Analysis Of Why Primark Does Not Run Expensive Advertisement.docx

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ANALYSIS OF WHY PRIMARK DOES NOT RUN EXPENSIVE ADVERTISEMENT 1 Abstract The research is focusing on the cause of why Primark not running expensive advertisement in the society. It noticed that the company purchase bulk amount of product direct from the suppliers and so they provided it to their customers in low price. As customers get qualitative  product in low price from this company they have a faith on this company c ompany and the company also able to create brand loyalty in the market. !owever !owever the main purpose purpose of this research is to find !t t"# r#asn b#"ind $"% Pri&ar'  nt r!n #()#nsi*# ad*#rtis#&#nt in t"# &ar'#t  and analysed the advertisement strategy of  the company with link of this purpose. All the advertising models and theories have analysed to conduct this research properly. The researcher has chosen various research tools to analyse it proper properly ly.. The The deduct deductive ive approa approach ch and post post positi positivis vism m philoso philosophy phy has chosen chosen by the researcher to make the analysis perfect. Pri&ar% data and s#cndar% data  have chosen to analyse analyse the data data proper properly ly.. The The researc research h has conducted conducted by maintain maintain the #t"i #t"ics cs in it. The +i&itatin and f!t!r# sc)#  of this research also analysed in this manner. " Abstract The research is focusing on the cause of why Primark not running expensive advertisement in the society. It noticed that the company purchase bulk amount of product direct from the suppliers and so they provided it to their customers in low price. As customers get qualitative  product in low price from this company they have a faith on this company c ompany and the company also able to create brand loyalty in the market. !owever !owever the main purpose purpose of this research is to find !t t"# r#asn b#"ind $"% Pri&ar'  nt r!n #()#nsi*# ad*#rtis#&#nt in t"# &ar'#t  and analysed the advertisement strategy of  the company with link of this purpose. All the advertising models and theories have analysed to conduct this research properly. The researcher has chosen various research tools to analyse it proper properly ly.. The The deduct deductive ive approa approach ch and post post positi positivis vism m philoso philosophy phy has chosen chosen by the researcher to make the analysis perfect. Pri&ar% data and s#cndar% data  have chosen to analyse analyse the data data proper properly ly.. The The researc research h has conducted conducted by maintain maintain the #t"i #t"ics cs in it. The +i&itatin and f!t!r# sc)#  of this research also analysed in this manner. " Ac'n$+#d,#&#nt This research is one of the best experiences in my life. This research work enriched my knowledge by various theories models and its information. These all help me to analysis the existing research materials and upcoming challenges properly. This all is not possible without  proper guidance of my teacher and colleagues. colleagues . Their constant support and guidance help me to comp comple lete te this this rese resear arch ch prop proper erly ly.. #irs #irstt I like like to than thank k my rese resear arch ch supe superv rvis isor  or   $$$$$$$$$$$$$$$  $$$$$$$$$$$$$$$ for guiding me while conducting this research. I thanked to my friends whose moral support support helps me to collect various data from the market. market. I also thanked to the organisatio organisational nal personnel who help me by providing providing all necessary information regarding regarding the topic and assist me to complete this research. Thanking %ou %ours %ours &incerely &incer ely   $$$$$$$$$$$$$$  ' Tab+# f -nt#nts (hapter 1) Introduction....................................... Introduction.............................................................. .............................................. ..................................... .......................1* .........1* 1.1. Introduction)................. Introduction)........................................ .............................................. .............................................. .......................................................1* ................................1* 1.". +esearch Aim)................................ Aim)....................................................... .............................................. ............................................................1* .....................................1* 1.'. +esearch ,b-ectives)........................ ,b-ectives)............................................... .............................................. ..........................................................11 ...................................11 1.. +esearch /uestions).................... /uestions)........................................... .............................................. ............................................................... ........................................ 11 1.0. ackground of the study)........................................................ study)................................................................................................ ........................................ ..11 1.2. ackground of the (ompany)................................. (ompany)........................................................ .................................................... ............................. ......1" 1.2.1. 3arket &hare).......................................... &hare)................................................................. .............................................. ................................................ ......................... 1" 1.4. Problem &tatement)........................ &tatement)............................................... .............................................. ............................................................1 .....................................1 1.5. +ationale of the study)....................................... study).............................................................. ...................................................... ............................... .........10 ......... 10 1.5.1. 6hat is the research issue7................................................ issue7....................................................................... .............................................10 ......................10 1.5.". 6hy it is an issue)....................................................... issue).............................................................................. .......................................... ............................ .........10 10 1.5.'. 6hy it is an issue now)...................................... now)............................................................. .................................................... ............................. ........10 ........ 10 1.5.. 6hat could this research shed light on7.................................................... on7.........................................................................10 .....................10 1.8. &ignificance of the research)............................................................... research)............................................................................................. .............................. 12 1.1*. &tructure of the dissertation)...................... disser tation)............................................. ..................................................................... .............................................. 12 1.11. &ummary).................................... &ummary)........................................................... ............................................... ............................................................ .................................... .14 (hapter ") 9iterature +eview........................................ +eview............................................................... ...........................................................15 ....................................15 ".1. Introduction)................. Introduction)........................................ .............................................. .............................................. .......................................................15 ................................15 ".". (onceptual #ramework).................. #ramework)......................................... .............................................. ...........................................................15 ....................................15 ".'. Previous research work)........................................ work)............................................................... ............................................................18 .....................................18 ".. (omparison between previous and existing research work).............................................18 ".0. :arious :arious theories and models of adverting)........................................................................"* adverting)........................................................................"* ".0.1. AI;A model of advertisement)..................... advertis ement)............................................ ................................................................ ......................................... ."* ".0.". ;A<3A+ model of advertisement)......................... advertisement)................................................ ..................................................... .............................. "1 ".0.'. 3arketing 3ix model)......................................... model)................................................................ .................................................... ............................. ......"'  ".0.. =ustification of these theories)........................................................................................"0 ".2. Advertising nature of different retail companies).............................................................."0 ".4. #actors influence advertisement and product promotion)................................................."4 ".4.1. 3arket &hare of Advertisement mediums in the market) >Third &tep?.........................."8 ".4.". @ffect of advertisement costB in product marketing).....................................................'* ".5. #actors influencing advertisement tools to modify product cost).....................................'1 ".8. (omparison of different advertising strategies of different business companies).............'" ".1*. @valuate the advertising strategies to achieve the marketing goal).................................'' ".11. (onclusion)......................................................................................................................' (hapter ') +esearch 3ethodology...........................................................................................'0 '.1. Introduction)......................................................................................................................'0 '.". 3ethod outline)................................................................................................................. '0 '.'. +esearch ,nion)................................................................................................................'2 '.. +esearch Philosophy)........................................................................................................'2 '..1. =ustification of choosing the philosophy) >Post positivism?..........................................'4 '.0. +esearch approach).......................................................................................................... .'5 '.0.1. =ustification of choosing research approach) >;eductive Approach?.............................'5 '.2. +esearch ;esign)...............................................................................................................'8 '.2.1. =ustification of choosing the research design) >;escriptive?..........................................'8 '.4. ;ata (ollection Process)................................................................................................... * '.4.1. ;ata &ourcesC Primary and &econdary)..........................................................................* '.4.". ;ata TechniquesC /ualitative and /uantitative)....................................................... .....* '.5. Population of the &le).................................................................................................1 '.8. &ling Technique).........................................................................................................1 '.1*. &le &iDe)....................................................................................................................1 '.11. Accessibility Issue)..........................................................................................................1 '.1". @thical (onsideration)....................................................................................................." 0 '.1'. +esearch 9imitation)......................................................................................................." '.1. Time !oriDon)................................................................................................................." '.10. &ummary)........................................................................................................................' (hapter ) ;ata Analysis and Presentation.............................................................................. .1. Introduction)...................................................................................................................... .". /uantitative analysis) >#or employees?............................................................................. .'. /ualitative analysis) >#or managers?................................................................................08 .. &ummary)..........................................................................................................................21 (hapter 0) (onclusion and +ecommendation..........................................................................2" 0.1. (onclusion).......................................................................................................................2" 0.". ,b-ective 9inking)............................................................................................................ 2" 0.'. +ecommendation for the research)....................................................................................20 0.. #uture &cope of this research)...........................................................................................24 +eference 9ists)........................................................................................................................25 Appendix).................................................................................................................................4 Appendix 1)..............................................................................................................................4 &urvey /uestionnaires for employees).....................................................................................4 Appendix ")..............................................................................................................................44 /ualitative /uestionnaire for managers).................................................................................44 2 List f Fi,!r#s #igure 1) +esearch &tructure....................................................................................................12 #igure ") (onceptual #ramework.............................................................................................18 #igure ') AI;A model of Advertising......................................................................................"* #igure ) ;A<3A+ 3odel of Advertising and 3arketing....................................................."" #igure 0) 3arketing 3ix 3odel.............................................................................................. " #igure 2) Advertising Eature of +etail (ompanies.................................................................."4 #igure 4) &teps of Product Promotion through @ffective Advertisement................................."8 #igure 5) +esearch ,nion.........................................................................................................'2 #igure 8) +esearch Philosophy.................................................................................................'4 #igure 1*) +esearch Approach.................................................................................................'5 #igure 11) +esearch ;esign.....................................................................................................'8 4 List f Tab+#s Table 1) 3arket &hare of +etail (ompanies............................................................................1' Table ") 3arket &hare of Advertisement mediums in market.................................................."8 Table ') www.heart.org "*1?. The researcher reflected that the company nt s)#nd t &!c" &n#% in t"#ir )rd!ct ad*#rtis#&#nt. The researcher conducts this research to find out the reason behind it. Eow a day advertisement is the main issue to promote product in the market. It helps the company to develop their business and also enhance their area in this contemporary commercial ground >Adcock "*1*?. Therefore every company used marketing as an effective tool to promote the product in the market that helps to get customerBs attention. Ging et al. >"**8? stated that the company Pri&ar'   also choose the advertisement strategy in their product promotion. !owever reflect that Primark nt s)#nd s &an% &n#% in ad*#rtin, t )r&t# )rd!ct  but sti++ it s!stain in t"# &ar'#t  with their reputed position. It reflects the unique marketing strategy of Primark and also stated that technology is not the only way to develop the area of any business company >Pope "*1?. The 4!a+it%5 ass!ranc# and brand *a+!#  also have an effect in the contemporary position >oone and GurtD "*1"?. The company Primark has able to maintain this and ,#t c!st&#rs +%a+t%  that helps them to develop their business in the contemporary market. .060 R#s#arc" Ai&/ Advertisement is the effective tool of marketing and therefore every company want to  promote their goods through using effective advertisement in the society. !owever in this case some company not depend only the advertisement as they think that $rd f &!t" and 4!a+it% is also the ma-or tool in business expansion. Pri&ar'  is one of these companies. !ence the main aim of the researcher is to find !t t"# r#asn b#"ind nt r!nnin, #()#nsi*# ad*#rtis#&#nt in Pri&ar' . The researcher used all effective tools to explain the topic positively. 1* .070 R#s#arc" Ob8#cti*#s/ The b8#cti*#s of the research are) • • • • To identify the marketing tools of the (ompany To assess the relationship of advertisement and marketing To investigate the reason behind the promoting low cost advertisement To evaluate the strategies of advertising in product marketing .090 R#s#arc" :!#stins/ The 4!#stins of the research are)     6hat are the marketing tools of the (ompany7 6hat is the relationship between adverting and marketing7 6hat are the reasons behind promoting low cost advertisement in the market7 6hat are the prime strategies of the company in product marketing7 .0;0 "*11? opined that it reflects the all possible way of enhancing business in the market. The *is!a+ fr&at and t"# cr#ati*# nat!r#  of the advertisement can easily able to attract their customers towards the product. (ustomers also get all necessary information through an effective advertisement in the market >Flaga "**8?. In this situation as the contemporary market nature getting very critical therefore all the  business companies want to promote their product in the market by using this tool. #ill and !ughes >"**8? stated that the growing popularity of advertisement make the market competitive in nature. Pri&ar' is also the popular retail fashion mart in FG market sector. The company also faced lots of challenges from its ri*a+s +i'# =ara5 H2M5 and T#sc and s n. Mar' 2 S)#nc#r 1M2S3 is the prime rival of the company as it gain the top position in FG retail market >6oodruff "*1*?. Primark want to get the position and therefore it is naturally that the both companies choose effective advertisement style to promote the product in the market. In case of Pri&ar'5 it seems different that the company not choose the expensive advertisements in their product promotion. The reason reflects that as the company mainly spread their business in the !t f t$n ar#a  therefore they focused on the $rd f &!t" &ar'#tin, t#c"ni4!#. GoDinet et al. >"*1*? reflected that this technique reflects the 11 information has passed from person to person to aware about the recent incident in the society. The company Primark used it to share all necessary marketing information that easily accessible in all class of the society and aware them about the fashionable goods. .0>0 ? with the ai& that ‘pile high and sell it cheap’ >www.primark.com "*1?. Fndoubtedly this unique message of business helps the company to sustain easily and  beat its rivalBs ion the contemporary ground. >&ource) www.primark.com "*1? The main company  battled rival is of the Hara while it also with the ritish supermarket such as Mar' 2 S)#nc#r 1M2S3  T#sc and Asda. It is stated by allantyne and :arey >"**8? that the competition in market getting high in nature and therefore it is natural that every company want to develops their business by pro-ecting unique advertisement in the market. It helps the company by attracting customers towards their   product and increases their sell >%oung and =avalgi "*1*?. .0>0.0 Mar'#t S"ar#/ -&)an% 3ark  &pencer Primark !3 Asda 6@..[email protected] 11.4J 2J ".'J '."J [email protected][email protected] 11."J 2."J ".0J '."J Tab+# ./ Mar'#t S"ar# f R#tai+ -&)ani#s >&ource) &chulDe et al. "*1" pp. '*? 1" Market Share of 2011-2012 Asda; 14% Primark; 26% Mark & Spencer; 50% H&M; 10% -"art ./ Mar'#t S"ar# f R#tai+ -&)ani#s >&ource) &chulDe et al. "*1" pp. '*? The market share of the retail companies in the contemporary ground reflects the competitive nature of business. In this situation it is necessary for every company to develop their   business in such way that beat the rivals in the market ground. The market share reflects the top position of M2S in the market and then the position of Pri&ar' . H2M and Asda also the closest position in this market competition. It stated by lattberg et al. >"**8? Primark access low cost advertisement to promote the  product in the market as it helps to fulfil its business ob-ectives and also get customerBs attraction in the market. As the company run its business in out of town area and promote low cost products in the market therefore if the company spend more money in advertisements it is not possible for  them to provide low cost products in the market. !ence this strategy is helpful for the company to sustain in the market and also develop their business to beat its rivals >www.primark.com "*1?. .0B0 Prb+#& Stat#&#nt/ Advertisement is getting more powerful in the contemporary market position. @very company want to choose effective advertising tool in order to gain their market position and beat their  1' rivals. Primark the largest retail clothing company in FG market has chosen advertising as an effective tool for their product marketing. !owever in case of )rd!ct ad*#rtis#&#nt  the company has chosen some strategies that help to develop their business. The company choose low cost advertisement to ad-ust cost of  clothingBs they provided in the market. Though it seems as the unique concept of business marketing but still the company has faced some problems regarding this advertisement aspect. • • • • 9ow cost advertisement not able to attract the urban customers of the society The bulk production creates ecological degradation of the country. !uge amount of production increase labour cost  The company criticised for using child labour  in their textile production. Though the company has able to sustain in their position in the contemporary world but still it seems by the researcher that low cost advertisements not able to attract too much the urban  people. In this case the $rd f &!t" t#c"ni4!#   assists the company to develop their   business. As the company get the branded reputation in the market therefore it is necessary that despite of its advertisement its brand loyalty affected customers to purchase the product. !owever the other problems reflected that the ethical issues of the company. This #t"ica+ iss!# also influenced customers to purchase product. As the company criticised in child labour case therefore it is important for the company to concern on their ethical part. It  provides people a trustworthy message from their system. .0C0 Ratina+# f t"# st!d%/ .0C0.0 W"at is t"# r#s#arc" iss!#  Eow a day advertising get its position to promote product effectively in the market. The company Primark also has chosen the advertisement policy to promote the product. Primark  choose the +$ cst strat#,%  to advertise the product in the contemporary market. The caused  behind choosing advertisement is clear and also reflected its importance for being an issue. Eff#cti*#n#ss f ad*#rtis#&#nt  in contemporary market is the main cause to become an issue. 1 .0C060 W"% it is an iss!#/ 3arketing is the important factor to enhance the business area of any company. &hareholders are the key factors of effective marketing. The company Primark produce many clothingBs for  the people if FG and provided in low cost. The unique strategy of marketing helps the company to develop the business and attract more customers to purchase the product. The company mainly produces $&ans $#ar to attract the female candidate first. 9ate the company produces &#ns $#ar5 c"i+dr#n c+t"in,s  in their system. As their product quality is good in nature and also provide then fashion sense in the market therefore the product advertisement is became an issue to analyse. .0C070 W"% it is an iss!# n$/ In this research pro-ect the researcher has chosen the research the topic to analyse the reason  behind low cost advertisement of Primark. Advertisement has played a vital role in the contemporary market and therefore it is natural that every company choose effective advertisement style to promote the product. Primark focus on face to face communication to develop the product advertisement to beat its rivals. The company used this strategy to make their customers happy and identify their problems regarding the product. Eot only that it also help the company to know the demand and necessity of the customers. .0C090 W"at c!+d t"is r#s#arc" s"#d +i,"t n The research has focused on the reason behind not choosing expensive advertisement in the contemporary market. It can reflect as follows) • The company produce bulk amount of material that reduce per amount of cost. The company offer it to their customers. If the company spend more money in • • advertisement then it is not possible for them to provide customers cheap product. The company a large amount of product direct from the suppliers. The company focused on lower middle class in the society and therefore they donBt realiDe the necessity of expensive advertisement in the market. .0?0 Si,nificanc# f t"# r#s#arc"/ The study has focused on the low cost advertisement of the retail company Primark. It will help the researcher to get accurate idea about FG market nature and the performance of the company in this contemporary market. 10 .0.@0 Str!ct!r# f t"# diss#rtatin/ Introduction Literature reie! $esearc Metodo#o' (ata Ana#'sis and Presentation "onc#usion and $ecommendation Fi,!r# ./ R#s#arc" Str!ct!r# 1S!rc#/ As -r#at#d b% a!t"r3 [email protected] Intrd!ctin/ The chapter reflect the introduction of the research topic. It includes research aims, objectives, questions and background of the study0 The researcher also  provided the rationale statement and problem statement to have a clear idea about the topic. .0.@060 Lit#rat!r# R#*i#$/ This chapter includes various theories and models that have a relevant link with the research topic. The literature review is the academic part of the research and helps the researcher to develop the research structure to explain it properly. .0.@070 R#s#arc" M#t"d+,%/ This chapter helps the researcher to make structure of the research work. It concludes various philosophies, approaches and sample size that assist the researcher to develop the topic proper way. .0.@090 Data ana+%sis and Findin,s/ This chapter analyse the raw data  collected from various way and present it in order to provide the students a proper idea. .0.@0;0 -nc+!sin and R#c&&#ndatins/ In this chapter the researcher has provided the concluding statement  about the research topic. The researcher has linked it with the 12 objectives and reflects the way to fulfil it in proper manner. The recommendation and future research scope also provided in this chapter. .0..0 S!&&ar%/ This chapter reflect the cause and reason behind the advertisement of a company. Primark has chosen to analyse the effect of low cost advertisement in the contemporary market. The researcher reflected that company has used it by pro-ecting their business aim positively in the market. Therefore it is possible for the company to promote product in low cost advertisement and attract their customers. 14 -"a)t#r 6/ Lit#rat!r# R#*i#$ 60.0 Intrd!ctin/ 9iterature review is the academic paper that helps the researcher to conduct the researcher   pro-ect in a proper way. The contemporary market seems critical in nature as because of its growing competition >Taylor "*1*?. The various theories and models of literature review will help the researcher to make a link with the previous findings of the topic and provide a clear  idea to the students about the current nature of market. 9iterature review basically provides a  proper guidance to make the research properly. Tikoo and @brahim >"*1*? stated that this part of research mainly deals with the secondary data collected by the researcher. It makes the qualitative analysis to provide the research work in a perfect shape. In this research work the researcher wants to find out the reason behind choosing low cost advertisement in this contemporary market. The researcher has used the various advertisement tools to analyse the nature of marketing and its effect in customerBs mind >Putte "**8?. The researcher also tried to find out the factors and evaluate these in order to explain the proper strategies of marketing and in which way it helps the company to develop their business. 6060 -nc#)t!a+ Fra&#$r'/ Preious $esearc )ork /actors inuencin Adertisin and Product promotio Has #ink !it Advertising Models AI(A (A*MA$ Marketin Mi+ "reate Inuence Marketin .oo#s Aected Adertisin "ost Marketin and Adertisin Strate' Market ,ature o- $etai# "ompanies "reate 15 Fi,!r# 6/ -nc#)t!a+ Fra&#$r'  >&ource) As (reated by Author? 6070 Pr#*i!s r#s#arc" $r'/ 3arketing and advertisement has a cr#+atin in this contemporary world. 6est and Prendergast >"**8? commented that marketing is based on advertising while advertisement sustain on marketing concept. In this context various researches have conducted to analyse the r#+atin b#t$##n &ar'#tin, and ad*#rtis#&#nt  in the contemporary scenario. In the  -ournal of Ad*#rtisin, Eff#cti*#n#ss  the author reflected the function of advertisement in the contemporary worlds. Its positive and negative role also evaluates and criticised by the researcher. In the -ournal S!stainab+# -ns!&)tin/ Acti*is&5 Inn*atin and 3acleod "**8?. As marketing and adverting is the vast issue in the society therefore many researchers have conducted to explain its effectiveness in this commercial ground. 6090 -&)arisn b#t$##n )r#*i!s and #(istin, r#s#arc" $r'/ The previous research work has explained the role and effectiveness of advertising in product marketing. The role function and effect of advertising also analysed in the previous research work. !ence in the current research topic the researcher has chosen the specific area of the advertisement that is the low cost advertisement to analysis the contemporary situation of  market >renner "**8?. Through this analysis the researcher want to provide the effect of low cost advertisement in the contemporary market and its influence on customerBs product purchasing. asically the  previous research work total analysis the role of product marketing while the researcher only focus in the effect of low cost advertising in any company. 60;0 Vari!s t"#ri#s and &d#+s f ad*#rtin,/ T"#ri#s and &d#+s  of advertising help the researcher to get appropriate idea to conduct the research work properly. :arious models and theories help the researcher to complete the 18 research based on previous models and provide a new idea to the people of the market. !owever to analyse the topic properly especially AIDA and DAMAR  model is appropriate analyse and explain the topic properly in the contemporary situation >3ooi-i "*1*?. 60;0.0 AIDA &d#+ f ad*#rtis#&#nt/ The AIDA &d#+  of advertising has based on four important elements that are att#ntin5 int#r#st5 d#sir# and actin . These four elements clearly reflect the path of getting the marketing goal by effective product promotion in the market. Attention Interest (esire A c ti o n Fi,!r# 7/ AIDA &d#+ f Ad*#rtisin, >&ource) Gim et al. "*1* pp. 1""*?  !all and +osenberg >"**8? stated that att#ntin reflects that the company that introduce new product in the market must take certain action in order to promote it effectively. In the attention period the company can do this by providing targeted customersB all n#c#ssar% infr&atin about the product >Gim et al.  "*1*?. The company produce the materials in order to satisfy their customerBs needs and demands. Therefore it is necessary for the company to promote the product in such way that helps to develop their business area and het the attention of people in the market  >www.academia.edu "*1?. Int#r#st  is the next step that reflects the product launching in the market and get customerBs attention to develop its business >eck "*1*?. In the interest stage the company can do it promoting attractin, )rd!ct f#at!r#s and '#% infr&atin "* regarding the product. +utD et al. >"*1"? reflected that it will help the customers to  aware about the product and pay their interest on it. D#sir# is the positive effect of the product that #&)"asiG# n t"# c!st&#rs d#&and regarding the material. Trusov et al. >"**8? stated that the desire stage also help the company to identify customerBs need and demand and also work according to satisfy  it properly. The last stage is the action that indicates customerBs action on product promotion ion the market. In this stage the necessity of customers and the positive function of the  product that reflected in the market. The model has presented in the r#*is# )%ra&id str!ct!r#  that pro-ected the model properly and help the researcher to analyse it in a suitable form. According to %ang and "*1*? the last stage 1actin3  is the concentrating situation of customers as they are happy with the  product and act to purchase it from the market. 60;060 DAMAR &d#+ f ad*#rtis#&#nt/ DAMAR   is the popular model of advertising that reflects  Defining Advertising Goal for   Measured  Advertising Results. This model also known as the hierarchy model of advertising. Through this model the researcher is able to explain the basic difference of advertising and marketing. As :anC!eerde et al. >"*1*? argued that marketing is the process that depends on  product selling in the market while the advertising focused on customerBs movement in the contemporary market. erger >"*1'? supported this statement by reflecting the cr#+atin f  &ar'#tin, and ad*#rtisin,  in the contemporary market. Awareness .areted customer 1 Comprehension .areted customer 2 Conviction .areted customer 3 "1 Action Fi,!r# 9/ DAMAR Md#+ f Ad*#rtisin, and Mar'#tin, >&ource) @isend and 9angner "*1* pp. 0'"? Therefore the ;A<3A+ model of advertising helps the researcher to get aware about the function of the company and its achievement thorough using proper advertisement. A$ar#n#ss5 c&)r#"#nsin5 cn*ictin and actin are main elements to explain the  practical application of ;A<3A+ model in the contemporary market >www.iccwbo.org "*1?.  A$ar#n#ss  is the first stage of this model to aware people about the product that newly launched in the market. The pro-ected model reflected that in awareness stage the company first attracted their targeted c!st&#r .  and promotes or provide all necessary information to them >+utD and ucklin "*11?. It reflects the existing nature of the company in order to product promotion and also provides a commercial message to the customers to attract their customers toward their business. 6iesel et al. >"*11? commented that if the customers have +$ #()#ri#nc# about the product then the awareness stage will help them to get all necessary information regarding this. ,n the other hand the company must provide their high experience customers some attracting features that can get their attention and assist the company to perform in the market effectively. ""  -&)r#"#nsin is the knowledge about the product. In the DAMAR   model it reflected that the comprehensive stage indicate the c!st&#r 6 means the knowledge or information regarding the product has transferred from customer to customers in the society. hargava >"*11? reflected that the customers also get aware about the  product brand company logo in this stage. It indirectly helps the company to develop their business in contemporary market >!irshleifer and !irshleifer "**8?. -n*ictin this step deals with the perception of customerBs regarding the product. 9ing et al. >"*1*? stated that in the conviction stage the company or the product hit on customersB emotional aspect that indicate to purchase the product despite of its negativity or positivity. Fr #(a&)+# if the customer is familiar with any air+in# c&)an% then the customer has an #&tina+ attac"&#nt  with the companyBs performance and activities. The customers always go through the company despite of its bad performance in the market or other else.  Actin is the last stage that indicates the company encourages the buyer to purchase the product immediately from the market. According to Gomanduri et al. >"*1*? in the action stage the company is able to promote the product in the market effectively as well as to develop their business and able to beat its competitors. The DAMAR &d#+ of advertising is the perfect to analyse and explain the function of  advertisement in the contemporary market and also its effect in marketing goods. %oo >"*11? reflected that its social application is very much effective in nature and it performs in the market with the help of AIDA &d#+ in the market. The both models have the opportunity to  promote the product in the market effectively. It also showed the path to get customerBs  perception regarding the product. 60;070 Mar'#tin, Mi( &d#+/ The marketing mix model is the )ractica+ &d#+ f &ar'#tin,  that provides the necessity of  advertisement in the market. It also reflects all effective marketing t+s and its function to  product promotion in this contemporary era >ra-nik and &ource) ra-nik and "*11? reflected that  )ric#  is the necessary element of the marketing mix. If the company promote the qualitative product in a "i," )ric# rat#  then it is not affordable for many of the customers of the society. ,n the other hand if the cost of  the product is affordable for customers then it will increase customerBs attention and • developed the business >www.networkadvertising.org "*1?. P+ac# is another necessary marketing tool. The company is never able to promote the •  product without having a proper place. Pr&tin needs proper timing and place in the market. It is not possible for the company to promote the product without having a proper place. In this context %ang and "*1*? commented that ad*#rtis#&#nt is the necessary tool to promote any product in the contemporary market. The advertisement delivers all necessary information in the market and therefore customers can aware about the new product and its function. It leads them to purchase the product from the market >Adair "*11?. " • Prc#ss  means the technique of the product marketing in this contemporary ground. It • depends upon the promotional aspect of the product. P#)+# are the customers or the targeted customers of the company. The company  produce product according to their demand and needs. P"%sica+ #n*irn&#nt reflect the political and economical background of the company. If the political background is perfect then it seems as positive for the company to marketing the product. 60;090 !stificatin f t"#s# t"#ri#s/ After analysing all the theories of advertising and marketing it seems that cst and )+ac# are two necessary elements for effective marketing. Advertisement is the process that help the company to promote the product by maintain its cost in proper place. Advertisement helps the customers to take action regarding the product that suitable with their socioCeconomic  background. Therefore it can conclude that the company must fc!s !)n t"#ir ad*#rtisin, )+ic% as $#++ as t"# )rd!ct cst  in this contemporary era. 60>0 Ad*#rtisin, nat!r# f diff#r#nt r#tai+ c&)ani#s/ The advertising nature of retail companies mainly deals with the sa+#s )r&tin   of the  product and its ad*#rtisin, cst. !owever before analysing the nature of retail advertising  properly it is necessary to explain the concept of sales promotion first and make its link to the advertisement. According to 3ooi-i >"*1*? sales promotion is the media or non-media marketing in a specific time and space. Proper ti&# and s)ac# is necessary for an effective marketing because it helps the researcher to find their proper customers from the same market  place. erger >"*1'? stated that if the company is unable to promote the product in proper time then this space will captured by any other company in the same market. Therefore it is necessary for the company to maintain the proper promote the product in proper time and space that able to catch companyBs targeted audience >www.creativeskillset.org "*1?. #or example if the company produce +$ )ric# c+t"in,s in their system then the place must be the urban and rural area of the country. It suggested this way because the price rate indicates that the companyBs targeted customers must be lower middle class to upper class. Therefore it is natural that the company definitely choose the seasonal time to product  promotion. "0 Advertisement is another effective medium to reflect the strategy and ob-ectives of the company positively in the market. In this aspect sales promotion has a link with the advertisement strategy in the contemporary market. According to Adair >"*11? product advertisement helps to spread the idea and necessary information in the contemporary market. Sa+#s )r&tin is the process through which the company can able to promote its product effectively in the market. As the concept of sales promotion reflects that it is the media or  nonCmedia marketing therefore it can easily concluded that the effective advertisement is essential to endorse a product in the contemporary market >www.networkadvertising.org "*1?. !all and +osenberg >"**8? argued that advertisement provide necessary information about the product to the customers and its c+!rf!+ cr#ati*it% undoubtedly attract customers to s## t"# ad )#rc#i*#d it and at +ast inf+!#nc#d  by it to purchase the commercial good form the market. eck >"*1*? opposed it by stating c!st&#rs are not so )assi*# in nat!r# as they  purchase product depends on its 4!a+it%5 s#r*ic# and )ric# . These three essential elements help in )rd!cts ,r$t" and its s!stainabi+it% in the market. Innoatie Idea Aected ua#it' Sa#es Promotion Adertisin "ost Serice Fi,!r# >/ Ad*#rtisin, Nat!r# f R#tai+ -&)ani#s >&ource) Putte "**8 pp. 24*? !owever despite all these arguments Taylor >"*1*? described advertisement as such a tool that increase productBs sustainability and also motivate customerBs to purchase the product from the market. "2 Ad*#rtis#&#nt cst is the essential part in this product promotion. It noticed by Putte >"**8? that somehow the company spend more money in their product advertisement. Therefore the cost of per unit product gets high. !ence it is not affordable for all customers in the society and the company unable to spread its business in the market >6est and Prendergast "**8?. In this situation if the company used expensive advertisement in the product promotion then they not able to provide their customerBs qualitative product in the low price that indicate to downturn the business >3acleod "**8?. In this context it can stated that the advertisement policy is totally depends on the mission and ob-ectives of the company. If the company has high profile in the market and targeted customers are the upper class people in the society therefore the advertisement cost undoubtedly get high in nature while it cost low in order to capture the total economic class in the society. 60B0 Factrs inf+!#nc# ad*#rtis#&#nt and )rd!ct )r&tin/ Product promotion has a link with the advertisement of the product in the contemporary market. Advertisement reflects the necessary information regarding the product to the customers while the promotion of the product gets people aware about the material and its function in their social lives >6iesel et al. "*11?. &ome factors influence in product  promotion that has a link with the advertisement. The factors can analysed in three steps that reflect a clear path to promote the product in the market an effective way. The first step reflect the b!d,#t a++catin5 sta,# f )rd!ct +if# c%c+#5 t%)# f )rd!ct5 cns!&#r r#f#r#nc#s5 a*ai+abi+it% f &#dia  while ad*#rtisin,5 sa+#s )r&tin,5 dir#ct &ar'#tin, based on the first step of product promotion. First st#) %oo "*11?. Therefore the product character and its quality determine the budget allocation of the company. Sta,# f )rd!ct +if# c%c+#/  The stage of product life cycle also affected the product  promotion and its advertisement in the market. According to +utD and uckli >"*11? if the initial stage of product indicates to allocate a huge amount of money for its effective "4  promotion. ,n the other hand if the product is in the growth or matured stage then the budget allocation may vary according to its demand and necessities in the market. T%)#s f )rd!ct/ ;ifferent types of product need different kinds of promotional advertisement in the market. In case of technical product professional promotion has needed to provide all necessary information about the product to the customers. It helps the customers to understand the product in the contemporary aspect >9ing et al. "*1*?. ,n the other hand the convenience goods does not need such high promotional activities customers are very much familiar with it. -ns!&#r )r#f#r#nc# f &#dia/   reuer et al. >"*11? stated that customerBs preference in media selection is also the necessary part of product promotion in the market. #or example some people are familiar with T: advertisement while some people think print media advertisement is reliable for product purchasing >Trusov et al. "**8?. Eow the trend of online advertising also has an impact in customers mind. Therefore it is necessary for the company to promote product according to characteristics of product and its function in the market. S#cnd St#) The first step determine the second step that includes ad*#rtisin,5 sa+#s )r&tin and dir#ct &ar'#tin,. The all elements mentioned in the first stage have an effect in the advertisement and sales promotion of the company >Gomanduri et al. "*1*?. &ome company give importance upon the direct marketing that is popularly known as the word to mouth marketing >reuer et al. "*11?. It provides all necessary information in the market by passing the information to people to people. asically the second step of product promotion and its advertisement pointed to choose media in own choice of the company. 7udet a##ocation Stae o- product #i-e c'c#e  .'pes o- product "onsumer pre-erence o- media Adertisin Sa#es promotion (irect Marketin "5 Print  .e#eision $adio 8n#ine Fi,!r# B/ St#)s f Prd!ct Pr&tin t"r!," Eff#cti*# Ad*#rtis#&#nt >&ource) renner "**8 pp. '*? 60B0.0 Mar'#t S"ar# f Ad*#rtis#&#nt &#di!&s in t"# &ar'#t/ 1T"ird St#)3 O)tins Print T#+#*isin Radi On+in# 6@.@ "0J '4J 4J 11J 6@.. "4J 2J '*J 0*J [email protected] '*J 0*J '0J 2*J [email protected] 'J 04J *J 20J Tab+# 6/ Mar'#t S"ar# f Ad*#rtis#&#nt &#di!&s in &ar'#t >&ource) 3acleod "**8 pp. 155? Dierent Advertising Mediums 90% 60% 2010 50% 2011 40% 2012 30% 2013 20% 10% 0% Print .e#eision $adio 8n#ine -"art 6/ Mar'#t S"ar# f Ad*#rtis#&#nt &#di!&s in &ar'#t >&ource) 3acleod "**8 pp. 155? The market share of the advertisements channels reflect that online medium has their own  position to attract people in their system by providing all effective information in the market. The television advertisement and print advertisement is in the next stage of the online advertisement. eck >"*1*? reflected that the growing popularity of online advertisement indicates the trend of online shopping in the contemporary world. Therefore it is necessary "8 for every company to determine their advertising strategy in such way that attracts more customers in online market and achieve the global market >www.web.mit.edu "*1?. 60B060 Eff#ct f ad*#rtis#&#nt cst in )rd!ct &ar'#tin,/ As the advertisement and its effect in market has described in the research topic it is also analysed that the advertisement cost has its effect in the contemporary market and it also has the capability to attract customers by pro-ecting effective advertisement in the market >ra-nik and "*1*? the technical advertisement of product helps the customers to understand the product features and its function in the contemporary ground. ,n the other hand low cost advertisement emphasised on dir#ct &ar'#tin, or $rd t &!t" marketing. In case of direct marketing the company depends on local preferences and tastes of customers and they produce things according to fulfil their mind and make them happy. As stated by %ang and "*1*? if the company want to provide their customers qualitative product in low price then the company must not spend more money to advertise the product as it increase the per unit of product cost that is not affordable for the customers. In this situation the marketers focus on the direct marketing technique that provide all necessary information regarding the product or the company to the customers directly and received their feedback in order to develop their business or the product. It varies from  product to product as it depends on c&)an%s )#rfr&anc#5 )rd!ct 4!a+it% and brand i&a,# of the company >www.web.mit.edu "*1?. In this context it can compare with the previous research work in the contemporary market. The previous research work reflects the relation between marketing and advertisement that affect the cost of the product. In this research topic effect of advertisement cost in product marketing has analysed. The previous research work makes an overall analysis on the marketing and advertisement topic whereas the existing research topic analysed a part of the market. The total explanation is able to provide a clear idea to the student about the market and its contemporary position. Therefore it can conclude that not only companyBs '*  performance but also the product quality and its advertise ment strategy affect the price of the material in this commercial era. 60C0 Factrs inf+!#ncin, ad*#rtis#&#nt t+s t &dif% )rd!ct cst/ #actors that influence product marketing has analysed previously in this topic. "*11? these factors influenced the marketers to select an effective media to advertise the product in the contemporary business ground. It is clear that advertisement and product promotion has a link in this competitive era. ,ne is the #ff#ct and other is the )rc#ss . Advertisement affected customers to purchase the product whereas the product promotion is the process that reflect the suitable advertisement medium to promote it >www.iccwbo.org "*1?. !owever the factors are the budget of the company and the stage of the product. If the company has huge amount of money then it is natural that the company will choose the TV5 n+in# and )rint ad*#rtis#&#nt  to promote it effectively. Trusov et al. >"**8? reflected that the popular mediums have chosen by the marketers to introduce it. In this context the stage of the product is also necessary of the product is in the intrd!ctr% sta,#  then the company must afford +ar,# a&!nt f &n#% to promote it. In its d#c+in# sta,# the amount of money also decrease normally. Therefore this analysed emphasised that both factors and advertisement tools determine the product cost. Fr #(a&)+# i f the c&)an% )rd!c# frG#n fds in the market then its targeted customerBs must be the total population of the country. In this situation the company must use the )rint and TV ad*#rtis#&#nt  to promote the product. The both print and T: has chosen because these both advertising tools has the ))!+arit% and acc#ssibi+it%   in the market. ;efinitely the advertisement tools and advertise cost affected the price of the product  because the company divided the total amount of advertisement cost among the production that increase per unit of product cost in the market and the company is able to make profit from it >6iesel et al. "*11?.  .ota# amount o- adertisement cost '1 :  .ota# Amount o- Product Per nit Product "ost In this situation if the company want to provide the product in +$ cst  to achieve their  targeted customers therefore the company not spend more money in advertisement because it will increase the cost of per unit product in the market and not affordable middle class  people in the society. &o it can stated that the company needed a powerful marketing strategy that help to advertise their goods effectively in market as well as provide it in the low price to its customers. 60?0 -&)arisn f diff#r#nt ad*#rtisin, strat#,i#s f diff#r#nt b!sin#ss c&)ani#s/ In todayBs modern business world various nature of business companies appeared in the market to spread their commercial idea to the customers and make profit from the market. 3ainly four types of business companies has popular in the market like cottage industry small scale business industry retail companies and corporations. Eaturally the advertisement strategy of these different industries must different in nature and it will help them to promote their material in their own way. Ad*#rtis#&#nt strat#,% f -tta,# ind!str%/  (ottage industry is the small scale industry that mainly focuses on the local preferences of the people. 3ainly handloom products are made in this industry to develop the economical background of the country. :anC!eerde et al. >"*11? commented that cottage industry has the local taste and therefore they focus on to  produce handloom products in order to satisfy people by providing them all types of local  products. In this case %oo >"*11? argued the industry chooses the local mediums like +ca+ )rint and t#+#*isin to advertise it. The radio advertisement also used in this case. If the company want to promote in the global market then they can choose the online medium but it will increase the product cost. Therefore mainly the cottage industries choose the print radio and T: advertisement in their product promotion. Ad*#rtis#&#nt strat#,% f S&a++ sca+# ind!str%/ The small scale industry in the market also emphasised on the local taste and preferences of people. It noticed that small scale industry has the power to catch the local idea and modified it by innovative style to promote it in the global market >ra-nik and "*1*? investigated that it affected the cost of the product and also the advertisement strategy of the products. In case of  retail market the company name and its brand value is prime to attract customers and spread their business in the contemporary world. Therefore the retail companies mainly focus on their brand promotion rather than the  product. Gim et al. >"*1*? stated as the retail companies purchase bulk amount of product from their suppliers therefore the product cost remain low in nature. They not spend more money in advertising as their product already got the brand reputation. Ad*#rtis#&#nt strat#,% f -r)ratins/  (orporations are mainly deals with the product marketing. In this situation they give more importance in their product advertisement >hargava "*11?. The advertisement of these products is able to provide all necessary information to their customers and the innovative ideas of advertisement influence them to  purchase it from the market. 60.@0 E*a+!at# t"# ad*#rtisin, strat#,i#s t ac"i#*# t"# &ar'#tin, ,a+/ After analysing all the advertisement strategies of different business organisation in the contemporary market it can state that the main motive of all these business houses is to gain the market position by satisfying their customers perfectly >renner "**8?. As this topic mainly deals with the retail company and its advertisement strategy therefore it is natural that to go through this topic and analyse the retail advertising strategy to provide an appropriate idea to the students of this society. @isend and 9angner >"*1*? stated the retail company mainly focus on their company brand name that had an effect in this market. (ustomers are very much aware about it and they also '' influence by a particular brand in the society. Therefore the companies purchase the bulk  amount of product from their suppliers and sell it in their own houses. The quality and brand name is the main factors that affected and influence customers to access the good from the market easily. The company not spend so much money in the product advertisement as they already gain their brand reputation from the market. 9ow advertisement cost helps the company to determine per unit of product cost cheap in the market >erger "*1'?. It helps the company to provide qualitative product in low price to the customers and enhance the business easily in this ground. This !ni4!# strat#,%  will help the company to achieve the marketing goal and gain the foremost position in the market. 60..0 -nc+!sin/ The entire discussion reflects the marketing ob-ectives and proper advertisement strategy to that reflect the progress of the business houses in the contemporary ground. 3arketing and advertisement has a link with each other and these both assist the company to develop its  business. In this situation the company need to plan proper strategy to promote the product effectively in the market. The main issue is the high range advertisement increase the product cost in the market and for  this reason the company is not able to reach the whole class in the society. Therefore it is the main duty of the company to plan an advertisement that helps the company to increase their   business area and also provide the qualitative product in low price. It is advantageous for both the company and the customers in the market. -"a)t#r 7/ R#s#arc" M#t"d+,% 70.0 Intrd!ctin/ +esearch 3ethodology is the process that helps the researcher to design and structured the research work properly. The proper designing of the research work helps the students to get an accurate idea from it >%in "*1?. It assists the researcher to conduct the researcher in some following steps. The every steps of the research provide an idea to the researcher to conduct it in proper way. It is the scientific method that explains the every components of the study clear and appropriately. ' In this topic  W"% Pri&ar' d#s nt r!n #()#nsi*# ad*#rtis#&#nt  the researcher has choose the research philosophy to analyse the knowledge and idea properly. D#d!cti*# approach has selected to analyse existing research based on previous theories and models. :!antitati*# and 4!a+itati*#  analysis include in this research methodology chapter >#owler "**8?. It allows the researcher to collect data from the market according to analyse the view of people and company management respectively. 7060 M#t"d !t+in#/ The researcher has completed the research in a systemic way and to conduct it properly r#s#arc" )"i+s)"%5 d#d!cti*# a))rac" and d#scri)ti*# r#s#arc" d#si,n  has chosen by the researcher. "*1? reflected that the philosophy helps the researcher to acquire knowledge from the market while the d#d!cti*# a))rac"  helps the researcher to conduct it by comparing it to the previous theories and models. The researcher has chosen the d#scri)ti*# r#s#arc" d#si,n  to analyse it properly. In this research topic the researcher has selected the )st)siti*is& research philosophy in order to cross check the previous knowledge and applied it to analyse the existing research  properly. According to ergh and Getchen >"**8? the )st)siti*is& states the  psychological aspect of the research. !owever )ri&ar% and s#cndar% data  also choose by the researcher to analyse in the quantitative and qualitative manner. The researcher has  presented the quantitative data in the E(c#+ s"##t and the qualitative data in Micrsft $rd to explain it properly in the society. 7070 R#s#arc" Onin/ According to &aunders et al. >"**8? research onion is the process that helps the researcher to analyse the total research work appropriately. The every layer of research onion unfolds the  process of conducting research in an appropriate way. The first layer deals with the  philosophical manner that reflects the importance of the research and makes its link with the  previous theories and models. '0 Fi,!r# C/ R#s#arc" Onin >&ource) &aunders et al. "**8 pp. 0"? It has a link with the second layer that indicates the research approaches. Third are the research strategies that reflect about the process of conducting research while it is experimental or it is a case study. Innermost layer indicate the primary step of data collection  process. It assist the researcher to make a theoretical outcome form it by explain the collec ted data from the society. 7090 R#s#arc" P"i+s)"%/ +esearch philosophy is basically the mind map of the research. The philosophy helps the researcher to conduct it is basis of knowledge information and facts. asically the research  philosophy based on research paradigms that areC #)ist#&+,%5 a(i+,% and )"#n&#n+,% >(reswell "**8?. The #)ist#&+,%  deals with the knowledge while the a(i+,% and )"#n&#n+,% reflect the facts and ethics regarding the research. +esearch  philosophy comes from the epistemology paradigm that contains )siti*is&5 int#r)r#ti*is& and r#a+is&0 '2 Post Positiism Positiism $ea#ism Interpretiism Fi,!r# ?/ R#s#arc" P"i+s)"% >&ource) +oschelle et al. "*1* pp. 5*? +oschelle et al. >"*1*? reflected that positivism deals with the philosophical aspect of the study while the realism and interpritivism reflect the facts and ethics of it. Pst )siti*is& is the part of Kpositivism philosophy that helps the researcher to cross check the all facts and compared it to the previous study in order to provide a clear idea to the society 7090.0 !stificatin f c"sin, t"# )"i+s)"%/ 1Pst )siti*is&3 The researcher has chosen the post positivism research philosophy to analyse it properly. Pst)siti*is& derived from the positivism research philosophy that help the researcher to cross check all the facts and make a critical comparison with its previous research work. The )st )siti*is&  research philosophy stated the )s%c"+,ica+ as)#ct  of the research and able to describe the basic facts in the society. It helps the researcher to t"in' ad*anc#d and analysed the facts properly in the contemporary era. 6ith the help of AIDA &d#+ the post positivism philosophy will help the researcher to find out the proper idea about the research. '4 70;0 R#s#arc" a))rac"/ $esearc % Approa c% Inducti (educti e e Approa Approa c% c% Fi,!r# .@/ R#s#arc" A))rac" >&ource) =eanty and !ibel "*11 pp. 2*? +esearch Approach is basically two typesC inductive and deductive. The deductive approach helps the researcher to conduct it based on previous theories and models. ,n the other hand inductive approach indicate the researcher to plan and build certain models and theories according to fulfil the research ob-ectives >www.tc.umn.edu "*1?. As stated by =eanty and !ibel >"*11? the inductive research approach is the long term strategy. In case of inductive research the researcher first complete the topic and then plan a model or theory based on this topic that able to -ustify it in proper way. ,n the other hand the deductive research approach helps the researcher to analyse it by comparing it to the previous theory. 70;0.0 !stificatin f c"sin, r#s#arc" a))rac"/ 1D#d!cti*# A))rac"3 In this research topic the researcher has chosen the deductive approach to analyse it appropriately. The deductive research approach is the short term process that reflects the  previous theories and assists the researcher to conduct it based on these theories. In the research why Primark does not run expensive advertisementB contain the various advertisement models like AIDA5 DAMAR5 Mar'#tin, &i( and so on. These all theories help the researcher to explain it in the short period of time and also reflect an appropriate idea to the society. '5 70>0 R#s#arc" D#si,n/ $esearc% (esi&n 5+p#orato 5+p#anat (escripti r' or' e Fi,!r# ../ R#s#arc" D#si,n >&ource) ToloieC@shlaghy et al. "*11 pp. 1'*? +esearch design is the structural process that presents a proper design of the research work. +esearch design is three typesC #()+ratr%5 #()+anatr% and d#scri)ti*#. The exploratory research design has used for the +n, t#r& r#s#arc" )r8#ct . The #()+ratr% r#s#arc" design has a linked with the ind!cti*# r#s#arc" a))rac"  that helps the researcher to conduct the research in long term process >ToloieC@shlaghy et al. "*11?. T"# #()+anatr% r#s#arc" d#si,n  explains the total process while the d#scri)ti*# r#s#arc" d#si,n is able to describe the research structure properly in the society. The research design helps the researcher to f!+fi+ t"# r#s#arc" b8#cti*#s  while structured it properly. 70>0.0 !stificatin f c"sin, t"# r#s#arc" d#si,n/ 1D#scri)ti*#3 The researcher has chosen the d#scri)ti*# r#s#arc" d#si,n  in order to analyse the research work properly. As the ai& f t"is r#s#arc" is t find !t t"# r#asn b#"ind r!nnin, +$ cst ad*#rtis#&#nt t"r!," in*#sti,at# t"# t+s and factrs  this descriptive design assist the researcher to explain it in a proper way. The descriptive research design is able to analyse all data in its )"i+s)"ica+ manner. It reflect a proper guideline to conduct the research in a manner able way. '8 70B0 Data -++#ctin Prc#ss/ ;ata means the infr&atin c++#ct#d b% t"# r#s#arc"#r t"r!," s!r*#% r t"# int#r*i#$ )rc#ss  of the employees and managers of the company. Pon >"**8? reflected that data are mainly two typesC one is the )ri&ar% data and other is the s#cndar% data . The )ri&ar% data has collected through s!r*#%in, t t"# )#)+# f t"# c&)an% . ,n the other hand the s#cndar% data  has collected through diff#r#nt b+,s5 8!rna+s5 and $#bsit#s . In the case study of Primark the c&)an% $#bsit# is t"# &ain s#cndar% s!rc#s to the researcher to get accurate information from it. After collecting the data from the market the researcher has analysed these data according to its character. In case of )ri&ar% data the researcher analysed it by 4!antitati*# ana+%sis while the s#cndar% data  has explained by the 4!a+itati*# ana+%sis by the researcher. 70B0.0 Data S!rc#s Pri&ar% and S#cndar%/ ;ata are basically t$ t%)#sC one is the )ri&ar% and another is the s#cndar% . The researcher can choose the primary data through s!r*#% t t"# #&)+%##s f t"# c&)an% >rannen "**8?. It will help the researcher to get accurate idea of the performance of chosen company. @mployees are the base of the company and therefore their statement will help the researcher to find out appropriate logic behind on running low cost in product advertisement. ,n the other hand the researcher can collect the secondary data from different blogs websites -ournals newspapers and so on. It will help the researcher to get accurate structure of the current nature of market. The researcher is also able to explain the reason of not using expensive advertisement in product promotion from it >www.fundacaoitausocial.org "*1?. 70B060 Data T#c"ni4!#s :!a+itati*# and :!antitati*#/ +esearcher analysed the collected data from in its 4!antitati*# and 4!a+itati*# basis . The quantitative analysis helps the researcher to ,#t t"# id#a f t"# #&)+%##s f t"# c&)an% in running low cost advertisement in the contemporary market. (ameron >"**8? stated that the 4!a+itati*# ana+%sis will help the researcher to present a++ n#c#ssar% infr&atin in t"# &ar'#t r#,ardin, t"# r#+atin b#t$##n ad*#rtis#&#nt   and marketing and its effect in market. The researcher has chosen the company Pri&ar'   in order to explain the advertising strategy of it and investigating the reason of promoting low cost advertisement in this commercial * ground. The 4!antitati*# data  has presented in the E(c#+ s"##t  while the researcher choose the Micrsft Wrd  to analyse the present the 4!a+itati*# infr&atin regarding this topic. 70C0 P)!+atin f t"# Sa&)+#/ Population indicate the direct or indirect involvement of people to conduct the research work   properly. !ere the population is the total number of #&)+%##s and &ana,#rs in UK s#ctr of the retail company Pri&ar'0 70?0 Sa&)+in, T#c"ni4!#/ &le is basically two typesC one is the )rbabi+it% and t"#r is t"# nn)rbabi+it% . The sampling technique helps the researcher in*#sti,at# thoroughly the market nature and get accurate data to find out the solution. The )rbabi+it% sample helps the researcher to choose sample rand&+%  from the market. In this research work the researcher applies this sampling technique to choose #&)+%##s f t"# c&)an%. The researcher can choose the employees of the company by own choice to analyse the data properly >www.du.edu "*1?. ,n the other hands nn )rbabi+it% sample has chosen to explain the data collected from the &ana,#rs f t"# c&)an% . The researcher has chosen s)#cific &an,#rs of the company to get accurate idea to conduct the research pro-ect properly in the market. 70.@0 Sa&)+# SiG#/ The researcher can structure the research topic on basis of the sample siDe. At least ;@ #&)+%##s and ; &ana,#rs f t"# c&)an% Pri&ar'  has chosen by the researcher. The researcher has collected quantitative data through survey of the employees and qualitative data by interviewing to the mangers of Primark. 70..0 Acc#ssibi+it% Iss!#/ The research pro-ect contains various toolsL informationBs and used various models of  advertisement. These all help the researcher to analysed and structure the research work  appropriately. !owever while conducting the research it is not possible for the researcher to access the all information regarding Primark and its advertisement. 1 Primark is the branded company in FG market and therefore it has its own reputation and  place in this commercial era. In this situation researcher does not able to reach all of the managers of Primark store to get all information that help to -udge reason behind run low cost advertisement. 70.60 Et"ica+ -nsid#ratin/ +esearch based on social norms practises and values. The researcher must maintain the social norms and values in order to fulfil the research ob-ectives. Partici)ant r#s)ns#/ The researcher accepts the voluntary participation of people in the data collection process. The researcher not forced any people to participate in the data collection process and provide their view regarding the topic. Data A))+icatin/ The researcher must avoid any type of commercial data. It is unethical to -ustify the data that has analysed in the research pro-ect. The data collected by the researcher must accurate in nature. 70.70 R#s#arc" Li&itatin/ The limitation of this research arises due to +ac' f &n#% and ti&# cnstraint . As the researcher is the student therefore it is not possible to spend lots of money to access more information from the market. The time limitation of this pro-ect is also a ma-or cause. ;espite all of this the researcher nt ab+# t acc#ss a++ infr&atin  while collecting data from the market as people are not cooperating in all time. These are the research limitation and despite all these limitations the researcher has able to present it in appropriate form in the market as well as in the society. 70.90 Ti&# HriGn/ Main acti*iti#sJ sta,#s W##'   W##'  . &elect the topic  ;ata (ollection >&econdary &ources?  6 7 W##'  W##'  W##'  9 ;  9ayout (reation  9iterature +eview  " W##'    > W## 'B  #orm the +esearch Plan &elect the Appropriate   +esearch  Technique ;ata (ollection >Primary?   Analyse and Interpret the data   ;ata #indings  (onclusion of the +esearch  #orming +ough ;raft   #inal 6ork &ubmission   Tab+# 7/ antt c"art >&ource) As (reated by Author? 70.;0 S!&&ar%/ The research methodology helps the researcher to follow a proper guideline about it. The research methodology chapter r#f+#cts a ,!id#+in# to f!+fi+ t"# b8#cti*#s   of the research  properly. Through its every step the researcher has able to complete and analyse all the information that gathered from the market. The +i&itatins5 #t"ica+ cnsid#ratin and acc#ssib+# iss!#s  also described in this methodology chapter. ' -"a)t#r 9/ Data Ana+%sis and Pr#s#ntatin 90.0 Intrd!ctin/ In this chapter the qualitative and quantitative data has analysed by the researcher to provide the market an appropriate idea that derived from the research. The researcher has collected the data through s!r*#%in, t t"# #&)+%##s f t"# Pri&ar' . The researcher chooses the employees as they able to provide all necessary information regarding the advertisement of  the company in the market. The researcher has selected the E(c#+ s"##t t #()+ain t"# 4!antitati*# data in its ,ra)"ica+ )r#s#ntatin  and analyse it properly. .@@ #&)+%##s of  Primark from its different store have chosen and only ;@ #&)+%##s have filled up the survey sheet properly. ,n the other hand the qualitative data has analysed based on interview questions to the managers of the company. The researcher has chosen ; &ana,#rs of different store of the company and presents the explanation in the Micrsft $rd fi+# . It reflects the way to fulfil the research ob-ectives and provide a clear idea to the students in the society. 9060 :!antitati*# ana+%sis/ 1Fr #&)+%##s3 :.0 D %! )#)+# a$ar# ab!t Pri&ar's ad*#rtis#&#nt strat#,% O)tins &trongly elieve elieve  Eeutral ;isbelieve &trongly ;isbelieve R#s)ns# '* 2 " 8 ' Tta+ r#s)nd#nts 0* 0* 0* 0* 0*  R#s)ns# )#rc#nta,# 2*J 1"J J 15J 2J Tab+# 9/ R#s)nd#nts a$ar# ab!t ad*#rtis#&#nt strat#,% f Pri&ar'  Advertisement strateg of !rimark  $esponse percentae 60% 12% Stron#' 7e#iee 7e#iee 1=% 4% ,eutra# 6% (is@ employees supported that the marketing tools used by the company influence to run low cost advertisement on the market and get benefit from it. .@ employees remain silent in their stance while 7@ of employees disbelieved it. According to their view marketing tool is not the only way to develop the business as the brand name of  the company already established in the market. 2 Ana+%sis/ 3arketing helps the firm to develop the business in the contemporary ground and perform according to fulfil customersB needs and demand. In this context the marketing tools help the company or the business organisation to act effectively in the market and fulfil the marketing ob-ectives. The DAMAR &d#+ of advertising is appropriate to analysis and -ustifies this view properly. According to this model the commercial message of the company first aware the customers and then influence them in such way that they take action to purchase the  product from the market. Therefore the marketing tools help the company to promote the ob-ectives positively in the market and get the foremost position in this commercial ground. It also help the company to identify the key factors provide all necessary information about peopleBs preferable media in the contemporary society and their function to capture it for their product promotion. It also assists the company to promote the product effectively despite of its advertisement cost and others. :70 H$ far %! a,r## t"#s# factrs ar# ab+# t #n"anc# t"# b!sin#ss f t"# c&)an% O)tins &trongly elieve elieve  Eeutral ;isbelieve &trongly ;isbelieve R#s)ns# 12 8 4 5 1* Tta+ r#s)nd#nts 0* 0* 0* 0* 0* 4 R#s)ns# )#rc#nta,# '"J 15J 1J 12J "*J Tab+# >/ Factrs "#+) #n"anc# t"# b!sin#ss f t"# c&)an% Advertisement %actrors of the Compan 1st tr 2nd tr 3rd tr 4t tr >% 10% 5>% 23% -"art ;/ Factrs "#+) #n"anc# t"# b!sin#ss f t"# c&)an% Findin,s/ 76 employees of Primark agree with the view on which .C employees strongly agreed this. .9 employee remains silent in their stance and at least 7@ employee disbelieved the view. The negative view focused upon the brand name of the company while positive view reflects the marketing strategy of the company. Ana+%sis/ 3arketing helps the company to enhance the business in the contemporary ground and make  profit from it. The marketing strategies reflects that the function of the firm and achievement through promoting effective market strategies. In this situation if the company is able to use the marketing tool in order to gain the market position then it is natural that the company  positively develop the business in the contemporary ground. asically the marketing factors are the product )r&tin5 sa+#s )r&tin and cst f t"# )rd!ct and so on. It is  possible through an effective advertisement in the market. ;espite of advertising cost if the product has its quality to satisfy people and provide the best service then it can influence customers to purchase it from market. The marketing mix model is appropriate to analyse this view properly. The key cnc#)ts f &ar'#tin, &i(  reflect that 5  product place promotion physical environment and others factors help the product to run  positively in the market. Therefore it also natural that if the company is able to maintain all these during the product promotion then it definitely develops its business in contemporary ground. :90 D %! a,r## #ff#cti*# ad*#rtis#&#nt d#*#+) t"# &ar'#t nat!r# O)tins &trongly elieve elieve  Eeutral ;isbelieve &trongly ;isbelieve R#s)ns# "2 5  2 2 Tta+ r#s)nd#nts 0* 0* 0* 0* 0* R#s)ns# )#rc#nta,# 0"J 12J 5J 1"J 1"J Tab+# B/ R#s)nd#nts f #ff#cti*# ad*#rtis#&#nt d#*#+) t"# &ar'#t nat!r# &fective Advertisement develop the Market 'ature 60% 50% 40% 30% $esponse percenta&e 20% 10% 0% -"art >/ R#s)nd#nts f #ff#cti*# ad*#rtis#&#nt d#*#+) t"# &ar'#t nat!r# Findin,s/ Almost >@ employees supported that effective advertisement will help the firm to develop the business in this contemporary sector. 69 employees resisted the view as they think that the advertisement is not the way to promote the product effectively in the market. It noticed  by these employees that customers more depend on direct marketing rather than believe on advertising of the product. 8 Ana+%sis/ Advertisement is the strategy that helps the firm to promote the product in the market and make profit from it. ,n the other hand it also helps the firm to develop their business in the contemporary market ground. According to AIDA &d#+ f ad*#rtisin,  this visual image attracts c!st&#rs  to watch the product and take necessary information from it. Then show their int#r#st  and create a d#sir# to purchase the product and ultimately take the actin to  purchase it from the market. Therefore it is natural that if the company make or create innovative advertisement in its system then it will help their business growth. In this context this view analysed about the role of advertisement to develop the growth of  the company. Advertisement plays an effective role in this contemporary era to develop the  business of any firm. It has the capability to attract people and provide all necessary information regarding the material. The innovative idea reflected through and effective advertisement helps the company also to promote their culture and ethics. It influence customers and inspire them to be attached with them. :;0 D %! s!))rt t"at ad*#rtis#&#nt and &ar'#tin, "as an #ff#cti*# r#+atins"i) O)tins &trongly elieve elieve  Eeutral ;isbelieve &trongly ;isbelieve R#s)ns# "* 1" " 8 4 Tta+ r#s)nd#nts 0* 0* 0* 0* 0* 0* R#s)ns# )#rc#nta,# *J "J J 15J 1J Tab+# C/ Ad*#rtis#&#nt and Mar'#tin, "as an #ff#cti*# r#+atins"i) (elationship of Advertisement and Marketing Stron&#' 7e#iee 7e#iee ,eutra# (is@ employees supported this view that opposed by 7@  of employees in the market. ,nly 9 employees keep silent to provide their knowledge regarding this question. The positive feedback reflects that advertising and marketing has an effective relationship that opposed by the others. According to them 3arketing is the process that occurs through an effective advertisement. Ana+%sis/ Advertisement and marketing both have a coCrelation in this market. ,ne is the process and other is the way that shows how to achieve the market goal by pro-ecting effective idea and ob-ectives in the market. 3arketing is the business of the product that contains some strategy ob-ectives and pro-ected it in the contemporary ground to achieve it properly. !owever in this case it is natural that the company need some tools that help to develop or promote their   business in the commercial ground. Advertisement is the tool that assists the marketers to promote the market their product effectively in this contemporary ground. Through an effective advertisement the marketers can provide all necessary information to the customersB and the customers also get their  01  preferable products by acquiring the information from the advertisements. Therefore it can conclude that the marketing and advertisement has a relation to develop the business of a firm. If a firm is able to promote the marketing strategy effectively by using a proper  advertisement then it definitely grasps its targeted customersB in this sector and beat its rivals as well. :>0 H$ far %! a,r## t"is r#+atin "#+) t"# fir& t f!+fi+ t"#ir b!sin#ss ,a+s O)tins &trongly elieve elieve  Eeutral ;isbelieve &trongly ;isbelieve R#s)ns# "* 1*  5 5 Tta+ r#s)nd#nts 0* 0* 0* 0* 0* R#s)ns# )#rc#nta,# *J "*J 5J 12J 12J Tab+# ?/ Ad*#rtis#&#nt and Mar'#tin, r#+atin "#+) t"# fir& t d#*#+) b!sin#ss Advertisement and Marketing relation help to develop )usiness A#is $itle 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% -"art C/ Ad*#rtis#&#nt and Mar'#tin, r#+atin "#+) t"# fir& t d#*#+) b!sin#ss Findin,s/ In this view ma-ority of employees provide their positive impact that reflects that effective advertisement and marketing strategy help the company to develop the business and beat its rivals. 76 employees go to against this view as they think that )#rfr&anc# f t"# fir&  )rd!ct 4!a+it%  are also the necessary component to develop the business of any firm. 0" Ana+%sis/ The business goal of a firm is made up with the marketing ob-ectives. Any firm in the market first make their business goal and then plan their marketing strategy to achieve the goals  properly from the market. It reflected that if the firm is not able to -udge the contemporary marketing environment properly then it will become as hindrance to fruitful the marketing goals in the market. Therefore it is necessary for the firm to analyse and -udge the market nature first and then plan proper marketing strategies that help to achieve the business goals. Advertising is one of the key marketing strategy that reflect the way to the company to act accordi according ng to achiev achievee the market goal. Mar'#tin, &i( &d#+ and DAMAR &d#+ are appropriate to -ustify and analyse it properly in contemporary market basis. Advertisement  pro-ects all these elements in the contemporary situation and attracts customers to purchase it from the market positively. It naturally develops the market of the company and helps them to achieve the business goal. :B0 H$ far %! a,r## +$ cst ad*#rtis#&#nt nt aff#ct#d c&)an%s &ar'#t )sitin O)tins &trongly elieve elieve  Eeutral ;isbelieve &trongly ;isbelieve R#s)ns# "0 8 " 2 5 Tta+ r#s)nd#nts 0* 0* 0* 0* 0* 0' R#s)ns# )#rc#nta,# 0*J 15J J 1"J 12J Tab+# .@/ L$ cst ad*#rtis#&#nt nt aff#ct#d t"# c&)an%s b!sin#ss )#rfr&anc# *ow cost advertisement in Compan+s )usiness performance 50% 50 % $esponse percenta&e 1=% 1= % 4% 12% 12 % 16% 16 % -"art ?/ L$ cst ad*#rtis#&#nt nt aff#ct#d t"# c&)an%s b!sin#ss )#rfr&anc# Findin,s/ ;@ employees support the view while .C strongly support this. 9 remain silent in their  stanc stancee and and almos almostt 6;  people disbelieved that low cost advertisement not affected the  business performance of the firm. The positive view reflect re flect that the company must focus on the direct marketing marketing technique and satisfaction satisfaction of their customersB needs needs and demand demand while other believe that high cost advertisement has the ability to perform well and attract more customers to purchase the product. Ana+%sis/ Advertisement cost is another issue for the marketers as it reflect the attraction of people in this contemporary era. It noticed that if the company is able to promote their product effecti effectively vely in the market market therefo therefore re they need need proper proper adverti advertiseme sement nt for their their produc productt  promotion. In this situation it is necessary for the company to plan a proper advertisement for their business development. T#c"n+,ica++% ric" advertisement has the ability to attract customersB towards the product  but it does not mean that low cost advertisement has no effect e ffect in this contemporary ground. 9ow 9ow cost cost adve advert rtise iseme ment nt also also has has a big big impa impact ct on cons consum umer ersB sB mind. mind. In fact fact low low cost cost 0 adverti advertiseme sement nt has the capabi capability lity to attract attract custom customers ers to purcha purchase se the produc productt from the contemporary ground and also able to identify their needs. It focuses on dir#ct &ar'#tin, or  $rd $rd t &!t" &!t" &ar'#t &ar'#tin, in, that that help help the compan company y to directly directly know about customerBs customerBs  preferences and their tastes. The direct marketing has the capability capabilit y to make their customers c ustomers happy and satisfied by providing them qualitative product. :C0 D %! b#+i#*# +$ cst ad*#rtis#&#nt is ab+# t id#ntif% c!st&#rs n##d )r)#r+% O)tins &trongly elieve elieve  Eeutral ;isbelieve &trongly ;isbelieve R#s)ns# 15 5 0 1* 8 Tta+ r#s)nd#nts 0* 0* 0* 0* 0* R#s)ns# )#rc#nta,# '2J 12J 1*J "*J 15J Tab+# ../ L$ cst ad*#rtis#&#nt is ab+# t id#ntif% c!st&#rs n##d )r)#r+% *ow cost advertisement to identif customers need properl Stron&#' 7e#iee 1=% 1= % 36% 36 % 7e#iee ,eutra# 20% (is  employee -ust believe it that marketing strategy of Primark is effective in nature and therefore it noticed in the market that the company is able to promote the brand value to the customers. Almost 7@  employees opposed it as they focus on the customerBs loyalty and product quality. Ana+%sis/ 3arketing strategy is the best policy for a company to develop the business properly in the contemporary sector. If the company is able to promote their effective marketing strategy in the market then it will lead them towards the foremost position in the market. 3arketing strategy helps the company to achieve the business goal and also develop their position in the contemporary market. The marketing strategy of Primark reflects to provide their customers qualitative product in low price. It reflects that the company focus on direct marketing. The company give emphasiDe on the social relationship of people and therefore it is natural that it will help the company to plan the marketing strategy according to suitable with the direct marketing. In case of direct marketing the company purchase raw material directly from their suppliers and 04 sell it to the customers in low price. ThatBs why the customers can able to get qualitative  product in their affordable price. Fndoubtedly this unique strategy helps the company to develop their business in the contemporary market and create the brand loyalty among their  customers. :.@0 H$ far %! a,r## t"#s# strat#,i#s "#+) t"# c&)an% t b#at its ri*a+s O)tins &trongly elieve elieve  Eeutral ;isbelieve &trongly ;isbelieve R#s)ns# "" 1"  5  Tta+ r#s)nd#nts 0* 0* 0* 0* 0* R#s)ns# )#rc#nta,# J "J 5J 12J 5J Tab+# .7/ Mar'#tin, strat#,i#s "#+) t"# c&)an% t b#at its ri*a+s Marketing strategies help the compan to )eat its rivals A#is $itle 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% -"art .6/ Mar'#tin, strat#,i#s "#+) t"# c&)an% t b#at its ri*a+s Findin,s/ 69 employee believe it and 99  employee strongly believe the view that focus on the statement marketing strategies of company help to beat its rivals in the contemporary  position. .> employee goes to against this view on which C employee strongly disbelieve it. It reflects that not only the marketing strategy but also the product quality companyBs assurance and performance influence the customers to influence by the product. 05 Ana+%sis/ The company can differ itself by the strategy and marketing ob-ectives in the contemporary ground. It reflects that if the company is able to promote their proper marketing strategy in the market then it will help the company to develop their business in the contemporary ground of marketing. It is the aim every company to plan their strategy in such way that help to make difference from others and provide a unique idea to the class of the people. In this situation it is the duty of the company to make their marketing strategy unique and effective in nature. In case of Primark the company is able to identify the basic needs and demands of people and act according to fulfil it properly. Therefore the company planned a certain strategy in their system to capture the market position and make their brand name among the customers. Mar'#tin, &i( &d#+ is helpful for the company to analyse the strategy properly. 9070 :!a+itati*# ana+%sis/ 1Fr &ana,#rs3 :.0 W"at ar# t"# &ain &ar'#tin, t+s f Pri&ar' Primark mainly used the dir#ct &ar'#tin, cnc#)t in the contemporary society to access and fulfil the demand and needs of their customersB. The company purchase bulk amount of  material from the suppliers and sell it to the market in low price. If the company focus on high cost advertisement then it increase per unit product cost and therefore it is not possible for the company to provide their customers qualitative product in low price. !owever the company focus on the direct marketing technique to maintain their assurance to the customers and it make the company loyal in nature. The brand reputation of the company thus created in this way. The marketing tool helps the company to make difference from its other competitors in the market and therefore the company is able create its brand image positively in the market. In this way the company is able to make their customers happy and satisfied. :60 D %! a,r## t"#s# t+s "#+) t"# c&)an% t #()and its b!sin#ss The marketing tools help the company to promote their products effectively in the contemporary ground. The marketing tools differentiate the company from other  organisations and their ob-ectives. In this case it is noticed that the company is able to 08 expand its business effectively in the contemporary ground. In this context as the main motive of the company is to promote their customers qualitative product in affrdab+# )ric#  therefore the dir#ct &ar'#tin, t+  is applicable in this situation to identify the needs of  customersB and act according to satisfied their demands. The company is able to satisfy their customers in this social context and therefore it is  possible for them to create the brand reputation in the market. Fndoubtedly it will help the company to expand their business in the contemporary ground and make profit from it. These unique strategies also help the company to sustain in the market and beat its competitors. :70 D#s t"# c&)an% ab+# t &a'# )$#rf!+ r#+atin b#t$##n &ar'#tin, and ad*#rtis#&#nt The company promote their business ob-ective through implementing powerful marketing strategy in the market. It also noticed that these marketing strategies able to fulfil in this contemporary ground by creating proper advertisement on it. Proper advertisement is helpful for the marketers as it reflect all kinds of necessary information to the customers regarding the product. It helps the people to access all of this information through effective advertisement and inspired to purchase the product from the market. !owever it reflects that the company is able to make a powerful relation between marketing and advertising in the contemporary ground and also make profit from it. The proper advertisement strategy also helps the company to develop the business in this contemporary ground. :90 W"at is t"# &ain r#asn f t"# c&)an% t r!n +$ cst ad*#rtis#&#nt in &ar'#t The company provide customers qualitative clothingBs in low price. It is possible for the company as they purchase bulk amount of goods direct from the suppliers and then sell it to their customers. Therefore it cost low in nature. If the company spend more money in order  to advertise their product effectively in the market then it increases per amount of product cost. Therefore it is not possible for the company to provide their customersB qualitative  product in low price. As the company gain their brand value in the market by providing their customers qualitative  product in low price therefore f the company run expensive advertisement the product cost will increase and the company also lost their targeted customers in the market. 2* :;0 D t"# &ar'#tin, strat#,i#s "#+) t"# c&)an% t &a'# it )r)#r+% The marketing ob-ective of the company is  pile high and sell it cheap. Therefore to fulfil these marketing ob-ectives in this commercial era the company plan their marketing strategy that helps them to fulfil it properly. The company purchase raw materials in bulk amount directly from the suppliers and sell it to the customers. In this way the company maintain the  price and quality of their products. (ustomers are also happy with the product service of the company. Therefore it reflected that their marketing strategy help them to satisfy their customers and develop their business in the contemporary ground. As the company already gain their branded market reputation therefore it does not matter that while the company run expensive advertisement in their   product promotion or not. The brand i&a,# and +%a+t%  makes the people get attach with the company and get their services. 9090 S!&&ar%/ In this chapter data ana+%sis and findin,s  it reflected that the researcher has able to fulfil the findings of previous research work in this chapter and able to make a link between them. The previous research work deals with the effectiveness of advertising on the contemporary market and its influence regarding changing the behaviour of customers. In this research work the researcher is able to prove the impact of advertisement by pro-ecting the theories AIDA5 DAMAR  and analysed this in the quantitative context. The management decision and discussion also help the researcher ton analysed the collected secondary data properly. 21 -"a)t#r ;/ -nc+!sin and R#c&&#ndatin ;0.0 -nc+!sin/ The research work reflect the cause and effect of advertisement is the market and in this order it also try to find out the cause and reason behind $"% Pri&ar' nt r!nnin, #()#nsi*# ad*#rtis#&#nt in t"# &ar'#t . Throughout the analysis it explained in detail that the company assure to its employees to provide 4!a+itati*# )rd!ct in +$ cst . Therefore it is the duty of the company to maintain it in order to promote their brand loyalty among the customers and get the foremost position in the market. T"# b!sin#ss strat#,% f t"# c&)an% "as )+ann#d t"is $a% t f!+fi+ t"#s# &ar'#t b8#cti*#s . The company now get their top position and able to beat its rivals in the contemporary sector. The reason of not running expensive advertisement also clear through analyse the market ob-ectives of the company. In this research the researcher also able to f!+fi+ t"# a++ r#s#arc" b8#cti*#s t"at &ad# t find !t t"# ca!s# and #ff#ct b#"ind t"# ad*#rtis#&#nt cst . The researcher used *ari!s t+s5 a))rac"#s5 d#si,n t f!+fi+ t"#s# b8#cti*#s )r)#r+% . Fltimately the researcher proves that the retail company Primark not run expensive advertisement in their system otherwise they will not able to provide qualitative product in the market. ;060 Ob8#cti*# Lin'in,/ Ob8#cti*# ./ T identify t"# &ar'#tin, t+s f t"# -&)an% The researcher wants to identify the marketing tools of the company. In this research work the researcher has linked this ob-ective with )ri&ar% data 4!#stin .5 6 and 7 f  4!antitati*# ana+%sis and . and 6 f t"# 4!a+itati*# ana+%sis . The research work reflects that the company used their proper marketing tool to promote their product effectively in the market. These marketing tools are helpful for the company as it develop its business and able to access peopleBs demand and need properly. In the data analysis process the researcher is able to fulfil these research ob-ectives properly. The researcher reflects that the company give importance on direct marketing in the market and therefore it is possible for the company to identify the ma-or needs and demands of  customers properly. The dir#ct &ar'#tin, concept helps the company to give importance on 2" the publicBs preferences in a particular product. Through this marketing technique the company is able to pass their business message to the all class in the society. As the company Primark is focus mainly to rural class area of the market therefore expensive advertisement is not appropriate to promote their products in the market. It increase the per unit product cost that make a hindrance to the growth of the company. Therefore the company should keep focus on their product marketing and keep the assurance that they form to commercialise their material in the market. The AIDA and DAMAR &d#+  of advertising help the researcher to fulfil these ob-ectives properly by analysing it. !owever these models help the researcher to choose t"# d#d!cti*# a))rac" of research and analysis it in the )st )siti*is& )"i+s)"ica+ &ann#r in order to provide an accurate idea to the people of the society. Ob8#cti*# 6/ T assess t"# r#+atins"i) f ad*#rtis#&#nt and &ar'#tin, The researcher wants to assess the relationship of advertisement and marketing. In this research work the researcher has linked this ob-ective with )ri&ar% data 4!#stin 95 ; and > f 4!antitati*# ana+%sis and 7 f t"# 4!a+itati*# ana+%sis . Advertising and marketing has coCrelation in the contemporary world. Their function has great demand in this contemporary marketing sector. It helps the company to advertise their product in the market effectively and  provide a commercial message to their customers through it. 3arketing is the process to commercialise the product in market while advertisement helps the company to commercialise it by providing the customers a commercial message. In this case it is necessary for the company to use these both tools in such a way that seems helpful for their business growth. The marketing and advertisement both help the company to  promote their product and also develop their business in this sector in a perfect way. Mar'#tin, Mi( &d#+  helps the researcher to analyse and fulfil the marketing ob-ectives  properly. In case of Primark the company want to provide their customers 4!a+itati*# )rd!ct in +$ )ric#. Therefore it is the duty of the company management to promote their product in such way that helps them to deliver their business message all the customers in the society. The company mainly purchase bulk amount of goods directly from the suppliers and then sell it in low cost to their customers. Thus the customer of the company is able to get qualitative  product in low price. It is not possible in such a smooth way if the company not commercialise their business message properly in the market by using a proper advertisement 2' tool. The company use dir#cts &ar'#tin, t#c"ni4!#  to sell their product effectively in the market and thus they develop their business area properly in this competitive ground. Ob8#cti*# 7/ T investigate t"# r#asn b#"ind t"# )r&tin, +$ cst ad*#rtis#&#nt The researcher here wants to investigate the reason behind the promoting low cost advertisement in the market. In this research work the researcher has linked this ob-ective with )ri&ar% data 4!#stin B and C f 4!antitati*# ana+%sis and 7 f t"# 4!a+itati*# ana+%sis. The company provide their customers qualitative product in low cost. As the company provided their customers cheap products therefore the company select low cost advertisement in their product promotion. The low cost advertisement help the company to maintain per unit product cost low and s ell it to their customers properly. If the company run high cost advertisement then it increase per  unit of product cost and therefore it is not possible for the company to provide materials in cheap price. !owever in this case it is noticed that the low cost advertisement does not hampers companyBs reputation in the contemporary market. As the company already get their   brand reputation therefore customer has faith in it. The brand loyalty of the company is able to create the faith on customers mind. The AIDA and DAMAR  model of advertisement helps the researcher to fulfil it in a proper  way. The AIDA model helps the researcher to analyse the every components of the company  properly in the market. It reflects the way to attract people and influence then by pro-ecting the commercial data to them. It reflects the company first attract their customers then create their interest in and make a desire on the product. Fltimately the company is able to influence their customers to take action for purchasing the  product from the market ground. In this context DAMAR &d#+ of advertising reflects the relation between marketing and advertisement in this contemporary ground. !owever through these models and analysis the researcher is able to fulfil the research ob-ectives  properly. The quantitative data analysis and qualitative ones also placed as the supportive document for this analysis. Ob8#cti*# 9/ T evaluate t"# strat#,i#s f ad*#rtisin, in )rd!ct &ar'#tin, The researcher wants to evaluate the strategies of advertising in product marketing. In this research work the researcher has linked this ob-ective with  )ri&ar% data 4!#stin ? and .@ f 4!antitati*# ana+%sis and 9 f t"# 4!a+itati*# ana+%sis . The company Primark has taken 2 some strategies that help them to promote their product effectively in the market and create  brand loyalty on their customers. The company mainly focus on the direct marketing strategy to commercialise their product in the market. It can analyse by some stepsL firstC the company provide qualitative products in cheap price. S#cnd  the mainly promote their   product for the rural people of the country. T"ird the company has emphasised on customerBs satisfaction. !owever the each point reflects the reason behind to choose the direct marketing technique of the company Primark. The first r#asn  reflects that if the company focus on high cost advertisement then it will affected their product cost and they are unable to provide their customers qualitative goods in low price. &o the company will lose their targeted customers and also the position in the market. S#cnd )int reflected that the company mainly promote their product for the rural class people of the society. Therefore it is necessary to give importance in their necessities despite of providing importance on luxury. T"ird )int reflected that the company focuses on employee satisfaction. Therefore it is necessary for the company to provide importance on the need and necessities of the customers. In this contemporary world the company is able to do all these things and this is the &ar'#tin, strat#,%  of the company that proved in this ob-ective linking. The a++ &d#+s have explained in the literature review chapter give the path to the researcher to analysis it  properly. ;070 R#c&&#ndatin fr t"# r#s#arc"/ The research focused on the importance of advertising strategy of the company. It reflect that the company is able to promote their product in the market effectively and therefore they able to gain the foremost position in the market. !owever now a day the company has faced some challenges from their competitors like Asda Hara Tesco and all. I this situation some recommendations have provided to overcome the negative barriers of the company and also  beat its competitors in the market. • Prb+#& ./ 9ow cost advertisement not able to attract the urban customers of the society Ana+%sis f t"is )rb+#&/ The (ompany run low cost advertisement to attract mainly rural  people in the society. Therefore they choose the low cost advertisement in their product 20  promotion. !owever in this case it noticed by the researcher that this low advertisement is not able properly to deliver their commercial message to the urban area of people and not  provide a perfect fashion sense to them in this contemporary age. R#c&&#ndatin fr it/  In this case the recommendation is to promote and give importance on the online marketing as it is helpful for them to advertise their product effectively in the market. !stificatin fr t"is r#c&&#ndatin/ Eow the inline marketing concept gets the  popularity and therefore if the company is able to do it then it helps the company to reach the global market. The online marketing concept also helps the company to advertise in low price and maintain their product price. • Prb+#& 6/ The bulk production creates ecological degradation of the country. Ana+%sis f t"is )rb+#&/  The (ompany purchase direct raw material from their suppliers and the sell it to their customers. Therefore the company is able to promote their product in low price to the customers. In this case it noticed that the bulk amount of production created ecological degradation in the society. The massive collapse in angladesh is the prime example for it. R#c&&#ndatin fr it/ The (ompany should produce ecoCfriendly clothingBs that help the company to reduce the ecological degradation and maintain the environment clean and healthy. !stificatin fr t"is r#c&&#ndatin/  The ecoCfriendly production will help the company to produce things according to keep the company safe and develop its business. • Prb+#& 7/ !uge amount of production increase labour cost  Ana+%sis f t"is )rb+#&/  The (ompany purchase large amount of goods from the market and therefore they produce bulk production in this sector. It increase the labour cost and therefore the company also criticised in the market to keep child labour for increasing  productivity. R#c&&#ndatin fr it/  The company should focus on the specific need s and demand of  their customers and produce things according to fulfil it. 22 !stificatin fr t"is r#c&&#ndatin/  It will help the company to reduce the labour cost and also safeguard the environment. ;090 F!t!r# Sc)# f t"is r#s#arc"/ This research focuses on the advertisement strategy of the company Primark. It is not  possible for the researcher to cover all the area of this research. ;ue to the time constraint the researcher is not able to cover its online marketing area. &o it is the future scope for the research to cover this area and provide a particular idea to the people of this society about this Primark brand. 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KAccessed on) 10R*8R"*1S 4' at) A))#ndi(/ A))#ndi( ./ S!r*#% :!#stinnair#s fr #&)+%##s/  Eame) &tore Eame)  Age) &tore Address) (ontact Eo) ;epartment) :.0 D %! )#)+# a$ar# ab!t Pri&ar's ad*#rtis#&#nt strat#,% O)tins &trongly elieve elieve  Eeutral ;isbelieve &trongly ;isbelieve Tta+ r#s)nd#nts 0* 0* 0* 0* 0* :60 D %! a,r## t"# &ar'#tin, t+s inf+!#nc# t"# c&)an% t r!n +$ cst ad*#rtis#&#nt O)tins &trongly elieve elieve  Eeutral ;isbelieve &trongly ;isbelieve Tta+ r#s)nd#nts 0* 0* 0* 0* 0* :70 H$ far %! a,r## t"#s# factrs ar# ab+# t #n"anc# t"# b!sin#ss f t"# c&)an% O)tins &trongly elieve elieve  Eeutral ;isbelieve &trongly ;isbelieve Tta+ r#s)nd#nts 0* 0* 0* 0* 0* 4 :90 D %! a,r## #ff#cti*# ad*#rtis#&#nt d#*#+) t"# &ar'#t nat!r# O)tins &trongly elieve elieve  Eeutral ;isbelieve &trongly ;isbelieve Tta+ r#s)nd#nts 0* 0* 0* 0* 0* :;0 D %! s!))rt t"at ad*#rtis#&#nt and &ar'#tin, "as an #ff#cti*# r#+atins"i) O)tins &trongly elieve elieve  Eeutral ;isbelieve &trongly ;isbelieve Tta+ r#s)nd#nts 0* 0* 0* 0* 0* :>0 H$ far %! a,r## t"is r#+atin "#+) t"# fir& t f!+fi+ t"#ir b!sin#ss ,a+s O)tins &trongly elieve elieve  Eeutral ;isbelieve &trongly ;isbelieve Tta+ r#s)nd#nts 0* 0* 0* 0* 0* :B0 H$ far %! a,r## +$ cst ad*#rtis#&#nt nt aff#ct#d c&)an%s &ar'#t )sitin O)tins &trongly elieve elieve  Eeutral ;isbelieve &trongly ;isbelieve Tta+ r#s)nd#nts 0* 0* 0* 0* 0* :C0 D %! b#+i#*# +$ cst ad*#rtis#&#nt is ab+# t id#ntif% c!st&#rs n##d )r)#r+% O)tins &trongly elieve elieve Tta+ r#s)nd#nts 0* 0* 40  Eeutral ;isbelieve &trongly ;isbelieve 0* 0* 0* :?0 D %! a$ar# ab!t t"# &ar'#tin, strat#,i#s f Pri&ar' O)tins &trongly elieve elieve  Eeutral ;isbelieve &trongly ;isbelieve Tta+ r#s)nd#nts 0* 0* 0* 0* 0* :.@0 H$ far %! a,r## t"#s# strat#,i#s "#+) t"# c&)an% t b#at its ri*a+s O)tins &trongly elieve elieve  Eeutral ;isbelieve &trongly ;isbelieve Tta+ r#s)nd#nts 0* 0* 0* 0* 0* A))#ndi( 6/ :!a+itati*# :!#stinnair# fr &ana,#rs/  Eame) ;ate) &tore Eame) Address) (ontact Eo) :.0 W"at ar# t"# &ain &ar'#tin, t+s f Pri&ar' Ans$#r/ 42 :60 D %! a,r## t"#s# t+s "#+) t"# c&)an% t #()and its b!sin#ss Ans$#r/ 44 :70 D#s t"# c&)an% ab+# t &a'# )$#rf!+ r#+atin b#t$##n &ar'#tin, and ad*#rtis#&#nt Ans$#r/ 45 :90 W"at is t"# &ain r#asn f t"# c&)an% t r!n +$ cst ad*#rtis#&#nt in &ar'#t Ans$#r/ 48