Traditional Marketing Methods in the Digital Era Research Paper

Traditional Marketing Methods in the Digital Era
Presents a research study on whether the effectiveness of traditional marketing methods is declining in today's digital era.
# 147386 | 5,650 words | 10 sources | APA | 2010 | ZA

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This paper investigates the marketing methods of a tertiary education institution in South Africa that has used a variety of marketing mediums to inform prospective students but is now interested in using online marketing. The paper describes a marketing research project including an original questionnaire using prospective students between the ages of 17 to 19 who are in the process of researching various tertiary institutions. The paper concludes that current traditional marketing methods, such as exhibitions, television, radio and referrals, must be used to optimize the success of digital marketing methods. The paper includes the questionnaire and several colored charts reporting the data.

Table of Contents:
Introduction, Statement of Problem and Method of Statement
Introduction and Background
Statement of Problem
Defining the Problem
Aim of the Study
Research Methods and Methodology
Literature Study
Empirical Research
Research Population
Delineation of the Research Report
Formulation of Research Assignment
Result of Findings
Interpretation of the Results, Conclusions and
Appendix: Format of Questionnaire for Prospective Student Questionnaire

From the Paper:

"The show pieces would entail a skit showing a confused learner who is uncertain about his career choice and another friend describes to him how he had find out about Boston City Campus. This production gets learners involved and drives students to various communication mediums such as: website, call center and social networks.
Television and radio shared the remaining 20% in comparison to brand activation and exhibitions, television and radio are far more expensive mediums than brand activation which reflects the highest percentage of awareness."

Sample of Sources Used:

  • Damons, K. (2009) In an interview on 26 October 2009 Marketing Manager, Boston City Campus and Business College.
  • Leggatt, H. (2008) "Newspaper ad revenue growth Q1slowdown" Article: ad revenue growth_q1_slowdown.htmlAccessed: 20 October 2009
  • Miniwatts Marketing Group, (2008) "Internet usage statistics for Africa" Article: 20 October 2009
  • 20 October 2009.
  • Accessed: 20 October 2009.

Cite this Research Paper:

APA Format

Traditional Marketing Methods in the Digital Era (2011, March 28) Retrieved February 02, 2023, from

MLA Format

"Traditional Marketing Methods in the Digital Era" 28 March 2011. Web. 02 February. 2023. <>