Proposal Development-1

Assignment #2

Theoretical Framework

 Subject: Proposal Development-1

 Submitted to: Maam, Shagufta
 Submitted by: Rabab Rasham Khan
 Class: Mba (W-3)
 Enrolment No: 01-322191-019
 Proposal Development-1

BASE PAPER DETAILS

The Base Paper I select for my thesis “Impact of advertisement and sales Promotion on
Consumer Cognitive Buying Behaviour”

Article: Impact of advertisement and sales Promotion on Consumer Cognitive Buying

Behaviour

Year: Published: 05 October 2018

Journal Name: Emerald Publishing Limited

RESEARCH PROBLEM
The research problem is defined as follows:

“What is the role of advertisement and sales promotion on consumer Cognitive buying
Behaviour?”

VARIABLES OF RESEARCH

1) Social Media Advertising:

Social media advertising is a category of digital, online advertising that places ads on social
networking sites and create user generated content that can be shared based on information
gathered from target group profiles.
The Different Types of Social Media Platforms to Serve Ads:
 Social networking (Facebook, LinkedIn, Google+).
 Microblogging (Twitter, Tumblr).
 Photo sharing (Instagram, Snapchat, Pinterest).
 Video sharing (YouTube, Facebook Live, Periscope, Vimeo)

2) Broadcast Advertising
Broadcast advertising is radio, television, and Internet advertising. The commercials aired
on radio and televisions are an essential part of broadcast advertising.
The broadcast media like radio and television reaches a wider audience as opposed to the
print media. The radio and television commercials fall under the category of mass marketing
as the national as well as global audience can be reached through it.

3) Print Advertising
These advertisements appear in newspapers or magazines and are sometimes included as
brochures or fliers. Print advertisements are only effective when people see them. When
people browse through newspapers and publications, these advertisements should grab the
attention of the potential customer.
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4) Free Samples
Small and packaged portion of merchandise distributed free especially as an introduction to
potential customers like tasting of food and drink at sampling points in supermarkets.

5) Coupons
Coupons are generally issued by manufacturers or retailers to the consumer and may be
distributed through direct mail, apps, social media or other marketing means. A coupon will
feature a specific saving amount or other special offers to persuade consumers to purchase
specific goods or services or to purchase from specific retailers.

6) Buy One Get One free

The price of "one" is somewhat nominal and is typically raised when used as part of a buy
one get one free deal. Whilst the cost per item is proportionately cheaper than if bought on its
own, it is not actually half price.
This promotion can be applied in two ways: There is buy one get one free or buy one get the
2nd item % off.

Data source
1. From whom you will collect data?
The data will be collected from Public.

2. Which source you will collect data?

This research is based on survey method, as the questionnaire was distributed to gather
data from the public and also Data will be collected through an online questionnaire survey.
The survey will be done via Facebook, linked-in, emails. And will be targeted to public.

3. Which industry you are choosing?

Textile & beverages industry
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Theoretical Framework

Independent Variable Dependant Variable

Impact of Advertisement and Sales Promotion

 Advertisement :
1. Print Media Advertisement
2. Broadcast Advertisement
3. Social Media Advertisement
.
Consumer Buying Behaviour

 Sales Promotions
1. Coupon
2. Free Sample
3. Buy one get one free