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Research Proposal: Dissertation

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Research Proposal

Contents
Title:1
Aim: 1
Objectives:1
Background to Study1
Methodology2
Primary Research2
Secondary Research3
Resources3
Ethics3
Desired Outcomes3
References3
Appendices 4

Title:The impact of the internet upon promotional merchandise with specific reference to brand loyalty. (B2C)

Aim: To assess the influence of the internet upon promotional merchandise as an advertising tool. With specific reference to brand loyalty with business to consumer brands.

Objectives: Critically review the literature on the influence the internet has had on promotional merchandise and the effect on the methods used by companies to increase brand loyalty. To investigate the effect promotional merchandise has on brand loyalty, in comparison to internet based marketing tools such as social media. To evaluate the impact of promotional merchandise when used in a marketing campaign in specific reference to brand loyalty. (Costa Coffee) To provide recommendations on how, either or, both of these promotional methods could be utilised.

Background to StudyThe use of promotional products first dates back to 1789, when George Washington was first elected president of the United States of America. Ever since they have become a popular and useful marketing tool that many companies have utilised in order to increase brand awareness and brand loyalty.

“The power of promotional products comes from their ability to get an effective targeted marketing message in front of exactly the prospects and clients you need to reach, and keep it there... without the waste associated with other media.”(Carlton & Blaise, 2004)

This definition of promotional items explains why they are widely used by businesses all over the world for such an extensive amount of time. According to the British Promotional Merchandise Associations 2010 industry analysis,

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