Addvertisement and Media

8/9/2019 Addvertisement and Media

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PRESENTED BY

SANJEET KUMAR SINGH

PTU.4.2(II)


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MEDIA RESEARCH


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Media Research Companies

Media Research can be defined as a study of radio, television andprint media for the purpose of reaching the optimal consumer

audience.

It majorly involves survey conducted to investigate what segmentof consumers read which periodicals and/or listen to or watch

which radio or television programs.

Thousands of media research companies are operating actively inIndia. Some of them are listed below:-

The Nielsen MediaArbitron

TAM Research Media

ARF Advertising Research Foundation


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TAM Media Research

A joint venture company between AC Nielsen & Kantar Media Research/ IMRB,TAM Media Research is the TV Viewership analysis firm of India. Besides

measuring TV Viewership, TAM also monitors Advertising Expenditure through its

division AdEx India. It exists in the PR Monitoring space through another division

Eikona PR Monitor.

The viewership cell runs what is one of the largest Peoplemeter TV Panels in the

World with Approx 30,000 sample individuals representing all the Class-I towns

(towns with population more than 100,000) polled every week for their Viewership

habits! This division measures television Viewership of audiences for the 300-plus

TV stations operating in India.

TAM has won accolades at various International Research and Communications

seminars, some of the recent being ESOMARAsia Pacific Conference in

Shanghai & WAM Conference in Geneva in 2004. In March 2005, TAM India

again hoisted the Indian Flag when it won accolades for another research paper

presented at the ESOMAR Conference in Tokyo, Japan. This was followed with theBest Paper award at the WAM 2005 conference in Montreal in June less


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Specialties

Media research, Consulting,

AdexIndia, Media Monitoring, TV Viewership, Radio Listenership, PR Track

Headquarters - Mumbai Area, India Industry- Resarch

Type -Privately Held Company

Size-2,500 employees

Founded-1990


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ACNielsen opened its first international office in theUK in 1939 and, after World War II, progressively

expanded its operations in Western Europe, Australiaand Japan.

In 2005, ACNielsen initiated their MVP (MediaVoice Panel) program. Panel members carry an

electronic monitor that detects the digital station andprogram identification codes hidden within the TVand radio broadcasts they are exposed to. In 2007,VNU changed its name to The Nielsen Company.

This new identity emphasizes its best known brandname and underscores its commitment to create anintegrated, streamlined global organization


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EmPower Research provides Custom Market and MediaIntelligence services to Global 2000 companies, andAdvertising and PR agencies worldwide. It was founded in2004 by MIT Sloan MBAs, former Booz Allen Hamiltonconsultants, and senior marketing managers from Gillette,Whirlpool, and Applied Materials. Our client list todayincludes some of the worlds best known brands and

companies.

Our success is driven by a singular commitment tointegrity and customer satisfaction. Our goal is to establishlong-term relationships with our clientsbuilt on winning

recurring business earned via successful priorengagements.

We are an ISO 9001:2008 certified company, withheadquarters in New York City and field offices in SanFrancisco, Atlanta, and London; and a research center in

Bangalore, India.

EMPOWERRESEARCH


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EmPower Research is one of the leading Custom Marketand Media Intelligence companies that:

ProvidescustomizedMarket and Media Intelligence acrosstraditional research boundaries such as syndication,primary and analytics to drive holistic insights.

Uses a unique "Bytes & Brains" approach that combinestechnology with IP and industry-specific human

intelligence to provide high-quality, cost-effective insights Has been a pioneer in harnessing the power of Social

Media for brand and reputation management

Offers flexible and cost efficient engagement models toaddress client needs

Is admired by clients for providing high-quality service byhighly trained, dedicated and responsive teams.


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EmPowers Media IQ services

EmPowers Media IQ services provide custom MediaMonitoring and Measurement via closely tailored daily/weeklymedia coverage reporting and analysis. Our Bytes & Brainsapproach combines aggregation and filtering tools with

industry-specific human intelligence: we leverage proprietaryand third-party tools to gather coverage information andperform an initial filtering pass, and then overlay that with our[human] analysts who review, summarize, tag, and prioritizeeach article that passes their scrutiny. This less is more

approach is ideally suited for busy senior executives who needan accurate and concise report of media coverage, as well asanalysis such as tonality/sentiment, themes, share of voice,channel breakdown, efficacy etc.


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Media Monitoring

Daily early morning media coverage summary

Afternoon alerts or reports available on demand Crisis monitoring reports available on demand Special events coverageMedia Measurement

Actionable insights using multi-pronged media analysis Message Congruence analytics provides metrics on how theintended messages were received/perceived

Qualitative analytics i.e. Tonality, Themes, Type of Hits, etc. Quantitative analysis such as Share of Voice/Volume and Reach

Benchmark Measurements for ongoing PR Efficacy


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TNS India

TNS India is the countrys leading and fastestgrowing customised market & media researchgroup, offering clients a wide range of market

research insights and solutionsHeadquaterTNS India

7th & 8th Floor, Block 4-B, DLF Corporate Park

DLF City, Phase III, Gurgaon-Mehrauli RoadGurgaon 122 002 ,

India


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Media Research experties

TNS India offers clients a wide range of customisedquantitative and qualitative market researchtechniques and solutions, including proprietary

market feedback models covering areas of brandhealth, tracking, segmentation and advertisingeffectiveness.

Our strength lies in our approach to servicewe werethe first and currently only Indian market researchorganisation to receive ISO certification for ouroperations.


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Market research services and solutions

TNS India has 4 full client service offices, as well as 21 fieldcentres. This gives us comprehensive coverage of both urbanand rural India.

Our sister company, TNS Lanka offers professional marketresearch services and consultancy on the Sri Lankan market.

We operate as sector specialists in the Indian market coveringFMCG, Automotive, Technology, Finance, B to B as well as theSocial sector. Our researchers use state of the art methodologiesand deep understanding of the sector domain to provide timely

and accurate recommendations to our clients business.Additionally, our Proprietary Business Solutions give a leadingedge to our clients in their marketing decisions.


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Advertising Effectiveness

Measurement Let us take one example to study how it helps in measurement of

advertising effectiveness.

Everwell TV signed Arbitron Custom Research Study.

Everwell TV provides free digital televisions to doctors office

waiting rooms throughout the country and broadcasts educationaland entertaining programs for patients.

Arbitron will provide on-site surveys in doctors offices acrossmultiple markets. The study evaluates the effectiveness of

Everwell TVs programming as well as advertising content based

on various demographic characteristics The growing number of healthcare place-based media providers

are relying on audience metrics to help them promote their brands

Healthcare specialists in particular want to provide informationplatforms that are geared specifically to their patients needs.

Gauging their effectiveness will provide advertisers and content


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Theme for Advertisement

Television:-

3DHD Television The new era that willrevolutionize the technology of TV viewing.

Theme: The Final of FIFA world cup

Radio:-

Theme: Commentary of soccer matches on

radio.Newspaper:-

Theme: Attractive Ad


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Advertising agencies

Advertising agencies are those independent entitiesthat streamline the Advertising Industry. As a serviceprovider, an Advertising Agency takes up the

important task of representing its clients to theirtarget audience in an innovative and effectivemanner. This can range from creating a single ad or aseries of ads, spread across different media vehicles

in the form of advertising campaigns that meet theclient's budget, requirements and short / long termobjectives.


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Client Relationship

Management

Customer relationship management is a broadlyrecognized, widely-implemented strategy for managing

and nurturing a companys interactions with clients

and sales prospects. It involves using technology to organize, automate, and

synchronize business processes

principally sales activities, but also those

for marketing, customer service, and technical

support.

The overall goals are to find, attract, and win newclients, nurture and retain those the company already

has, entice former clients back into the fold, and

reduce the costs of marketing and client service.


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List of Advertising Agencies operating inIndia

1. Euro RSCG Advertising Pvt Ltd - offers Advertising,Marketing Services, Public Relations, Media PlanningServices. Offices in Mumbai,Banglore,Chennai,Delhi

2. Pressman - Pressman Advertising & Marketing Ltd- graphic design, advertising, media planning and buyingas well as public relations services - Offices in Kolkata,Delhi, Mumbai

3. Leo Burnett India Pvt Ltd offices in

Mumbai,Banglore,Delhi4.MUDRA ADD AGENCY.


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Euro RSCG Advertising Pvt Ltd

We develop creative Business Ideas A creative Business Idea combines strategy and creativityin new ways to transform the nature of a business.

Creative Business Ideas arise from,and influence business

strtegy,not just communication strategy,and result ininnovation,breakthrough solution,and industry first-maximizing the relationship between consumers andbrands.

To fuel these creative Business Ideas we have created a set

of powerful tools to provide us with the necessary insights Prosumer Pulse Brand Momentum Decipher


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EURO RSCG ADVERTISING PVT.LTD.CLIENTS

1. CHIVAS

2. Sanofi aventis3. Reckitt Benckiser4. Volvo5. Kraft foods6. Novartis7. Airfrance8. NYSE Euronext

9. Heineken10. IBM11. CITROEN12. MERCK

13. JAGUAR,etc.


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MUDRA

Indias leading marketing communicationnetworks, started in 1980.

4 Agency NetworksMudra India

DDB Mudra

Mudra Max

Ignite Mudra


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Mudra India:

DaburGodrej Group

Future GroupLICUnion Bank of IndiaLawasaThe Economic TimesInorbit MallsMTDCIncredible IndiaUnited SpiritsBennet ColemanTTK

HBO. Air India

Aditya Birla NuvoGodrej TysonTERIEtisalatReliance MetroAmrutanjanHPCLHCC

Bank of Baroda

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