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Tuna Park Shopping Centre A comparative study of marketing communication tools
Mälardalen University, School of Sustainable Development of Society and Technology.
Mälardalen University, School of Sustainable Development of Society and Technology.
2008 (English)Student thesis
Abstract [en]

Date: 2008 June 08

Course: Master thesis

Authors: Haiyan Wang, Teewin Wongrattanavichit

Tutor: Jan Löwstedt

Title: The study of marketing communication effectiveness and

customer perception of Tuna Park shopping centre

Introduction: The research about the effectiveness of marketing

communication tool and customer perception was studied in

Tuna Park shopping center, Eskilstuna. The marketing strategy

and objective was to compare with the results from the

questionnaire in order to measure the effect of each

advertising and marketing communication tools.

Problem: “How should the company invest in the marketing

communication tool in the years to come”.

Purpose: The purpose of the study is to measure the effectiveness of

marketing communication tools used in Shopping center

through the focal company ‘Tuna Park Eskilstuna’ using the

framework of Hierarchy-of-effects model and its variation and

FCB grid.

Method: The primary data was collected by the interview and the

questionnaire was conducted with respondents that were

randomly invited to answer the questionnaire on the webpage.

Analysis and conclusion: The television media has the highest reach and high effect on

respondents, The radio media is lesser in effect. Newspaper is

another high reach media while the outdoor advertising

considered effective but has the least reach

Place, publisher, year, edition, pages
Västerås: Mälardalens högskola , 2008. , 56 p.
Keyword [en]
Marketing Communication Shopping Center
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:mdh:diva-872OAI: oai:DiVA.org:mdh-872DiVA: diva2:121514
Presentation
2008-06-11, 14:00
Uppsok
Social and Behavioural Science, Law
Available from: 2008-07-03 Created: 2008-07-03 Last updated: 2010-10-21

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf