MARKET RESEARCH ADVERTISING

ADVERTISING RESEARCH

It is a Branch of marketing research. It is both a sort of insurance to avoid wasting money on ineffective advertising and a means of monitoring the effectiveness of a campaign while it is running and after the campaign is ended.

                                 

         Marketing Research

1. Reactive               

a. Experiment

-test marketing field                      experiments     

1.                              lab. Experiments           

2.                              b. Questioning

- Questionires

-Group discussion

- In-depth interview

2. Non-reactive

a.observation Non-       Participative consumer, panels, Retail audits

b.Existing/ a formation

- Laternal data

-De... research

 -syndicated surveys

Reactive Research- Information about the market place and the consumers his it. This is derived from experiments and questions.

Non-reactive- The interpretation of existing data or observed phenomena. It does not depend on data derived direct from respondant. 

Anatomy of Ad Research

Pre Campaign              Mid Campaign            Post Campaign

 

Defining copy platform        Reading and Notice         -final result and evaluation

-Copy pre test                                                                -Continuing Research 

-Plan the media                                                              - TABS

-Publisher's Research

- Media Research                                                                                        

                                                                             

Media Research

·         Independent survey

·         ABC

·         National readership survey 

Publishers Research                                                                   

THREE STAGES OF RESEARCH

1.      Define the copy platform or theme

2.      Pre-test proposed ads

3.      Plan the media schedule

Define the Copy Platform

What will make the most effective appeal- price, quality, something new, a special offer? Should there be a lot of copy or mostly picture? Should it be serious or ....?

To know these things basically there are two types of research

1. MOTIVATIONAL RESEARCH.

Dr. Ernst Dichter

Whats' the motive of the buyer to the specific product?

Is it safer, healthier or to satisfy her husband or his wife?

1. DISCUSSION GROUP

Discussed with the buyers community. The participants will select randomly. But it is difficult to handle the large group.

Both poverties interact and find out the problems.

Copy-testing

3.      This is the second step of ad marketing.

4.      After getting the ideas from those two researches the script of the ad prepare. There it will be tested on a sample of people representative of the market.

In a lasting process ads can be shown to respondents, then with drawing and questions asked to test what is remembered. This is known as the FOLDER technique.

Research during Campaign

Reading and Noting

In this process, the audiences are asked whether they have read newspaper and have they seen any advertisement. After finding the strengths and weaknesses, the final ad is produce to launch.

RESEARCH AFTER CAMPAIGN

·         Reading and noting tests may be held

·         Assess the total number of enquiries or orders obtained.

·         Review the market position

Continuous Research

·         It is a regular research

·         Can do an .... survey 

·         Can do in other two ways

Consumer panel       Dealer audit

Consumers are carefully recruited and consist of housewives or house holders who agree to keep a diary of their purchase. The diaries are posted to the research company for tabulation. The final report show what social grade buy which brands in which quantity, how often and where.

Dealer audit requires a recruited cross section of retailers who are visited regularly and their invoices and stocks checked to record the movement of brands and the shares of the market held by each brand.

 TABS

Tracking, Advertising and Brand Strength

By combining computer technology and very efficient self-completion questionnaires, TABS monitor the strength's of reactions about ad brands.

The respondents place tick marks on scaled and other questions covering brand buying, brand usage, brand awareness, ad awareness, brand goodwill, price image and detailed brand image.

These marks are read by an Optical Mark Reading computer which converts them into scores and percentages among the target market for each of the various products or service covered. 

MEDIA RESEARCH

-Independent Media Survey

-Readership and circulation

-ABC  

-Verified Free Distributions (D-T-D/struts nest for free newspapers)

- National Readership survey

-Postar-Poster Audience Research (out-door media)

- Radio Joint Advertising Research

-Broadcasters' Audience Research Board.

Advertising as a communicative art

Marketing communication:

Advertising is a specialized form of communication because in order to satisfy the marketing function it has to do more than inform. It has to persuade people to complete the marketing strategy which is designed department believes people are willing to buy.

Advertising has to influence to choice and buying decision.

Making Known/Create Brand Image

Advertising is the means of making known in order to sell i. e. to established brand such as Coke, Surya and White Horse. It is not necessary to tell who is the producer or the price of the product. People buy the brand and believe on its quality.

Effective communication

It is said communication process would not complete until and unless the receiver respond. In terms of advertising Communication the direct impact of the message counts. Thai Population and community Development Associations issued T-shirts bearing a picture of Winston Churchill giving his famous two-finger V-sign Plus the words 'STOP AT TWO.'

THE VIPS Formula

David Bernstein has explained the need for directness with his VIPS formula: Visibility, Identity, Promise and Single mindedness. The AD must be visible, i.e., easily noticed.

Product or service must be mentioned. The offer (the promise) must be made clearly. To active all this, the advertisement concentrate on its purpose and not be confusing by trying to say so many different things.

VALUE OF SIMPLICITY

An AD can be so clever that all that is remembered is the gimmick or perhaps a very interesting picture- not the advertiser, the product or the offer.

One of the most brilliant advertising campaigns was based on the simple saying 'PLAYERS PLEASE' with its double meaning. It became so popular that most of the customers being encouraged to use these two words when buy any cigarettes.

Advertisements are not always studied in detail, but are glance at, seen is passing, or seen on TV or heard on the radio very briefly. The message must be instant impact.

CHANGING ATTITUDES

The object of advertising is usually to change or influence attitudes. It aims to persuade people to buy product A instead of product B or to promote the habit of continuing to say product A.

Many products, services plus causes and social issues, are advertised which would not have been acceptable or even permissible not many years ago. The prime examples have been the official campaign to educate people about Family Planning or AIDS and the commercial campaigns for condoms.

There is also a more intellectual attitude towards many products and some people are prepared to pay higher prices for purer, healthier or safer ones.

INDUCING ACTION

It is not just providing information. It must do so in such an interesting, original, characteristics and persuasive way that the consumer is urged to take actions.

This action may be to fill in a coupon, telephone an enquiry or order, go to a shop, or remember the product next time he or she needs to buy-say- a drink, the Coke.

COMMUNICATION BARRIERS

If readers/listeners or viewers misunderstand the advertising message, the campaign is a waste to time and money. We have to careful not to set up unintentional communication barriers. We may know what we mean but do other people? We must never assume that people know what we are talking about and this is where market education work of PR can help to make communication effective.

Some barriers are as follow-

·         Social barrier

·         Age barrier

·         Educational barrier

·         Language barrier

·         Vocabulary barrier

·         Political barrier

·         Racial barrier

·         Ethnic barrier

According to Lippmann other types of communication barriers are

a.      Artificial censorship

b.      Limitation of social contact

c.      Meager(insufficient) time available for paying attention to public affairs

d.      Difficulty of making a small vocabulary express a big, complicated world

e.      Fear of facing those facts that seem to threaten established routine of our lives

News Bulletin

The bulletin is more than a sum-total of a number of stories. The bulletin is a collective form in which the separate news items are brought into a coherent order and some relationship.

Bhatt

News bulletin is the transmitting time of sum-total of news stories, which is determined by media. In time of news bulletin, fresh news is presented separately in same time. Media house has mentioned certain time for regular news bulletin, but sometime in particular incident or condition, media house may broadcast special bulletin.

Skill and editorial idea should have presented by professional communicator in news bulletin. Especially, the time of news bulletin in radio is 10 to 15 minutes. Some time the bulletin has space of 5 minutes without headlines.   

Elements of News Bulletin

The headline

Main points of broadcast media are the headline of broadcast media. The bulletin, which has space of 10 minutes, is every hour news bulletin. These types of bulletin have few headlines. Commonly these types of news bulletin mentions 4 headlines. The news bulletin, which has space of 15 minutes, has 5 headlines. But some bulletin may be long, may one hour time space. We can aspect comprehensive news matter in these type bulletins. The headline is repeated in mid time of bulletin.

The body of bulletin

News anchor reads different news after reading of headline. Different news is the body of bulletin. But the anchor reads some news without headline. These types of news are based on formal program. The news will present with headline in beginning period of bulletin, which has especial news value.

The break or commercial break

News anchor stops news reading while he/she is reading news continuously in news bulletin. To stopping of news is for presentation of identity of the media. For example, if the news anchor of Radio Nepal stops the news and says this is Radio Nepal, you are listening news of 9 o'clock bulletin. It proved that the news bulletin broadcasting by particular media.  Different news bulletin may be broadcasting at same time. If there is no break listener may be in dilemma that which bulletin is broadcasting? Radio station may face this type of identity problem.

After break for identity of station, media broadcast advertisements as commercial message. Broadcasting time of new bulletin is significant. So rate of advertisement is expensive, which is casting in time of news bulletin.

The repeated headline

News anchor repeats headlines of the news before ending of news. The audiences who have not got chance to heard headline, they get chance to know about previously broadcasted news. Radio and television both media have followed this types of trend. Television shows footage of related subject matter with script and similarly radio broadcasts only the related bite of audio.

Presentation of News

News anchor present the news after preparation the news. News presentation is also an art, thus pre-exercise is necessary is this art. The news anchors are these types of journalists, who have qualification of news reading. He/she should have good pronunciation as well as presentation of feelings.

News anchoring is final stage of news oriented task of news presentation. To collecting, writing, editing than broadcasting of news are major tasks of broadcast journalism.

News anchor should be aware with language, feelings and technical part during news presentation. If something has been mistake, it may affect to the whole image of media house. Thus the news anchor should be attractive, balance, conscious and efficient with good image. He/she should be cleat that what type of matter is reading by them. The news should be read by them seriously before on air. If they do not it they may be in dilemma. Qualities of 3C are necessary to the professional communicators of broadcast media. The term 3C refers to clarity, comprehensiveness and Command. 3C is basic qualities of news anchor.

News anchor should draw attention to their respiration.  If the anchor couldn't control his/her respiration echo will be created in sound. It will not better impact to audience. In the moment of news anchoring gesture and eye contact should be balanced.

In news anchoring the anchor should give stress to significant words and sentence. But he/she should not give stress to wrong words and sentences. He/she draw attention to this idea before airing the news.

Development Journalism

Development journalism is a part of development communication. It is relatively a new concept emerged in Third world countries. In the post colonial era, after World War II, when a number or countries became independent, they observed that western media were not interested in the development activities launched massively by developing countries. Instead, developing countries realized that the powerful media based on west always presented the darker side of life-such as corruption, assassination, coups, disaster, war etc.-in their news coverage as if nothing good occurs in these countries. This type of western-media-behavior seriously troubled communication experts and media practitioners of the Third World countries and enforced them to derive an alternative communication model. As a result,   development journalism emerged in the 1960s. The concept of development journalism was presented by Hong Kong residential British media scholar Yalan Chaley.   

Development journalism is a particular branch of journalism that insists on the speedy transformation of a country from poverty to a dynamic state of economic growth, and makes possible greater economic and social equality, and the larger fulfillment of human potential. The purpose of developments journalism is to create a sense that development can be nobody's gift but the result of one's own labor.

Development is not only the passage from the poor to rich or from a traditional economy to a sophisticated urban one. Economic growth is just a part of development, not the whole. Development, in the real sense, is not only the idea of economic betterment, but also a great human dignity, security, justice, and equality. Development is measured in the overall improvement of the lives of the people. Development journalism basically focuses on:

-         What is the reason behind underdevelopment?

-         Why do development efforts fail?

-         How to do development?

Since development is a multi-dimensional phenomenon, the development journalism has to cover the whole complex and interlocking web of socio-economic activities. It should also work for political and cultural change as per the need of the society. Development journalism requires honest collections, intelligent processing, and interesting presentation of news, views or any other information. Reporters need to work more seriously to get information and skillfully so as to convince the targeted audience.

Development journalism does not follow the traditional concept of bad news is good news. But it does not mean that development reporting should be one-side or propagandist. Development mainstream should also follow the basic norms and values of superficial. Attending only press conferences and writing some paragraphs about a development is project or a speech of a minister on development is not enough to represent the overall notion of development journalism. A development journalist must seek causes and effects of activities related to developmental aspects.

Public Journalism: Public journalism, comparatively a new concept, emerged in the United States following the 1988 presidential elections, insists on journalist ' responsibility to promote civic commitment and citizens' participation in a democratic process. Public journalism believes that journalists should try to improve the quality of public life. It provides a public forum for ordinary citizens to be helped. It contributes on identifying and resolving public problems. Scholars say that public journalists should write and speak from the perspective of ordinary people rather than articulating the viewpoints of political leaders.