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Marketing and Advertising Strategy

C/M/2386. Advertising strategy of Apple's store in Cardiff UK: research methodology

WORDS:
2000
DATE:
2011
PRICE:
29.99 GBP

The paper offers a description of the methodology for the research into the advertising strategy of Apple’s Macintosh used by the Apple’s store in Cardiff, UK. The methods of ethnographic analysis and textual analysis are described focusing on their application to the studies of marketing and branding. The use of interviews as a data collection technique is detailed evaluating the reliability of interview-based findings.

 

KEYWORDS: Advertising strategy, Apple’s store, Cardiff UK, methodology,

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