research topics in advertising

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• 20 Jun 2023
• Cold Call Podcast

Elon Musk’s Twitter Takeover: Lessons in Strategic Change

In late October 2022, Elon Musk officially took Twitter private and became the company’s majority shareholder, finally ending a months-long acquisition saga. He appointed himself CEO and brought in his own team to clean house. Musk needed to take decisive steps to succeed against the major opposition to his leadership from both inside and outside the company. Twitter employees circulated an open letter protesting expected layoffs, advertising agencies advised their clients to pause spending on Twitter, and EU officials considered a broader Twitter ban. What short-term actions should Musk take to stabilize the situation, and how should he approach long-term strategy to turn around Twitter? Harvard Business School assistant professor Andy Wu and co-author Goran Calic, associate professor at McMaster University’s DeGroote School of Business, discuss Twitter as a microcosm for the future of media and information in their case, “Twitter Turnaround and Elon Musk.”

• 06 Jan 2021
• Working Paper Summaries

Aggregate Advertising Expenditure in the US Economy: What's Up? Is It Real?

We analyze total United States advertising spending from 1960 to 2018. In nominal terms, the elasticity of annual advertising outlays with respect to gross domestic product appears to have increased substantially beginning in the late 1990s, roughly coinciding with the dramatic growth of internet-based advertising.

• 15 Sep 2020

Time and the Value of Data

This paper studies the impact of time-dependency and data perishability on a dataset's effectiveness in creating value for a business, and shows the value of data in the search engine and advertisement businesses perishes quickly.

• 19 May 2020
• Research & Ideas

Why Privacy Protection Notices Turn Off Shoppers

It seems counterintuitive, but website privacy protection notices appear to discourage shoppers from buying, according to Leslie John. Open for comment; 0 Comments.

• 02 Mar 2020
• What Do You Think?

Are Candor, Humility, and Trust Making a Comeback?

SUMMING UP: Have core leadership values been declining in recent years? If so, how do we get them back? James Heskett's readers provide answers. Open for comment; 0 Comments.

• 06 Aug 2019

Super Bowl Ads Sell Products, but Do They Sell Brands?

Super Bowl advertising is increasingly about using storytelling to sell corporate brands rather than products. Shelle Santana discusses why stories win (or fumble) on game day. Open for comment; 0 Comments.

• 27 Jul 2019

Does Facebook's Business Model Threaten Our Elections?

America's 2016 presidential election was the target of voter manipulation via social media, particularly on Facebook. George Riedel thinks history is about to repeat itself. Open for comment; 0 Comments.

• 10 Oct 2018

The Legacy of Boaty McBoatface: Beware of Customers Who Vote

Companies that encourage consumers to vote online should be forewarned—they may expect more than you promise, according to research by Michael Norton, Leslie John, and colleagues. Open for comment; 0 Comments.

• 27 Sep 2018

Large-Scale Demand Estimation with Search Data

Online retailers face the challenge of leveraging the rich data they collect on their websites to uncover insights about consumer behavior. This study proposes a practical and tractable model of economic behavior that can reveal helpful patterns of cross-product substitution. The model can be used to simulate optimal prices.

• 18 Jun 2018

Warning: Scary Warning Labels Work!

If you want to convince consumers to stay away from unhealthy diet choices, don't be subtle about possible consequences, says Leslie John. These graphically graphic warning labels seem to do the trick. Open for comment; 0 Comments.

• 18 Sep 2017

'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

A decade-and-a-half after the dawn of social media marketing, brands are still learning what works and what doesn't with consumers. Open for comment; 0 Comments.

• 26 Jul 2017

The Revolution in Advertising: From Don Draper to Big Data

The Mad Men of advertising are being replaced by data scientists and analysts. In this podcast, marketing professor John Deighton and advertising legend Sir Martin Sorrell discuss the positives and negatives of digital marketing. Open for comment; 0 Comments.

• 13 Mar 2017

Hiding Products From Customers May Ultimately Boost Sales

Is it smart for retailers to display their wares to customers a few at a time or all at once? The answer depends largely on the product category, according to research by Kris Johnson Ferreira and Joel Goh. Open for comment; 0 Comments.

• 06 Mar 2017

Why Comparing Apples to Apples Online Leads To More Fruitful Sales

The items displayed next to a product in online marketing displays may determine whether customers buy that product, according to a new study by Uma R. Karmarkar. Open for comment; 0 Comments.

• 13 Feb 2017

Paid Search Ads Pay Off for Lesser-Known Restaurants

Researchers Michael Luca and Weijia Dai wanted to know if paid search ads pay off for small businesses such as restaurants. The answer: Yes, but not for long. Open for comment; 0 Comments.

• 08 Dec 2016

How Wayfair Built a Furniture Brand from Scratch

What was once a collection of 240 home furnishing sites is now a single, successful brand, Wayfair.com. How that brand developed over time and the challenges and opportunities presented by search engine marketing are discussed by Thales Teixeira. Open for comment; 0 Comments.

• 04 May 2016

What Does Boaty McBoatface Tell Us About Brand Control on the Internet?

SUMMING UP. Boaty McBoatface may have been shot down as the social-media sourced name of a research vessel, but James Heskett's readers are up to their hip-boots in opinions on the matter. Open for comment; 0 Comments.

• 02 May 2016

Why People Don’t Vote--and How a Good Ground Game Helps

Recent research by Vincent Pons shows that campaigners knocking on the doors of potential voters not only improves overall turnout but helps individual candidates win more of those votes. Open for comment; 0 Comments.

• 21 Mar 2016

Can Customer Reviews Be 'Managed?'

Consumers increasingly rely on peer reviews on TripAdvisor and other sites to make purchase decisions, so it makes sense that companies have a stake in wanting to shape those opinions. But can they? Thales Teixeira says a good product trumps all. Open for comment; 0 Comments.

• 28 Oct 2015

A Dedication to Creation: India's Ad Man Ranjan Kapur

How do you build a brand amid the uncertainties and opportunities of a developing market? Harvard Business School Professor Sunil Gupta shares lessons learned from Ranjan Kapur, an iconic figure in the Indian advertising industry. Open for comment; 0 Comments.

Thesis Helpers

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157 Ground Breaking Advertising Dissertation Topics

Do you want top-notch advertising dissertation topics to take your paper to the next level? This expert post contains all you need and more!

Advertisements are messages that persuade customers and drive sales. If you pursue a course in the marketing field, you will be required to write a dissertation at the end of your academic journey. However, writing a perfect paper – including the advertisement dissertation – gives many scholars a hard time. There are many drawbacks to blame for this, poor topic choice being at the helm. Before getting a proper dissertation format and citing all sources accordingly, you need a relevant and exciting heading.

With a lot of bias and numerous preexisting personal opinions about how marketing should be done, it becomes hard to convince your professor and drive the point home with the wrong topic. Luckily, we understand the plight that many students have to bear under such demanding tasks. We have listed 150+ pioneering advertisement dissertation topics to ensure you write an impressive paper hassle-free and deliver on time.

Top Advertising Dissertation Topics

• Explain the marketing strategy that should be used by a manufacturing company when entering a cutthroat industry with monopolistic competition
• Investigate how effective marketing can better the future and current fashion retail performance
• Highlight the main marketing strategies that U.S. entrepreneurs getting into business areas with little expertise
• Explain whether a marketing audit would provide a workable intervention for marketing relations
• Explain how consumer behavior impacts factors like environment, personal characteristics, and marketing
• Explore factors that impact consumers on decisions purchasing face products
• Define one-way marketing and discuss its payout as well as the results
• What is the impact of direct marketing strategies on the competitive advantage of an industry?
• Discuss how Ponzi schemes worked in the U.S. and explain their negative implications on buyers
• Analyze how SMEs can grow through marketing their CSR
• Evaluate how Chinese hotels utilized marketing to survive the recession
• What is the difference between uniform and adaptive marketing tactics?
• Look into the ethical issues related to the marketing of pharmaceutical products in the U.S.
• Examine the ethical issues tied to marketing to children via the internet
• Explain how to implement international marketing strategies

Highly Classified Advertising Dissertation Ideas

• Explain how market strategies impact sales channels
• Discuss the pros and cons of SMS marketing
• Examine how political marketing trends have changed in the last ten years
• Look into how sales impact customization
• What is the impact of innovation on consumer retention?
• Discuss standardization and its impact on global marketing
• What is the effect of family orientation on consumer behavior?
• Highlight key attributes that buyers analyze before making a purchase
• Explain how offline and online marketing strategies can integrate into higher sales

High-End Advertising Dissertation Ideas

• Discuss how different health issues like diabetes affect food advertising
• Analyze the impact of cause-related marketing campaigns affect consumer purchase decisions
• Explore the connection existing between corporate social responsibility and marketing ethics
• Explain how spam laws have impact online marketing
• What is the effect of a country’s law on marketing and business?
• Explain the impact of misleading advertisements on a company’s product sales vs. consumers
• Explain why Facebook is the most preferred tool of social media marketing
• What is the role of online stores in the traditional marketing mix?
• Discuss buyer perception of social media marketing and its effect on brand image
• Examine how businesses gather information from social media for marketing
• Investigate how social media affects consumer’s buying preference
• Explain effective methods companies can use to build relationships with consumers via social media
• Discuss the difference in efficacy between tradition and social media marketing
• How successful is Instagram as a marketing tool?

College Advertising Topics For Dissertation

• What impact do premium pricing strategies have on product sales and consumer decisions?
• Elaborate the difference between offline and online promotions
• How do international pricing strategies impact brand image
• Explain how product packaging affects the buying decision
• Analyze the impact of point-of-purchase promotion on product sales
• Evaluate the importance of location on customers and product sales
• What is the effect of e-commerce and websites on customer behavior?
• Assess the efficacy of online marketing tools about product sales
• Explain factors that influence online comparison, search and purchase by customers
• Discuss how companies can deal with bad reviews and hate speech from customers
• Detail the advantages and disadvantages of online marketing
• What impact do cultural differences have on supermarkets in the U.S.?

Top-Notch Dissertation Topics On Advertising

• Explain how using the same marketing strategies in different markets may lead to business failure.
• Examine the effect of religion, belief, and values or businesses in the world
• What is the impact of cross-cultural marketing on a business?
• Investigate the impact of individualism and collectivism in the purchase of motor vehicles
• What is the impact of language on the identity of a brand?
• Discuss the importance of protecting consumer privacy and data about direct marketing strategies
• How profitable and effective is the use of internet marketing as a direct marketing tool?
• Explain how companies can benefit from using artificial intelligence in direct marketing
• Analyze the link between the duration of a voice message and the success of telemarketing
• What is the difference in customer response between digital and direct marketing?
• Assess the implications and effects of direct marketing
• Elaborate how customers can protect themselves from deceitful natural marketing techniques
• How can companies utilize corporate social responsibility in brand management?
• Assess the effectiveness of using online marketing to build equity and brand awareness
• Explain the importance of reliability and brand in the Smartphone industry

Creative Advertising Dissertation Topics

• Conduct a comparative analysis between brand loyalty and good quality products
• What are the impacts and applications of different branding strategies?
• A comparative analysis of branding strategies used by Pepsi and Coca Cola
• Evaluate the efficacy of building brand equity through celebrity endorsements
• Assess the impact of maintaining brand equity through innovation
• What is the effect of using technology-driven customer engagement on customer satisfaction?
• Evaluate customer satisfaction in the U.S. hospitality and tourism industry
• Discuss different ways to maintain customer relations through relationship marketing
• What is the link between loyalty schemes and product sales?
• What is the impact of loyalty schemes on customer satisfaction?

Captivating Marketing Dissertation Titles

• How effective is word-of-mouth as a tool of advertisement?
• What is the effect of advertisement on the human mind?
• Discuss the effect of advertisement on the child’s mental health
• Discuss some of the biggest stereotypes in advertisements
• What is the efficacy of short, inexpensive online ads?
• What metrics are considered during market research to develop an advertisement?
• Elaborate the proportion of the U.S. economy that is devoted to advertising and how it impacts the economy
• What are the attributes of a great political advertisement?
• Explain some of the censorship practices used to ensure that advertisements are not too risqué
• Explain how gender affects how an advertisement is created and delivered
• What is the difference between radio and podcast advertisements?
• Investigate ways in which advertisers have used feelings of patriotism to inspire customer loyalty and purchase

Mind-Blowing Marketing Dissertation Ideas

• Examine the emotional effects of advertising
• Discuss the history of sports stars and celebrity endorsements as a mode of marketing
• Explain how future ad executives will break new ground in the advertising field
• Analyze how the use of online streaming sites will eliminate commercial breaks on T.V. and radio
• Assess how the increase in internet access has altered the way people learn about products
• Evaluate how the perfect commercial can cause a leader to emerge from a group of similar brands
• Examine the history of advertisements highlighting how the modern concept of marketing evolved from humble beginnings

Hot Media Dissertation Topics

• What factors do consumers consider before abandoning a brand?
• What strategies can product sellers implement to create profitable relationships with their consumers?
• Explain how promotions and discounts boost product sales
• Evaluate the consumer perceptions and behavior as it relates to tech gadgets
• Analyze how companies can use consumer psychology to drive sales
• Assess the difference in consumer attitude between online and in-store shopping
• What is the effect of adverse publicity on consumer attitude and behavior?
• Highlight how consumer knowledge impacts buying decisions and purchase of products
• What are the effects of cartoon characters on a child?
• What impact do promotions have on a customer’s perception?
• Evaluate the role of cultural values in promotional activities

University Advertising Thesis Topics

• Analyze why target marketing is vital for the fashion industry
• Discuss the effectiveness of consumer loyalty programs in an emerging market
• How effective are email marketing strategies?
• Explain the impact of the COVID-19 pandemic in the airline industry
• Would you please elaborate on the importance of branding as it relates to fast-moving products
• What marketing strategy can we use to attract young customers to a new restaurant?
• Discuss the impact of body language on consumer buying behavior
• Elaborate the effect of display in motor vehicle stores on buyers
• Examine public relations is an effective marketing strategy in influencing consumer behavior
• How are consumers affected by innovating and technological changes?
• Highlight the impact of branding on consumer behavior

Thesis Topics On Advertising Effectiveness

• Look into the effectiveness of public relations campaigns in reviving failed brands.
• Explain how price adjustment strategies differ in offline and online environments
• How effective is mobile marketing in comparison to other methods of advertising
• What is the link between timeliness and the efficacy of mobile marketing communications?
• Discuss the effectiveness of online consumer tribes
• Investigate the efficacy of consumer service chatbots
• What are the challenges and advantages of using Smartphone apps to retain and attract new customers
• Detail the drawbacks faced by small companies in adopting social media to enhance customer loyalty
• Highlight different ways retailers can deal with polygamous behavior among customers
• Examine the role of relationship marketing in attracting new customers through social media networks
• Explain the effectiveness of newspaper advertisements and explain whether they are still viable
• Highlight the significance of the power of suggestion in convincing people of a subtle difference among similar products

Ph.D. Thesis Titles on Advertising

• Explain the importance of the marketing mix to non-profit organizations
• Examine whether the internet has helped unsought goods to build brand awareness
• Investigate the pros and cons of online advertising in international marketing
• Would you please explain the difference between non-comparison and comparison advertising and explain its impact on the purchase intentions of customers
• Examine how customers react to online brand alliances
• Analyze how visual constituency impacts product attitude and site identity
• Look into how using web analytics in digital marketing improves brand performance
• Explain the role of gender in information processing among consumers of tech gadgets
• How can companies utilize big data to understand customer preferences and psychology in general
• Highlight the gratifications and uses of consumer online reviewing

Mobile Advertising Dissertation Topics

• Analyze the success and diffusion factors involved in mobile marketing
• Assess the impact of brand personality on purchase intentions in the context of mobile marketing
• Investigate hw marketing managers can push for consumer acceptance of mobile marketing
• How can consumer loyalty be improved through customer relationship management in the mobile marketing environment?
• Explain how mobile payment services can boost their profits from mobile marketers
• Detail how location impacts mobile marketing communication
• Can companies build a strong brand image through mobile marketing strategies?
• Analyze what customers to for in mobile marketing messages

Shock Advertising Dissertation Topics

• Explain how vegans can use social listening to improve their marketing strategy
• Break down how different firms incorporate social media marketing in encouraging customers’ purchasing behavior
• Examine the impact of brand post popularity on Instagram brand fan pages on social media marketing
• Analyze whether customer loyalty applies to consumer behavior in social media networks
• Assessing online customer review: Explain whether word-of-mouth is more persuasive compared to traditional word-of-mouth.
• Do a comparative analysis of the effectiveness of banner advertisements on different social media platforms.
• Elaborate how different social media networks turn users into sales
• Examine how advertisements politically evolved from mass brainwashing campaigns
• Discuss whether a fallen brand can find new life with a new target market and a different logo
• Explain how the female form is transforming advertising strategies in the world
• What are the features of good child-targeted advertising?

Is Your Advertising Dissertation Below Average?

There you go! Even with the most exceptional topics at our disposal, putting together a world-class marketing dissertation that will earn high grades is no walk in the park. Any serious student knows when to ask for assistance.

You no longer have to suffer in silence. Numerous reliable online assignment help platforms can help out. When you need an extra hand to churn a custom paper at low prices and a fast rate, this is where to turn. The best sites have professional ENL, British and U.K. writers who will tackle your paper with the utmost expertise and guarantee top-notch performance. Whether you need a dissertation involving health advertising or sex in advertising, reach out to them for exceptional writing services.

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Ad Blitz: Exploring Innovative Advertising Dissertation Topics

Advertising Dissertation Topic: “The Impact of User-Generated Content (UGC) in Social Media Advertising” Brief: This dissertation topic delves into the dynamic world of social media advertising, focusing on the influence of user-generated content (UGC). It seeks to explore how UGC, including customer reviews, testimonials, and social media posts, affects consumer perceptions, trust, and purchase behavior […]

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Advertising Dissertation Topic: “The Impact of User-Generated Content (UGC) in Social Media Advertising”

Brief : This dissertation topic delves into the dynamic world of social media advertising, focusing on the influence of user-generated content (UGC). It seeks to explore how UGC, including customer reviews, testimonials, and social media posts, affects consumer perceptions, trust, and purchase behavior in the context of advertising campaigns. The research aims to understand the various strategies employed by brands to encourage and leverage UGC and how these strategies impact brand-consumer relationships. By analyzing real-world cases, consumer responses, and the ethical considerations surrounding UGC, this study investigates the effectiveness of this advertising approach and its implications for the marketing landscape. The findings will shed light on the significance of authentic user-contributed content and its role in shaping modern advertising practices.

What are the best dissertation topics in advertising?

Are you looking for research proposal topics on advertising? We’ve got this range of advertising dissertation topics on digital and conventional ads. The list is prepared after thorough research on the emerging trends and the approaches that have influenced advertisement and marketing. These targeted advertising dissertation topics can aid you in covering up your undergrad and master’s degrees in the field of advertising , marketing , or digital marketing .

Related Advertising Dissertation Subjects

• Print Advertising: Newspaper, magazines, & brochure advertisements, etc.
• Broadcast Advertising: Television and radio advertisements.
• Outdoor Advertising: Hoardings, banners, flags, wraps, etc.
• Digital Advertising: Advertisements displayed over the internet and on digital devices

Here are the best Advertising dissertation topics and Advertising research titles for undergraduate and master’s students

Study the impact of consumer opinions on the behavior of consumers who look at the perspective of ads on social networks. The influence of TV advertising on the shopping behavior of consumers in developing countries. The role of ad blocking in user interaction on the site. The importance of informative advertising dissertation topics in the pharmaceutical sector. Below are the best online advertising dissertation topics for college students.

Good Advertising dissertation topics

• An exploration of the concept of Internet advertising and its impact on the sales and revenues of hotels
• To analyze the differences between traditional and online advertising.
• To study the impact of emerging online advertising trends on the buying behavior of youth.
• How are corporations competing for customers’ attention by focusing on advertising tactics?
• To what extent does advertising influence the intention of purchasing social media entertainment?
• How are digital influencers playing a role in influencing youngsters?
• To what extent are businesses using celebrity endorsement to enhance the impact of advertisement on target consumers?
• Examining the pros and cons of advertising.
• A literature review on the evolution of advertising.
• To find out how the advancement of technology has benefited marketers in advertising their products.
• Evaluating the portrayal of women in advertisements.
• The study of the impact of digital marketers in planning advertising campaigns.
• Studying the effectiveness of YouTube advertising and marketing practices on consumer purchasing decisions.
• Investigating the link between brand exploitation and impulsive buying.
• What is the role of social media platforms in today’s world of digitalization?
• Studying the connection between organic and inorganic reach.
• Take the case of Nike to determine factors that affect customer loyalty.
• Studying the impact of brand strategies on Instagram that influence the youth.
• To what extent does advertising in America perpetuate racial stereotypes?
• Examination of the mediation model of the impact of for and non-profit environmental advertising.

Hot Advertising Research Titles

• Studying the moderating impact of culture on food advertising campaigns.
• Studying the moderating impact of cultural fashion advertising campaigns.
• An analysis of the consumption patterns and behavior on physical attributes of brand ambassadors.
• How does global advertising influence brand value?
• An exploration of consumerism across global cultures and its impact on advertising.
• The ethical dilemmas related to online advertisements.
• The significance of religion-oriented tourism marketing strategies taking the case of Pakistan.
• What are the successful marketing approaches that can benefit in breaking through a strong market monopoly?
• Studying the influential effect of promotion activities on recession
• Analyzing the effectiveness of the used channel of marketing on consumer purchase decisions.
• Studying the impact of used direct marketing channels on consumer purchase decisions.
• To what extent has the COVID-19 pandemic influenced the advertising strategies of food businesses?
• How does search engine optimization influence the overall online marketing strategy?
• Considering Facebook Ads, focus on studying the role of online ads on e-commerce sales revenue
• How has online marketing helped brands stay ahead during the pandemic?
• Explain the marketing strategy that a manufacturing company should use when entering a metering industry with monopoly competition.
• Discover how effective marketing can improve future and current fashion sales performance.
• Highlight the key marketing strategies that American entrepreneurs have implemented in business areas with little expertise.
• Explain whether a sales audit can provide a viable intervention in sales relationships.
• Explain how consumer behavior, such as the environment, personal attitudes, and sales, is affected.
• Investigate the factors that influence consumers’ purchasing decisions for facial products.
• Explain one-way marketing and discuss revenue and results.
• What is the impact of direct marketing strategies on the competitive advantage in the industry?
• Discuss how Ponzi schemes work in the US and explain their negative consequences for buyers.

More interesting advertising dissertation topics

• Analyze how SMEs can grow by marketing their CSR.
• Evaluate how Chinese hotels are using marketing to survive the recession.
• What is the difference between unified and adaptive marketing tactics?
• See US Ethical Marketing Issues.
• Investigate the ethical issues associated with trafficking in children online.
• Explain how you can implement international marketing strategies.
• What is better between Google and Amazon PPC marketing?
• Which is the best platform for microblogging?
• Studying the role of social media reviews in brand reputation
• Studying the effects of violent television programs on youth.
• To find out the effects of advertisement on the success of a business organization
• Studying the survival strategy for a mass media organization in terms of advertisement.
• An evaluation of online advertisement and consumer perception on purchase decision of smartphones.
• An analysis of the unethical practices in advertising taking a case study.
• How is television a positive contributor to the socialization of children?
• How is the role of women enhanced in advertisements?
• What is the impact of Ad blocking on user engagement with the brand?
• An analysis of the informative advertisements in the context of the pharmaceutical sector.
• Studying the impact of consumer behavior on social media advertising perspective
• An evaluation of the response of bilinguals toward advertisements related to different products
• Studying digital native advertising and its impact on the practitioner’s perspectives.

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Research Topics & Ideas: Marketing

50+ Marketing Research Topic Ideas To Fast-Track Your Project

Finding and choosing a strong research topic is the critical first step when it comes to crafting a high-quality dissertation, thesis or research project. If you’ve landed on this post, chances are you’re looking for a marketing-related research topic , but aren’t sure where to start. If so, you’ve come to the right place.

Here, we’ll explore a variety of marketing-related research ideas and topic thought-starters, covering both traditional marketing (offline media) and digital marketing (including social media marketing, content marketing and the like). We’ll also look at actual dissertations and theses from marketing students to give you a view of what a well-defined research topic looks like.

NB – This is just the start…

The topic ideation and evaluation process has multiple steps . In this post, we’ll kickstart the process by sharing some research topic ideas within the marketing domain. This is the starting point, but to develop a well-defined research topic, you’ll need to identify a clear and convincing research gap , along with a well-justified plan of action to fill that gap.

If you’re new to the oftentimes perplexing world of research, or if this is your first time undertaking a formal academic research project, be sure to check out our free dissertation mini-course. In it, we cover the process of writing a dissertation or thesis from start to end. Be sure to also sign up for our free webinar that explores how to find a high-quality research topic. 

Overview: Marketing-Related Topics

• How to find a research topic (video)
• Traditional (offline) marketing topics/ideas
• Digital (online) marketing topics/ideas
• Examples of actual dissertation topics
• Free Webinar : Topic Ideation 101
• Where to get extra help

How To Find A Research Topic

Before we look at specific research ideas and topics, it’s useful to first understand what the topic ideation process entails and how to go about finding and refining viable topic ideas. In the video below, we cover exactly that. So, if you’re a first-time researcher, be sure to watch this tutorial before jumping into the collection of marketing research topics we present below. 

Now that you’ve got a big-picture view of the topic ideation process, we can dive into a few research ideas to get your creative juices flowing. Please note that these research topic ideas are intentionally broad and generic, so you will need to refine them a fair deal using the techniques we discussed in the video above.

To make life a little easier for you, we’ve grouped the topic ideas based on two main categories – traditional marketing and digital / online marketing . For the latter, we’ve divided it up into a few subcategories, including social media marketing, content marketing and search marketing. That said, there is naturally some overlap between topics, so keep this in mind.

Research Ideas: Traditional Marketing

• The perceived effectiveness of different types of direct mail campaigns (e.g., postcards, catalogues, brochures) among small business owners in New York
• The perception and use of traditional marketing in creating and nurturing customer loyalty and retention among UK Financial Firms.
• The impact of demographic targeting on traditional marketing performance among green businesses
• The perception of different types of sales promotion (e.g., discounts, coupons, contests) among GenZ consumers
• The continued use of celebrity endorsements in traditional marketing campaigns, post-2020.
• Exploring factors related to outdoor advertising recall in India
• Measuring the ROI of traditional marketing efforts: a review of current methods
• Comparing the effectiveness of different traditional media channels (e.g., television, radio, print) in driving engagement and conversions among established brands
• The use of public relations in traditional marketing campaigns among large insurance companies
• The role of event marketing in building brand awareness and engagement: perceptions among marketing professionals in the UK

Research Ideas: Digital/Online Marketing

Social media marketing

• The use of artificial intelligence in social media marketing among online fashion companies in Sweden
• The impact of social media on public relations and media relations: a Case Study of Nandos
• The role of Twitter in crisis communication and reputation management: a discourse analysis
• The impact of social media influencer presence on brand loyalty and customer retention among Gen X.
• The use of social media for market research and consumer insights among SMEs in Kenya
• The impact of social media on consumer buying behaviour of fast food in Italy
• The challenges and opportunities of social media in global and multicultural marketing: perceptions of marketing departments in large corporations
• The relationship between social media engagement and website traffic: an analysis of fitness brands
• The effectiveness of influencer marketing on social media platforms for household cleaning products in the UK
• The perceptions and understanding of paid vs organic social media advertising among Gen Z consumers in San Francisco

Content marketing

• The use and understanding of micro-moments in creating personalized content experiences among content creators in the USA
• Comparing the effectiveness of methods of personalization of content marketing: an evaluation of best practice
• The experiences and use of SEO in content marketing strategy among small online businesses
• The use of social media influencers in content marketing campaigns: a Case Study of Hello Fresh
• Comparing different content distribution channels for different types of content: perceptions of best practices among content marketing experts
• The use of user-generated content in building brand trust and engagement among green companies in the UK
• Measuring the ROI of content marketing efforts among luxury brands
• The perception and use of Chat GPT in content creation among small online businesses
• The perceptions of interactive and immersive content formats (e.g., virtual reality, augmented reality) in marketing among consumers: an experimental study
• Comparing image and text-based content formats in driving engagement and conversions on social media: a multi-case study of NGOs

Search engine marketing

• The effectiveness of different ad formats (e.g., text ads, shopping ads, video ads) in Search Engine Marketing for tourist destinations
• The impact of search engine algorithm updates on Search Engine Marketing performance – who are the winners and losers?
• The perception and use of AI and machine learning in Search Engine Marketing strategy and bidding optimization within a UK marketing agency
• The use of voice search and its impact on Search Engine Marketing among food retailers in Switzerland
• The role of local SEO in driving brick-and-mortar sales: a case study of a local fashion outlet in France
• The impact of mobile optimization on Search Engine Marketing performance and conversion rates in Nigeria
• Comparing analytical tools for measuring ROI of Search Engine Marketing campaigns
• The effectiveness of different types of keywords and search queries in driving traffic towards restaurants in Italy
• The use of remarketing and retargeting in search engine marketing campaigns among marketers
• The understanding and use of schema markup and structured data in improving Search engine marketing performance among Start-Ups

Email marketing

• The perception and use of AI and machine learning in email marketing among NGOs: a focus on personalized content and dynamic segmentation
• The effectiveness of email subject line strategies in driving open and click-through rates: an experimental study
• Comparing A/B testing and multivariate testing in improving email marketing performance: a case study
• The use of personalization on email marketing performance among craft bloggers
• The impact of automated email marketing among local online retailers on customer loyalty and retention
• The use of automation and triggered emails in increasing engagement and conversion rates for online courses
• The perception and understanding of GDPR and other data privacy regulations on email marketing among SMEs
• The role of mobile optimization in email marketing targeting Gen Z consumers
• The challenges of measuring the ROI of email marketing campaigns: perceptions of SMEs
• The effectiveness of different email formats (e.g., text-based, HTML, interactive) in driving engagement: A/B testing for a small online retailer

Marketing-Related Dissertations & Theses

While the ideas we’ve presented above are a decent starting point for finding marketing-related research topic, they are fairly generic and non-specific. So, it helps to look at actual dissertations and theses to see how this all comes together.

Below, we’ve included a selection of research projects from various marketing-related degree programs to help refine your thinking. These are actual dissertations and theses, written as part of Master’s and PhD-level programs, so they can provide some useful insight as to what a research topic looks like in practice.

• The Influences of Brand Personality, Culture, and Social Media on Iconic Brand Preferences (Whelan, 2021)
• Customer Success and the Transformation of Customer Relationships (Raines, 2022)
• The Effects of Online Incentivized Reviews on Organic Review Ratings (Jeong, 2020)
• Are You For Real? The Consumption-Driven Self-Authentication Process And Its Effects On Perceived Brand Authenticity (Kuchmaner, 2020)
• You Are What You Eat: How Food Texture And Packaging Influence Consumer Well-Being (Ning, 2020)
• Social Dialogic Listening: Connecting Marketing Activity To Strategy (Collins, 2020)
• Millennials’ Attitudes Towards Influencer Marketing And Purchase Intentions (Yu, 2019)
• Cannibalization between Two Mercedes-Benz Models and Consumer Behavior (Ma, 2020)
• Selling and Buying Aspects of Used Products That Are Brand Anthropomorphized (Kim, 2019)
• Global Identity: Conceptualization, Measurement, And Implications For Marketing Strategy (Yoruk, 2022)
• The Intersection of Organizational Frontline Marketing and a High-Tech World (Krotz, 2021)
• The Unexplored Impacts of Communication Elements in Marketing (Trinh, 2022)
• Founder Social Identity As A Predictor Of Customer And Competitor Orientation In Small And Medium-Sized Enterprises (Rutherford, 2021)

Looking at these titles, you can probably pick up that the research topics here are far more specific and narrowly-focused , compared to the generic ones presented earlier. This is an important thing to keep in mind as you develop your own research topic. That is to say, to create a top-notch research topic, you must be precise and target a specific context with specific variables of interest . In other words, you need to identify a clear, well-justified research gap.

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71+ Research Paper Topics & Ideas for Marketing Students  

As a marketing student, you probably have access to a plethora of resources such as your college library and of course, the internet, to come up with great research paper topics.

However, the thought of writing your research paper can be daunting, especially if you’re still brainstorming and don’t know what to write about.

Just like any other piece of writing, start by keeping your audience in mind. Then, make a list of research paper topics that are more relevant to your interests, or a new under-developed field (for example; augmented reality, or people sentiments towards Artificial Intelligence), or a unique research topic that intrigues your audience.

But if you’re still struggling to pin down one out of the many research paper topics for your program, we’ll suggest a number of them for you to either choose from; or for you to take inspiration from and come up with your own.

Table of Contents

How to Choose the Best Research Paper Topics

Before we dive into the details, you’ll have to familiarize yourself with the basics. For starters, pick up a pen and paper and brainstorm different topics that you’d like to write about.

While personal interest is definitely important, we also suggest you opt for a topic that will intrigue your readers.  Here are a couple of factors you ought to keep in mind while selecting a topic:

Keeping your personal interest in mind

You probably won’t be able to write a stellar research paper if you’re not interested in the topic. Sit down with your peers and advisors to discuss possible ideas. It will be easier for you to discuss different themes once you’ve written down all your ideas in one place. If you’ve decided on a specific keyword for instance “consumer behaviour”, you can look for similar research papers on the internet.

A research paper isn’t a descriptive essay which you can drag aimlessly. Your research paper needs to be based on factual data and that’s only possible if you’ve conducted thorough research. While jotting down points for your first draft, ensure your statements are supported with references or examples citing credible academicals and research work.

Don’t leave it till the last day

A lot of students tend to undermine the writing process and leave for the last few days. Bear in mind that you can’t possibly write your entire research paper overnight. In order to succeed, you’ll have to devote sufficient amount of time to research.

Also, be prepared to schedule meetings with your advisor on a regular basis as you’re bound to require help along the way. At this point, make sure you only rely on credible sources that will support your dissertation.

Examples & List of Research Paper Topics

If you’re still unable to decide a topic of your interest, here is a list of 70 unique marketing research topics that you can use as marketing project topics for your MBA, or any other marketing course:

• How do organizations use CSR ( corporate social responsibility ) to reinforce brand equity?
• What manipulation tactics do brands use to get more customers?
• How can brand image be communicated via social media marketing?
• How can social media impact the buying choices of shoppers?
• Are consumers equipped to shield themselves from direct marketing strategies?
• Determine and analyze consumer buying behavior for [product name]
• How does advertising impact consumer behaviour?
• How does family orientation impact marketing communications?
• What characteristics do buyers look for when purchasing a product online?
• How does global marketing incorporate standardization?
• What attributes do consumers look for when comparing products online?
• How do financial institutions differentiate their goods and services on the basis of social class?
• Is direct marketing really the most effective form of marketing?
• What internet marketing trends can be expected for the future?
• How to marketing strategies differ across different cultures?
• Can brand advertising impact political campaigns?
• How do brands exploit impulsive buying?
• How does loyalty cards encourage sales and boost customer loyalty?
• Can well-marketed brands get away with selling substandard quality products?
• How is globalization having on impact on consumer behaviour?
• Impact of brand image on customer loyalty
• Brand attributes that lead to an increase in customer loyalty
• Successful marketing approaches that helped break through strong market monopoly
• Impact of cause marketing on brand affinity with young mothers
• Effect of consumer promotions and discount offerings on brand equity
• The outcomes of advertising in a recession
• Influence on Social Media advertising on consumer behaviour
• Effect of TV advertising on top of mind awareness
• Understanding customer perceptions around event sponsorships
• Does corporate social responsibility translate into sales?
• Canadians perspective on being targeted with mobile ads based on their browser history
• Is direct marketing welcomed by people?
• Are customers able to differentiate between various mortgage offering by competing banks?
• Does social media influence buying behaviour
• Do people like being click baited into sponsored posts?
• Understanding the impact of celebrity endorsements on ROI for CPG brands
• Women’s sentiments around comparison advertising
• How effective is comparison advertising to build brand equity?
• Do consumers prefer purchasing routine grocery products online?
• Is earned media perceived to be as important as it appears to be?
• What makes people want to share content to their friends?
• Understanding why content goes viral
• Marketing challenges around the evolving family structures
• Are we losing the emotional value and significance of money being in a cashless society?
• Is centralized global marketing a good idea for brand health in local markets?
• How is augmented reality going to enhance marketing experiences?
• How will artificial intelligence support in making better marketing decisions?
• Is immersion marketing through virtual reality technology going to be accepted?
• What does the luxury auto buyer look for in a car?
• How to instill a desire to purchase for customers in the luxury category
• Harmful effects of advertising to kids
• Impact of in-store branding on brand salience
• Effect marketing strategies for restaurant businesses
• Habit formation and ways to integrate new products in consumer lifestyles
• Is display advertising going to die?
• Can Snapchat help small business grow?
• How do customers perceive the brand who advertise on Instagram?
• The impact of humour in advertising
• Do customers pay attention to nutrition labels?
• What triggers impulse buying behaviour
• Essentials to sky rocket a new brand to heights of awareness
• The factors that lead to customer satisfaction in young adults
• Elements that help build an emotional connection with your audience
• How do males and females differ in their buying behaviour of mobile phones
• Does language targeting help in ethnic advertising?
• Customer Perceptions: Are well known brands good in quality?
• Is radio still an effective method of advertising?
• Rural vs Urban marketing challenges to be mindful of
• Impact of internal branding on employee retention and turnover
• An in-depth analysis of political marketing in Canada

More Categories of Research Topics

Still in need of some inspiration? Here are a few research paper areas that you can explore:

• Distribution
• Consumer Behavior
• Relationship Marketing
• Brand Management
• Nonprofit Marketing
• Market Segmentation & Targeting
• Internet Marketing
• Marketing Planning & Forecasting
• Product Design & Positioning
• Direct Marketing
• Advertising
• Purchasing & Materials Management

Hopefully, these marketing thesis topics will help you come up with a few topics of your own. If you’re still confused about which area, you’d like to work with, we suggest you consult your advisor for some additional help. Good luck!

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Home » Blog » Dissertation » Topics » Marketing » Advertising » Advertising Dissertation Topics List (29 Examples) For Your Research

Advertising Dissertation Topics List (29 Examples) For Your Research

Mark Oct 27, 2019 Jun 5, 2020 Advertising , Marketing No Comments

We offer a wide range of advertising dissertation topics employing both conventional and digital advertising methods. The list of project topics on advertising has been released after a thorough research which you can select for your academic research writing. Our writers can also provide you with quality dissertation writing help on the selected research topics […]

We offer a wide range of advertising dissertation topics employing both conventional and digital advertising methods. The list of project topics on advertising has been released after a thorough research which you can select for your academic research writing. Our writers can also provide you with quality dissertation writing help on the selected research topics on advertising. You can explore more related and relevant branding dissertation topics to get more views

A list Of advertising dissertaton topics

Studying the concept of internet advertising, the specifics, tendencies of development, and its impact on profitability.

Comparison of print versus online advertising considering the impact of youth buying behaviour.

Analysing the fight for customer’s attention: YouTube as a platform for advertising.

The Impact of advertising on the intention of purchasing in social media entertainment – analysis of the effect on brand attitude.

Examining the portrayal of women in advertising and its impact on youngsters.

To study the processes and effects of targeted online advertising among children.

Studying the impact of consumer beliefs on consumer attitude taking in view the social media advertising perspective.

Impact of TV advertising on consumer buying behaviour in developing countries.

Role of Ad blocking on user engagement with the web.

Importance of informative advertising in the pharmaceutical sector.

A systematic analysis of internet advertising on the behaviour of teenagers.

Impact of junk food advertising on obesity in children.

Conducting generational research and advertising to millennials.

Focusing on the worth of advertising context taking evidence from consumer credit marketing field experiment.

To study the impact of consumer multi-homing on advertising markets and media competition.

Evaluation of advertising campaigns on social media networks.

Studying the formalisation impedes employee creativity and organisational innovation.

To analyse the positive and negative effects of advertising taking in view message framing, regulatory focus, and product type.

Analysing consumer attitudes towards unethical advertising.

To find out the impact of digital marketing strategies that appeal, motivate, or annoy the millennials.

To examine the young people’s awareness of the timing and placement of gambling advertising on social media and traditional platforms.

Focusing on comparison of advertising across cultures.

The case of neuromarketing while analysing the impact of music on advertising effectiveness through facial emotions and eye-tracking.

To study the consumer scepticism towards advertising on television media.

Response of bilinguals towards advertisements related to different products.

Exposure to cartoons promoting healthy eating on the children’s food preferences and choices.

A behavioural study on the advertising and marketing practices of multinational corporations.

Digital native advertising considering the practitioner perspectives and research.

Effectiveness of YouTube advertising on consumer purchasing behaviour.

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Advertising Dissertation Topics

Published by Grace Graffin at January 2nd, 2023 , Revised On August 18, 2023

Are you looking for some excellent advertising dissertation topics to kickstart your marketing dissertation? If yes, your search is over because we have provided several unique and intriguing advertising thesis ideas for you to choose from. But before we begin, lets take a look what is advertising.

What is Advertising?

Advertising aims to promote or sell goods and services to consumers. Marketing communication uses print, audio, visual, and online channels to persuade people to purchase. There are many ways to advertise: from billboards and television commercials to word-of-mouth marketing.

The role of advertising in marketing cannot be overstated. A company’s communication with its consumers determines whether they become high-paying customers. The process involves creating and distributing products and sharing promotional messages to increase sales.

The product is often sold without being sold. Nevertheless, such promotion types also involve making information about it available to the public for free, such as in magazines and newspapers.

Creating advertisements for different brands and businesses is usually done by experienced, trained and qualified people at advertising agencies.

These agencies often work as part of regional, national, or international advertising networks, which may employ designers, web designers, professional writers, and photographers specialising in related fields.

Types of Advertising

Direct advertising.

Advertising of this type is the most common. A company or organisation sends messages directly related to the purchase of a product to its customers. Using a newspaper or magazine ad for maximum exposure is an example of direct advertising.

Indirect Advertising

Another popular marketing strategy is indirect advertising. Promotions and sponsorships create buzz about your product or service indirectly. Television, radio, and print ads are the most common types of indirect advertising.

Email Advertisement

You can interact directly with your customers through email advertisement, which is one of the most profitable forms of advertising. Besides building an email list of your target audience, this will also keep them updated about your new products.

Online Advertisement

It is widely used to reach different types of customers online as one of the most cost-effective forms of advertising. You can leverage the power of online advertising regardless of your size, whether a small catering company or a sizeable b2b retailer and enjoy significant popularity over social media and other online platforms.

Also read: Online Marketing Dissertation Topics

Promotion Advertising

A company uses this type of advertising to promote a product explicitly designed for a specific industry. Using promotional advertising to raise money for non-profit organisations is an excellent example.

Public Relations (PR)

It encompasses all communication between an organisation and its public, including consumers, media, investors, and competitors. In addition to direct marketing, such as press releases and news releases, it advertises in traditional media and promotes your business through social media channels.

Also read:  Public Relations Dissertation Topics

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List of Dissertation Topics For Advertising

All B2B and B2C businesses rely on advertising for a significant part of their revenue.

Keeping up with the latest trends in advertising dissertation topics is the best way to stay current with the advertising industry.

These inspirational advertising dissertation topics will help you get started if you’re thinking about writing your dissertation on advertising. Further, we have selected the best marketing dissertation topics so that you can get a perfect one conceived by combining marketing and advertising topics.

• Evaluating return on investment through social media marketing
• Exploring how viral videos have affected traditional advertising techniques
• Factors affecting product recall rate by consumers
• Brand Image, Brand Management, and Brand Strategy
• Customer Satisfaction, Loyalty, and Word-of-Mouth Behaviors
• The Effect of Advertising on Consumer Behavior
• The effects of mobile ads on purchase decisions
• The Effect of Advertising on the Media Industry
• The Role of Advertising in the Pharmaceutical Industry
• Study the ways that marketing can enhance both present and future fashion store performance.
• Identify the primary marketing techniques used by American businesspeople who are entering markets with limited experience.
• Advertising, Consumerism, and Gender Issues
• The Role of Consumers in the Development of the Global Economy
• The reasons for consumers to buy advertised products and services
• The effects of advertisements on the economy, society, and culture
• Public Relations Research Methods & Techniques
• The development of advertising in the past
• The role of advertising in marketing management
• Advertising and Branding Strategies
• Advertising and Commercialization of Music
• The advantages and disadvantages of advertising
• Explore the elements that influence consumers’ decisions to buy cosmetics.
• A detailed study of the best marketing tactics for new businesses.
• Determining how much millennials know that gambling advertisements are displayed on internet platforms.
• Contrasting digital advertising tactics for various organisations throughout cultures.
• The effects of cartoons that encourage good behaviours on parents’ and kids’ purchasing decisions.

Advertising has been a part of business for decades. Whether it is posters, billboards, radio, television, or social media, all forms of advertising aim to attract customers.

Whatever topic you choose for your advertisement dissertation, make sure to do proper research and begin your writing with a hook. You can expand your understanding of this topic by reading books on advertisements, such as 7 Rules of the advertisement or the Wizard of Ads.

Advertising campaigns like these not only advertise the product but also encourage people to buy it. You can expand your customer base and bring your product into the spotlight if you advertise the right way.

Check out these great advertising dissertation topics if you need some inspiration. If you’re creative and persistent, you’ll be able to find a topic that suits your interests and tackles an important advertising issue. Once you get your desired topic and may need assistance writing an outline for your dissertation , our experts are available 24/7 for you.

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How to find dissertation topics about advertising.

For dissertation topics about advertising:

• Analyze emerging ad trends.
• Investigate ethical concerns.
• Examine cultural influences.
• Explore digital marketing shifts.
• Survey consumer behavior changes.
• Consider ads’ psychological effects.

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Advertising Research Paper Topics

• Advertisement Campaign Management
• Advertising as Persuasion
• Advertising Effectiveness
• Advertising Ethics
• Advertising Frequency and Timing
• Advertising Strategies
• Cross-Cultural Advertising
• Direct-to-Consumer Advertising
• Emotions in Advertising
• Endorsement in Advertising
• Measurement of Advertising Effectiveness
• Segmentation of the Advertising Audience

History of Advertising

Since the dawn of time, sellers have been seeking to attract attention and present their wares in ways that encourage sales. A contemporary classified ad for a second-hand bicycle is substantively the same as an ad for a Roman chariot 2,000 years ago. Media have changed, notably broadcast and digital, and our understanding of how ads work has changed, but advertising itself has changed much less. Advertising has always provided information, used emotional appeals to sell to us, and re minded us. But it used to be less pervasive than it is today because of the limited media and the limited number of goods then available for trading. Advertising agencies have existed since at least the eighteenth century but their formal standing as experts dates from the mid-nineteenth century in developed markets and the late twentieth century in the late developers. The importance of small start-up agencies is as great as it ever was but globalization has also promoted mergers of the larger, more mature, agencies into perhaps half a dozen multinationals. This is significant because with classic packaged goods, or fast-moving consumer goods, advertisers have shifted budgets from advertising to promotions, but the slack has mostly been taken up by new advertisers such as financial services and government. As a share of world GDP, however, advertising appears to have grown ( https://www.warc.com/ ).

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Measurement techniques have become more sophisticated partly in response to advertiser demands to see quantified results and partly as advertisers and their agencies have taken a more scientific approach to understanding how advertising works. Content has increased in variety with more entertainment and appeals to emotion but this has largely been driven by the wish to exploit new media. Perceptions of different advertising styles may be seen as evolutionary by those involved but the changes in style also reflect the fashion cycles that are necessary to maintain the appearance of novelty (McDonald & Scott 2007).

The Advertiser’s Perspective

In recent years, the brief from client to agency setting out requirements has been increasingly formalized. The briefing itself is an interactive process as the agency brings its own experience and negotiating skills, typically, to making the goals easier to achieve and the budget bigger. What should emerge from the process is a clear identification of the target market and the changes the advertising should achieve. The brief should not describe the means, i.e., what the ad should contain, but the end, i.e., challenge the agency with what the campaign should achieve.

Ads work in two stages: they change brand equity (what is in consumer heads) and brand equity, at a later date, changes consumer behavior. That may imply that the goals for the ad campaign should be set by changes in brand equity (intermediate) metrics and the budget made available in those terms. In practice few advertisers formalize brand equity measurement in that way. Furthermore, the correlation between intermediate and behavioral metrics can be poor so clients typically prefer the latter, e.g., sales or penetration or profit, where advertising can measurably deliver those goals.

Media neutral planning (MNP; Saunders 2004) as well as → integrated marketing communications (IMC; Schultz 1993) share the idea that communications should be planned from the consumer’s perspective. The target market should ultimately determine the relevant media both in terms of readership and in providing the appropriate context for the copy. Thus, media considerations are less driven by reach (how many people see it), frequency, or the cost per 1,000 readers (or viewers) than the relevance of the media and whether, in that context, the message is likely to work.

This leads to the question of how the ads might be expected to work. For a new product or brand, the primary aim is, typically, achieving awareness. Thereafter, advertising works mostly through two approaches, broadly classified as either active or central processing, involving argument and logic, or passive peripheral processing, which relies on cues.

Pre-testing is a contentious topic. Predictiveness is dubious and ads are rarely pre-tested against the particular goals for the campaign. Post-campaign assessment, on the other hand, is not contentious in principle although there are various competing approaches. Post-campaign assessment usually takes the form of ‘tracking,’ i.e., the key brand equity metrics are consistently monitored over time, for example, on a monthly basis (for a summary see White 2005).

The Consumer’s Perspective

From as early as the first half of the nineteenth century, there has been public ambivalence toward advertising. It is seen as manipulative, intrusive, and seeking to persuade us to buy what we do not need (such as lottery tickets) or to buy what is bad for us (such as alcohol, tobacco, or fatty foods). Because brand leaders are typically more expensive than their private label equivalents, some argue that advertising causes us to pay more than we should.

On the other hand, advertising pays for the media we enjoy such as television, newspapers, and the Internet. Quite often we enjoy the ads themselves which enter into general parlance such as ‘It does what it says on the tin’.

Finally, we should note that the consumer’s attitude towards advertising is driven by television advertising rather than all media (Jin & Lutz 2013).

The Social Perspective

Opponents of advertising claim that it commercializes culture, undermines values, and leads to less happiness as society is reminded of what it cannot afford. Supporters argue that advertising merely mirrors society as it is. They see it as a necessary part of a healthy market and contend that it has contributed to the growth of GDP and widespread prosperity (O’Guinn & Faber 1991).

Advertising in itself is neither good nor bad, but it can be good or bad in the way it is used. Accordingly, most countries have developed regulation as a means to control ‘bad,’ or potentially harmful, advertising while allowing ‘good’ advertising a reasonably free rein. Regulation, much of it self-regulation, has grown rapidly since the 1960s to meet increasing cultural sensitivities but also to dissuade governments from interfering. Self-regulation is seen as being more flexible and responsive to consumer protection than legal rules, but governmental wish to control the industry has led to ‘co-regulation,’ i.e., government retaining the right to intervene when they deem it necessary.

References:

• Alexander, R. S. (ed.) (1965). Marketing definitions. Chicago: American Marketing Organization.
• Ambler, T. & Roberts, J. H. (2006). Beware the silver metric: Marketing performance measurement has to be multidimensional. Marketing Science Institute, Report 06–113. Cambridge, MA: Marketing Science Institute.
• Jin, H. S. & Lutz, R. J. (2013). The Typicality and Accessibility of Consumer Attitudes Toward Television Advertising: Implications for the Measurement of Attitudes Toward Advertising in General. Journal of Advertising 42(4), 343-357.
• McDonald, C. & Scott, J. (2007). Brief history of advertising. In G. J. Tellis & T. Ambler (eds.), The Sage handbook of advertising. Thousand Oaks, CA: Sage.
• Nerlove, M. & Arrow, K. (1962). Optimal advertising policy under dynamic conditions. Economica, 29, May, 129–142.
• O’Guinn, T. C. & Faber, R. J. (1991). Mass communication theory and research. In H. H. Kassarjian & T. S. Robertson (eds.), Handbook of consumer behavior theory and research. Englewood Cliffs, NJ: Prentice- Hall, pp. 349–400.
• Saunders, J. (2004). Communications challenge: A practical guide to media neutral planning. London: Account Planning Group.
• Schultz, D. E. (1993). Integrated marketing communications: Maybe definition is in the point of view. Marketing News, January 18, 17.
• White, R. (2005). Tracking ads and communications. Admap, 460, 12–15.

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