Research Proposal for

Understanding the Effectiveness of

Television, Hoarding, Newspaper & Online Advertisements
in Cross-Media Campaign on Consumer Awareness of
Vodafone

Under the guidance of

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Title
To Understand the Effectiveness of
Television, Hoarding, Newspaper & Online
Advertisements in Cross-Media Campaign on Consumer Awareness of Vodafone

Background
Advertisers are beginning to think holistically in planning and measuring advertising campaigns,
since the media that are included in the mix can also impact the success or failure of the
campaign. Media differ on a number of important characteristics - intrusiveness, sensory
modality, motion, and interactivity - that may affect not only the overall effectiveness of each
medium but how they complement each other across the stages of the consumer decision
process

Research Objectives
1) To derive the relationship between demographic variables & choice of tools of media.
2) To compare the effectiveness of cross-media campaign with reference to consumer
perception
3) To evaluate the performance of one media tool over the other media tools.

Approach to Problem
Hypothesis
H0: Cross-media campaign is not as effective as single media campaign.
H1: Cross-media campaign is more effective than single media campaign
H0: Demographic Variables & tools of media are not interdependent variables
H1: Demographic Variables & tools of media are interdependent variables

Research Design
The proposed research will have three stages.
The first stage will be to inspect existing sources to uncover the cross-media campaign
coverage figure & other useful information.
The second stage will involve qualitative research to provide in-depth information on
various forms of media types, the preference of media vehicles & their impact on public.
This information will help in formulating questionnaire in the third stage.
Because of the conclusive nature of the objectives, we will primarily use quantitative
questioning in the surveys. All qualitative questions will be left to a minimum for ease of
analysis and reporting.
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Fieldwork/ Data Collection

Method of Administering Questionnaire: Personal interviews & Electronic interviews

Scaling Technique:
Nature of Questionnaire:

Sampling Design

Target population
: Above 18
Sampling techniques : Quota Sampling
Total sample size
: 50

Data Analysis
Once surveys are complete, data will be analyzed by SPSS.

Time scale
Sr.
No.

Activity

Finalize Objectives

Derive Research Objectives

Develop Questionnaire

Pilot Test And Revise

Questionnaire

Surveying

Coding And Data Preparation

Analysis Of Data

8
9
10

Week

Submit To Guide And Await For

Feedback
Report And Presentation
Preparation
Presentation And Final Report

Reporting
Following the analysis stage, a report and a PowerPoint presentation will be created. A
formal presentation of all findings and conclusions will be given on DATE. A final copy
of the report summarizing the findings of all phases of the research will then be
submitted in the form of hard bind report as well as electronically through the mail.
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Resources

Transportation expenses for market survey for fill up of questionnaire.

Stationary expenses for printing of questionnaires and report and binding of final
copy of report.

References

Marketing Research: An Applied Orientation (5th Edition) by Naresh K. Malhotra and

Satyabhusan Dash (2009), Dorling Kindersley (India) Pvt Ltd, New Delhi
Research Methods for Business Students (3rd Edition) by Mark Saunders, Philip
Lewis and Adrian Thornhill (2007), Dorling Kindersley (India) Pvt Ltd, New Delhi
Marketing: An Introduction (7th Edition) by Armstrong and Philip Kotler (2005),
Dorling Kindersley (India) Pvt Ltd, New Delhi.

Proposal Approved By
Academic Guide:

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