Advertising For Sport Industry In Singapore

Published Date: 02 Nov 2017

Proposal - Field Research Project

Semester I

Research By

Aashay Shah MGB12CMM059

Sameer Sharma MGB12CMM102

Tabishi Priya MGB12CMM115

Academic Supervisor

Prof. Nitin Patwa

Understanding the effectiveness of advertising for Sport industry in Singapore

Table of Contents

1. Covering page

1.1 Name of course

1.2 Name of research project

1.3 Details of Semester and period of research study

1.4 Details of research team

1.5 Name of academic supervisor

1.6 Title of research topic

1

2. Table of contents

2

3. Introduction

3.1 Brief introduction to research topic

3.2 Rationale for choice of research topic

3.3 Clear statement of Research Question

3

4. Theoretical Framework

4.1 Key concepts / variables that are relevant to research topic

4.2 Some debates that are relevant to topic

4.3 Different components of research topic

4.4 Relationship among components / variables

4.5 Schematic diagram of the theoretical framework

4

5. Identification of literature to be reviewed

5.1 Relevance of a selection of readings which will be reviewed in the research.

5.2 How the topic relates to current debates in

development literature

8

6. Initial design of structure

6.1 Brief headings of the structure of the proposed research report

11

7. Identification of methodology

7.1 Purpose of your study (exploratory, descriptive, etc) and hypothesis

7.2 Methods / tools of data collection

7.3 Processes involved in this research

7.4 Limitations of the methodology used

7.5 Discuss any ethical issues that arose throughout research

7.6 Data analysis method used

12

8. Conclusion

8.1 Summary of finding of data analysis

8.2 Conclusion to research topic identified in point 3.1

21

9. Bibliography

Report presented in APA style

22

10. Appendices

10.1 Questionnaire used to collect data, newspaper clippings, details of interviews conducted, summary of data in tables, etc.

23

3. Introduction

3.1. Brief introduction to research topic

Advertising is an industry where creativity meets and promotes a product / service to making people aware of it. It is one very important aspect of marketing and directly influences the success or failure of the product / service. Understanding the advertising industry and how it works will help us in creation of much more effective advertising models. There is advertising all around us, not only in Singapore but other places also.

3.2. Rationale for choice of research topic

We are studying business administration with specialization in Marketing and advertising being a key component of marketing, it is a good decision to understand it better.

With this part of research being done in Singapore, which is considered a hub of rigorous advertising industry along with New York, it provides us a great opportunity to grasp what this place is considered great for.

3.3. Clear statement of Research Objectives

To understand the various factors influencing the advertising effectiveness for SPORT products through different modes of advertising.

Understand the advertising mix of a brand in Singapore.

Try and interact with target audience to understand their knowledge about the ads which are directed towards them.

And thus through the interaction get to know amount of ‘brand recall’ of the brand.

4. Theoretical Framework

4.1. Key concepts / variables those are relevant to research topic

Dependent variable: Effectiveness of a mode for advertising

Independent:

Place

Technology

Content of Advertisement

Creativity of Advertisement

Place

Brand name

4.2. Some debates that are relevant to topic

There can be many debates which may arouse with respect to your area of research. They are as follows:

4.2.1. The effectiveness of advertising can / cannot be measured through research.

4.2.2. There are countless modes of advertising. How can we include all modes in our research?

4.2.3. Is advertising not creating unnecessary demand of the product?

4.2.4. Advertising leads to unnecessary consumerism. Is it not bad for the society?

4.3. Different components of research topic

The different components of advertising are as follows:

4.3.1. History of advertising

Understanding how did it actually come into the industry and soon became a part of society.

4.3.2. Evolution of advertising industry

There has always been a continuous change in the way different industries market and advertise their products. This change when looked upon as a whole shows us the evolution in the advertising industry. Understanding this pattern may help us identify consumer behavior for the next few years.

4.3.3. The various modes of advertising. Different channels of advertising.

Things were very different earlier and there were only a limited number of modes through which a product could be marketed. But as time passed the perception of people also changed. Giving the advertisers much more ways of advertising.

4.3.4. Understanding the process for start to end of how advertising for a particular product / service is done.

Understanding the process of how advertising process starts and how different decisions are made based of different factors. The approach to advertising understanding different factors and variables and how important they are at each stage of decision making.

4.3.5. Understanding the difference in advertising between 'Business to Business' (also known as B2B) and 'Business to Consumer' (also known as B2C).

Business to Business versus Business to consumer are different ball games all together. But both involve advertising. The approaches are different and both have different motives with B2C aimed at targeting masses giving business in small chunks and B2B targeting small number of business which will in turn give business in lots.

4.3.6. Upcoming trends in advertising

Trends keep on changing with time. With newer modes of advertising and more technological advancements happening all over even newer modes will keep coming to advertise. Internet gaining so much importance in our day to day lives and with mobiles and tablets quickly gaining over desktops and laptops people are more connected with what is happening around. Could mobile advertising be a new trend? Could be or maybe not. So understanding the upcoming trends will help us be better prepared for the coming years.

4.4. Relationship among components / variables

Place: Where you place, the location of the advertisement.

Technology: The platform of advertising being used. TV / Radio / Bill boards / Internet, etc.

Content of Advertisement: What is being conveyed in the advertisement.

Creativity of Advertisement: How creatively is the idea being conveyed.

Presentation of Advertisement: Is the advertisement prominent, flashy, etc.

Brand Name: Is the brand well appreciated?

4.5. Schematic diagram of the theoretical framework

5. Identification of literature to be reviewed

5.1. Relevance of a selection of readings which will be reviewed in the research.

Reading material that we are looking into are Literature review from EBSCO host, visiting national library of Singapore for further reading of specialized books and using Google scholar. We are also following prominent advertising journals such as:

adlib ( www.adlib.com.sg)

Campaignsingapore.sg

adasiaonline.com

Asiamediajournal.com

We believe that reading of industry articles is more valuable than doing literature review as former gives us insight into latest trends in advertising world in Singapore itself, whereas literature review gives us insights which were relevant to the time wherein when the literature was published. Advertising world is a fast paced industry, timing itself is very important. Hence we are planning to interact with industry experts and reading weekly journals online.

Industry expert interaction:

We are trying to get in touch with Singapore F1 managing team, P&G-Singapore, Ogilvy and Mather-Singapore, HP's 3D technology and audience measurement system team.

Till now we have confirmation from Nilanjan Bhowmik from Time of India, Singapore ; who has agreed to help us in going forward with the project. Him being belonging to media fraternity, his insights would be more than valuable for us.

Before realizing this point, we had started with literature review. Below are the best* topics that we could relate with our objectives:

Can Public-Service Advertising Change Children's Nutrition Habits?

Advertising's Unintended Consequence

Making the Case For Enhanced Advertising Ethics.

the impact of 3-D advertising

Advertising and consumer awareness of new, differentiated products

A Latent Instrumental Variables Approach to Modeling Keyword Conversion in Paid Search Advertising.

The Impact of Advertising on Media Bias.

Advertising Creativity Matters

Empirical Generalizations about Advertising Campaign Success

The Efficacy of Brand-Execution Tactics in TV Advertising, Brand Placements, and internet Advertising

Discovering How Advertising Grows Sales

* Other literature reviewed can be found out in Google spreadsheet maintained by us.

What we understood from above reviews is, advertising is not only done to promote product/services but it has various objectives depending on product/services. It could be,

Re-launching

Re-branding

Re-positioning

Exposure

In sync with festivals

Increasing visibility etc

Once we are more comfortable and get our data right, we wish to choose to sectors wherein we will study in depth about the modes of advertising used and its effectiveness.

We also intend to attend Media events taking place in Singapore and would be more than happy if college could help us get going with this.

Festival of Media Asia 2013 - 3 to 5th March

(link: http://www.festivalofmedia.com/asia)

5.2. How the topic relates to current debates in development literature

The most debatable point in advertising is that advertising cannot be measured. Has the advertising triggered potential buyer to buy?

Has the advertising reached its target market?

If yes how many registered it?

How many have a brand re-call?

How many saw the ad?

Was the ad the reason to buy or some other external factors triggered ? etc

Scholars have designed tools to measure the advertising effectiveness but it isn't fool proof. This has been a long run debate as to how to measure it.

We are directly going to ask respondents on what they feel about the ad and its medium. Did it catch their eye? Did it attract them? Did they wish to grab it after seeing the ad? etc

Also one of the important factor which arises is credibility. Many advertisers do not disclose the underlying terms and conditions and hence the deal seems fruitful. The fine prints are most of the times not seen. This raises ethical issue as to is your consumer being told about all the details before he purchases the product?

This also extends to ads being targeted to kids. They only find value from the commercial but do not understand fine prints. Although parental guidance is required but is it possible to monitor all the time? Giving out perfect information to your consumer is quintessential.

Hence from our FRP, we would also like to monitor and evaluate consumers perception towards an ad which is directed toward him/her in terms of credibility.

6. Initial design of structure

6.1 Brief headings of the structure of the proposed research report

Preface

Thanks giving

Introduction

Singapore and advertising

Modes of Advertising used in Singapore and cost associated with different modes

Research problem

Methodology

Key findings and analysis

Insights from Industry interface

Best of advertising in Singapore

Recommendations: Why creative advertising pays dividend

Bibliography

7. Identification of Methodology

7.1 Purpose of Study

Let us understand what exactly is the mantras of Ogilvy- Father of advertisement.:

Ogilvy’s advertising mantra followed these four basic principles,

Research: coming, as he did, from a background in research, he never underestimated its importance in advertising. In fact, in 1952, when he opened his own agency, he billed himself as research director.

Professional discipline: "I prefer the discipline of knowledge to the anarchy of ignorance." He codified knowledge into slide and film presentations he called Magic Lanterns. He also instituted several training programs for young advertising professionals.

Creative brilliance: had a strong emphasis on the "BIG IDEA."

Results for clients: "In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create."

Source: Wikipedia.

Our purpose of study is to identify the effectiveness of various modes of advertisements. Out of which the major part is the type of research which we would be conducting. Initially, we would be conducting exploratory research as we feel that the area of problem is not clearly defined. We would then narrow down our research to that of descriptive wherein we would be clearer about the area of our problem.

We not only want to come up with the problem but we would also like to highlight the solution for the same.

Our sample Hypothesis are:

Ho : Advertising modes do not have any influence on consumer buying your final goods and services

H1: Advertising modes do have a relation in consumers final buying decision

AND

Ho: Effectiveness of ad and brand recall are not related

H1: Effectiveness of ad and brand recall are not related

7.2 Methods and tools of data collection

The Internet

We are using internet for our researcher on a broader perspective that would give us an insight on what exactly is advertising industry and how it can be carried out.

Advantages:

1. Easy resource

2. Very user friendly

Disadvantages:

1. Not all sources are reliable

2. The right data cannot be found.

Reaching to consumers directly

We had personally visited the Orchard road to get an understanding of what people feel like is the best way that attracts them in advertising. We chose Christmas as the day as we thought that day would be the best to take a quick survey from everyone as most of the Singapore population would be on board!

Advantages:

1. You get lot of original data

2. Direct interactions with consumer’s lets u know their understanding of advertising and help you understand what the real effectiveness of the mode of advertising is.

Disadvantages:

1. It gets unethical at times.

2. Also people may fake it.

Interview

We would conduct one on one interview with the consumers asking them various questions like what type of advertisement attracts them the most. Also we would be doing this on Christmas or Chinese New Year in places like Orchard, Bugis, and Marina Bay etc.

Advantages:

Lot of original data

Good experience as interacting with one to one customers.

Disadvantages:

Ethical issues

Language barrier

Financial barriers

Time barrier

Questionnaires

Give away the pamphlet to customers. Questions can be published on paper. Customers can be requested to fill the same. Few sample questions can be as:

What mode of advertisement attracts you most in sale?

Word Of mouth

Newspaper

Television

Radio

Advantages:

Easy to find out results

Survey made easy.

Disadvantages:

Financial barriers

Ethical issues

Online survey

The way we have prepared a questionnaire on hard copy similarly we will be preparing the same on soft copy. It would be pretty much the same survey but it would reach out to a lot of people as the world has become more technologically dependent.

Advantages:

Easy access

Customers would be happy to fill the survey

Kind of go green – saving paper

Disadvantages:

Ethical issues

Security issues.

7.3 Processes involved while researching

We are planning to take in two to three products as our sample size and based on that we will try to advertise the same product by at least five modes of advertisement. This will then show us that which mode is the best for us.

We think that effectiveness can only be measured when more than two to three products can be used for at least five different ways of advertising.

For example we can see this from the diagram: -

Here we will have taken 5 modes of our advertisement of the same product and we can take a survey as to which mode of advertisement attracted them the most.

We can take a sample size and we can have questionnaire wherein we can ask the customers in the following order:

Where did you find out about this product?

Television

Newspaper

Word of mouth

Other sources

Advantages:

Gives us an insight of the situations,

Better calculations of results.

Disadvantages:

Ethical issues.

Choice of customers.

Literature Review: Actually our process begins from here wherein we can understand exactly what we want. We do this with lots of understanding of the papers. We have undergone nearly 20 to 25 papers. For us we could find nearly all the papers with our agenda. So it was a pretty useful in our process.

There has to be a lot of methods involved while finding out how much exactly is the satisfaction level of each customer and which mode attracts them the best.

Advantages:

Better understanding of data to begin with

A guide.

Disadvantages:

Time barrier

May mislead.

7.4 Limitations

Likelihood of low response: there are chances that people may not be willing to give response to any of the questions. In the process they may give away fake data.

Language barrier: Beings Indians it is difficult for us to understand other local languages like Mandarin, Chinese for that matter Tamil also which is an Indian language but it is all greek to us. There might be customers who might not know the languages. And it could be the testing time for all of us that time.

Time barrier: Seeing the exhaustiveness of the project it is very difficult to cover everything from scratch and come up with something new. However we can take it forward.

Ethical issues: People faking the data are one of the issues that concern us the most. It is difficult for us to understand that and it would come under unreliable source of data. It is difficult in such case to come with exact results of the survey.

Also while taking online survey there can be chances that the IP address would be hacked and it would lead to total losing of the data.

Singapore based: our search is limited to Singapore only. This is one of the limitations geographically it would become an issue for us as we cannot cover all the geographic locations.

Not able to cover all modes: Advertising is a very vast topic. It is not easy to cover all the modes. For eg. It is very difficult to cover the effectiveness of modes like whether people are seeing advertisements on the window of cars or on the seats of an airplane bus.

7.5 Methods of Data analysis

Factor Analysis: This method is basically used to check the variability among the variables and to find the correlation among them. As we are considering small sample size we think factor analysis would work best for us.

Advantages:

1. Works best when we have lots of variables.

2. Good for our research as we are considering small sample.

Disadvantages:

There are a lot of assumptions and hence it might be an ethical issue.

Process of identifying a good variable.

Regression: This analysis is mostly used for predicting and forecasting. It’s a more causal kind of technique. It basically gives a scenario wherein we find out about which method gives a description of relations among dependent and independent variables.

Cluster Analysis: This analysis can be used more on demographic basis. We can cluster the groups based on sex, age, salaried, students etc and eventually find out the effectiveness based on various clusters.

Advantages:

This would give us a hierarchy of information and also make our work more systematic.

The results would be pretty much clearer at least demographically.

7.6 Ethical issues that might arise during the research

Credibility of the source: This is a very big issue as the entire research would stand void if our data is fake or the credibility of the data is an issue.

Policies and accomplishment of the same: There might be chances when we might not be able to collect data as it would be policy related to that company or country for that matter. Hence, such issues could lead to misleading of data.

8. Conclusion

8.1 Summary the finding of data analysis:

We should be able to give out reasons as to what made the advertisement successful. What factors which made it to connect with target audience. Also if the advertisement was flop, what were the reasons behind it?

We would highlight what could the ad have done better to justify the ad spent and help it meet its objective.

8.2 Conclusion to research topic identified in point 3.1

We shall come to a conclusion that the medium used to advertise completely depends upon the brand and the objective of the campaign. For some brands advertising in Taxis and Buses would be appropriate while some might want to use social media platforms such as Facebook, Twitter, Pintrest or Linkedin etc. We should be able to jot down factors which made the advertisement successful i.e. what connected with the target audience.

Also on the flipside we should be able to give our recommendations if the advertisement was not effective; what could they have done studying what the other competitors are doing.

Further, we would also point out the factors which made the advertisement successful.