For this assignment, due at the end of week 6 , you will be asked to use the feedback from step 1 to prepare a proposal detailing your proposed project. The proposal is to be written in professional...

Running Head: PROFESSIONAL PROJECT        1
PROFESSIONAL PROJECT         10
TITLE: ANALYSING THE IMPACTS OF ADVERTISING ON THE CUSTOMER BUYING BEHAVIOUR IN CASE OF CLOTHING BRANDS
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Table of Contents
Introduction    3
Conceptual Framework    3
Advertising    3
Customer Buying Behaviour    3
Impact of Advertising on Customer Buying Behaviour    4
Issues in Advertising leading to affecting Customer Buying Behaviour Negatively    4
Literature Review    4
Research Aim    5
Research Questions    5
Research Plan    6
Data Collection Methods    6
Data Sources    7
Data Analysis    7
Gantt chart    7
References    9
Introduction
    Advertising is the indispensable function of business firms that is implemented by the company in a wide range of ways. Its significance has been undeniable, irrespective of the type of the goods or services being marketed. As viewed by Kapferer and Michaut-Denizeau (2017), the significance has been more elaborate because of the attraction that advertising creates on to the minds of the viewers or perceivers. This brings them to decide whether to buy from the advertising brand or not. Hence, as argued by Schivinski and Dabrowski (2016), the customer can be convinced to buy from the brand only if they perceive its offerings in a positive way. Otherwise, they can also shift away from the same.
Conceptual Framework
In this proposed research, the key variables, which will be studied, are advertising and customer buying behaviour. The sources, from where a detailed study and more information could be gathered on these variables are the papers by Javornik (2016) as well as Park, Jeon and Sullivan (2015). Other than these, the examples of failed advertising viewed from the online article by Wahba (2015) for substantiating the secondary findings.
Advertising
Advertising has been considered as an informative, yet visually appealing way of conducting market communication, which is integral for the promotion of the commodity or service being advertised. As stated by Javornik (2016), the method of promoting the products or services of the company in a lucrative as well as attractive way that helps the organisation to connect with the customers. It can be done over a vast range of media such as television, radio, newspaper, billboards, social networking websites, emails and mobile phones (Kim & Johnson, 2016).
Customer Buying Behaviour
    Customer buying behaviour or consumer buying behaviour is the cumulative reaction of the customers that they give, while purchasing a service or a product. Park, Jeon and Sullivan (2015) have viewed this as a phenomenon, which results from the perceptions, choices, attitudes, decisions and reactions of the customers to a particular object. However, as criticised by Ashley and Tuten (2015), even before perceiving an object or receiving a service in person, a customer can tend to develop their buying behaviour, which is on account of the advertisements that they perceive from the organisation’s end. Therefore, if they decide to buy the products or services, it is referred to as a positive buying behaviour, and if not then it is known as the negative buying behaviour.
Impact of Advertising on Customer Buying Behaviour
    Advertising is implemented by the companies or brands to reach to the customers. Therefore, even before the customer is able to see the product personally or avail a service, advertising does the task of providing them with all the required information about the same. Hence, as indicated by Nguyen, Wu and Chen (2017), if the advertisements provide accurate information, as well as in suitable details, then the customers connect more easily with the brands. Thus, it leads to positive buying behaviour.
This is especially true in case of the clothing brands, because they tend to project the products in such an attractive way that the customers are easily attracted towards buying them. Details about the designs and fabric materials are some of the information that the customers search for in the advertisements of clothing brands. On the other hand, as contradicted by Walsh, Schaarschmidt and Ivens (2017), if the advertisements mislead the customers with inaccurate information, they not only decide not to buy from that particular brand, but also spread negative word of mouth.
Issues in Advertising leading to affecting Customer Buying Behaviour Negatively
    As has been analysed from the concept of the advertisements leaving an impact on the buying behaviours of the customers, it is quite evident that if the advertising strategies of the company is inappropriate, the customers will depict negative buying behaviour. As illustrated by Bennur and Jin (2017), these issues could be in terms of incorrect information about the clothing product shown in the ads, celebrity endorsements exaggerating the features of the products in such a way that these do not exist in reality, misleading captions and slogans as well as hidden prices that misguide the buyers.
Hence, it is clearly a grave issue that lays direct impact on the sales, revenues and profitability of the organisation (Loureiro, Costa & Panchapakesan, 2017). If the ads are favourable to the perceptions and preferences of the customers, they would buy from the brand, thus, increasing their profitability, while if there is failed advertising, they would not buy from the company, thus leading on to decreased sales for the company.
Literature Review
    Advertising has been a topic of interest for researchers since a long time. The study by Kumar, Bezawada, Rishika, Janakiraman and Kannan (2016) has presented a very clear concept of the same...