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A comparative analysis of sales effects of TV ads & Social Media marketing - for Fast Food chains in the greater Dublin area

Patnaik, Sushant Baliwada (2015) A comparative analysis of sales effects of TV ads & Social Media marketing - for Fast Food chains in the greater Dublin area. Masters thesis, Dublin, National College of Ireland.

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Marketing is having various components and functions for different kind of applications, requirements and objectives. Advertisement is one of the key components of marketing practise. The major challenges are facing by the advertising industry is the tremendous growth of the technology and its acceptance by the people with the same pace. Due to this fast paced advancement of technology, many new media vehicles have introduced and accepted by all. But for advertisers and academicians, it is still challenging and interesting to know the effectiveness of these media vehicles to achieve the advertising objectives. Sales revenue is one of the key performance indicators of the advertising campaign.

This is an attempt to do a comparative study of the sales effects of traditional and contemporary media vehicles. This document is the dissertation report for MSc. Marketing course, 2014-15. It starts with the commentary of high levels of the topic which covers the general area of the subject and fast food industry of the Irish market. Then it covers the rationale of choosing this topic and what the gaps are, which is going to be filled with this research.

In the literature review section is having collection of various literatures which have been reviewed to design and frame the research by broadening the knowledge through various advertising theories and comparison of the contemporary and traditional media vehicles. In later sections researcher has framed the thesis statement, objectives, sub-objectives and research questions.

Based on these studies, philosophy and theoretical framing have been done. The type of philosophy, in this study is “epistemology” which discuss about the interdependency factors, key performance indicators and relationship between the various factors to achieve the advertising objectives. Further research and studies, says that there are two major actors viz. consumers and marketers. To know the points of view of both and get the deeper knowledge of the subjects researcher have adopted mixed method approach which includes quantitative, qualitative, primary and secondary research. The primary research has done for both consumers and marketers.

Then analyse the results and findings got from primary research and secondary research analysis. The findings from primary research and secondary research analysis are discussed in the “discussion” section. This is also discussed about the advertising objectives can be related ultimately to sales goal and branding objectives.

To execute this research everything was not very simple there were many limitations. Further researcher has highlighted that how these are taken care. Also discussed about the future possibility of this research.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Food Industry
H Social Sciences > HF Commerce > Marketing
Divisions: School of Business > Master of Science in Marketing
Depositing User: Caoimhe Ní Mhaicín
Date Deposited: 19 Oct 2015 08:17
Last Modified: 19 Oct 2015 08:17

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