17701734 a research on the impact of advertisements on consumers

8/7/2019 17701734 a Research on the Impact of Advertisements on Consumers

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A RESEARCH ON THEA RESEARCH ON THEIMPACT OFIMPACT OF

ADVERTISEMENTSADVERTISEMENTSON CONSUMERSON CONSUMERS


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INTRODUCTIONINTRODUCTION

Advertising research isAdvertising research is the systematic gatheringthe systematic gathering

and analysis of information to help develop orand analysis of information to help develop or

evaluate advertising strategies, ads and commercials,evaluate advertising strategies, ads and commercials,

and media campaigns. A subset of marketingand media campaigns. A subset of marketingresearch.research.


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OBJECTIVESOBJECTIVES

Primary:Primary:

Payout in terms of sales or profit, or bothPayout in terms of sales or profit, or both

Secondary:Secondary:

Deciding upon the messageDeciding upon the message

Try to analyze effect of copy on target segmentsTry to analyze effect of copy on target segments Presentation of messagePresentation of message

Deciding upon the copyDeciding upon the copy

HeadlinesHeadlines

PicturesPictures

SituationsSituations


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TYPES OF ADVERTISINGTYPES OF ADVERTISING

MEDIAMEDIAPrint AdvertisingPrint Advertising

The print media haveThe print media have

always been a popularalways been a popular

advertising medium.advertising medium.

Advertising products viaAdvertising products via

newspapers, magazines,newspapers, magazines,

brochures and fliers.brochures and fliers.


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Outdoor AdvertisingOutdoor Advertising

Attract the customersAttract the customers

outdoors.outdoors.

Examples of outdoorExamples of outdoor

advertising areadvertising are

billboards, kiosks.billboards, kiosks.

Several events andSeveral events andtradeshows organized bytradeshows organized by

the company.the company.


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Broadcast advertisingBroadcast advertising

Broadcast advertising is aBroadcast advertising is a

very popular advertisingvery popular advertising

medium that constitutesmedium that constitutes

of several branches likeof several branches liketelevision, radio or thetelevision, radio or the

Internet.Internet.


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Public Service AdvertisingPublic Service Advertising

To convey sociallyTo convey socially

relevant messaged aboutrelevant messaged about

important matters andimportant matters and

social welfare causes likesocial welfare causes likeAIDS, energyAIDS, energy

conservation, politicalconservation, political

integrity, deforestation,integrity, deforestation,

illiteracy, poverty and so.illiteracy, poverty and so.


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Celebrity AdvertisingCelebrity Advertising

Majority ofMajority of

advertisements still bankadvertisements still bank

upon celebrities and theirupon celebrities and their

popularity for advertisingpopularity for advertisingtheir products.their products.


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Covert AdvertisingCovert Advertising

Unique kind of advertising in which a product or aUnique kind of advertising in which a product or aparticular brand is incorporated in some entertainmentparticular brand is incorporated in some entertainmentand media channels like movies, television shows orand media channels like movies, television shows orsports.sports.

Surrogate AdvertisingSurrogate Advertising

Surrogate advertising is prominently seen in casesSurrogate advertising is prominently seen in caseswhere advertising a particular product is banned by law.where advertising a particular product is banned by law.

Common examples include Fosters and KingfisherCommon examples include Fosters and Kingfisherbeer.beer.


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RESEARCH DESIGNRESEARCH DESIGN

Advertising AttitudesAdvertising Attitudes

Copy testingCopy testing

Selection of mediaSelection of media


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Advertising AttitudesAdvertising Attitudes

Attitude maintenance or shiftAttitude maintenance or shift as a measure ofas a measure of

advertising effectivenessadvertising effectiveness

has grown in importancehas grown in importance

Attitude of the individuals dependsAttitude of the individuals depends

On the product attributesOn the product attributes

On their perceptions of the extent to which different brands possesOn their perceptions of the extent to which different brands posses

the desired attributesthe desired attributes

Measuring the attitudes of target audiences towardMeasuring the attitudes of target audiences towardproducts and then attempting to determine the effect ofproducts and then attempting to determine the effect of

advertising on those attitudesadvertising on those attitudes


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ContCont

Advertisers must evaluate attitudes towardsAdvertisers must evaluate attitudes towards

Their products salient characteristicsTheir products salient characteristics

Those of competing brandsThose of competing brandsAssumptionAssumption-- Attitudes are predictors ofAttitudes are predictors of

behaviorbehavior

Goal of AdvertisingGoal of Advertising-- Attempting to alter theAttempting to alter theattitudes of consumers toward a specific brandattitudes of consumers toward a specific brand


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Copy TestingCopy Testing

CopyCopy testingtesting::-- EvaluationEvaluation ofof alternativealternative wayswaysforfor advertisersadvertisers toto presentpresent theirtheir

messagesmessages..

CopyCopy refersrefers toto anan entireentire advertisement,advertisement,includingincluding thethe verbalverbal message,message, pictures,pictures, colors,colors,

andand dramatizations,dramatizations, whetherwhether thethe advertisementadvertisementappearsappears inin print,print, onon radioradio oror television,television, oror somesomeotherother mediummedium..


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Copy TestingCopy Testing

TwoTwo typestypes::

BeforeBefore teststests (made(made beforebefore thethe copycopy isis releasedreleasedonon aa fullfull runrun basis)basis)

TheThe objectiveobjective isis toto makemake improvementsimprovements inin thetheadvertisingadvertising copycopy priorprior toto fullfull runrun releaserelease ofof thetheadvertisingadvertising..

AfterAfter teststests (applied(applied afterafter thethe copycopy isis run)run)


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Copy Testing / Before testsCopy Testing / Before tests

Consumer Jury.Consumer Jury.

Rating Scales.Rating Scales.

P

ortfolio Tests.P

ortfolio Tests. Psychological Tests.Psychological Tests.

Physiological Tests.Physiological Tests.

Inquiries.Inquiries.

Sales Tests.Sales Tests.

DayDay--after recall Tests.after recall Tests.


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Copy Testing / After testsCopy Testing / After tests

After testsAfter tests

Once the ad is run, its impossible to measure theOnce the ad is run, its impossible to measure the

effects of the message separately.effects of the message separately.

Recall testRecall test

Recognition testRecognition test


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Media selectionMedia selection

The goal of the advertiser is to select a mediaThe goal of the advertiser is to select a media

schedule from among many availableschedule from among many available

alternatives which will maximize somealternatives which will maximize some

combination of number of people reached andcombination of number of people reached and

frequency with which they are reached.frequency with which they are reached.


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Problems in media selectionProblems in media selection

Its not sufficient to select the major media, youIts not sufficient to select the major media, you

also need to make specific selections withinalso need to make specific selections within

these general types of media.these general types of media.

Character of media has to be considered beforeCharacter of media has to be considered before

selecting it as it has great influence onselecting it as it has great influence on

effectiveness of the advertisement.effectiveness of the advertisement.


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Problem of audience measurementProblem of audience measurement

Variation in composition and sizes of audienceVariation in composition and sizes of audience

of given media vehicle.of given media vehicle.

Variation due to geography

Variation due to geography

Variation due to rate at which different vehiclesVariation due to rate at which different vehicles

accumulate audiencesaccumulate audiences

Difficulty of estimating value of different sizesDifficulty of estimating value of different sizesof message units within and between media.of message units within and between media.

Estimating actual geographical area covered.Estimating actual geographical area covered.


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Media schedulingMedia scheduling

Need for media schedulingNeed for media scheduling

Advertising is forgotten over time.Advertising is forgotten over time.

Also continuous advertising may add to unnecessaryAlso continuous advertising may add to unnecessaryexpenditure.expenditure.

Increase in advertising weight produces sharp rise inIncrease in advertising weight produces sharp rise in

sales, which declines even though advertising issales, which declines even though advertising is

maintained over a period of time.maintained over a period of time.


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Measurement of AudienceMeasurement of Audience

1.Coincidental Method1.Coincidental Method

2.Roster Call2.Roster Call

--This is a technique which consists of aided recall via personalThis is a technique which consists of aided recall via personalinterview.interview.

3.Audimeter3.Audimeter

--Meter attached to the T.VsetsMeter attached to the T.Vsets

--Records to what station it is tuned to.Records to what station it is tuned to.


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4.Diary Method4.Diary Method

--Respondents record in a speciallyRespondents record in a speciallydesigneddesigned diarydiary theirtheir radioradio oror TT..VV

listeninglistening..


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INFERENCEINFERENCE

TELEVISIONTELEVISION Powerful MediumPowerful Medium

Reaches broad spectrum of consumersReaches broad spectrum of consumers

PRINT MEDIAPRINT MEDIA Poor reproduction qualityPoor reproduction quality

Short shelf lifeShort shelf life

RADIORADIO Lack of visual imagesLack of visual images

Relatively passive natureRelatively passive nature


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CONCLUSIONCONCLUSION

The Advertising industry evolved through time. FromThe Advertising industry evolved through time. Fromsimple print ads to intricate ads for consumers.simple print ads to intricate ads for consumers.Through time the advertisement have evolved to copeThrough time the advertisement have evolved to cope

with the times.with the times. It also has to cope with what the consumers want to seeIt also has to cope with what the consumers want to see

in their ads.in their ads.

In advertising, there is no boundaries in which you canIn advertising, there is no boundaries in which you can

do but they are limitations, specifically credibility anddo but they are limitations, specifically credibility andintegrity of your company because it is the viewers whointegrity of your company because it is the viewers whomake your network gain popularity and high profits.make your network gain popularity and high profits.

17701734 a research on the impact of advertisements on consumers

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