Wal-Mart Advertising and Mass Communication Research Proposal by Nicky

Wal-Mart Advertising and Mass Communication
This paper presents a proposed study that analyzes the impact of Wal-Mart's advertisements.
# 145525 | 1,915 words | 9 sources | APA | 2010 | US
Published on Nov 14, 2010 in Business (Companies) , Business (Marketing) , Business (Consumer Behavior) , Advertising (General)

$19.95 Buy and instantly download this paper now


In this article, the writer proposes a study to gauge the impact of Wal-Mart print ads in Manistee, Michigan's weekly newspaper. As part of this goal, the proposed study examines the effectiveness of increasing sales for Wal-Mart through its use of mass communication such as newspaper print advertisements and flyers. The writer discusses that the proposed study examines whether more advertisement equals an increase in local Wal-Mart sales and also whether fewer advertisements present a decrease in local Wal-Mart sales. The study examines Wal-Mart marketing initiatives in its various stores in the United States and in other countries, with a specific focus on how these efforts have played out in Manistee, Michigan.

Statement of the Problem
Importance of Study
Scope of Study
Overview of Study
Preliminary Literature Review
Overview of Wal-Mart Today
Overview of Manistee, Michigan
Description of the Study Approach
Data-Gathering Method and Database of Study

Purpose of Study

From the Paper:

"Today, the largest private company in the world is Wal-Mart, with retail outlets in a variety of formats operating in numerous countries around the world. The enormous growth enjoyed by Wal-Mart since its founding in 1945 can be attributed to both the vision of its founder, Sam Walton, as well as the company's strategic approach to outselling its competitors by providing quality merchandise and services at reduced costs. Given its prominence today, some observers might suggest that the company no longer even needs to advertise to continue its stellar success, but marketing is about more than just advertising of course, and the company continues to pursue its marketing initiatives through various channels, including print media. Nevertheless, marketing is not inexpensive and because resources are by definition scarce, it is reasonable to assume that the managers at Wal-Mart want to realize the maximum effect for the advertising dollars spent, which is the focus of the proposed study."
Likewise, do fewer advertisements present a decrease in local Wal-Mart sales?
Importance of Study
Wal-Mart did not get where it is today by resting on its laurels, nor will it likely continue to enjoy its healthy growth patterns in the future unless the company remains competitive and more attractive to consumers at home and abroad than other similarly situated enterprises.

Sample of Sources Used:

  • Cocheo, S. (2003). Always aggressive, always Wal-Mart. ABA Banking Journal, 95(5), 29.
  • Dennis, C., & Harris, L. (2002). Marketing the e-business. London: Routledge.
  • Fraenkel, J. R. & Wallen, N. E. (2001). Educational research: A guide to the process. Mahwah, NJ: Lawrence Erlbaum Associates.
  • Gratton, C., & Jones, I. (2003). Research methods for sport studies. New York: Routledge.
  • Manistee, Michigan. (2009). Manistee Chamber of Commerce. [Online]. Available: http://www. ci.manistee.mi.us/.

Cite this Research Proposal:

APA Format

Wal-Mart Advertising and Mass Communication (2010, November 14) Retrieved June 07, 2023, from https://www.academon.com/research-proposal/wal-mart-advertising-and-mass-communication-145525/

MLA Format

"Wal-Mart Advertising and Mass Communication" 14 November 2010. Web. 07 June. 2023. <https://www.academon.com/research-proposal/wal-mart-advertising-and-mass-communication-145525/>