Media Effectiveness Study
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Transcript of Media Effectiveness Study
8/6/2019 Media Effectiveness Study
http://slidepdf.com/reader/full/media-effectiveness-study 1/11
31 October 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Most Effective Media
Media Effectiveness Index
• MEI ranges from 1 to 100
Media Effectiveness Study Page 1
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31 October 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Most Effective Media…contd.
Type of Media Promotion that influencescustomer to purchase any
product/service
TV is the most effective Media
Base: 2,000
Source of Seen/Heard Ad
Media Effectiveness Study Page 2
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31 October 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Recalled Brand Ad – All Media Considered(Ref A.4a)
Recalled Ad (Brand wise) Sources of Seen /Heard Ad
Recalled Ad (Brand Wise)31.2
18.7
5.7 4.1 3.1 2.3
Banglalink GP Unilever Lux Aktel Sun silk
Banglalink GP Unilever Lux Aktel Sun silk
%
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31 October 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Reasons behind liking the ad of particular media
BILLBOARD TVC RDC PRESS
Base: 606 1,922 97 781
The color of the ad was goodThe color of the ad was good 66.3 N/A N/A 60.9
The models were goodThe models were good 51.5 74.5 N/A 43.1
The message of the ad was clearThe message of the ad was clear 31.4 54.2 77.3 62.5
The ad was clearly visible 28.5 N/A N/A N/A
The placement of the ad was good 30.9 N/A N/A N/A
The Storyline of the ad was good N/A 41.1 28.9 N/A
The Ad Does not Take Much time to understand N/A 35.4 20.6 43.7
The Jingle of the ad was good N/A 31.6 39.2 N/A
The Ad Was Realistic N/A N/A 41.2 28.4
For Billboard ‘the color of the ad was identified most’, for TVC ‘models’ were
recognized most, for RDC & Press ‘clear message of the ad’ was selected mostly.
%
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31 October 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Page 5Media Effectiveness Study
• Large Size of the billboard impresses the
viewers
• Those who have less time to watch TV,billboard can work as a replacement media
• Stimulate interest and easily attract people
while they are on the move
• Involves both audio and visual sensory organs
• Majority people around the country watch TV
because of its high penetration rate
• The content can be explained properly
“Billboard is for informing people. For example when people on the move see a billboard they become
attracted to the sheer size of the advertisement. They think the company who sponsors such a big advertisement must market quality product” -SEC A & B
Chittagong
“In TV the product can be seen”- SEC A & B Chittagong
Perception about each media
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31 October 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
• People listen to radio whenever and wherever
they like.
• FM channels are getting popular day by day
• ‘RJs’, ‘Song dedications’, ‘Updated NEWS’,
‘Traffic Update’ etc. are now popular terms
• Print Media ad is documented
• More believable because it contains
maximum and detail information
• Print Media advertisement can be
viewed at one’s own ease
Perception about Each Media...contd.
Media Effectiveness Study Page 6
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31 October 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Few suggestions about Billboard advertisement
The Product:
• Products should conform the quality and appearance depicted in the billboard.
• Billboard should be updated in order to reflect any change in the product offer
• Brief description of the products and it’s features should be stated clearly
Presentations:• Popular celebrities should be used as models
• Creative idea
• Should contain decent picture and information (i.e. price information)
• Use of attractive colour
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31 October 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Size and Placement:
• Should be big enough
• Should be placed in a place with maximum visibility
• Should be placed in rural areas also
Technology:• Electronic billboards are much more attractive
Message Clarity:
• Can easily associate and should be helpful to recall the brand
• Understandable to everyone.
Few Suggestions about Billboard advertisement…contd .
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31 October 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Few Suggestions about TV advertisement
Television:
• Advertise in terrestrial TV because of its high reach
• Should have beautiful model, good jingles (background music: Natural and realistic)
• Should be compatible with culture and product
• Should give clear messages
• Demonstrate the use of product
• Use audio visuals instead of plain writing
• Should not have irrelevance between the product and the storyline of the
advertisement
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31 October 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Few Suggestions about Radio and Print advertisement
Newspaper/Magazine:
• Small but detailed information
• Most people read the first and last pages of Print Media so advertisements
should be placed in such pages
• Big, colourful and popular face
• Attractive and clear message
Radio:
• Small and simple advertisement to communicate the message
• Not repetitive
• Good voice quality
• Should tell about quality of product
Page 11Media Effectiveness Study