Choice Of The Topic And The Case Study Object
Choice Of The Topic
Several criteria for choosing the topic for the research were suggested by different authors. As Fisher (2007, pp.31-32) states, a topic has to be interesting, for the person who is doing the report and also for an external audience. The topic of this research was focused on one of the aspects of external marketing communication – advertisement. The field of advertisement was narrowed down to Broadcast (Mass-media) advertisement, specifically TV-commercials.
Precisely, the Tele2 (telecommunication) company ads were of the authors‟ interest to analyse. These allowed the authors not to spread focus over the whole advertising subject and just emphasize a particular sphere. TV commercials are watched by millions of people everywhere. Thus, in authors‟ opinions, the study was regarded to be interesting for the external reader.
Fisher (2007, p.32) states that the topic should be relevant in a year’s time, meaning that the conditions of the research and the information (data) collected did not experience a rapid change during the length of the research. Accessibility of the information including both literatures written on the field of advertising and people who helped in answering the research question has been taken into account while deciding on the topic of the research.
Choice Of Organization
The paper is based on the study of the Swedish telecommunication operator - Tele2, AB (see Appendix A). An important reason for choice of this particular company was the fact that Tele2 has launched a new advertising campaign in 2008: TV commercials were aired in November 2008, and are still showed on the Swedish television. Commercials are in English language and they show the black sheep named Frank, whom the audience follows through his life journey from being a student and getting the first job at Tele2, and later on in different life episodes (see tele2 website, 2010).
“Frank is fascinating as a phenomenon. Though I worked a long time with both advertising and marketing, I have never experienced such a demand for merchandise that is right now…” says Thomas Ekman marketing chief executive (marknadschef för Tele2‟s privatmarknad) at Tele2 AB (freely translated, Willebrand, 2009). The fact that the organization‟s marketing representative pointed on the uniqueness of the particular advertising campaign and distinguished it from the previous experiences contributes to the interest in overall campaign and the TV ads. Furthermore, the uniqueness of the approach marketers used was a factor to the selection of the particular organization.
The obvious humour appeal of the commercials (talking sheep in the big corporation), was supposed to have the diversified impact on the watchers as it emphasizes on the emotional rather than rational attitude to the advertisement. As Alden et al. (2000) stated, humour is supposed to reduce criticism, trigger comprehension with the other ads, and transform positive emotions enhanced by the commercial into positive attitudes towards brand.
One more contributing factor was the personal connection within the Tele2: a friend of the authors is working as a roaming coordinator in Tele2 from august 2008, which provided the access to the potential interviewee.
The research was limited only to Tele2‟s operations in the Swedish market, even though Frank campaign was also launched in Netherlands and Norway. Sweden is a domestic market for Tele2, and the headquarters of the company are located in Stockholm (Sweden), which facilitates the access to the desired for research information.
Frank came into view by means of many communication channels: from store materials to store movies, prints and online, it appeared on buses, bus shelters, internet, various newspapers and magazines (freely translated Tele2-campagne met black sheep Frank, 2008). But the focus of this research paper was on the television advertising campaign because Frank character was introduced to the public for the first time by means of TV commercials.
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