Design of Research Study on the Impact of Advertisement on Brand Awareness

The research study aims to investigate the advantages and impacts of advertisements on brand awareness and competitive advantage. A combination of descriptive, qualitative, and quantitative methods will be used, with a survey technique as the primary method of data collection. The sample size will be 150 respondents from Singapore, and both primary and secondary sources of data will be used.

Dissertation Proposal Form
All students are required to complete this form as apart of the
requirements of the dissertation.
Student Name: Slyvester Nalliah
Student Number: 23420707
E-mail address: [e-mail]
Only complete the following section if you are undertaking a for-company project
Company Name:
Company Contact Person:
Company Contact Job Title:
Company Contact e-mail:
Company Telephone:
Company Address:
The objective of this document is to start your focus on the purpose and structure of
your dissertation. At this stage, this is a working document but one which reflects the
intent and outlook of a dissertation. It is quite likely and permissible that as you
progress with your dissertation, several aspects of content, direction or emphasis of
the dissertation will change. It is vitally important that you keep your academic and
company supervisor informed of any such changes. Also any such changes may
require you to reconsider any or all of the content of this proposal form.
The working title for the dissertation is:
IMPACT OF ADVERTISEMENT ON BRAND AWARENESS
Where will you be based while working on the dissertation? (please mark with
X)
UK: Outside the UK:
The space between each section indicates the required extent of your thoughts at this
stage. Overall your responses should be contained within the next pages.
Dissertation Proposal Form 1

1) Research Aim: Provide indication as to the overall aim of the dissertation – what, in quite
specific terms, are you trying to find out? This forms the overall purpose of the dissertation.
The aim of this study is to help the companies understand and learn the
significance of advertising. Also, it will help them to structure their brand
and adverts to appeal the customers for improved sales and maintain the
competitive advantage. As this study will provide a clear insight in how the
advertisement may impact the brand awareness, many organizations will be
motivated to use the adverts for marketing their goods. When the companies
will start taking the advertorial mode to publicize their products, the
Singapore Economy will be enhanced as more revenue from the tax may get
accrued to the government of Singapore (Pand and Gui, 2016).
2) Research Objectives: State, in more precise detail, what you plan to find out which will help
you fulfill the research aim? This will help direct the research and provide structure to the
dissertation.
The following are the main objectives of this research:
 To identify the factors which motivate the brand loyalty in customers
 To identify the impact of advertising on Brand awareness
 To determine the impact of brand awareness on competitive advantage
Dissertation Proposal Form 2

3) Research Question(s): Based around your aims, what specific research questions will you
ask? This will form the basis of your research in practice; everything you do will be directed
toward answering these questions. Remember to use how, why and what in your questions.
The following questions for research were formulated to attain the objectives
associated with the study:
 How advertisement helps in influencing the brand equity and brand
awareness
 How brand awareness among customers helps in leading to the
competitive advantage
 How it helps in the growth of company as well as brand
4) Literature Review Pt.1: Provide a brief literature review of the main authors and themes
relevant to your topic. Indicate any models that you may wish to apply, test or review. This will
help identify opportunities for study and direct your literature.
Dissertation Proposal Form 3

Advertising
Advertising is defined as a tool for mass communication for the purpose of
marketing. According to Ayanwale et al (2005), the tool for mass
communication gives an opportunity for communicating similar message to a
huge customer at minimal cost instead of personal mode of selling. As per
Richards (2002), the advertising is persuasion process, socio-economic,
marketing process and communication process at same time. The view so Philip
Kotler says that advertising is a non-personal promotion and presentation of
products and services of paid Formby any known sponsor. The AMA (American
Marketing Association) is having the same views.
Brand Equity and Brand Awareness
Bendixen et al. (2004) states that all business aspires to get high level of loyalty
from their customers as keeping and retaining the present customers is
considered to be highly valuable for the organizations and is cheap comparative
to the recruiting and attracting of new customers. The buyers usually rely over
their prior experience which they had with the product while choosing it instead
of buying any substitute of that. For instance, many people prefer to buy Nike
shoes as compared to all other brands if any new range of their products are
available. In this scenario, the Nike establishes the preference of brand in the
mind of the customers (Kurtz et al., 2009). Vallette Florence et al (2011) cited
another author Marc Globe (2001) in their book showing that all good brands
emotionally connect with their customers by making engaged the customers
through multifaceted sensory attitude and deep emotional experience.
5) Literature Review Pt.2: Identify the main authors and texts that are important to the topic
you wish to study. Provide a reference list in the Harvard style (use separate sheet if necessary).
Dissertation Proposal Form 4

Advertising and Customer Behavior
According to Ayanwale et al. (2005), advertisers make a lot of investment to
advertise their products and make their access to all potential buyers as well as
influence their level of behavior, attitudes and awareness of buying along with
maintain their interest in the products. They also cited another author’s views in
the same document that all advertisers must collect the market data as well as
study the behavior of customers to satisfy wants and needs of the people who
buy their products.
Advertising and Brand Awareness/Preference
The awareness and preference for brand can be observed as an attachment level
which the buyer has for a particular brand along with creation of loyalty for the
brand that makes the customers buy the goods repeatedly. In a research
conducted by Malik et al (2013), he expressed that advertisements are used for
retaining the present consumers instead of acquiring new ones. Also they think
that present consumers are well inclined towards their brands and repeated
advertisements helps only to make stronger their preference and increase their
awareness towards them. Also, it reinforce their loyalty and attachment towards
brand by portraying positive experience, pride, strong imagery and satisfaction.
According to Pand (2016), if the product already has a preference for brand in
the customer’s mind, it needs a simple reminder or awareness through
advertisements. However, if there is no preference for that brand in customers’
mind, then advertisement may help in developing the awareness of brand among
them.
Dissertation Proposal Form 5

6) Research methods: Outline how you will gather the information you need to
answer the research questions. Is this a qualitative study? Or quantitative? Will
you interview? Who will you interview? Or will you carry out surveys? Where
and how many? How will you measure responses? Or manage a case study? Of
which organisation(s)? What literature on research methods will you use to justify
your selected methods.
The Research method selected for the research will be combination of
descriptive, qualitative and quantitative method. The research study will be
focused towards finding different advantages and impacts of the advertisement
over the development of brand awareness and towards building the competitive
advantage.
Research Design
Survey technique will be used to conduct this research. Both Primary sources
and Secondary sources of data collection will be used. For the primary source of
data collection, structured form of questionnaires will be developed to conduct
the questionnaire survey. The primary method to collect the data will be
considered as the main source. The questionnaire will be designed by taking
guidance and assistance of assigned supervisor to make the respondents feel
easy in filling out the information along with conforming to the reliability and
validity of tools that are used to collect the primary data (Richards and Curran,
2002). The secondary data will be gathered from Interest, websites of
companies, journals and books.
Dissertation Proposal Form 6

Sample Size
The sample for this research will be 150 from whole population in which all the
characteristics and aspects of the population will be covered. The technique of
simple random sampling will be used to conduct primary research in probability
sampling technique. All these samples will be from the local streets of Singapore
and various shopping stations. The equal ratio of women and men will be
ensured to avoid biasness in the conclusions.
7) Overview of company or sector: Briefly describe the main activities and strategic issues
facing the company and / or sector you are setting your research in.
In this direction, the below mentioned points can be suggested:
 Identification of effective components in brand awareness and equity
effectiveness
 Using products by way of their cultures, various subjects and services
 Reviewing the mental image of brand in customers in terms of their
effectiveness of components of marketing mix on Brand equity
Reviewing the various types of advertising criteria and their impact on
developing the awareness among customers.
8) Discussion and Analysis: Describe what techniques you anticipate using in
analysing the data you have collected and the questions you are investigating.
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The analysis of data will be done by making use of both quantitative and
qualitative methods. The data will be assessed by making use of descriptive
methods like percentage, frequency, range, standard deviation and mean etc. as
well as inferential statistical tools like chi-square, regression and correlation etc.
the supervisor suggestions will be incorporated to conduct the analysis of data
Dissertation Proposal Form 7

collected (Malik et al., 2013).
9) Anticipated Problems: Indicate areas where you anticipate problems arising –
for instance in company access, questionnaire collection, writing-up etc. Indicate
possible solutions to these problems and how these might affect your overall
research.
This research will only be limited to Singapore based Companies and consumers
and thus the findings and outcomes from this research may not be applied and
interpreted for other regions of the world. The time period may also be another
limitation and constraint in this study which may contribute to the inefficient
conclusion. The Respondents for this research may also be Non Cooperative.
10) Anticipated Timetable: Provide a rough timetable describing when you plan to
complete the stages of the dissertation. Schedule time for: Initial research;
literature review first and second drafts; completion of methodology chapter;
completion of primary research; analysis; final writing up. Remember also to
work in time to deal with the potential problems identified above!
The anticipated time expected for completion of this research is around 66 days in
total. The schedule includes Gantt chart on the left. It is prepared using MS
Project Software as it is convenient developed by Microsoft for scheduling:
11) Company Liaison & Project Management: If you are doing the dissertation as
part of an industry placement, state what specific things they have asked you to do
in addition to your dissertation research. Also state how frequently you have
agreed to visit the company and how you will review progress with your company
supervisor throughout the dissertation project.
Dissertation Proposal Form 8

Brand equity is considered to be as a significant competitive factor for the
companies to always be ahead of their competitors. Brand Awareness can be
developed through advertisements and may help in making value for their
managers, stockholders and personnel which steers the organizations towards the
ladder of excellence and success (Valette-Florence, et al., 2011).
 I confirm that I have read the ethical guidelines for research and
will comply with them.
 I understand that it is my responsibility to ensure that adequate
contact is maintained with my supervisor.
Student Signature: ………………………………………… Date:
……………….
Confirm acceptance by
Academic Supervisor Date:
Dissertation Proposal Form 9