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Methods in Business Research

Brand Activation vs Traditional Advertisement

January 1st, 2015

GROUP # 1

Muhammad Rafay 13659Umar Iqbal 13308

Aisha Sultan 16504Rahima Syed 14597

Fizza MemonMaryam Raza

Shaheryar Salahuddin 12746Sagar Karrira 12929

Contents

Acknowledgement 3

Abstract 4

Introduction 5

Review of Literature 6

Research Methodology 10

Analysis of Results 13

Results & Conclusion 23

References 25

Annexure 26

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Acknowledgement

We praise ALMIGHTY ALLAH, provider of hope, guidance and knowledge without ALLAH’s

constant remembrance we would not have overcome our anguishes.

We are heartily thankful to our Instructor, Sir Syed Amir Saeed, whose encouragement,

guidance and support from the initial to the final level enabled us to develop an understanding

of this research subject.

Our graceful thanks also go to our parents and siblings who supported us all along. We also owe

our deepest gratitude to our friends who were a true help for us. We offer our regards and

blessings to all of those who supported us in any respect during the completion of the project.

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ABSTRACT

The interminable presentation of mechanical advances and advanced developments incredibly impacts how promoting experts present, elevate and offer items to customers. Today, sponsors are continually redoing conventional showcasing methods to adequately and productively range focused on crowds. One creative technique being received by advertising experts to catch the consideration of groups of onlookers is through the combination of promoting and stimulation, a rehearse generally alluded to as "advertainment." This capstone venture investigates the viability of entertainment from brands practices on buyers. Through an arrangement of three center gatherings embodied members between the ages of 20 to 40, this examination answers the accompanying questions: (1) What sway does advertainment means "entertainment provided by brand by brand experience through brand activation " have on buyer obtaining choices? (2) How powerful are advertainment methods on customers when the level of brand reconciliation contrasts, i.e., how viable is the utilization of item position, item reconciliation and marked stimulation to offer items? The exploration discovered outstanding generational contrasts between age bunches, with the most youthful gathering most for such advertainment hones, and the most established aggregate slightest in support.

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INTRODUCTION

The development of the advertising industry promotional practices stays in a condition of steady move as innovative advances relentlessly keep on sharing, change and develop the digitally coordinated scene of today's present day world. The combination of publicizing and stimulation, referred to by the business as advertainment, is turning into an inexorably mainstream technique that advertisers utilization to join with customers.

With the adequacy of traditional advertising, for example, business messaging, on the decay, publicists are depending all the more on the coordination of brand correspondences inside story content in excitement to advance items.

In today's mechanically determined computerized age, the expanding union of TV and the Internet permit customers to effectively encourage what content they are presented to and when. Customers are certainly soaked with ads consistently as print and advanced messages by means of stages including TV, the Internet and bulletins. Propels in innovation, in the same way as the presentation of Digital Video Recorders Dvrs, have given shoppers more control over what they view, permitting them the chance to practically withdraw of viewing business informing totally.

The typology of the advertainment messages is ordered into three classes: Product Placement, Brand Integration and Branded Entertainment. Particularly, this examination looks to increase inside and out understanding with respect to consumers 'attitudes and impression of the combination of publicizing and diversion to offer or advance items. The targets for this examination study include:

Figure out what sway advertainment has on purchaser obtaining choices.

Measure the adequacy of advertainment practices among customers.

Complete a generational examination of customers' disposition and recognitions.

Why viability of traditional advertising decrease.

As of now, there has been constrained examination finished with respect to the adequacy of advertainment hones. This examination will give extra understanding into why purchasers feel the way they do about the incorporation of brand interchanges inside stimulation content, endeavor to clarify how such routines for promoting impact their acquiring choices and offer a top to bottom investigation of what segments create fruitful fights as indicated by the members' reactions. Further, this examination will give a generational investigation as distinctive age gatherings were selected to take part in the Focus Group.

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Problems To study the preferences of consumers towards traditional advertising and brand

activations which is unconventional. To find out which factor influence their purchasing experience from traditional

advertising or through unconventional. Positioning of traditional advertisements and unconventional medium of

advertisements in customers mind.

Scope of the study This study is limited to Pakistan blanket ranges of Karachi. To analyze or understand the demographic style of customer. Wasn't able to conduct outside Karachi. Qualitative nature of study

LITERATURE REVIEW

Overview of traditional Advertising

Issue addressed first is advertising clutter, a cycle which results in numerous advertisement growth to which consumers are exposed every day. The main effects of media clutter are the reduced customer attention to promotional messages (Rosengren 2008; Rotfeld,2006b), the negative impact on customers attitude towards the ad their exposure medium(Ha,1996), the reduced memorability of the ad and the promoted brand (Webb & Ray,1979, Ray & Webb,1986;Hammer, Riebe & Kennedy,2009). The second issue or factor which have affected the effectiveness of traditional advertising is due to the increasing number of advertising reading proficiency. Nowadays consumers understand the vocabulary, the elements and the style used in advertising and at the same time, to decode complex visual images and make inferences on based on minimal clues (O'Donahoe & Tynan,1998). Numerous studies shows that high level of advertising reading proficiency leads to increased incredulity towards advertisement which in turn can be understand with mistrust, negative attitude towards the advertised message (Moore & Rodger, 2005; Obermiller,spangenberg,& MacLachlan, 2005), Consumers negative attitude towards advertisement can lead to ignorance form of behavior.

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Overview of Brand ActivationAlberts (2009) : Brand Activation is the seamless integration of all available communication means ina creative platform in order to activate consumers. Activation means stimulating:1. interest2. trial3. loyalty

Brand Activation moves the center to the center of advertising: invigorating the purchasing methodology. There are different reasons why this center is so essential and why sponsors pick Brand initiation of the conventional crusades. Brand enactment addresses the key issues in showcasing:

Data choice

Individuals channel the correspondence implies they are defied with. They essentially overlook the greater part of it.

Relevance Advising gets to be conveying when the message is pertinent to the beneficiary.

Experiences

Encounters are persuading. Additionally the knowledge of others. Dynamic reference because of a constructive involvement with the brand is the most capable instrument to initiate individuals.

Deliver the confirmation

The cases 'washes whiter than white', 'dependably close by', and so forth are all truly well-known, anyway it is even now publicizing. Individuals think publicizing is unlikely, so these cases remain unrealistic. Until demonstrated. A Brand actuation program supplies verification of the case. Brand actuation demonstrates the claims that are made. Consider Red Bull and Extreme Sports, Amstel and the Ballenbar, Unox and the New Year Swim. Getting consideration for a brand message is getting to be progressively troublesome. The new route is to demonstrate the message. This does not just make the message sound, it likewise makes it different.

Interaction

New media has created an unrest in correspondence: the effortlessness of cooperation. Practically everybody has entry to web. Animate individuals to cooperate. A Brand

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Activation stage regularly has a site at the premise. The buyer gets to the site of his/her own accord and thusly needs contact. A heavenly chance to offer an experience that impacts the purchasing methodology.

Morel et al (2002) : Brand activation is looking deeper into the possibilities within the brand, itsstrategy and position to find assets that have relevant consequences for the whole company. A brand can be activated in a range of situations, best summarized in four cornerstones; Products and services, Employees, Identity and Communication.

A dynamic brand offers items and administrations that convey on the brand position. It meets the client in an individual way nearly identified with the position. It likewise has the same appearance autonomous of interface. At the end of the day, the client will see the brand as "one reasonable organization" whether he or she reaches it in computerized or simple media, through an item, vis-à-vis or on the phone. Anyhow mark actuation is additionally conveying the position through publicizing. At the point when enacting a brand, search for the center peculiarities that constitute the brand. It may be the imparted position or guaranteed client advantage, or the organization vision or individuals arrangement – systems and strategies that regularly are pertinent for the entire organization. Along these lines, compelling brand actuation begins with a characterized brand.

According to Kim, Scheufele and Shanahan (2002), agenda setting and priming rely on information processing based on the activation of memory traces. They argue, “decision-making is to a large degree a function of how easily accessible certain relevant considerations are in a person’s mind when he or she makes the decision.” According to Baker, Hutchinson, Moore and Nedungadi (1986), “Brands can be included in an evoked set either by being recognized in the environment or by being recalled from memory.” According to Baker, Hutchinson, Moore and Nedungadi (1986), “Brands can be included in an evoked set either by being recognized in the environment or by being recalled from memory.”

Outline of morals in AdvertisingAlthough the integration of brands in entertainment content is not a new practice, the current landscape of branded entertainment has been subject to increasing scrutiny over the past several years (Johnston, 2008). Clashes with respect to regulation, divulgence, morals and buyer prosperity are given more consideration in today's mechanically determined computerized age. Research shows that consumers’ attitudes toward advertising are a combination of positive andnegative feelings. Overall, the most common underlying consumer beliefs about advertising include: Advertising as an information source, materialism, falsehood and deception, ethics problems, advertising for enjoyment and issues of poor taste/sexuality (Pollay & Mittal, 1993).

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Consumers feel advertising can serve a personal use in the form of information sources and pleasurable experiences. When advertising is perceived to take on the role of providing information, it is viewed positively. Additionally, when advertising is entertaining, viewers also tend to respond agreeably (1993).

Methodology

Research is based on two sources:

Primary Data Sample of 16 marketing professionals were approached to see what do they think of traditional advertising or brand activation unconventional form of advertising.

Focus GroupThis research is qualitative focused. Focus group was conducted for understanding about customers perception and attitude about the advertisement practices. Particularly, Focus Group were finished trying to gauge shoppers' commonality with marked interchanges advertising, to better comprehend why shoppers feel the way they do about the combination of brands inside stimulation content and to decide how such systems might possibly impact shoppers' buying choices.

Questionnaires23 Questions were formulated by keep in mind consumers’ familiarity with branded communications marketing, to better understand why consumers feel the way they do about the integration of brands with medium of brand activation or traditional advertising and to determine how such strategies may or may not influence consumers’ purchasing decisions.

Secondary Data

Secondary data will consist of different literatures like books which are published, articles, internet and websites.

Statistical ToolsThe main statistical tools used for the collection and analyses of data in this project are:

QuestionnairePie ChartsBar chartsSpss software

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Limitations

The study was confined to Pakistan only.

Retailers view and the companies view to the questionnaire were not available.

Time and cost constraints were also there.

Each and every aspect is not covered

Report is limited to the response given us by mangers of organization maybe

Some biasness will be there for not disclosing confidential information.

Hypothesis

‘ ’BRAND ACTIVATION IS A MORE EFFECTIVE FORM OF ADVERTISMENT THAN TRADITIONAL ADVERTISING CHANNELS’’.

RESEARCH METHODOLOGY

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Introduction

We used primary survey techniques to collect the data for our research; we also used

secondary techniques mainly for the literature review. Survey is a study of the opinions of a

group of people, based on a series of questions in form of a questionnaire. For our research we

distributed online questionnaires to the top managers, marketing professionals and marketing

specialists to help us conduct our research. The survey we conducted was self-administered, in

which questionnaires were distributed by each member of the group. The questionnaires were

filled by the population sample according to their fondness.

Focus Group

The focus group on the stated topic was conducted on 2nd December, 2014 with Zoya as the

moderator. Members were asked about their knowledge, views and personal experiences in

regard to brand activation. 3 of the members were in favour of traditional marketing channels

while 5 were mostly aligned towards brand activation. This also included Mr.Amir Saeed,

currently teaching at IoBM. Another conclusion drawn was that both are important but brand

activation could be more effective than traditional marketing.

Survey Tool

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After conducting 2 Focus Group sessions we designed our hypothesis. For this research we used

a questionnaire as our primary survey tool which included 22 questions covering all the aspects

of our research.

Sample Frame

Our Sampling frame was all Marketing Professionals with an understanding of Brand Activation

and traditional marketing.

The Sample Size

Sample size for this research is taken to be 17 Marketing Professionals with an understanding

of Brand Activation and traditional marketing. This particular size was chosen as in

consideration of time constraints, it would be difficult to gather information from a lot of

marketing managers. Therefore, each group member decided to get it filled by 2 marketing

professionals. The professionals that have filled the survey include various marketing

department heads.

ANALYSIS AND RESULTS (RECOMMENDATIONS)

Summary of Responses

Gender:

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The representation of males in the research was 56% while the remaining 44% were females. This ensured that the survey was not dominated by a particular gender.

Age Group:

28% of the respondents fell in the age group of 15-25, 33% in between 26-35, another 33% in between 36-45, and 6% above 45 years of age.

Occupation:

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94% of the respondents consisted of Professionals, while 6% of the respondents were students. An additional input was taken from the laymen to add variety to the results generated.

Do you understand the concept of Brand Activation?

A substantial 89% of the respondents were fully aware of what Brand Activation is while a meager 11% had a “somewhat” idea in regard to this phenomenon.

Do you understand the concept of Traditional Advertisement?

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A significant 94% of the respondents were well aware of the concept of Traditional Advertisement while 6% did not understand this concept.

Is Brand Activation effective in promoting the brand?

44% of the respondents believe the brand activation is “Most likely” to promote the brand while 50% believe it is “Likely”. 6% of the respondents consider Brand Activation “Not likely” to help in promoting the brand.

How many experiences of Brand Activation have you had?

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39% of the respondents have had 4-6 experiences of brand activation, 28% have had 1-3, 22% have 6-8, and 11% have had 8 or more experiences in this regard.

How many times have you been convinced to purchase a product based on Brand Activation?

A staggering 44% of the respondents had been convinced in making a purchase 3 times while 22% had been influenced 4 times. 6% of the respondents had been convinced for more than 5 times while 11% had been motivated to purchase it once or twice.

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56% of the respondents view traditional advertisements “Very Often” while 33% view them “Often”. 11% is exposed to Traditional Advertisements “Often”.

How many times have Traditional Advertisements convinced you to make a purchase?

44% agreed that it has influenced them 5 times or more while 22% believe that it has convinced them to make a purchase thrice. 17% have purchased twice, 11% have purchased 4 times, and 6% have purchased once based on Traditional Advertisements.

Which one of these do you find more attractive and effective?

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50% of the respondents found the poster of traditional advertisement poster more effective while 44% of the respondents preferred the second poster that was of Brand Activation in terms of attractiveness and effectiveness.

What do you seek in a promotion campaign of a good brand?

39% selected “Personal Connection” while 28% voted for “Desirability” and 22% selected “Reliability”. 11% of the respondents selected “Durability”.

What makes promotion reliable and personally connecting to you?

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22% of the respondents selected “Word-of-Mouth” while 17% each voted for Real-life situations, Spokesperson, and Brand Name. 11% selected “Testimonials” in determining the reliability of a promotion.

Is your purchasing decision based heavily on reliability or personal connection?

44% selected “Very Often” while 22% selected “Often”. 17% voted for “Somewhat” while only 6% selected “Slightly”. None of the respondents selected “Never” as an answer to this question.

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Which gives you a better worth for money?

61% of the respondents opted for Brand Activation while 39% selected Traditional Advertisement in response to this question.

Which one do you find more persuasive for a purchasing decision?

A substantial 72% selected Brand Activation as more persuasive while 28% selected Traditional Advertisements to be more persuasive.

Which do you find to be a better outreach for the masses?

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A significant 61% of the respondents believe Traditional Advertising to be a better means of reaching the masses while 33% selected Brand Activation.

If brand is new, what works more effectively?

56% of the respondents opted Brand Activation to be more effective while39% selected Traditional Marketing. 6% selected “Neither”.

If the brand is expensive and well-established, which one would you go for?

50% of the respondents selected Traditional Marketing while 44% opted for Brand Activation. 6% selected “Neither”.

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The last promotion you remember is?

56% of the respondents recalled Traditional Advertising while 39% recalled Brand Activation. 6% of the respondents could recall “Neither”.

What triggers purchase decisions more?

44% of the respondents believe that both Traditional Marketing as well as Brand Activation equally affect purchase decision while 33% voted in favor of Brand Activation and 22% voted for Traditional.

If you are the brand manager, what would you choose?

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56% of the respondents voted that they would choose a combination of both alternatives while 22% voted for Traditional Marketing and Brand Activation each.

ANALYSIS AND CONCLUSION

Analysis:

The respondents in our survey included 56% males while 44% females which was more or less an equal representation of general opinion. A huge majority of them were 26 years or older, and our survey was also intended to cater to the same target segment that comprised of marketing professionals which was also proven by the results that 94% of our respondents were marketing professionals. 89% of these were well aware of Brand Activation were 94% were well aware of traditional marketing. Therefore, it can be concluded that the target respondents were well versed in regard to the topic being researched and therefore their answers can be drawn to be as representative of the entire population.

As it was also discovered in the focus group, 94% of the respondents agreed that brand activation plays a major role in purchasing decisions and promoting the brand. All the respondents had 1 or more experiences of brand activation apart from being persuaded to buy a commodity based on brand activation. However, traditional marketing is also considered to be effective by these respondents as they had also made purchases being influenced by traditional marketing approaches.

A huge majority voted for Personal Connection when asked what attracts them the most in a promotional campaign. Keeping this statistic in mind, brand activation has the ability to better personally connect with the customer in contrast to traditional marketing where a single message is intended for a huge segment of the population. In today’s environment, customers have become more demanding for better and customized service offerings and traditional advertisements often fail to play that role.

The respondents also voted that Brand Activation provides a better worth for money, in terms of return on investment and marketing development. The respondents comprised of marketing professionals and therefore they have personal in-hand market experience of both these alternative mediums. They believe that brand activation provides a better value for money, as its aim is direct and target market is defined. They are better able to target a particular target segment and persuasively convey their message through a human element rather than relying on traditional marketing to reach a wide number of the population. 72% also agreed that Brand Activation is usually more persuasive in contrast to Traditional Marketing in terms of making a purchase.

All those aspects discussed in the focus group were proven in the research for instance the fact that marketing professionals believe that traditional marketing is more effective in reaching the masses in comparison to brand activation. Whereas brand activation is usually limited to a particular location or geographic area, traditional marketing can reach anywhere. Moreover, it was also proven that brand activation is more effective is the brand is new as the customers are not aware of it and would rather

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want to try it first through brand activation instead of relying on a commercial to make a purchase. Another aspect discussed in the focus group was also proven which was that traditional would be more effective if the brand is expensive. Probable reasons for this are that it would be unsafe and unfeasible to carry around expensive products for displaying. For such unique and exclusive products, a customer approaching the retailers appears more appropriate. Moreover, when asked which kind of marketing were they able to recall, a majority of them were able to remember traditional marketing activities. This could be due to the fact the brand activation is comparatively new in nature and therefore it will take its time to assimilate in Pakistani society.

However, they also concluded that Brand Activation triggers purchasing decisions more than traditional advertisements. As discussed in the focus group, most marketing professionals replied that they would opt for a combination of both approaches rather than going solo on a particular approach for marketing their products.

Conclusion:

The conclusion that can be drawn from this research is that Brand Activation appears to be a rather effective way of building rapport with customers. Most marketing managers consider it to be more effective, and essential in triggering purchase decisions in contrast to traditional marketing. Marketing professionals believe that Brand Activation provides a better worth for money and allows the marketers to personalize their message for the customer. However, it was also identified that for certain products traditional advertising would be more effective for instance products that are expensive. It was also decided that traditional advertising is better in reaching the masses in contrast to brand activation which is limited to a particular geographic area. All the conclusions drawn from the focus group were proven through the research. The most important finding, as also discussed in the focus group, was the marketing professionals opt to choose a combination of both these approaches as both these approaches have pros as well as cons. However, with the passage of time, marketing professionals are moving more towards innovative approaches such as brand activation rather than relying on traditional marketing. Organizations not involving themselves in such activities are likely to be unable to sustain market share in the future as customers are increasingly looking towards companies who can customize their offerings based on customer needs and requirements.

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REFERENCES

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ANNEXURES:

TABLE SPSS

Mean and Mode

Case Processing Summary

Cases

Included Excluded Total

N Percent N Percent N Percent

Brand_Activation *

Traditional_Advertising

15 65.2% 8 34.8% 23 100.0%

Report

Brand_Activation

Traditional_Advertisin

g Mean N Std. Deviation Median

Yes 1.4286 7 .53452 1.0000

No 1.6250 8 .51755 2.0000

Total 1.5333 15 .51640 2.0000

We have taken Mean and Median of Two variables (Brand Activation and Traditional Advertising. In this test run Brand activation is taken as Independent variable, while traditional advertising is taken as dependent variable, above in tables shown the result off mean and median of their relationship.

The result analysis: 7 out of 15 says Traditional advertising is the best method for a brand while the rest 8 people suggested Brand activation as a best method

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Sample Test

One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

Occupation 15 2.4667 1.18723 .30654

Experience_of_Brand_Activation 15 2.5333 1.12546 .29059

One-Sample Test

Test Value = 0

95% Confidence Interval of the

Difference

t df Sig. (2-tailed) Mean Difference Lower Upper

Occupation 8.047 14 .000 2.46667 1.8092 3.1241

Experience_of_Brand_Activation 8.718 14 .000 2.53333 1.9101 3.1566

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Independent Samples Test

Levene's Test

for Equality of

Variances t-test for Equality of Means

95% Confidence

Interval of the

Difference

F Sig. t df

Sig. (2-

tailed)

Mean

Difference

Std. Error

Difference Lower Upper

Occupation Equal

variances

assumed

18.286 .005 -.663 6 .532 -.60000 .90431 -2.81277 1.61277

Equal

variances

not

assumed

-.885 4.000 .426 -.60000 .67823 -2.48308 1.28308

T-test

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Group Statistics

Experie

nce_of_

Brand_

Activati

on N Mean Std. Deviation Std. Error Mean

Occupation 1-3 3 2.0000 .00000 .00000

4-6 5 2.6000 1.51658 .67823

In this example, since the Sig. value is .005 (which is less than .05), we can say that there is a Significant difference between occupation of people surveyed and their experiences with Brand Activation

Summary: To find the p-value for the hypothesis test for the difference in means, look in the column labeled “Sig. (2-tailed)” in the “t-test for Equality of Means” section, and in the second row (labeled “Equal variances not assumed”).

Note that since the p-value given by SPSS is 2-tailed, you need to divide it in half for a 1-tailed test. In the above example the 1-tailed p-value would be .001.

One Way Anova

ANOVA

Gender

Sum of Squares df Mean Square F Sig.

Between Groups 2.183 3 .728 5.165 .018

Within Groups 1.550 11 .141

Total 3.733 14

This is the table that shows the output of the ANOVA analysis and whether we have a statistically significant difference between our group means. We can see that the significance level is 0.18 (p = .018), which is above 0.05. and, therefore, there is a statistically no significant difference between Gender of person exposed to advertising and convinced to purchase a product. This is great to know, that gender difference don’t influence purchase decision rather the way it is advertised this out in the Multiple Comparisons Table which contains the results of post-hoc tests.

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Survey on Effective Mode of Advertising* Required

What is your gender? *

o  Male

o  Female

Which age group do you fall in ? *

o  15-25

o  26-35

o  36-45

o  45 above

What is your occupation related to marketing ? Type Below

Do you understand the concept of Brand Activation?

If yes, proceed further.

o  Yes

o  Somewhat

o  Maybe

o  No

Do you understand the concept of Traditional Advertisement?

o  Yes

o  No

Is Brand Activation effective in promoting the brand?

o  Most likely

o  Likely

o  Neither

o  Not likely

o  Less likely

How many experiences of brand activation have you had ?

o  1-3

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o  4-6

o  6-8

o  8 or more

How many times have you been convinced to purchase a product based on brand activation ?

o  1

o  2

o  3

o  4

o  5 or above

o  Other: 

How often do you view a traditional advertisement?

o  Very Often

o  Often

o  Frequently

o  Sometimes

o  Never

How has the traditional ad convinced you to make a purchase ?

o  1

o  2

o  3

o  4

o  5 above

Which one of these do you find more attractive and effective?

post ads here

o  1st Poster

o  2nd Poster

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Traditional Advertisement Poster

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Brand Activation Poster

What do you seek in a promotion campaign of a good brand?

* if the answer of Q 12 is a or c then follow question 13 & 14

o  Reliability

o  Desirability

o  Personal Connection

o  Durability

What makes promotion reliable and personally connect to you?

o  Real-life situations

o  Spokesperson

o  Testimonials

o  Brand name

o  Word-of-mouth

Is your purchasing decision based heavily on reliability or personal connect?

o  Very often

o  Often

o  Somewhat

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o  Slightly

o  Never

What gives you a better worth of money?

o  Traditional advertisement

o  Brand activation

Which one do you find more persuasive for a purchasing decision?

o  Traditional advertisement

o  Brand activation

o  Neither

Which do you find to be a better outreach for the masses?

o  Traditional

o  Brand activation

o  Neither

If a brand is new, what works more effectively?

o  Traditional

o  Brand activation

o  Neither

If the brand is expensive and well established, which one would you go for?

o  Traditional

o  Brand activation

o  Neither

The last promotion you remember is ?

o  Traditional

o  Brand activation

o  Neither

What triggers purchase decision more ?

o  Traditional

o  Brand activation

o  Both equally

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o  Other: 

If you are the brand manager, what would you choose? *

o  Traditional Marketing

o  Brand Activation

o  Both

o  Neither

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