Research Project: Advertising, Promotion, Sales, and Brand Equity

This research project investigates the impact of advertising and promotion on sales volume, brand equity, and overall organizational success, focusing on Sainsbury UK as a case study. The study begins with an introduction outlining the research's aim, which is to identify the role of advertising and promotion on sales, brand, and equity creation. The research outlines objectives to determine the importance of advertising and promotion, assess the link between them and areas such as sales volume and brand equity, and recommend strategies for Sainsbury to enhance its performance. The report includes a critical review of key references, examining the importance and techniques of advertising and promotion, along with the significance of brand image and equity. The methodology outlines the research design, and the findings section analyzes the data collected, leading to conclusions and recommendations for Sainsbury. The project highlights the growing importance of advertising and promotion in the UK retail sector and their impact on customer awareness and brand perception.

Research
Project
1

TABLE OF CONTENTS
Introduction..........................................................................................................................................3
Task 1...................................................................................................................................................3
1.1 Research outline specifications..............................................................................................3
1.2 factors contribution to selection of research..........................................................................3
1.3 A critical review of key references........................................................................................4
1.4 Research project specification...............................................................................................6
1.5 Appropriate plan and procedures for the agreed research specification................................7
Task 2.................................................................................................................................................10
2.1 Matching resources efficiently to the research question or hypothesis...............................10
2.2 Proposed research investigation in accordance with the agreed specification and
procedures..................................................................................................................................12
2.3..............................................................................................................................................13
Task 3.................................................................................................................................................14
3.1 Using research evaluation techniques..................................................................................14
3.2 Interpretation and analysis the results..................................................................................14
3.3 Making recommendation and justify future areas...............................................................23
Task 4.................................................................................................................................................24
4.1 agreed format and media to present outcome......................................................................24
References..........................................................................................................................................25
2

INTRODUCTION
Research can be termed as an in-depth investigation into a particular topic with an
objective to find out some valid conclusion. Here, different primary and secondary sources are
used to gather data and derive suitable results. The present research is carried out on topic “The
Role of Advertising and Promotion on sales volume and brand as well as equity creation of an
organization''.
TASK 1
1.1 Research outline specifications
Aim: “To identify the Role of Advertising and Promotion on sales volume, brand and equity
creation of an organization”- A study on Sainsbury UK.
Objectives
 To determine the importance of advertisement and promotion
 To assess the link between advertisement and promotion and areas such as sales volume,
brand equity
 To recommended the key strategies through which Sainsbury can enhance its sales
volume and brand equity with the help of advertisement and promotion
For the purpose of conducting the existing research, the scholar has identified and
evaluated wide range of topics. Topics related to customer satisfaction, modern marketing tools,
impact of advertisement, brand loyalty etc has been evaluated by the researcher for the present
study. However, among different topics available, the scholar has selected topic which is “To
identify the Role of Advertising and Promotion on sales volume, brand and equity creation of an
organization” The rationale behind selecting the above mentioned topic can be termed as the
growing importance of advertisement and promotion within the retail sector of UK. It can be
expressed that with the help of present research, the scholar will be looking forward to identify
the potential impact of promotion and advertisement on overall brand equity of the company.
1.2 factors contribution to selection of research
3

The growing importance and use of advertisement and promotion can be termed as one of
the major and most important factors which have encouraged the scholar in selecting the present
research project. In the past few years, the competition among businesses which are operating in
UK retail industry has become so intense that it has become difficult for the companies to sustain
in marketplace (Severi and Ling, 2013). The use of advertisement and promotion helps the
businesses to create awareness among customers and demand among the same. At the same time,
growing importance of brand image and equity can be termed as another major aspect which has
encouraged the scholar in selecting the present research topic.
1.3 A critical review of key references
Importance of advertisement and promotion
The concept of advertisement can be termed as the procedure of sell product and services
where the main aim is to manage an appropriate communication between the products and
customers along with increasing the level of awareness. As per the view of Moriarty, S. and
et.al., 2014 there are some of the advantages of advertising which will be beneficial for the
organization such as it helps the firm in order to make high level of production which leads to
increasing the sales volume. Further, advertising helps the business for the expansion in their
activities and to explore the new market which proves to be advantageous for an organization. It
plays a significant role for the business and to enhance the level of performance in the
competitive market.
However, there is large amount money is required to invest for advertising. Further,
promotion is considered as a tool of marketing which helps to increase the brand awareness of
customers regarding the goods and services. One of the major benefits of promotion is that it
assists the firm in order to attract large number of customers. It helps in generating profit for the
business. This strategy of marketing also includes the personal selling in which there is direct
communication takes place between the customers and seller in the various public areas (Malik
and et.al., 2013). However, it will be advantageous and provide outcomes for a short period of
time. Along with this, both of the techniques of marketing are helpful for the business and
increase in the number of customers. Thus, it can be stated that advertising and promotion plays
an important role in the business which helps to increase the level of sales as well as the image of
the company in market.
4

Techniques of advertising and promotion
According to the opinion of Tuten and Solomon, 2014, there are different types of
techniques of advertising and promotion which are used by the organization in order to create
awareness of the products in the mind of customers. It includes one of the main tools which is
promotion of products through social media where the promotion of products on various
websites is carried out by the organization. It is beneficial for the organization as helps to
increase the level of customer satisfaction. Further, all of the businesses have goal regarding to
create a loyal customer base as it can be developed with the help of providing services as per the
requirement of customers. However, social media marketing contains some of the risks which
can be harmful for the customers which involves fraud and other related activities. Apart from
this, there is another main technique of promotion which is digital marketing that is considered to
be important for the business as they can promote their products through electronic media such
mobile phone.
Along with this, it proves to be effective for the company as it provides various
mediums in order to promote the goods and services. In this competitive market it is required to
adopt different techniques of promotion for attracting large number of customers for the different
types of products and services (Vinerean and et.al., 2013). However, in competitive environment
there is increase in the use of digital marketing strategies by the companies so that it helps in
generating high level of profit. Thus, it can be said that with the help of various techniques of
promotion and advertising assists the organization in order to create different types of
opportunities for communication of customers with the business. It also provides encouragement
to the customers for making a repeat purchases within the organization and also helpful for
taking an appropriate decisions regarding the purchasing of products.
Significance of brand image and brand equity
As per the view of Mitchelmore and Rowley, 2013, brand image is considered as a
impression and opinion of products in the mind of customers so that an organization get
knowledge regarding their products and services. It is important for a company to have a strong
brand image and positive perception of customers about the goods which they are offering. It
will be helpful for taking decision regarding the promotion of those products which are mainly
prefer by the customers. In addition to this, brand image assists the organization for targeting an
5

appropriate group of people and also created effective understanding of the preference of
customers. Further, brand equity is considered as a value which can be identified with the help of
opinion of customers regarding the products and services. It is significant for the business for
attaining high level of revenues along with the increase in sales of the organization (Ashley and
Tuten, 2015). Further, it also leads to decrease in the cost of marketing because there is effective
brand awareness is already developed by the company. However, there is requirement of high
level of investment which will require to be made by the company. Thus, it can be stated that
brand image and brand equity helps to enhance the sales of company and beneficial for the
business.
Link between advertising and promotion on the areas of volume of sales and brand equity
According to the view point of Westberg and Pope, 2014, there is a direct link between
advertisement and promotion for a business which helps the organization in order to carry out the
different activities of business. Further, both of the techniques of marketing assist in boosting the
sales volume of company. Due to the tactics of advertising and promotion which assist
organization to attract large number of customers so that they get attracted towards the products
and services that leads to increase in the sales of company. However, it will also helps in the
development in the areas of brand equity of the company.
It will also provide a high level of competitive advantage for the company and they get
motivated in order to serve effective quality of products and services to people. Further,
promotion and advertisement helps in attracting large number of customers that is considered
beneficiary for the organization. Thus, it can be stated that all of the activities of advertisement
and promotion are interlinked with each other and provide appropriate results to the businesses.
It can also be stated that it is necessary for the company to adopt different types of strategies of
advertising that helps to create the awareness regarding the products and services among the
customers (Ding and Tseng, 2015). Further, it will also assist for getting the competitive
advantage in the marketplace. It shows an appropriate relationship between the advertising and
brand image of the company that helps to increase the volume of sales of the organization.
1.4 Research project specification
The key specifications of project for the present study are mentioned below as:
6

 Title of study- To identify the Role of Advertising and Promotion on sales volume,
brand and equity creation of an organization
 Introduction- The present research report will be focusing upon finding out what
potential impact does the activities such as advertisement and promotion has on overall
brand image or sales of an organization. For the purpose of carrying out the present
investigation, Sainsbury which is a UK based retailer has been selected.
 Research aim and objectives- The aim or purpose behind conducting the present study
is to identify the Role of Advertising and Promotion on sales volume, brand and equity
creation of an organization. Furthermore, the study will comprise of three main objectives
which will determine the importance of advertisement and promotion to assess the link
between advertisement and promotion and areas such as sales volume, brand equity and
to recommended key strategies through which Sainsbury can enhance its sales volume
and brand equity with the help of advertisement and promotion
 Literature review – This section of research will highlight the work carried out by other
scholars and the researchers. Literature review will provide with secondary information
that can be used in carrying out in-depth investigation of subject matter and derive valid
conclusion.
 Research methodology – This is another important and crucial chapter of the research
which reflects different types of techniques and tools which are being employed by
scholar. The section provides appropriate direction and strategy which can be used for
conducting research in the best possible manner.
 Findings and analysis - In this section, the research makes use of various techniques of
data analysis to evaluate the information which has been collected with the help of
different primary and secondary sources. The chapter helps in obtaining a valid
conclusion by interpreting data gathered from various sources.
 Conclusion and recommendation - This is considered as the last chapter of research in
which the findings of research conducted is inferred. Furthermore, some
recommendations for improvement are provided to the selected business enterprise on the
basis of the entire research carried out.
7

1.5 Appropriate plan and procedures for the agreed research specification
8

ACTIVITY/WEEK 1 2 3 4 5 6 7 8 9 10 11
 Identifying the research
topic
 Selecting topic after
discussion with tutor
 Writing up the rationale
behind study
 Determining objectives and
aim of the study
 Undertaking the critical
review of key references
 Proposing the research
specification
 Selection of research
approach
 Research methodology
used in the study defined
properly.
 Developing questionnaires
related to identify the role
of advertising and
promotion on sales volume,
brand and equity creation
of an organization
 With the help of survey and
questionnaire methods,
information from
respondents collected.
 Arrangement of gathered
9

information in a
chronological order.
 Thematic analysis
technique is applied to the
present outcomes.
 Interpretation of collecting
data and findings of
research in systematic
manner.
 At the end,
recommendations and
suggestions for further
study are provided.
 Presentation is developed
to present the findings.
 Submission of the report
10

TASK 2
2.1 Matching resources efficiently to the research question or hypothesis
It can be expressed that in order to carry out any form of research or investigation, a
researcher is required to make use of certain resources. These resources are related to
technology, time, human and finance which needs to be arranged. In addition to this, a scholar is
also required to match all resources effectively in order to formulate questions of a study. For the
purpose of carrying out present investigation, survey method has been adopted by researcher. It
can be stated that on the basis of aim and objective of present research, a questionnaire has been
developed for collecting primary data. The questionnaire is below provided as:
Name ____________
Age
 Below 20
 20-25
 25-30
 Above 30
Gender
 Male
 Female
1. The retail market of UK has become very competitive?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
2. Do you think that advertisement and promotion has become essential for Sainsbury?
 Yes
 Can’t say
 No
3. What are the main advantages of advertisement and promotion?
 Enhances brand image
11

 Creates awareness among customer
 Getting competitive advantage
 Other than this
4. What tools and techniques of advertisement and promotion have been employed by Sainsbury?
 Internet marketing
 Advertising on television and newspaper
 Special discounts and offers
 Promotional events
5. Maintaining brand image is a complicated task in this competitive business environment?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
6. How Sainsbury maintains its brand image in the marketplace?
 Delivering high quality of products
 Carrying out customer survey
 Aggressive advertisement and promotion
 Taking feedback from customers
 Delivering after satisfactory sale services
7. Do you think that there is a direct link between advertisement and brand image of a company?
 Yes
 Can’t say
 No
8. Aggressive adversitment and promotion enhances the sales and brand image of an organization?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
12