i was actually looking forward to upload a file, sadly google does not allow me to do so. please do keep a note that everything below was done in gedit, i started of with ms office, which came with so many problem with the formatting, and then i change to g docs which apiit give me a lot of network problem, finally i resolve back to the good old days of notepad and gedit.
A: Title
Emotion and behavior marketing:
A study of audience emotion, behavior and viewpoint after they watch advertisement.
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B: Brief description on project background. (.i.e. problem context, rationale, description of problem area, nature of challenge)
Advertising industry is a multi-million dollar industry, in Malaysia alone as reported by Nielson (2008), the newspaper and magazine advertisement expenditure covers over 50% of the total share. While mobile line service ranked second in top categories, mobile line service such as Celcom, Digi Telecommunication S/B and Maxis Communication Bhd were among the top ten advertisement spenders.
While the mobile providers having a high ad spend to gain the same pool of audience, they are also having a new mobile service provider,U Mobile Sdn Bhd. Consumer are known to be volatile as they have four different providers to choose from, furthermore with the announcement with number portability service; consumer now are able to switch to the other brands while maintaining the same mobile number that they have.
With the risk of loosing consumer pool in competition and having high spending on advertising and promotion, the ideal study is to identify the preference of the audience, to determine the loyalty that they have towards their service providers and to determine the reason of their loyalty. Hence the purpose of the study is to identify the audience emotion, behavior and viewpoint after they watch advertisement. The project will be separated in to three parts, primary is to identify the audience emotion, secondary is to identify the behavior generated by the emotion and lastly is to identify the viewpoint of the audience.
Emotions play a major role in marketing and advertising, especially in the consumer purchasing process where it affects the consumer in all 3 of the purchasing process of pre-purchase, purchase and post-purchase. Behavior, an action or reaction to an object in relation to the environment, the study of behavior in the report will be the behavior of the audience after they watch the advertisement. Behavior of the audience will be observed to be recorded. The viewpoint of the audience which is the most important factor to be identify in the study, the viewpoint of the audience will determine if they will be loyal to the brand that they are currently using or move to the competitor's brand after they view the advertisement.
To understand emotion, I will use the concept from product emotion, where the emotions towards a product can be measured. The study will be performed on the emotion of the audience in relation to the advertisement. The basics of product emotion lies in three parameters, appraisal, concern and stimulus. According to Desmet et.al (n.d.) Arnold (1960) state that an emotion always involves an assessment of how an object may harm or benefit a person. The emotion is developed by appraisal of an individual and it is driven by the factor of concern and the product itself.
The study can be further review not only to address the objective in the study, it may also able to identify a copy preferences of the audience in an advertisement and the identification of the message receive by the audience through the advertisement. The use of this study can be beneficial to the advertisers as it draws an outline on the audience acceptance towards the advertisement, and it too can be beneficial to the mobile service providers as it provides an opinion of the audience towards the mobile service providers.
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C: Brief description of project objectives.
(i.e. scope of proposal and deliverable)
Objective 1: To identify the audience emotion towards an advertisement.
To identify the audience emotion towards an advertisement; the study is to identify the audience emotion when they view the printed advertisement. The emotion is measured to identify the likeness towards the advertisement. The tool that is ideal to be evaluate will be PrEmo, as it provides a wide range of emotion as well as rating for the emotions.
Objective 2: To determine the factors affecting the audience's emotion.
To determine the factors affecting the audience's emotion; the study is to identify the factors of change in the audience's emotion after they see the advertisement. The factors will be identify through the layout of the print copy as well as judgement of the audience. As audience had been introduce to the mobile services, the study will find the relevancy and properties of the advertisement to its audience. A focus group study will be perform to understand the change of the audience emotion.
Objective 3: To determine the audience view towards the brand.
To determine the audience view towards the brand; the study is to determine the stand of the audience after understanding audience view towards the advertisement. As audience are being bombarded by advertisement of various product, it will be crucial to identify if the audience preserve their believe system towards the brand.
The above objectives are the primary objective which are required to be address. The objectives will later narrow down in to sub-objectives as well as research questions that is use to determine the findings for the study.
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D: Brief description of the resources needed by the proposal.
(i.e. hardware, software, access to information / expertise, user involvement etc.)
The resources that is required to perform the research will be as below;
1. Print advertisement of the three main mobile providers that are listed in the top spenders. The advertisement are required to published around the same time to ensure a fair competition for the service providers.
2. PrEmo, product emotion measurement tool. The tool that is required to identify the audience's emotion. The measurement tool may required to be modify to suit the research needs as PrEmo itself is a tool created to identify the audience's emotion towards a product instead of an advertisement.
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E: Academic research being carried out and other information, techniques being learn.
(i.e. what are the names of books you are going to read / data sets you are going to use)
Subject to understand the research work will be of audience emotion, copy layout, PrEmo, consumer behavior and lifestyle will be use. A guidebook for the research work, Communication Research by Keyton, J., 2006.
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F: Brief description of the development plan for the proposed project.
(i.e. which software methodology and why, the major areas of functions to be developed and the order in which developed)
Planning to conduct the research will be as follow:
The breakdown of the development plan as below;
Week of 03AUG2009 - PSF Approval, Begin of Secondary Research
Week of 10AUG2009 - Continuation of secondary research, Gathering research tools,
Week of 17AUG2009 - Continuation of secondary research, Preparation of questions in focus group studies
Week of 24AUG2009 - Preparation of focus group candidates, planning of focus group schedule
Week of 31AUG2009 - Execution of focus group study
Week of 07SEP2009 - Execution of focus group study
Week of 14SEP2009 - Compiling findings for focus group study
Week of 21SEP2009 - Supervisory Meeting
Week of 28SEP2009 - Begin writing for investigation report
Week of 05OCT2009 - Investigation Report Submission
Schedule of the development plan may change due to constrain of time and resources.
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G: Brief description of the evaluation and test plan for the proposed project.
(i.e. what is the success criteria and how will be evaluated & implementation will be tested, indicate the estimated size of the demonstration/test database)
not applicable, as it is an exploratory research.
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