P/M/328. Dissertation. Impact of car advertising on the automotive market in China

The dissertation aims to investigate the correlation between advertising and consumer behaviour. The objective is to study the impact of car advertising on the automotive market in China. The literature on consumer behaviour and advertising is reviewed and analysed providing the author with the theoretical background for the research hypotheses. The testing of the hypotheses is performed using the methods of secondary data collection and primary research data collection (involving a questionnaire). The conclusions are made about the effectiveness of car advertising through various media types; the author comes up with suggestions about the most effective marketing strategies.