Traditional marketing refers to a technique which persuades the customers or the audience to take an adequate action i.e. in order to allure them to buy a particular product or a service being offered by an organization. The traditional advertising majorly consist of the normal means of advertising such as Magazines, Newspapers, Books, Television, Radio, outdoor advertising, direct mail, etc (Powell, Guy, Groves, Steven, Dimos & Jerry 2011).

These refer to the various means of advertising which have been into consideration from day when the practice of advertising had come into place. The traditional way of advertisement majorly focus upon the 4 P’s of the Marketing Mix i.e. Price, Place, product & promotion. Under this type of advertising, the organization majorly puts stress upon one of the 4P’s & tries to allure its clients (Powell, Guy, Groves, Steven, Dimos & Jerry 2011).On the other hand, Social media refers to new concept which has taken into place as compared to the traditional marketing. Under such type of advertising, media place a massive role in advertising a particular product or a service. It refers to a technique which uses different types of web based or internet based technologies so as to communicate with its customers or clients (Samuel, 2007).

Various statistics states that social media has led to an increase in the effectiveness as well as efficiency amongst the organizations as compared to the traditional means of communication or advertising.

Þ    22% amount has been comprised by the Social media or networking sites

Þ     There has been a rise in the number of face book users

Þ    Over 25% of people advertise on the social media site as compared to the traditional way of advertising (Samuel, 2007).

Þ    Face book & Twitter refers to one of the leading websites in order to advertise about a particular product or a service or an upcoming organization as well.

Þ    Social media has gained a handsome amount of success due to the social marketing.Hence, as explained above the two methods of advertisement is quite different from one another. Therefore, an issue which arises is that whether the social media is more persuasive as compared to the traditional offline advertising (Powell, Guy, Groves, Steven, Dimos & Jerry, 2011).

Chapter 2: Literature Review

According to the American Marketing Association, advertising refers to a non paid & non personal means of communication which helps to persuade the people in order to buy a particular product or a service (Samuel, 2007).

Advertisement refers to one of the major marketing tools which attract the attention of the people to think & then buy a particular commodity. The more effective or efficient is the advertising campaign more number of customers would be attracted towards a specified product (Cook & Guy, 2001).

A well defined problem is stated as under. On the basis of the following statement detailed report is made discussing the pros & cons of the traditional media & social media.

Problem Statement: Is social media advertising more persuasive as compared to the traditional media advertising.Different data sources have been used which would help to gather the relevant information & come to a specified conclusion.

Two data sources to be used:

Þ    Primary Data i.e. detailed questionnaire based survey to be made in order to gather information & data for the same (Samuel, 2007).

Þ    Secondary Data i.e. through internet sources, advantages & disadvantages of social & traditional media advertising could be specified.

Traditional marketing refers to a technique which persuades the customers or the audience to take an adequate action i.e. in order to allure them to buy a particular product or a service being offered by an organization. The traditional advertising majorly consist of the normal means of advertising such as Magazines, Newspapers, Books, Television, Radio, outdoor advertising, direct mail, etc (Powell, Guy, Groves, Steven, Dimos & Jerry 2011).These refer to the various means of advertising which have been into consideration from day when the practice of advertising had come into place. The traditional way of advertisement majorly focus upon the 4 P’s of the Marketing Mix i.e. Price, Place, product & promotion. Under this type of advertising, the organization majorly puts stress upon one of the 4P’s & tries to allure its clients (Cook & Guy, 2001).

On the other hand, Social media refers to new concept which has taken into place as compared to the traditional marketing. Under such type of advertising, media place a massive role in advertising a particular product or a service. It refers to a technique which uses different types of web based or internet based technologies so as to communicate with its customers or clients (Samuel, 2007). People have been relying on the social media sites as well a web portals in order to promote their products or services in the most effective & efficient manner

Chapter 3: Research DesignIn order to see whether or not the social media is quite persuasive as compared to the traditional offline advertising descriptive method of research should be adopted (Cook & Guy, 2001). Under the descriptive research approach, the following should be taken into consideration:

Þ    Questionnaire based survey method

Þ    Traditional Telephonic Interview

Þ    Simple Random Sampling Method in order to gather adequate information

Chapter 4: Analysis of Data

After working upon the following above methods of gathering the information or data to conduct a detailed research, Word Excel, SPSS or any other tool which would help in defining a fair information & prepare a structured analysis of the same (Blackwell, 2011).

This would help in the preparing a proper & a formal structured views on the topic or the problem statement i.e. Is Social media more persuasive as compared to the traditional sources of advertising (Cook & Guy, 2001).

Chapter 5: Interpretation

After the preparation of the analysis of the descriptive research done above fair interpretation would be done on the basis of the responses given by the respondents.

After the analysis, conclusion would be made & a strong stand would be taken up that is out of the two sources of advertising which one is more persuasive & has been used increasingly for any type of promotion of goods or services (Powell, Guy, Groves, Steven, Dimos & Jerry 2011).

 Chapter 6: Conclusion

This dissertation paper majorly comprises of a detailed report on a statement i.e. “Is social media advertising more persuasive as compared to the traditional means of advertising”. A detailed questionnaire based research would help in order to find out & gather some relevant information so as to make a fair analysis regarding the same. Various tools should be used in order to have a clear idea with a detailed & a structured investigation on the similar topic or the problem statement.With the help of a formal descriptive research conducted through a detailed questionnaire it could be concluded that these days social media has been more persuasive as compared to the traditional means of media advertising. The various advantages have been discussed which would link & give a brief explanation regarding the same (Blackwell, 2011).

It could be seen that, various studies have also recommended that social media sites or links have been quite effective & efficient while promoting a particular good or a service.

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