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A study on cognitive mapping and its usage in developing effective advertisement campaigns and analyzing its success rates

Rs. 2,500.00



Introduction:
Cognitive mapping may be defined as a process composed of a series of psychological transformations by which an individual acquires, codes, stores, recalls, and decodes information about the relative locations and attributes of phenomena in their everyday spatial environment.

In more general terms, a cognitive map may be defined as "an overall mental image or representation of the space and layout of a setting", which means that the act of cognitive mapping is "the mental structuring process leading to the creation of a cognitive map".

People like using graphical structures to help make sense of information. In psychology, "cognitive map" is a term developed by Tolman (1948) to describe an individual's internal mental representation of the concepts and relations among concepts. This internal mental representation is used to understand the environment and make decisions accordingly. Cognitive maps are regarded as "internally represented schémas or mental models for particular problem-solving domains that are learned and encoded as a result of an individual's interaction with their environment" (Swan, 1997 pp. 188). Therefore, cognitive maps provide a presentation for what is known and believed, and exhibit the reasoning behind purposeful actions (Fiol & Huff, 1992).

In contrast, cognitive mapping techniques are used to identify subjective beliefs and to portray these beliefs externally (Fiol & Huff, 1992). The general approach is to extract subjective statements from individuals, within a particular problem domain, about meaningful concepts and relations among these concepts, and then to describe these concepts and relations in some kind of graphical layout (Swan, 1997).

Objectives of the study:
• To review the literature on applications of cognitive mapping in marketing
• To find out the process of cognitive mapping in advertising
• To know how to develop effective advertising using cognitive mapping
• To understand the success rate of advertising campaign using cognitive mapping

Number of Pages of Project Report: 90
Package Includes: Synopsis/Project Proposal + Project Report
Project Format: Document (.doc)

Table of Contents of Project Report:
CHAPTER 1: INTRODUCTION
1.1 THE PROCESS OF COGNITIVE MAPPING
1.2 DIFFERENT TYPES OF COGNITIVE MAP AND MAPPING TECHNIQUES
1.3 COGNITIVE MAPPING TECHNIQUES
1.4 OBJECTIVES OF THE STUDY
1.5 RATIONALE OF THE STUDY

CHAPTER 2: CONCEPTUAL FRAMEOWRK
2.1 QUESTIONS OF COGNITIVE MAPPING
2.2 COGNITIVE LEARNING THEORY IN ADVERTISEMENTS
2.3 COGNITIVE AND EMOTIONAL APPROACH IN ADVERTISEMENTS
2.4 THE PSYCHOLOGY OF ADVERTISING

CHAPTER 3: LITERATURE REVIEW
3.1 UNDIRECTED COGNITIVE MAPS
3.2 DIRECTED COGNITIVE MAPS
3.3 ELICITING DATA FOR CAUSAL MAPS
3.4 ROLE OF COGNITIVE MAPPING IN REPRESENTATION OF BUSINESS RELATIONSHIP VALUE

CHAPTER 4: RESARCH METHODOLOGY
CHAPTER 5: DATA ANALYSIS
PART 1: COGNITIVE MAPPING USAGE IN EFFECTIVE ADVERTISING CAMPAIGN
PART 2: MEASURING ADVERTISING EFFECTIVENESS
CHAPTER 6: FINDINGS
CHAPTER 7: RECOMMENDATIONS
CHAPTER 8: LIMITATIONS AND DIRECTION FOR FUTURE RESEARCH
CHAPTER 9: CONCLUSIONS

CHAPTER 10: ANNEXURE
10. 1 REFERNCES
10.2 QUESTIONNAIRE
PART 1: COGNITIVE MAPPING USAGE IN EFFECTIVE ADVERTISING CAMPAIGN
APPENDIX 2
PART 2: QUESTIONNAIRE ADVERTISING EFFECTIVENESS



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