Creative advertising vs. direct marketing

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ACKNOWLEDGEMENT

I would like to take this chance for thanking my research facilitator, friends & family for support they provided & their belief in me as well as guidance they provided without which I would have never been able to do this research.

DECLARATION

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with university.

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Abstract

In this study we try to explore the concept of “direct marketing and creative advertising” in a holistic context. The main focus of the research is on the effectiveness of direct marketing and creative advertising. The research also analyzes the difference between the two, direct marketing and creative advertising and tries to gauge its effectiveness. The study follows the secondary research methods for the data collection and data analysis. Finally the research provides the recommendations and suggestions for the future research and also states the implications of the study.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Outline of the Study1

Background of the Study1

Aims and Objectives2

Research questions2

Ethical Considerations2

Time Scale3

CHAPTER 2: LITERATURE REVIEW5

Advertising5

Communicating a message7

Understanding creativity9

Mysterious nature of creativity9

Creativity in advertising12

Creative process inside an advertising agency14

Marketing Campaign16

Direct Marketing16

Methods of direct marketing17

CHAPTER 3: METHODOLOGY22

Research Design22

Literature Search22

CHAPTER 4: DISCUSSION23

Direct Marketing23

Direct Marketing Effectiveness27

Creative Advertising28

Creative advertising Effectiveness32

What's the difference?34

CHAPTER 5: CONCLUSION35

Future Aspects36

Managerial Implications of the Study37

Suggestions for Practice38

REFERENCES39

CHAPTER 1: INTRODUCTION

Outline of the Study

This dissertation is based on the topic of “Creative advertising and direct marketing”. The first chapter provides an introduction to the topic including the purpose and significance of the study. The second chapter presents a review of relevant literature, highlighting the previous research carried out in this field. It provides a study of previous work conducted in related fields and provides specific research related to a wide spectrum of thought on the discipline of direct marketing, The third chapter covers the methodology for this study. The analysis of findings and discussion will be presented in the fourth chapter. The fifth chapter will conclude the dissertation, providing implications and useful recommendations for further research.

Background of the Study

Finding new customers is the most important challenge for a small business. Through creative publicity and promotion, businesses can attract new customers and generate profits (Carpenter 2008, 50). The purpose of advertising is to attract customers' attention and influence their behavior, usually in order to purchase the products or services. It can be expensive, so it is important to ensure that the companies are sending the right message at the right people. (Callcott 2009, 73)

Direct marketing and creative advertising are two areas that are total opposites. It seemed appropriate to compare and analyze how creative advertising and direct marketing could be a communication tool. Indeed, we believe that advertising communication, commonly used to extol the merits of a product or brand, can bring added value to the ...