/library/oar/handle/123456789/5258 Mon, 27 Oct 2025 05:10:13 GMT 2025-10-27T05:10:13Z /library/oar/handle/123456789/9615 Title: The effects of guerilla marketing on brand awareness Abstract: Purpose: This dissertation aims to study the concept of guerrilla marketing, its tools and means of delivery and its effects on brand awareness. It mainly focuses on how guerrilla marketing is being applied by organisations situated in Malta highlighting the several advantages and other issues that it consists of. Design/Methodology/Approach: Various guerrilla marketing theories and communication models have been analysed and presented in the literature. Depth interviews done with organisations that are implementing such strategies have provided a better understanding of the local industry. Findings: From the results gathered, it was confirmed that guerrilla marketing strategies are being implemented more, as a better awareness and a bigger spread is achieved. Some concerns about the costs it incurs were found, however all of the organisations agreed that guerrilla marketing is considered as a cost-effective strategy. Although, word of mouth is one of the strongest benefits that it generates, some mentioned that it is still not a guarantee that it will lead into sales and numbers. Research Limitations/Implications: Due to the developing nature of such topic, further studies are recommended. The sample size of the study was limited to the number of organisations applying such strategy. Practical Implications: By choosing the right resources and tactic, organisations will be able to create innovative strategies that will firstly aim to stimulate brand awareness. It will also lead the audience to interact, talk about the brand and position the brand in the customers’ mind, bringing them closer to the point of purchase. Originality/value: This dissertation focuses on the recent trend of guerrilla marketing that is being used in order to stand out of the rest of the clutter. Such strategy has been growing in the past years and organisations are trying to implement it to their promotional marketing strategies in order to spread their message in a cost-effective way. The communication methods and the ethical issues are also explored and discussed further. Description: B.COM.(HONS)MARKETING Wed, 01 Jan 2014 00:00:00 GMT /library/oar/handle/123456789/9615 2014-01-01T00:00:00Z /library/oar/handle/123456789/9603 Title: The implementation of sustainable marketing in the local context Abstract: The purpose of this study is to take a closer look at the ever-growing topic of sustainable marketing based on the local market. More specifically, this dissertation will focus on the benefits and drawbacks that local organisations face when taking on a sustainable approach. Apart from this, the author will also be examining how aware consumers in Malta are of the subject of sustainability, and whether it affects their buying habits as well as how this lifestyle can be implemented. This study will employ primary and secondary data sources. The author will collect data by focusing on two perspectives: that of the business, and that of the consumer. Primary data will be collected by means of conducting in-depth interviews on two local organisations that implement sustainable marketing, as well as focus groups on three distinct age groups. Secondary data will be collected by means of books, articles and academic journals mainly accessed through the university library and search engines. In Chapter 4 the main results and analysis collected from the in-depth interviews and focus groups will be presented here. The major findings show that local organisations that adopt such practices find many barriers in doing so; such as not enough support being given by the government and also the high expenses associated with implementing this approach. Consumers, on the other hand, mention that not enough awareness and choice is being offered on eco-friendly products in Malta - this in turn leads to individuals disregarding the environmental impacts caused by production and waste. Description: B.COM.(HONS)MARKETING Wed, 01 Jan 2014 00:00:00 GMT /library/oar/handle/123456789/9603 2014-01-01T00:00:00Z /library/oar/handle/123456789/9539 Title: How do consumers' reactions differ between video and printed advertisements, specifically in the automotive industry? Abstract: Purpose - The purpose of this study is to discover the different reactions consumers have towards different methods of advertising, specifically video and print advertisements, within the automotive industry. Design/methodology/approach - This study starts by exploring literature about the automotive industry, neuromarketing and neurophysiological tools. Electroencephalography, Galvanic Skin Response and Eye Tracking were used to gather data which was then analysed and compared to existing literature. Findings - The results of this study highlight the natural reactions of male and female participants to different types of advertising stimuli. The study shows that both video and print advertising caused negative reactions and sheds light on which parts of advertisements are focused on. The findings also show that the difference these stimuli have on men and women is relatively insignificant. Research limitation/implications - The use of neurophysiological equipment meant that tests were carried out in a laboratory and thus advertisements were not experienced in their natural setting. Future studies to consider further forms of advertising and other factors related to presenting an advertisement, such as costs and resources needed, even in different industries. Practical implications - Previous studies traditionally use other ways of gathering data. The use of neurophysiological tools allow for scientific results that may be used by the industry as a starting point to build their marketing campaigns. Originality/value - Firms operating in the automotive industry must reconsider their methods of communicating with their target audience and focus on methods that are found to be pleasant and likeable. Description: B.COM.(HONS)MARKETING Wed, 01 Jan 2014 00:00:00 GMT /library/oar/handle/123456789/9539 2014-01-01T00:00:00Z /library/oar/handle/123456789/9536 Title: Food for thought : a campaign to promote healthy eating patterns amongst Maltese children Abstract: Purpose - This thesis is aimed at obtaining a deeper insight into the local scenario of childhood obesity. Consequently, how epidemiology is affected by children's purchasing behaviour, as well as their knowledge of food and attitudes towards consumption preferences. Focusing on exploring these main factors in two separate markets; the child population of those aged 7-10 years, and their respective guardians. Design/methodology/approach - The methods adopted for gathering data included both primary and secondary sources. The primary data collection method involving a cross-sectional study amongst children aged 7-10 years of age from 16 schools that varied by location and type, and their parents. Moreover, secondary data from various local and foreign journals were sourced, serving as an enriching foundation for the research. Findings - The main results obtained from this study show that children in general have a very sound knowledge of healthy food; however, they are still inclined to ask their parents for fast food meals. The younger age group (7-8 years) exhibited a keen demand for toys along with their meals, when eating out. Whereas, the older age group (9-10 years) showed an interest in unhealthy meals without a toy. Furthermore, gender, age and locality differences were emphasised. The results for the parent population showed that the majority of parents are extremely knowledgeable on encouraging their children to live healthier lifestyles; however, this knowledge isn't exhibited when presented with a challenge. Research limitations/implications - The findings presented in this study are of extreme originality, as this study is the first amongst local studies to target children and parent consumer behavior on food consumption from the marketing per Possibility of future studies includes researching the retail aspect of creating an appropriate food outlet, targeting both health concerns and appealing concepts that target consumers social behavioural and emotional aspect. Practical implications - The most prominent implication highlighted is that of the need of increasing parental information in order to reduce food misconceptions. Furthermore, attracting attention and children's demand for healthy food one must increase promotional efforts by giving toys or other related incentives. Originality/value - This dissertation highlights the current epidemic of obesity found in Malta by carrying out a quantitative cross-sectional study across different schools by location and gender. Unlike previous studies, it exemplifies the consumer behavior of both adults and children with regards to meals and physical activity. It also seeks to explore current knowledge, misconceptions and attitudes towards healthful eating in order to identify whether or not children need a materialistic incentive to consume healthy food. Description: B.COM.(HONS)MARKETING Wed, 01 Jan 2014 00:00:00 GMT /library/oar/handle/123456789/9536 2014-01-01T00:00:00Z