eBay.com.sg: Marketing Degree Dissertation: Shock Advertising (item 170402716964 end time Nov 11, 2009 13:54:20 SGT)


This listing has ended. The seller has relisted this item or one like this. Item:Marketing Degree Dissertation: Shock Advertising View relisted item

BA (Hons) Marketing Management Dissertation
TITLE: A Study on the Effective Use of Shock Advertising on Singapore Cigarettes Boxes

Long hours and hard work had been spend in this excellenent peice of adcadamic dissertation so you will do less job, have more free time to enjoy your passion and relax.
And long hours of in-depth research had been done to ensure perfection of this dissertation.
Word count 11,968 excluding References - Appendix
Word count over 15,000 including References - Appendix

Note:
Offer only to PayPal and iBank payment
Soft Copy will be emailed to you once payment had been received

ABSTRACT

KEYWORDS: SHOCK-ADVERTISING, FEAR, GUILT, BEHAVIOUR, THINKING, MOTIVATION, PERSUASION, CIGARETTES

Although the use of shocking content in Singapore advertising appeals has been widely adopted, the effectiveness of shock advertising by Health Promotion Board Singapore on Singapore cigarettes boxes has not been empirically investigated.

This research looked into the effective use of shock advertising on Singapore cigarettes boxes, to deter non-smoker from picking up smoking and smokers to quite smoking (using shock advertising to discourage sales instate of increasing sales). Identify Singaporean acceptance to the shock advertising on Singapore cigarettes boxes from age group 21 to 65 years old and above, both genders and both smokers to none-smokers. This research also identify if the shock advertisement had somewhat motivate and/or persuade viewers to change in behaviour and/or thinking and react according to the shock advertisement warning message.

Quantitative research method is being employed in this study. Result is acquired from respondents with the use of questionnaire and online survey. Multiple regression and chi-square test methods were used to analyze the result.

The result of this study suggest that shocking content in an advertisement significantly increases attention, benefits memory, and help in trigging emotions such as fear and/or guilt among a group of local respondents.

TABLE OF CONTENTS

1    INTRODUCTION    1
1.1    Academic Objectives of Dissertation    3
1.2    Outline of Chapters    4
2    LITERATURE REVIEW    5
2.1    Review on Shock Advertising    5
2.1.1    Fundamental of Shock Advertising    5
2.1.2    Shock Advertising and Social Learning    6
2.2    Example of Shocking Advertisements    7
2.2.1    Singapore Shock Advertisements    7
2.3    Shock Advertising: Fear and Guilt Appeal    8
2.3.1    Fear Appeal and Consumer Behaviours on Persuasion    9
2.3.2    Guilt Appeal and Consumer Behaviours on Persuasion    10
2.3.3    Relation between Guilt and Dissonance    10
2.3.4    Relation between Fear and Guilt    11
2.3.5    Consumer Behaviours on Health Guilt    12
2.4    Consumers Behaviours: Attention and Cognitive Processing    12
2.5    Relation between Level of Fear and Acceptance of Message    13
2.6    Positive and Negative Effects of Anti-Smoking Shock Advertising in Singapore    15
2.7    Summary of Literature Review    16
3    RESEARCH METHODOLOGY    18
3.1    Initial Research Limitation    18
3.2    Scope of Research    18
3.3    Research Study    18
3.3.1    Qualitative and Quantitative Research Methods    18
3.3.2    Chosen Research Methods    20
3.4    Research Design    20
3.4.1    Choice of Research Instruments    21
3.4.2    Questionnaire Development    21
3.5    The Sample Plan    23
3.6    Pre-Testing of Questionnaire    24
3.7    Data Collection    25
3.8    Data Analysis Method    25
3.9    Sources of Bias    26
3.10    Limitations on Primary Research Process    26
4    FINDINGS AND ANALYSIS    27
4.1    Description of Sample    27
4.2    Regression Test: Awareness of the Shock Advertisement    28
4.3    Regression Test: Effectiveness of the Shock Advertisement on Memory and Attention    31
4.4    Pearson Correlation: Effectiveness of the Shock Advertisement on Memory and Attention    34
4.5    Regression Test: Effectiveness of the Shock Advertisement on Behaviour and Thinking    35
4.6    Regression Test: Effectiveness of the Shock Advertisement on Motivation and Persuasion    39
4.7    Crosstab Chi-Square Test: Awareness of the Shock Advertisement between Smokers & None-Smokers    41
4.8    Crosstab Chi-Square Test: Memory and Attention of the Shock Advertisement with Demographics    43
4.9    Crosstab Chi-Square Test: Level of Acceptant on Shock Advertisement Based on Nudity & Demographics    44
4.10    Crosstab Chi-Square Test: Level of Acceptant on Shock Advertisement Based on Disgusting Images & Demographics    44
5    CONCLUSION AND IMPLICATION    46
5.1    Shock Advertising Awareness    46
5.2    Viewers’ Level of Acceptance to Shock Advertising    46
5.3    Shock Advertising on Memory & Attention and Level of Fear    47
5.4    Shock Advertising on Motivation & Persuasion and Behaviour & Thinking    48
5.5    Effectiveness of Fear and Guilt Appeals    49
5.6    Limitations of Research    50
5.7    Recommendation for Future Research    50
REFERENCES    52
BIBLIOGRAPHY    57
APPENDIX A: SHORT STATEMENT OF LEARNING    59
APPENDIX B1: INTERNATIONAL SHOCK ADVERTISEMENTS    60
APPENDIX B2: FEAR APPEAL AND COPING BEHAVIOUR    64
APPENDIX B3: SINGAPORE SHOCK ADVERTISEMENTS    66
APPENDIX C: QUESTIONNAIRE    68
APPENDIX D1:    77
APPENDIX D2    79
APPENDIX D3:    81
APPENDIX E1:    83
APPENDIX E2:    85
APPENDIX E3:    87
APPENDIX E4:    89
APPENDIX F1:    91
APPENDIX F2:    92
APPENDIX F3:    93
APPENDIX F4:    94

00002

Postage and handling

Postage to: Will arrange for local pick-up only (no postage).

Local Pickup

You can contact your seller to arrange to pay for and pick up your item.

Postal insurance

Not offered

Return policy

The seller will not accept returns for this item.

Payment details

Payment method	Buyer protection on eBay
	Get PayPal buyer protection for your item when you pay with PayPal \| See Terms
Bank Deposit	Not available
Other - See seller's payment instructions	Not available