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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.