Design a questionnaire to find out the effectiveness of an advertisement appeared in a newspaper. Take the case of automobile segment [4 wheeler].
The extreme competition in the automotive industry results in razor-thin profit margins as original equipment manufacturers (OEMs) compete for market share and profits which increase shareholder's value. Product differentiation thus becomes a key strategy used by OEMs to attract consumers to their products. The typical product and/or service value proposition for an automotive manufacturer is composed of the following attributes:
-Quality (segment leading or equivalent); -Reliability and Durability (segment leading or equivalent); -Price (competitive within segment); -Styling (meets or exceeds expectations of targeted segment); -Performance (meets or exceeds expectations of targeted segment); -Features and Functions (competitive within targeted segment).
To support an OEM's products in the marketplace, effective marketing and advertising strategies should build brand awareness and familiarity which induces consumers, both "loyal" and "avoiders," to traverse the purchasing funnel and eventually purchase. To this end, the concept of "Two-sided Messaging" is used by OEMs as one advertising strategy. The use of "Two-sided Advertising" has been widely studied and debated as to its effectiveness when compared to "One-sided Adverting" strategies.
This thesis compares and contrasts the concepts of "Two-sided" and "One-sided" advertising.
Numbers and figures are an essential part of our world, necessary for almost everything we do every day. As important…
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Thank you for your attention and answer to my question. I have a follow up question that is actually the second stage to my initial question that you answered. The first question was the first stage of the total question that I want answered. I will submit it and gladly pay the fee for answering, as this has been a question over which I’ve wondered for a long time. Again, thank you very much for your help. John Dawson