Topic: What is the most appropriate use of advertising and promotion to narrow the identity/image gap for an organisation?

Instructions:

You are required to develop an academic literature review that summarises the extent of knowledge in a particular field, and in doing so identifies a major gap in knowledge that requires research attention.

This review is underpinned by the real world managerial problem/opportunity in IMC, marketing, advertising, public relations, international business or related field, as identified and refined in your earlier assignments.

1. Abstract (150 words - not part of the word count)

This is an opportunity to succinctly "sell" the merits of your literature review. Use this section to help the reader understand the purpose, key finding(s) and conclusion of your review.

2. Introduction (1-2 pages)

This section should introduce the background to the managerial issue of interest, pointing out overall trends, the key directions the research has taken, and justifying the need for further research. Conclude by stating the managerial issue that you are going to address in this major piece of work (so that the reader knows what the discussion relates to.

3. Literature review

Your review should demonstrate a thorough knowledge of the topic of interest, through:

• a critical evaluation of the literature, rather than merely describing previous literature;

• integration of the key concepts from the literature relating to the managerial issue you have identified, rather than being more like an annotated bibliography

• identification of key authors and the key works in the area;

• citations of claims by the original authors' (usually based on their empirical findings), rather than citations based on unsubstantiated claims or by other authors simply repeating or referring to the original claims;

• clearly demonstrating the position that you are taking arising from the evidence in the literature reviewed which is relevant to your stated
managerial issue.

4. Conclusion and of possible ongoing research (1-2 pages)

Summarise the key findings of the review, including the key research gap that requires attention. Conclude with a clear discussion of how this topic of research could be extended by identifying and explaining at least three (3) research objectives that would guide a future research project that could further address the managerial issue in a more practical way. This section should:

• clearly link back to the constructs and/or variables identified and expanded on in the literature review;

• clearly links any relationships among the constructs to the managerial issue that underpins the literature review;

• clearly sets out research objectives that would guide the development of a piece of empirical research.

5. References

Use the APA referencing style to list all sources of information cited in the literature review.

Number of Words : 3000 Words/ 12 Pages

Referencing Style : APA

References : 20