You are to conduct a qualitative study on the following contemporary topic:
The attitudes of millennials to inclusive advertising
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Although Millennials have a more cynical attitude to advertising than previous generations (Iyer at el 2016), research shows that they are more likely to respond to ads which they see as emotionally engaging and better reflect the society in which they live. Inclusive advertising is one way in which marketers are responding to this.
“While creating the perfect inclusive ads can be a balancing act, some brands are getting it right. Coca-Cola’s ‘Pool Boy’ campaign is a great example, but when a brand gets it wrong it isn’t long before we hear the backlash from consumers on social media, which then migrates quickly to broader media coverage. Research shows that inclusive ads are 25 percent more effective and more emotionally engaging than non-inclusive ads, and the least inclusive ads are less effective and generate the most negative emotional reactions.
Creating inclusive ads should be both a business imperative and a moral one. Marketers need to be bold and embrace the opportunity to appeal to a larger audience, to be inclusive of and to better represent the world today. Everyone is biased in some way. Our brains love a stereotype. Most people don’t actively choose to discriminate but they often do” (Kantar 2018)
Taking this issue forward, you are required to explore the attitudes of millennials to inclusive advertising.
For this assessment, you are required to add to existing millennial consumer research by exploring the specific topic of ‘inclusive advertising”. Your question, in summary, is to:
“Describe, explain and research the attitudes of millennials to inclusive advertising and explore these in a qualitative study”.
You will be required to conduct between 5-10 semi-structured interviews with members of the millennial market. While you will be exploring the topic within the UK market, your sample may consist of non-UK residents.
There will be scheduled time early on during the module (Weeks 1 and 2) to assist you in delineating the topic for yourself (for example, what aspect of inclusive advertising will you research? what literature should you review? who will you interview? how will you treat cultural differences?). As the module progresses, there will be time available in the seminars to begin developing your qualitative semi-structured interview guide, and develop other ideas and practices related to your data collection. Paramount to succeeding in this assessment is early engagement with the literature and starting your data collection early.
Subsequently, you are required to prepare an original paper, which has the following structure:
2. Review of Relating Literature
3. Data Collection
4. Findings & Discussion
7. Appendices (which must contain a minimum of two interview transcripts, a profile of your interviewees, and your interview guide)
It is mandatory to include at least 2 interview transcripts, a profile of your interviewees, and a copy of your interview guide in the appendices, as these are part of the assessment.
Details for each of the sections follow:
· Introduction: Give an introduction. Identify the topic and the boundaries of your study. State why this topic is interesting for marketers and potentially what issues there are. Present the purpose of your study clearly. (approx. 200 words)
· Review of relating literature: Review the relating literature. Describe and explain aspects of the given topic using frameworks and theories from your reading. Remember to have an appropriate and broad range of references. Clearly state the recent problems/issues in this section, as identified by the literature. Critical views are encouraged – please see the assessment criteria on pages 9-10
(approx. 1000 words).
· Data collection: Explain how you conducted the interviews, for example who your participants were and how you approached them. Include details such as when, where and how the interviews took place, how long the interviews lasted, and how you captured the data (approx. 300 words)
· Findings & Discussion: Present your findings here. Look at your data from the interviews and see if there are any patterns or themes emerging. What are these themes/topics? Once findings are presented, discuss what you believe it means. A good discussion will draw on the literature you have reviewed and state how your findings are similar, different or surprising. (approx. 1200 words)
· Conclusion: Highlight your key findings and implications (for marketing practitioners and academics) from your study. (approx. 300 words)
· References: You must reference all sources correctly using the Brookes Harvard style. Be meticulous with your reference list. Try to avoid internet sources and use as many academic journal articles as possible.
· Appendices: Include a detailed profile of your interviewees; this is often usefully presented as a table. Include at least two detailed transcripts (more is welcomed) and a copy of your interview guide. THIS IS MANDATORY.
WORD LIMIT: 3000 (+/- 10%)
Your references list and appendices are not included in the word limit. Aside from the transcripts, profile and interview guide, appendices should be limited to relevant and ‘indispensable’ material and in balance with the length of the paper. You must always refer to your appendices within the main text and number your appendices in the order in which you first refer to them in the main text.