media effectiveness study

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31 October 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company

Most Effective Media

Media Effectiveness Index

• MEI ranges from 1 to 100

Media Effectiveness Study




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





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

%





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.

%






• 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




• 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.





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





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 .




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





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


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