Investigating the Need of Internet Advertising in Retail Industry: A Study on H&M

Research Plan
(To investigate the need of internet advertising in promoting
business offerings and gaining attention of existing as well as
potential customers within retail industry)

Table of Contents
INTRODUCTION...........................................................................................................................3
1.1 Research Background............................................................................................................3
1.2 Problem Statement................................................................................................................3
1.3 Aim and Objectives...............................................................................................................4
1.4 Research Questions...............................................................................................................4
1.5 Research Significance...........................................................................................................4
LITERATURE REVIEW................................................................................................................6
Theories of advertising................................................................................................................6
2.1 Concept of advertising within retail industry of the UK.......................................................6
2.2 Need of internet advertising in promoting business offerings and gaining attention of
existing as well as potential customers within H&M..................................................................7
2.3 Methods used under internet advertising by H&M to promote their offerings and to attract
customers.....................................................................................................................................7
2.4 Popularity of internet advertising and benefits gained by H&M with its adoption..............8
2.5 Literature Gap.......................................................................................................................8
RESEARCH METHODOLOGY.....................................................................................................9
3.1 Research Philosophy.............................................................................................................9
3.2 Research Approach...............................................................................................................9
3.3 Research design...................................................................................................................10
3.4 Data Collection....................................................................................................................10
3.5 Sampling Technique............................................................................................................10
3.6 Data Analysis......................................................................................................................11
3.7 Timeline..............................................................................................................................11
3.8 Ethical Consideration..........................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
1.1 Research Background
Internet advertising is the process of promoting product and services by using online
mechanism. It mainly use internet for delivering the message to the target audience. Through
using internet advertising, company can attract website traffic and brand exposure. Internet
advertising helps in attracting more and more users towards the brand which helps in generating
profit and improve the business performance (Sinclair, 2018). There are different types of
internet advertising such as social media advertising, content marketing, email marketing, search
engine advertising, display advertising and mobile advertising. Internet advertising helps in
targeting the large number of market due to which the profitability and growth of business
increases. By using internet advertising, company can avail various benefits as it helps in
reaching at global level, provide instant feedback, keep customer relationship going and also
timely deliver the message to audience. This project is based on investigating the need of internet
advertising in promoting business offerings and gaining attention of existing as well as potential
customers within retail industry. Thus, internet advertising plays an important role in creating
awareness among audience related to the products and services deliver by company to its target
audience. Organisation uses various internet advertising methods in order to promote the
products and services to its customers. These methods helps in reaching to large number of
people that helps in enhancing the performance and growth of business. It is necessary for
organisation to focus on selecting right platform to deliver the information related to the products
and services and generate more leads. Internet advertising helps in grabbing the attention of
people by offering them product information due to which they make purchase decision in
effective and efficient manner.
1.2 Problem Statement
The problem which is identified within this investigation is that organisation faces
difficulty in choosing right digital platforms to interact and connect with audience. Company
faces difficulty in attracting large number of audience towards the brand due to which it is
necessary to identify the right platforms which helps in enhancing customer base. There are
different types of internet advertising platforms which company can use in order to target
potential customers towards the brand (Zhou, 2020). Organisation generally need a right

platform which helps in promoting the product and services in effective and efficient manner.
Thus, it is important for company to identify the need and importance of internet advertising as it
helps in grabbing the attention of target people which leads to increase in profitability and
performance of business.
1.3 Aim and Objectives
Research Aim:
“To investigate the need of internet advertising in promoting business offerings and
gaining attention of existing as well as potential customers within retail industry”. A study on
H&M
Research Objectives:
 To investigate the concept of advertising within retail industry of the UK
 To evaluate the need of internet advertising in promoting business offerings and gaining
attention of existing as well as potential customers within H&M
 To examine the methods used under internet advertising by H&M to promote their
offerings and to attract customers
 To analyse the popularity of internet advertising and benefits gained by H&M with its
adoption
1.4 Research Questions
 Explain the concept of advertising within retail industry of the UK?
 What is the need of internet advertising in promoting business offerings and gaining
attention of existing as well as potential customers within H&M?
 What are the methods used under internet advertising by H&M to promote their offerings
and to attract customers?
 Explain the popularity of internet advertising and benefits gained by H&M with its
adoption?
1.5 Research Significance
The significance of this research is that it helps in identifying the need of internet
advertising in promoting business offerings and gaining attention of existing as well as potential
customers within retail industry. Internet advertising is important for organisation as it helps in
promoting the business and also reaches to global audience. Through internet advertising,