Research Proposal for Understanding the Effectiveness of Television, Hoarding, Newspaper & Online Advertisements in Cross-Media Campaign on Consumer

Awareness of Vodafone

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Title

Research Proposal for Understanding the Effectiveness of Television, Hoarding, Newspaper & Online Advertisements in Cross-Media Campaign on Consumer Awareness of Vodafone Background
Advertisers are beginning to think holistically in planning and measuring advertising campaigns, since the media that are included in the mix can also impact the success or failure of the campaign. Media differ on a number of important characteristics - intrusiveness, sensory modality, motion, and interactivity - that may affect not only the overall effectiveness of each medium but how they complement each other across the stages of the consumer decision process

Research Objectives
1) To derive the relationship between demographic variables & choice of tools of media. 2) To compare the effectiveness of cross-media campaign with reference to consumer perception 3) To evaluate the performance of one media tool over the other media tools.

Approach to Problem
Hypothesis H0: Cross-media campaign is not as effective as single media campaign. H1: Cross-media campaign is more effective than single media campaign H0: Demographic Variables & tools of media are not interdependent variables H1: Demographic Variables & tools of media are interdependent variables

Research Design
The proposed research will have three stages. The first stage will be to inspect existing sources to uncover the cross-media campaign coverage figure & other useful information. The second stage will involve qualitative research to provide in-depth information on various forms of media types, the preference of media vehicles & their impact on public. This information will help in formulating questionnaire in the third stage. Because of the conclusive nature of the objectives, we will primarily use quantitative questioning in the surveys. All qualitative questions will be left to a minimum for ease of analysis and reporting.

Fieldwork/ Data Collection

Method of Administering Questionnaire: Personal interviews & Electronic interviews Scaling Technique: Nature of Questionnaire:

Sampling Design
Target population Sampling techniques Total sample size : Above 18 : Quota Sampling : 50

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Data Analysis
Once surveys are complete, data will be analyzed by SPSS.

Time scale
Sr. No. 1 2 3 4 5 6 7 8 9 10 Activity Finalize Objectives Derive Research Objectives Develop Questionnaire Pilot Test And Revise Questionnaire Surveying Coding And Data Preparation Analysis Of Data Submit To Guide And Await For Feedback Report And Presentation Preparation Presentation And Final Report Week

Reporting
Following the analysis stage, a report and a PowerPoint presentation will be created. A formal presentation of all findings and conclusions will be given on DATE. A final copy of the report summarizing the findings of all phases of the research will then be submitted in the form of hard bind report as well as electronically through the mail.

Resources
Transportation expenses for market survey for fill up of questionnaire. Stationary expenses for printing of questionnaires and report and binding of final copy of report.

References
Marketing Research: An Applied Orientation (5th Edition) by Naresh K. Malhotra and Satyabhusan Dash (2009), Dorling Kindersley (India) Pvt Ltd, New Delhi Research Methods for Business Students (3rd Edition) by Mark Saunders, Philip Lewis and Adrian Thornhill (2007), Dorling Kindersley (India) Pvt Ltd, New Delhi Marketing: An Introduction (7th Edition) by Armstrong and Philip Kotler (2005), Dorling Kindersley (India) Pvt Ltd, New Delhi.

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