University Student ID: 10000753

University of Wales
Institute, Cardiff
Assignment
On
Research Methods

Submitted by
University Student ID: 10000753
Program: MBA

Research methods 1
 University Student ID: 10000753

Table of Contents:

Serial no. Name of Contents Page No.

1 Background of the study 3

2 Introduction 3

3 Objective of the Analysis 4

4 Literature Review 5

5 Finding and Analysis 6,7

6 Conclusion 7
7 References/Bibliography 8

Background of the study

Research methods 2
 University Student ID: 10000753

Research method includes research process, formulating research question,

sampling, measurement, data analysis etc. It is actually, theoretical and
philosophical aspects of this subject. This subject designed to cover up academic
and professional development. These two subject materials are important
designing this program. Furthermore, this course is expressed with an
exceptional mixture of theoretical and practical occurrence. In this relationship I
was allocated to practice a report based critical assessment of two selected
journal articles.
For this topic, I have selected about Advertising and Consumer Behavior.
Advertising and Consumer Behavior are broadly used area under discussion in
any organization. In this procedure, research based on this topic supposed to be
helpful both in academic and practical area. As a consequence of that I have
selected two peer reviewed journal articles concerning Advertising and
Consumer Behavior; the first journal is “The Effectiveness of Combining Online
and Print Advertisements” by Klaus Oberecker, Lea M. Wakolbinger & Michaela
Denk. and the second journal is “How Effective is Creativity? Emotive Content in
TV Advertising Does Not Increase Attention” by Paul A. Bottomley, Robert G
Heath & Agnes C, Nairn.

Introduction

The function of advertising is influential consumer behavior and it is seen to the

way of sell whichever a product and services influentially to a consumerist
lifestyle. Advertising has to be influence on consumer behavior which is much
different inspection is to be occurs. Conversely, a number of the arguments,
assumption and guiding principle options proposed – such as in relative to food
advertising are stands in detail sympathetic of the system of advertising works
with consumers which is influence on markets and also consumer behavior.
Consumer makes a more decision for buying a product on a daily basis.
Company focus on, which product need consumer and what benefit about this
product by advertising. The purpose of every advertisement is connecting

Research methods 3
 University Student ID: 10000753

customers’ awareness in such a system that he come to a decision to buy

smooth products which he would in no way consider for buying. The achievement
of the advertising policy is able to be estimated to the consumer behavior affect.
The consumer behavior affect is able to be the strongest, and the majority of the
consumers who look at the advertisement or listen to it framework of their mind to
gain the product. Otherwise, fail to do so. There are many way of advertising
strategy like Television, The Internet, Newspapers, Direct mail, Magazines,
Radio, Outdoor etc

Objectives of the analysis:

 The main objective of this study is to be relationship with advertising and

consumer behavior.
 To evaluate and distinction on the selected topic realize on this journals.
 To estimate critically relating to a specific subject matter and move toward
a valid conclusion.
 The advertisements influence with major direct consequence and minor
consequence the influence to the potential customer who acquire to a long
time.
 The advertisement must be fail or never to do if lacking the profound
awareness of consumer psychology or behavior.
 The objective of this study is to be investigated to level of TV advertising,
Online advertising and Print advertising.

Literature Review

Research methods 4
 University Student ID: 10000753

Two selected journal, mainly focus on the advertising and consumer behavior
which is contact of advertisement on consumers is various buying product like
low and high attachment products. For low categories of products, the
advertisement plays a vital role because there is no difference which brand of
product. Obviously, the customer has no way so much to predisposed that he
will run out the house to buy the product. According to Paul A. Bottomley, Robert
G Heath & Agnes C, Nairn (2009), this customer force to buy it next time when
he/she runing to the store after seeing a TV advertising. For high categories of
products, simple advertisement cannot have the equivalent effect on the
customers. The customer have lot of sources like whose friend uses this product
previous time, so suggestion them to relatives and friends. Big type of product
like Car, TV, Fridge etc which product people do not purchase every day, and
people more concerned about how to spend their money. When customer buying
a car, they have a vast amount of car brands list on their mind. People have
some scheme regarding them, and very significant issue is which cars will stay
behind on the person’s short list then, he/she makes up his mentality to buy this
car. According to Klaus Oberecker, Lea M. Wakolbinger & Michaela Denk (2009),
Advertising policy are hardly focus on product features, product quality and also
more study about consumer psychological mind which situation they like. Majority
of people who is a decision maker in his family, he don’t use TV all time, he/she
spend a busy time to him to make a final decision, so this author support to use
cross media like online advertising, print advertising which hang on billboard
inside the road. The types of advertisement strategy, the greatest and the most
effective policy would be a commercial meeting point on the joyful life in the
family, and even superior happiness consequential from the buying of the new
product. It is most important for the organization in such a commercial to meeting
point on the pleasure which family members get hold of the product which they
are give attention to the audience’s healthy values of the product.

Finding and Comparative Analysis

Research methods 5
 University Student ID: 10000753

I have analysis two journals and both journal focus on advertising and consumer
behavior and from these two journals research, I have fond more argument
where few similarities both author point of view and few are conflict. These are
showing below:
Article 1 Article 2
Article 1 focus on Cross media Article 2, only focus on emotive
advertising like online media, print creativity which advantages TV
media, TV advertising. advertising.
This article evaluate usefulness of print This article evaluate to TV advertising
and online media advertising and the is automatically development but not a
contact of come together these two systematically in reaction to the
media structure on taken as a whole motivation presented
advertising effectiveness

Online advertising to be effectively TV advertising also make a product

focus on a product brand image to the brand image increases to the consumer
consumer and provide a corporate and how can use product which is
massage easily and also sometime shown video focus easily.
internet offers for consumer.

People have a more time spending for People have a less interest in TV
their website browsing. For this reason, advertising. According this article, 66
online advertising perfect place of time percent people some other activity
and newspaper advertising focus for when ads run on television. 20 percent
the traveling people. leave the room

Cross media ads are directly Emotive creativity has directly

associated with consumer and brand relationship between the consumer and
which is power of psychological the brand. This power is to forecast
research to consumer behavior. psychological research of consumer
behavior.

Research methods 6
 University Student ID: 10000753

Due to cost competence reflection, Due to cost competence reflection, TV

Cross media advertising is low cost advertising has high cost expensive but
efficiency which give take a most of low productivity of advertising cost.
productivity of advertising cost.
Measurement of bearing in mind Measurement of TV advertisement are
advertising effectiveness, there are research invariably showing more and
contentious judgments regarding the accessible, reputation which is
validity and reliability. negatively effect.

Conclusion

It is most significant to make convinced the advertising policy of the company

utilize to appropriate for the category of product which are offering for the
consumer. Analysis of company’s user image must essential in the advertising
policy. Advertising is a extremely influential weapon for every companies either
small categories product or large categories of product and it is receiving
stronger of this time which is more learning of consumer psychological behavior
are made. Without consumer psychological knowledge, if and any
advertisements like TV advertising, Online advertising, Print advertising or cross
advertising would by no means capable to influence customers. Advertising,
mainly focus on product quality, product feature, product brand image etc. on the
other hand, the function of the right policy which advertisement results can be
surprising. The majority powerful policy of advertising are provide at the present
time are repletion, image advertising, cueing, stimulate agenda-making etc. Many
crucial movement, customer change a buying decision which is affect on most
stronger advertisement build up and able to proper media uses which is able to
reach every customer.

According to Klaus Oberecker, Lea M. Wakolbinger & Michaela Denk (2009),

presented investigational learning findings from the a small number of research
papers and they evaluation of cross media adverting strategy which are

Research methods 7
 University Student ID: 10000753

difference between two advertising channels like Online advertising and Print
advertising. This analysis find out single medium operation smoothly well
conclusion of above studies.

According to Paul A. Bottomley, Robert G Heath & Agnes C, Nairn (2009),

results of the experiment give you an idea about that high level of emotive
comfortable which were connect with an average reduction regarding 20% in
attention. This analysis conclusion that, emotive content are making a smooth
the progress of communication which is increasing attention, promoting open
mindedness, effectively encouraging to consumer.

Referance

Klaus Oberecker, Lea M. Wakolbinger & Michaela Denk(2009), “The

Effectiveness of Combining Online and Print Advertisements” Journal of
advertising research.

Paul A. Bottomley, Robert G Heath & Agnes C, Nairn (2009) “How Effective is
Creativity? Emotive Content in TV Advertising Does Not Increase Attention”
Journal of advertising research.

Philip Kotler(2010), Principles of Marketing, 13th edition, Prentice Hall

Research methods 8