Marketing Advertising: A Research Proposal

Paper Summary:

This paper takes a look at a company that has just developed a new product for which advertising has begun. The company desires to test the effectiveness of this advertising on the public. This paper discusses marketing research and related issues and problems.

Outline:
Problem Statement
Literature Review
Objectives
Research Procedure - Methodology
Research Design
Instrumentation and Data Collection
Data Analysis
Time Schedule
Resources Needed

From the Paper:

"In the work entitled: "Advertising Tracking" Jerry W. Thomas states that: The promise of media advertising is great. It's an opportunity for a brand to tell its story directly to the ultimate consumer. It's an opportunity to build awareness and project a powerful brand image. It's an opportunity to create and build brand equity. It's an opportunity to bypass the trade, an opportunity to circumvent competitors. In actual practice however, the promise of media advertising is seldom realize." (1995) Media advertising's potential is seldom realized because "few companies do basic strategy research to develop a creative blueprint to guide the development of their advertising. Second few companies pretest their advertising creative to make sure it has a change to work. Third, even fewer companies track their advertising once it's 'on air' to measure the effects of the advertising over time."(Thomas, 1995) "

Sample of Sources Used:

• Marketing Research (2006) United States Small Business Association Online available at: http://www.sba.gov/starting_business/marketing/research.html)
• Marketing Research (2006) Wikipedia. Online available at: http://en.wikipedia.org/wiki/Marketing_research)
• Thomas, Jerry W. (1997) Hang the Innocent. Decision Analyst. Online at: www.decisionanalyst.com.
• Thomas, Jerry W. (1994) New Products. Decision Analyst. Online at: www.decisionanalyst.com.
• Thomas, Jerry W. (1995) Advertising Tracking. Online available at: www.decisionanalyst.com.

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