Paper Summary:

This paper explores what kind of promotion and advertising effort will induce a stronger punch in pushing sales. The focus of this present study finds out how and why women are influenced by all the different factors in the areas of advertising and promotion. Women?s attitude-towards-the-ad (Aad), attitude-towards-the-brand (AB), and some other factors are also discussed.

1.0) Executive Summary
2.0) Introduction
3.0) Literature Review
4.0) Dependent Variables
5.0) Hypotheses
6.0) Methodology
6.1) Demographics of Female Respondents
7.0) Results
7.1) Word-of-Mouth
7.2) Students and Celebrities in Advertisements
7.3) Brandname
7.4) Attractiveness of Product
7.5) Flyers/Catalogues
7.6) Promotions
7.7) Models
8.0) Discussion
9.0) Limitation and Suggestion for Future Research
References

From the Paper:

"Promotional and advertising effort is the chief push for today's retail market, and thus more research has to be done to improve the effectiveness of marketing. Women have comparatively stronger liking for shopping as compared to men. As such, it is extremely crucial for the corporation to have sufficient knowledge in this area.
In today's society, women are no longer trapped in their traditional roles of house-makers and they break away from patriarchal notions. Instead, modern women are now pursuing their own dreams and have entered the work force to prove that they are able to do more than merely looking after their family. Most women are successful in their career and are also financially established with more disposable income to spend."

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