Media Planning For Advertising Campaigns of Consumers Products in UK

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TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION1

1.1 Project Title1

1.2 Significance of the Study1

1.3 Research Aims and Objectives1

1.4 Research Questions2

1.5 Hypothesis2

1.6 Problem Statement2

1.7 Company Overview3

1.8 Ethical Considerations3

CHAPTER 2: LITERATURE REVIEW5

2.1 Introduction5

2.2 Concept of Media Planning5

2.2. 1.Definition of Media Objectives6

2.2.2.Development of Media Strategy6

2.2.3. Media Selection7

2.2.4. Programming or Distribution of the Budget7

2.2.5. Evaluation7

2.3 Objectives of Media Planning8

2.4 Importance of Media Planning and Advertising8

CHAPTER 3: METHODOLOGY10

3.1 Research Design10

3.3 Literature Search11

3.4 Questionnaire Design11

3.5 Data analysis11

3.6 Reliability11

3.7 Validity12

REFERENCES13

INTERVIEW QUESTIONS17

CHAPTER 1: INTRODUCTION

1.1 Project Title

The Project title of the study is “Media Planning for Advertising Campaigns of Consumers Products in UK”

1.2 Significance of the Study

The study will help assess to make a fair comparison of the role advertising plays in marketing plays in selling online products.

1.3 Research Aims and Objectives

This enquiry aims to consider the media planning for advertising campaign of consumer products in UK, and in order to accomplish such task the following objectives have been set:

To review extant conceptual models and theoretical frameworks related to media planning and advertisement.

To analyse the extent to which media planning can affect the customers' perception and preferences in online selling.

To identify and recommend any other opportunities through which online companies could support and strengthen their marketing and planning.

1.4 Research Questions

These questions are to be answered at the end of this investigation and will be used to drawn a final conclusion from the research conducted.

What is the relationship between media planning and advertisement for consumer products?

How far does media planning can affect the customers' perception and preferences in online selling?

What are the ways through which online companies could support and strengthen their marketing and planning?

1.5 Hypothesis

H1: Media planning plays significant role in creating awareness of the products.

Ho: Media planning does not play significant role in creating awareness of the products

H1: There is significant relationship between media planning and advertisement in selling online products.

Ho: There is not significant relationship between media planning and advertisement in selling online products.

1.6 Problem Statement

In recent years there has been an increased emphasis on online selling and purchasing of goods. This research originates from the observation that consumer market is more oriented towards purchasing online and more companies are jumping into the e-marketing of their products and services in order to create awareness of their products in the minds of the prospect. Accordingly, the first purpose of this study will be to investigate the relationship between media planning and advertising campaign of consumer products selling in UK.

1.7 Company Overview

This research will be focused over an online retailing company named Ocado. Ocado is one of the British online retailers who are currently specializing in groceris. The headquater of Ocado is located in Hatfield, England. This company was found in 2002, Jan, by Tim Steiner, Jason Gissing and Jonathan Faiman, former Goldman Sachs Merchant bankers.

The products of Ocado include their own branded groceries from the Waitrose supermarket chain and a wide selection of the groceries including magazines, toys and flowers.

1.8 Ethical Considerations

In addition to obtaining a signed consent form ...