Importance of Internet Advertising in Endorsing Business Product and Services

This research aims to analyse the importance of internet advertising in endorsing business product and services and gaining customer attention within retail industry. It will focus on Marks and Spencer and will use both primary and secondary data collection methods. The research design used is explanatory and the research approach used is deductive. The research philosophy used is positivism. Both qualitative and quantitative data analysis will be used.

Research proposal
(To analyse the importance of internet
advertising in endorsing business product
and services and gaining customer attention
within retail industry)

INTRODUCTION
1.1 Research Background
In recent time attracting customer is very vital and for this many organisations are adopting
the strategy of internet advertising in their business operation. Internet advertising is a set of tool
or technique used by the company to communicate with the customer and deliver their message.
With this tool organisation make an interaction with the people worldwide and communicate
their promotional message in creative and unique manner. Internet advertising is the global
advertising platform which is gaining more importance day by day. It is the virtual equivalent
method which attract various target audience towards their brand (Mishra, 2020). It also helps
the organisation to endorse their goods and services to the customer in effective and efficient
manner. Companies are spending more money on internet advertising so that they promote their
goods in unique manner. In recent era of digitalisation, the concept of digital advertising is
gaining more importance and it became very necessary for the organisation to adopt internet
advertising in their business. Internet advertising is used by the company because it of the wide
use of internet by many customers. This is also one of that tool through which organisation can
reach to target audience by easy global coverage as well as within the decided budget. This
research will also focus on the topic importance of internet advertising in endorsing the company
product and service (Denga, Vajjhala and Rakshit, 2022).
For carrying out the investigation the chosen organisation is Marks and Spencer. Marks
and Spencer is a leading and one of the major British Multinational retailer. The company was
founded in the year 1884 by Michael Marks and Thomas Spencer. The headquarter of the brand
is in London, United Kingdom. The company operates their business worldwide and to attract
the customer and endorse their product and service M&S uses internet advertising. This is
because it helps the brands to attract numerous customer for their company in large manner
(Zhao and et. al, 2021).
1.2 Problem statement
The main research problem which is identified in the current investigation is that it is very
become very important for the organisation to adopt the strategy of internet advertising. As in
recent time with the excess use of internet by the customer it creates pressure among the mangers
to use the concept of internet advertising if they want to gain competitive advantage out of it.

The company is not able to gain customer attention because of the rise in the competition in the
market. With the change in taste and preference of the employee company need to adopt those
marketing strategy which helps them to attract target audience towards their brand. To gain the
attraction it is very vital to make interaction with the buyers in innovative and creative way
(Deiss and Henneberry, 2020). This helps them to acquire a large customer base for their
company as the audience will get attracted towards the way they make promotional message. It is
also identified that company also face the problem of developing an attracting promotional
message which they can use to endorse their goods and services on the internet. Internet
advertising is important tool which assist the organisation in wider manner in the current era of
digitalisation.
1.3 Aim and objectives
Research Aim:
To analyse the importance of internet advertising in endorsing business product and
services and gaining customer attention within retail industry. A study on Marks and Spencer
Research Objectives:
 To understand the concept of internet advertising within UK retail industry
 To analyse the requirement of internet advertising in promoting business product and
services as well as gaining customer attention within Marks and Spencer
 To identify the different methods used by Marks and Spencer under internet advertising
in endorsing business product and service and to attract customer’s attention.
 To analyse the importance of internet advertising in endorsing business product and
services and gaining customer attention within Marks and Spencer
1.4 Research Questions
 What is the concept of internet advertising within UK retail industry?
 What are the requirements of internet advertising in promoting business product and
services as well as gaining customer attention within Marks and Spencer?
 What are the different methods used by Marks and Spencer under internet advertising in
endorsing business product and service and to attract customer’s attention?
 What is the importance of internet advertising in endorsing business product and services
and gaining customer attention within Marks and Spencer?

1.5 Research Significance
The main significance of the present investigation is that it will helps various stakeholder to
know the importance of internet marketing and how this research will help them to gain
advantage out of it. Internet advertising is one of the important strategy which will helps in
making an effective communication with the buyers. The current research is beneficially for the
organisation, researcher, marketing managers and customer. For the researcher this investigation
is important as they can get to know about the numerous method and tools which they can use in
their research project so that overall investigation can be done in systematic manner. Through
this they will also gain knowledge on the topic which on the other hand helps them to carry out
the further investigation in sound manner (McGruer, 2020). For the marketing manager this
research is beneficially as they will get to know about the various ways through which they can
advertise company's product or service in internet. This investigation will also help them to
understand the challenges which they can face while adopting the strategy on internet marketing.
On the other hand, with respect to the organisation this research will helps them to understand
the importance of internet advertising so that they can adopt this strategy in their working space.
This research will tell me that using this help them to promote their product and service in
effective and efficient manner. In last, for the customer this is helpful as they will get to identify
the source which company uses to advertise their product in the market. Thus, the current
research is quite significant for the stakeholder as they will get to identify the importance of
research study (Gupta, 2020).

LITERATURE REVIEW
Theme 1: To understand the concept of internet advertising within UK retail industry
As stated by Kwiatkowska (2018), the concept of internet advertising is vast and the term
online advertising is said to be the form of advertising in which internet is used for the purpose
of promoting about the services and the products in the market. Earlier the companies do not
have the chance to do promotion in such an easy way but now they are able to do so. As there are
various trends in the market which are considered by the company in order to perform better in
the retail industry. There are various types of online advertising that is display advertising, news
feed ads, search engine marketing, email marketing, chat adverting, content marketing and many
others. As there are multi channels which available across the internet in which the targeted
audience can be marked.
According to Lee and Cho, (2020) , the promotion of the brand’s products or services can take
place by making use of wide range of marketing channels present in the market. Also, there are
various features which are offered by the internet adverting that is using texts, videos,
animations, various graphics and many others. That is why, it is considered to be the most
effective ways to expand the reach to the customers which will increase the way to earn revenue.
It is must to understand the type of audience that can be done by launching various programmes,
campaigns with the aim to know the customers better. Along with it, the online advertising is
used as a marketing strategy so that the information can be provided to the audience in less
amount of time (Zhao and et.al., 2019).
Theme 2: To analyse the requirement of internet advertising in promoting business product
and services as well as gaining customer attention within Marks and Spencer
As described by Krysiak, (2021), online advertising allows the company to promote its business
mainly in the global audience as there are various ways to promote the business. The technology
has evolved in the business world as there are various techniques available for the overall
betterment. Moreover, the internet advertising is said to be the cost-efficient way to advertise as
ads are seen by the majority of people. Also, there are various ways to keep the people engaged
on the internet such as various activities or asking for feedback from them. That is why the
internet facilitates are considered to be the two-way communication with the advertising
messages. Also, by placing interactive ads on the Internet, vendors can also use surveys, various

comments and usage statistics to the campaigns midway in order to make the most of their
effectiveness. Linking online advertisements to social networking outlets can enhance the
communication between your company and your customers even further, allowing you to receive
genuine feedback on a consistent basis (Lim and et.al., 2021).
As suggested by Farzalieva, in order to reach the more people, internet advertising allows the
company to reach the targeted audience. One of the main benefits of internet advertising is that it
allows to keep the customers engaged and the company can do research for the purpose of
getting the preferences of the customers. The company will be able to obtain data and online
advertising benefits as a result of this, and will be able to discover the suitable audience for the
brand. It also focuses on those who are more likely to be interested in what the company offers
or sells. It provides a variety of techniques, including online display ads, social network ads,
video ads, and more, that make it easier to reach the desired audience. It will also assist the
organisation in generating more leads and developing more successful and profitable new
campaigns (Zhao and et.al., 2019).
Theme 3: To identify the different methods used by Marks and Spencer under internet
advertising in endorsing business product and service and to attract customer’s
attention.
As mentioned by Boychev, (2021) there are various methods which are used by the company
with the aim to endorse the business product and service and to attract customer’s attention
(Hatzithomas and et.al., 2021). Such as display advertising, social ads, email marketing, video
marketing and many others. As the internet is said to be the main part of the business and it is
known to provide help to the company and its customers. As website is one of the main tools for
the company as it provides a major platform for them. There are various social media such as
Facebook, Instagram and Twitter they are known to provide better opportunities for the
companies as they get to know about various trends.
Being provided by Lim and et.al., 2021, because there are so many different ways to
advertise a business, online advertising helps the company to reach out to a global audience. In
the business context, technology has advanced, and a number of solutions for general
improvement are now available. Furthermore, because the majority of people see advertisements,
internet advertising is thought to be the most cost-effective approach to sell. There are also a

range of methods for keeping people engaged on the internet, such as involving them in various
activities or asking for feedback.
Theme 4: To analyse the importance of internet advertising in endorsing business product and
services and gaining customer attention within Marks and Spencer
Being highlighted by Grahamn and Wilder (2020), As the internet is recognised to
provide a new zone for businesses and individuals, it offers a plethora of chances for endorsing
business items and services as well as attracting customer attention (Deng and et.al., 2020).
Because the internet allows customers to learn about a company's operations, and because online
advertising allows companies to keep their daily workflow and interactions with customers up to
date. The companies can also get the data of customers about their habits and preferences. Such
data will be helpful for the company so that further changes can be made in the products and
services. As a result, the internet is thought to facilitate two-way communication with advertising
messages. Vendors can also employ polls, varied comments, and usage statistics to the
campaigns midway to maximise their impact by posting interactive ads on the Internet. Linking
online ads to social media platforms can improve connection between your firm and its
customers even further, allowing you to get honest feedback on a regular basis.
As reported by Chang and Wang (2019), internet advertising plays a major role in the
success of the company Because there are so many different ways to advertise a business, online
advertising helps the company to reach out to a global audience. In the business context,
technology has advanced, and a number of solutions for general improvement are now available.
Furthermore, because the majority of people see advertisements, internet advertising is thought
to be the most cost-effective approach to sell. There are also a range of strategies for keeping
people engaged on the internet, such as engaging them in various activities or soliciting
feedback. As a result, the internet is supposed to facilitate two-way advertising communication.
By publishing interactive ads on the Internet, vendors can incorporate surveys, various
comments, and usage statistics into their campaigns (Al-Subhi, 2022).

METHODOLOGY
Research methodology described as a specific techniques or procedure which helps in
selecting, identifying, processing as well as analysing the relevant information about the research
topic. It is basically concerned about how a researcher will systematically design the research in
order ensure reliable and valid results that helps in addressing the research aims and objectives in
better manner (Hackett, 2018). The research methodology generally covers the description about
the methods which is used in the following result. Research onion is an effective framework that
helps in designing the research methodology of a particular research in effective manner. It
classified the research methodology in different parts in order to make easier for the researcher in
order to collect and analyse the information in better manner. In the following research, research
onion is used in order to define the methods which is used and these are described below:
3.1 Research Philosophy
Research philosophy is describe the method that collect and analyse the information and
data on the basis of knowledge, assumptions as well as nature of the research. It helps researcher
in order to deal with the specific manner of developing knowledge (Morgan, 2018). It is divided
in two categories which describe as positivism and interpretivism. In the following research, the
researcher selects positivism as it helps them to collect as well as analyse quantitative data and
information. This philosophy is more reliable which helps in making the whole research more
valuable and effective.
3.2 Research Approach
Research approach is described as the procedures and the plans for research that define
the certain steps of broad assumptions in order to detailed the methods of data analysis,
interpretation as well as collection (Cheng and Tan, 2018). There are two types of research
approach which includes inductive and deductive research approach. In the following research,
researcher selects deductive research approach as it helps in developing the hypothesis on the
basis of existing theory. This approach is cost and time effective which help researcher in order
to conduct the research in less time and cost.
3.3 Research design
Research design is described the framework of different research techniques and methods
which is used by the researcher while conducting the research. There are various types of

research design is research methodology such as descriptive, experimental, correlation and many
more. In the following research descriptive research design is selected as it help researcher in
order to collect and analyse the numerical information about the research (Birru, Gokkaya and
Liu, 2018). The research strategy and research choice for the following research is described
below:
Research Choice- It describes about the nature of the data which is collected by the
researcher for their research. There are two types of research choice that are quantitative and
qualitative research choice (Zuckerman, 2020). The researcher selected quantitative research
choice as it helps researcher in order to collect and analyse quantitative information about the
research.
Research strategy- There are many types of research strategy such as survey,
observation, systematic literature review, case study and many more. The researcher selects
survey and systematic literature review as a research strategy because it helps in collecting the
data directly from the respondents as well as from other sources (Skinner, 2020).
3.4 Data Collection
In the current investigation researcher will be using both the method primary and
secondary source to gather information. This is because this will help the investigator to carry
out their investigation in sound manner. Primary data is the fresh data and secondary data is
second hand information in the investigation (Säfsten and Gustavsson, 2020). The source for
gathering primary data will be questionnaire and the source for secondary data is books,
magazine, online article and many more. With both the method researcher will acquire vast data
to carry out their investigation in sound manner so that aim can be attained appropriately.
3.5 Sampling Technique
Sampling is the technique which is used to select participants for the whole population for
the study. There are two sampling method which are probability sampling and Non probability
sampling. In the current investigation researcher will be using probability sampling for their
research report. This will help in carrying out the investigation in fair manner because
respondent get the equal opportunity to get selected (Mahuika and Mahuika, 2020).

3.6 Data Analysis
Data analysis is considered as the method which is used within the research for the major
purpose of analysing gathered information within research. This is one of the aspect which helps
the researcher to draw appropriate conclusion within research so that research objectives can be
aligned with gathered information. Data analysis is of two types such as thematic analysis and
frequency distribution table. In the current research the researcher will use frequency distribution
table so that to analyse gathered information in appropriate manner. This method is selected for
the reason that this will provide statistical information related with the research topic (Iovino and
Tsitsianis, 2020).
3.7 Timeline
Timeline is considered as the time frame which is given to the researcher so that to manage
overall research along with all the research activities. There are two major types of research
timelines such as longitudinal and cross-sectional. In the current research cross-sectional time
horizon will be followed by the researcher so that to manage different dimensions within the
research at a single point of time. This research time line is related with executing different
activities at a single point of time so that delays within the research can be avoided and
researcher may get ease to attain research objectives (Thomas, 2021).
3.8 Ethical Consideration
Ethical consideration is defined as the ethical measures which are being used within the
research for the purpose of managing the research in ethical manner. There are different ethical
considerations which are being used within the research so that in appropriate manner research
objectives can be attained and at the same time misrepresent-able practices can be avoided. In the
current research informed consent is obtained so that issues within taking primary information
can be avoided. On the other hand, at the time of taking out information related with primary
research method no sentiments of people are being underestimated (Rumsey and et. al, 2022).

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