<p>Date: 2008 June 08</p><p>Course: Master thesis</p><p>Authors: Haiyan Wang, Teewin Wongrattanavichit</p><p>Tutor: Jan Löwstedt</p><p>Title: The study of marketing communication effectiveness and</p><p>customer perception of Tuna Park shopping centre</p><p>Introduction: The research about the effectiveness of marketing</p><p>communication tool and customer perception was studied in</p><p>Tuna Park shopping center, Eskilstuna. The marketing strategy</p><p>and objective was to compare with the results from the</p><p>questionnaire in order to measure the effect of each</p><p>advertising and marketing communication tools.</p><p>Problem: “How should the company invest in the marketing</p><p>communication tool in the years to come”.</p><p>Purpose: The purpose of the study is to measure the effectiveness of</p><p>marketing communication tools used in Shopping center</p><p>through the focal company ‘Tuna Park Eskilstuna’ using the</p><p>framework of Hierarchy-of-effects model and its variation and</p><p>FCB grid.</p><p>Method: The primary data was collected by the interview and the</p><p>questionnaire was conducted with respondents that were</p><p>randomly invited to answer the questionnaire on the webpage.</p><p>Analysis and conclusion: The television media has the highest reach and high effect on</p><p>respondents, The radio media is lesser in effect. Newspaper is</p><p>another high reach media while the outdoor advertising</p><p>considered effective but has the least reach</p>

Date: 2008 June 08 Course: Master thesis Authors: Haiyan Wang, Teewin Wongrattanavichit Tutor: Jan Löwstedt Title: The study of marketing communication effectiveness and customer perception of Tuna Park shopping centre Introduction: The research about the effectiveness of marketing communication tool and customer perception was studied in Tuna Park shopping center, Eskilstuna. The marketing strategy and objective was to compare with the results from the questionnaire in order to measure the effect of each advertising and marketing communication tools. Problem: “How should the company invest in the marketing communication tool in the years to come”. Purpose: The purpose of the study is to measure the effectiveness of marketing communication tools used in Shopping center through the focal company ‘Tuna Park Eskilstuna’ using the framework of Hierarchy-of-effects model and its variation and FCB grid. Method: The primary data was collected by the interview and the questionnaire was conducted with respondents that were randomly invited to answer the questionnaire on the webpage. Analysis and conclusion: The television media has the highest reach and high effect on respondents, The radio media is lesser in effect. Newspaper is another high reach media while the outdoor advertising considered effective but has the least reach