Tuna Park Shopping Centre A comparative study of marketing communication tools

Description

<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>

Links & Downloads

1. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-872

Tags

Marketing Communication Shopping Center

Business and economics

Ekonomi

Additional Fields

Identifer	oai:union.ndltd.org:UPSALLA/oai:DiVA.org:mdh-872
Date	January 2008
Creators	Wongrattanavichit, Teewin, Wang, Haiyan
Publisher	Mälardalen University, School of Sustainable Development of Society and Technology, Mälardalen University, School of Sustainable Development of Society and Technology, Västerås : Mälardalens högskola
Source Sets	DiVA Archive at Upsalla University
Language	English
Detected Language	English
Type	Student thesis, text
Relation	Mälardalen University Press Licentiate Theses, 1651-9256 ;