University Dissertation: Impact of Advertisement on Brand Awareness

This dissertation outline investigates the impact of advertisement on brand awareness, aiming to help companies understand the significance of advertising and structure their brands for improved sales and competitive advantage. The introduction highlights the importance of brand awareness in the market and sets the research aim and objectives. The literature review defines advertising as a mass communication tool and discusses its various aspects, including persuasion and marketing processes. The methodology section outlines a combination of descriptive, qualitative, and quantitative research methods to find the advantages and impacts of advertisement. The findings and analysis section will utilize both quantitative and qualitative methods, including statistical tools. The conclusion emphasizes the importance of brand equity and how advertising can develop brand awareness to achieve competitive advantage. The outline also includes a list of relevant references.

Dissertation Outline
Working title: Impact of Advertisement on Brand Awareness
Introduction, problem setting, aim and objectives
Introduction: A strong brand name provides opportunities for the company to set themselves in
market. It also helps in avoiding the organization from any kind of danger through competitive
actions. In this paper we will discuss how advertising impact in development of brand awareness
which leads to competitive advantage.
Aim/Purpose: 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.
 Objectives: The following are the main objectives of tis 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
Literature Review
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.
Methodology
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.
Findings and Analysis (may not be possible to write much here until after data analysed)
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
collected (Malik et al., 2013).
Conclusions
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).
References
Ayanwale, A. B., Alimi, T., & Ayanbimipe, M. A. (2005). The influence of advertising on
consumer brand preference. Journal of Social Science, 10(1), 9-16.
Bendixen, M., Bukasa, K. A., & Abratt, R. (2004). Brand equity in the business-to-business

market. Industrial Marketing Management, 33(5), 371-380.
Boone, L. E., & Kurtz, D. L. (2009). Marketing contemporâneo. Cengage Learning.
Malik, M. E., Ghafoor, M. M., Iqbal, H. K., Ali, Q., Hunbal, H., Noman, M., & Ahmad, B. (2013).
Impact of brand image and advertisement on consumer buying behavior. World Applied Sciences
Journal, 23(1), 117-122.
Pand, Y. R., & Gui, W. (2016). Influence of Advertisement Message on Fitbar Billboard Towards
Brand Awareness and Its Implication to Brand Image. Humaniora, 7(1), 63-76.
Richards, J. I., & Curran, C. M. (2002). Oracles on “advertising”: Searching for a
definition. Journal of Advertising, 31(2), 63-77.