Analyzing Internet Advertising for UK Retail: Next plc Case Study

This report presents a research plan analyzing the role of internet advertising and its popularity in increasing the demand for a company's offerings, specifically focusing on Next plc within the UK retail industry. The introduction establishes the research background, problem statement, aims, objectives, research questions, and significance. The literature review explores the concept of internet advertising in the UK retail context, different types of internet advertising used by Next plc, and the role of internet advertising in increasing demand. The methodology section outlines the research philosophy, approach, design, data collection methods, sampling techniques, data analysis procedures, and timeline. The report aims to understand internet advertising in the UK retail sector, identify effective strategies for Next plc, and analyze the impact of internet advertising on the company's demand. The research questions address the concept of internet advertising, types used by Next plc, and the role of internet advertising in increasing demand. The significance highlights the importance of digital marketing in the retail industry and the potential for reaching a global audience. The report provides a comprehensive overview of the research plan, including the theoretical framework, methodology, and expected outcomes.

Research Plan

Table of Contents
INTRODUCTION...........................................................................................................................3
1.1 Research Background........................................................................................................................3
1.2 Problem statement............................................................................................................................3
1.3 Aims and objective............................................................................................................................3
1.4 Research Questions...........................................................................................................................4
1.5 Research Significance........................................................................................................................4
LITERATURE REVIEW................................................................................................................4
Concept of internet advertising in context of UK retail industry.............................................................4
Different types of internet advertising that helps Next plc to promote their products and services......6
The role of Internet advertising and its popularity in increasing the demand of Next plc’s offering.......7
Methodology....................................................................................................................................7
3.1 Research Philosophy..........................................................................................................................8
3.2 Research Approach............................................................................................................................8
3.3 Research design.................................................................................................................................9
3.4 Data Collection..................................................................................................................................9
3.5 Sampling Technique...........................................................................................................................9
3.6 Data Analysis...................................................................................................................................10
3.7 Timeline...........................................................................................................................................10
References......................................................................................................................................11

INTRODUCTION
1.1 Research Background
The Internet offers a platform for advertisers to display adverts that have the potential to
hit millions of people worldwide. On the Internet, there are numerous advertisement alternatives.
Advertisement, because of its intellectual and persuading character, may readily polish the
thinking of the target audience and generate a sense of incentive to acquire the value supplied by
companies on the basis of products, to meet their varied wants, which in effect greatly enhances
their life quality (Tretyakova, 2021). The Internet's influence on advertisement will have far
consequences for commercial and consumer interaction. Internal promotion and advertising
operations, like those in other businesses, have grown more productive and useful as they have
moved online, allowing for cost savings and time savings. The Internet also provides retailers
with an extra avenue for product sales. A retail shop without a physical shop was almost
unthinkable of 30 years ago. They may now buy practically everything they desire on the
Internet just going to a company's website. This allows them to sell more items while incurring
the expense of renting and stocking extra store floor area. The option to sell items without the
expense of a physical shop is particularly beneficial for businesses wanting to stay start-up costs
low. They can employ a third-party removal company to keep and transport their items if they
don't have data storage (Lee and Cho, 2020).
1.2 Problem statement
The importance of internet advertising to apply in retail sectors in effective manner. Most
of the retailers use internet marketing to promote their products but they don’t know which type
of internet marketing effective for their business. In this research identify that how to Next plc
effectively applies internet marketing to promote their products and identify the main role of
internet advertising.
1.3 Aims and objective
Aim: “To analyze the role of internet advertising and its popularity in increasing the demand of a
company’s offerings in context of the UK retail industry: A study on Next Plc”
Objectives

1. To understand the concept of internet advertising in context of the UK retail industry
2. To identify the different types of internet advertising that helps Next plc in order to
promote their products and services
3. To analyses the role of Internet advertising and its popularity in increasing the demand of
Next plc’s offering
1.4 Research Questions
1. What is the concept of internet advertising in context of UK retail industry?
2. Explain different types of internet advertising that helps Next plc to promote their
products and services?
3. What are the role of Internet advertising and its popularity in increasing the demand of
Next plc’s offering?
1.5 Research Significance
The main significance of research upon topic whenever it concerns to scaling, they may be
unable to set clear targets. A large market company's prospective involvement and input is lost.
Ignore internet sales and visitors generated by marketing activities. World's most popular retail
shops operate extensive digital marketing strategies geared to attract more customers from
everywhere in the world as well as those just next door. The retail industry's digital marketing is
very different from the selected handful profitable businesses. Marketing is one of the tools used
by firms to gain clients. The Internet offers a platform for advertisers to display adverts that have
the ability to reach millions of people worldwide (Crain, 2021). On the Internet, there are
numerous marketing alternatives. Companies can post display and text advertising on famous
websites related to their specific business. For instance, when they offer their own kind of hot
sauce, they can try purchasing advertisements on food-related blogs like Allrecipes.com,
concentrating on webpages that include hot sauce dishes. Companies can also run advertisements
on social media platforms such as Twitter and Facebook.
LITERATURE REVIEW
Concept of internet advertising in context of UK retail industry
Advertisements are critical in marketing a brand and raising public awareness of it.
Advertising is a method throughout which a company or group promotes the unique selling

points and advantages of a brand in order to influence people's purchasing decisions. The internet
will replace the conventional domination of fixed location stores as a key new retail paradigm.
However, there is insufficient scholarly evidence to either refute or confirm the claims of store
Broadband penetration. Attempts to rebalance the balance by giving a thorough and critical
examination of UK store Internet operations (Nuara, 2021). A sampling frame of 1,099 UK retail
multiple copies was employed, and each Web site was examined separately to categorise the
variety of promotional resources and activities provided. Notwithstanding the excitement, the
number of sales businesses polled had yet to acquire a Web site domain, according to the data.
Furthermore, the great number of sales companies who have built a Web site utilise it largely as
a marketing strategy to encourage business or brand data to Internet users, but instead to
facilitate commercial selling. Finally, highlights the consequences of present Internet exercise
intensity for the development of modern retail (Lisiecki and Król, 2020).
According to estimates, the total global expenditure on internet advertising is roughly
$66.6 billion. As a result, organizations who want to improve their online presence on the Online
network are seeking for precise indicators and estimations that can inform them there is or is not
customer reaction. Objectives for the organization for the expansion of Internet retailing will
undoubtedly require solid projections for the increase of Internet purchasing. Without a question,
there has been a huge rise in the online advertisement business. It has proven to be some other
some other network that is attracting the interest of businesses. According to estimates, the total
global expenditure on internet advertising is roughly $66.6 billion. As a result, organisations who
want to improve their online presence on the Online network are seeking for precise indicators
and estimations that can inform them there is or is not customer reaction (Song and et. al., 2020).
Objectives for the organization for the expansion of Internet retailing will undoubtedly require
solid projections for the increase of Internet purchasing. Without a question, there has been a
huge rise in the online advertisement business. It has proven to be some other some other
network that is attracting the interest of businesses.
Retail was predicted to have the greatest digital advertising expenditure in the United
Kingdom in 2021. It planned to spend 3.33 billion British pounds on digital advertising.
Consumer packaged goods (CPG) and consumer items came in second with $2.22 billion in
spending. Overall internet advertising spending in the United Kingdom is estimated to reach

17.34 billion pounds in 2021. "When buying a product on the Internet, customers will not need to
comply to the assumptions of everyone else, and they all have material impact that allows them
to make excellent selections." Internet advertising becomes an important tool for corporate and
non-industrial organizations to sell its products (Rakrachakarn, Moschis and Daengrasmisopon,
2020).
Different types of internet advertising that helps Next plc to promote their products and services
The technique of someone using the technology as a channel to convey advertising
information to a specific and targeted audience is known as online advertisement. It is beneficial
for increasing website enhance brand visibility, but internet ads is primarily intended to
encourage the targeted client to take a certain action, such as completing a purchase. There are
numerous methods of online advertising, often called the internet advertising/web marketing, and
it can be tough to compile a set of ideas (Tahmaz and et. al., 2020).
This tend to comprises and describes the strategy which is seemed to being used by the
companies in order to disseminate awareness and generate awareness of its goods among
prospective buyers. Next's advertisement campaign has been seemed to be restricted in the set of
the latest days, and it has also tend to be typically been based and effectively concentrated on the
localized set of the initiatives instead of emphasizing and focusing in the huge advertisement
undertaken by stores like as John Lewis, which is recognized for its television commercials.
Next's marketing suddenly change to an internet emphasis, with communication, marketing, and
special offers all available on the company's website. Nevertheless, their online approach is not
primarily based on their homepage, and the expanding usage of social media platforms like as
Facebook and Twitter has piqued the interest of the retail business (Liu and Liu, 2021). With
frequent updates on Facebook along with regular post on the Twitter as well as the YouTube,
and media sharing sites like Instagram, Next has maximized the possibilities that social media
offers. Next has significantly increased its sales, profitability, and growth through offering
specials and publicizing its items to the millions of fans on their accounts, frequently through to
the usage of celebs donning their products. It has been seen and find out that the many type of
the internet advertising is being used by the Next plc to promote its product and services that
email marketing which offers the use of the quality database that has been gathered from
different segmentation for creating an email marketing campaign. The use of the email marketing

supports the creation of higher awareness in customers based on regular notification and
important content to ensure arriving of light information at right time to have better advertising
of product and services. Further, the Next plc also tend to make the use of the social media
marketing that consists of various online platforms such as Facebook ads, twitter ads, Instagram
ads, etc. which supports better promotion of its product and services (GAUR, HARMA and
SHEKHWAT, 2020). It has been seen use of social media marketing supports the sharing of
multimedia content comprising of use of videos, images, reals, etc. that supports higher
awareness and better promotion of the product and services of Next plc along with ensuring a
continuous integration and communication with customers.
The role of Internet advertising and its popularity in increasing the demand of Next plc’s offering
With respect and in accordance to the information provided by the Wang, L. and Hur, J.,
2022, it has been seen that the internet advertising plays a vital role in effectively promoting the
business and enables to connect with the audience in a quick manner. Thus, internet advertising
is significant and higher popular way of advertising that supports increasing demand for the
offering of the Next Plc. Interest advertising comprises of use of various tools and digit platforms
that helps in effectively reaching and informing the target audience about the product and
services thus, creates a higher zeal and purchasing intention to have increasing demand (Liu,
2022). Along with this, the intent advertising also tends to supports the target campaign that is
including use of flyers, television, billboards and direct mail thus, it tends to offer no way to
hone in on or get neglect by the target market. Therefore, it plays a vital role in supporting and
leading out continuous information and awareness in the customers that helps in increasing the
level of demand for the offering of the Next Plc. Along with this, it has been also seen and
analsysed that the internet advertising also offers and lead to global reach and helps in enhancing
the target market and customer base for the product and services of the Next plc thus, helps in
supporting and leading higher demand. A vital role is being played by the internet advertising in
putting the brand reach and access to millions of the overseas customers without having any
further overheads thus supports higher demand level. Beside this, the internet advertising is
becoming popular and effective in increasing demand for offering of Next plc as it supports
instant feedback and direct connection with the customers thus lead to higher trust and loyalty
level in customers to have improved success and demand level (Bodunde and Ohu, 2022).

Methodology
It forms out a crucial and important part of every research project that tend to provide
information regarding the research approach and method that would be applied by the researcher
to undertake current project (Bicak, 2022). The research philosophy and approach proposed for
current investigation are provided as below with justification:
3.1 Research Philosophy
There are two main types of philosophy consists of the interpretivisim and positivistic
philosophy from which one is selected by investigator based on nature of study. In accordance to
current project making use of the positivistic is seemed more suitable as it supports practical and
systematic way of investigation. Along with this, the in positivism philosophy, the method
selected must be highly structured that supports a more specific as well as the measurable set of
the results (Li and Jia, 2020).
3.2 Research Approach
It has been seen and find out that there are the two mainly set of the approaches that are
being utilized or tend to be applied by the researcher which is seemed of the including inductive
along with the deductive approach. The inductive set of the research approach is the one that is
ought to be based on the development of theory as well as supports the generalization of the facts
whereas the deductive form of the research approach is based on reviewing and observing some
set of existing theory. This study is tending to be based on the uses of the deductive research
approach as the main set of the aims of deductive approach is around the testing of existing
theory (Crain, 2021). Apart from this, the applying and the making the using this deductive set of
the approach tend to makes it possible for investigator to effectively measure the selected set of
the concepts in the quantitatively manner. Beside this, the use of the deductive approach is also
justifiable and suitable as in line to the positivistic philosophy and supports better scanning of
fact.
Research strategy
This tend to supports and provide a plane for tools that would be used for collection of data
that consists of action research survey, interview, observation, experiments. etc. Based on the
nature of the current study use of survey strategy is being proposed that supports the easy

collection of data from a larger number of participants through making use of the questionnaire
(Lisiecki and Król, 2020).
3.3 Research design
The qualitative and quantitative are two set of research design. In the quantitative set of the
design, numbers and statistics are use whereas qualitative research use meanings and words.
Thus, use of the qualitative research design is time consuming and complex as it is based on in-
depth and detailed set of study. Therefore, in context to the nature of current study based on
internet advertising making use of the quantitative nature of study is seemed justifiable that
supports easy gathering of the data in numeric facts that also supports better presentation and
specific research outcome.
3.4 Data Collection
there are two main types of data collection consist of the primary and secondary source of
the data collection. To have the appropriate data and information to achieve the set objective use
of the both primary as well as the secondary source of the data collection has been made. The use
of the primary method of data collection tend to includes and comprises of the direct collection
of data by researcher which provide firsthand information (Nuara, 2021). Thus, making use of
the primary method of data collection is appropriate to have authentic set of data that is being
directly collected by researcher and based on current topic. Further, use of the survey strategy is
being made within current project for the collection of data that comprises of the use of
questionnaire as research instrument. Beside this, the use of secondary method of data has been
also made within current project that is justifiable and suitable to provide a base for further in
investigation through leading analysis of pre-exiting set of data. Along with this, the making use
of the secondary method of data collection is also suitable as it is less time consuming in nature
and supports a framework for undertaking investigation in effective way. The use of the online
articles books, journals and other relevant literature would be made under the secondary data
collection.
3.5 Sampling Technique
It tend to comprises and includes of the process of selecting and choosing out a pre-
determined set of the units from a larger population to conduct and undertake the investigation in
more effective and efficient manner. The sampling techniques can be two types consists of

probability and non-probability sampling (Song and et. al., 2020). In accordance to the current
project, selection of sample size of 30 employees has been made from the workforce of the Next
plc with the help of random method of sampling. Use of random method of sampling is suitable
and appropriate as it removes the chances of biasness through leading equal chance of selection
for all units.
3.6 Data Analysis
This forms a vital part of every investigation that comprises of the analysis of the findings of
a study that supports achievement of set objectives based on review of collected data. The use of
the quantitative method of data analysis would be made for current project as quantitative
method supports better presentation and analysis of facts. The quantitative method of data
analysis for current project would comprise of the use pf the statistical charts and tables to have
the better presentation of facts and ensure better analysis of research outcome. Further, the
analysis of secondary source of the data would be made with the help of systematic literature
review that provides a better analysis and discussion about the selected set of articles and
journals based on current research topic (Rakrachakarn, Moschis and Daengrasmisopon, 2020).
3.7 Timeline
Gantt chart tend to comprises of vital time management tools that supports a systematic and
sequence wise presentation of all project activities to remove the chances of overlapping of work
along with supporting timely completion of the project. The making of the use of the below
stated Gantt chart is being made for the presenting the timeline of current set of the project:

References
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