Considering the introduction

Whilst I was awaiting approval of my previous proposal, I decided to take it upon my self to begin drafting the review, please see this below.

Executive Summary
The purpose of this review is to discuss the marketing concepts and sales-promotion techniques used for licensed children’s characters. Specific focus has been placed on ...
It is concluded that ...

Introduction:

This review will discuss licensed characters across six brands in order to examine how different companies within a selected market level/market levels address promotional issues. The review will include examination and analysis of the product itself, pricing, place, the packaging of products and the use of persuasion. Licensed characters are “characters from fiction, television, movies, etc. which are used, under licence from their creators, in the marketing of consumer goods” (Mike, 2005:119). These Characters, usually cartoons, are licensed by their creators for use by mass marketers.

The children’s licences which will be discussed are: Ben 10 Peppa Pig, SpongeBob SquarePants, Bratz, The Simpsons and South Park.
These brands have been chosen as they will enable a discussion across a range of ages, rather than being confined to a preschool age – enabling a broader spectrum of promotional techniques to be critiqued. This will benefit the researcher when drawing conclusions at the end of the review, as to the overall success of the marketing strategies employed by each brand. In order to comprehensively present research findings within a confined word count the promotional techniques used for each character will be discussed individually – with comparative/contrastive links made where necessary.

I decided that this was an effective opening to a review - the introduction, however, is something which can be continuously ammended, and so I decided to leave this now until much later on in the project.