Since this work is mainly exploring the advertising campaigns used by Toyota in UK and China, four sequent stages and going to demonstrate as follow. First, it would focus on the advertisings that have 留學生dissertation網already been used by Toyota, to see how those advertising campaigns are carried out. Then analysis on the differences of their content would be conducted. Further, evaluation of the campaigns would be outlined. In other word, it would be concentrated on the effect of each campaign conducted in order to see the effectiveness and efficiency. Additionally, there would be comparisons between different advertising used within and between UK and China. What is more, if it is possible, it would like to explore whether there exist some advertising strategies or model of campaigns that are more effective and efficient, which means mostly achieve the goal of the companies that carry out those advertisings.
During those analyses, the first problem that might show up would be that whether those advertisements chosen for analyzing are representative enough in order to make the conclusion of this research at least not biased. However, the main problem there would be the collection of data when evaluating the effect of each advertisement. Though there might be some similar researches of analyses of http://www.ttc-switch.com/dissertation_sample/advertising effects or impact, it is uneasy to get existing statistics which can rightly fit this work, and then help explore the fact. Besides, there is also difficulty on get the correct advertising strategies of Toyota, thus the advertising campaign strategies of it would be more likely to build, hypothetically, on the basis of analysis on content of the advertisements.
Based on barriers above, content analysis and interview would be chosen to be the main research method in order to minimize the deviation at least. Content analysis is utilized here to help comparing the content of the advertisements and the effectiveness of them. More importantly, it can tell whether the results of those analyses are correct and valuable. To be more specific, content analysis would be used when comparing the content of chosen advertising samples and evaluating the effect of them. And interview is planned to be taken with a representative of Toyota since it is expected to get objective documents of Toyota’s advertising strategy and, the same time, the subjective opinion of its own staff. This interview would explore questions as follow: what the strategies are both in UK and China, whether there are differences between them and, if there is, why they have such different concentration on promotion in those two countries. And then, the focus would move onto the changes of Toyota’s advertising strategies in both countries since the revelation of the systemic faults in their vehicles in January 2010.
As to the specific methods of collection different data that needed, advertisements used to analyze the advertising campaigns Toyota took and the content of them would be drawn from newspapers and magazines, as well as documents that might be got from the interview in addition. And the analysis of the effect of its advertising campaigns would be expected to obtain from existing research statistics and #p#分頁標題#e#留學生dissertation網results of scholars. If this does not work out, the evaluation of effect would be constructed on the foundation of comparison between sales before and after advertising campaign conducted. And the statistics of sales is getting from Toyota during interview in plan.