Effect of The Daily Star Bill-board ads On Effect of The Daily Star Bill-board ads On CirculationCirculation

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• The Daily Star is one of the most popular daily English news papers in Bangladesh. The circulation of Daily Star is around 40000 – 45000 during the weekdays and around 60000 – 65000 during the weekends.

• Recently, It has started their promotional campaign by means of big billboards and other electronic media. Previously it didn’t advertise directly about the daily but sponsored various events and thus opted for indirect advertisement.

• In case of billboards The Daily Star had six months contract with a billboards advertisements agent which expired on June 2006.

B A C K G R O U N D

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• In total Daily Star used 25 billboards mainly in Dhaka and Chittagong.

• The main purpose of the research will be to find out the effect of these promotional activities on the sales of the Daily Star.

B A C K G R O U N D

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The Daily Star newspaper, have tried to increase their circulation through its recent promotional campaign. Is there any impact on circulation of The Daily Star by their bill-board promotion campaign?

PROBLEM DEFINATION

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Research QuestionDid the promotional campaign increase the circulation of Daily star?

Research Hypothesis

Hypothesis 1: The new promotional campaign increased the

circulation of daily star.Hypothesis 2: : New promotional campaign has made Bengali

newspaper or English newspaper readers to subscribe to Daily star.

Approach to the Problem

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Research DesignResearch Design

Information NeededInformation Needed Collection of Primary & Secondary DataCollection of Primary & Secondary DataSampling TechniquesSampling Techniques Scaling TechniquesScaling Techniques FieldworkFieldwork

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QuestionnaireQuestionnaireFilter questionsFilter questions

1.       Do you read newspaper?1.       Do you read newspaper?a)      Yes a)      Yes b)      Nob)      No  2.       Do you read English newspaper?2.       Do you read English newspaper?a)      Yes a)      Yes b)      Nob)      No  3.       Are you familiar with the name of Daily Star?3.       Are you familiar with the name of Daily Star?a)      Yesa)      Yesb)      Nob)      No  4.       Do you subscribe to Daily Star?4.       Do you subscribe to Daily Star?a)      Yesa)      Yesb)      Nob)      Noc)      No, but I have read itc)      No, but I have read itd)      No, but I read it regularlyd)      No, but I read it regularly  5.       Are you familiar with their bill-board ads?5.       Are you familiar with their bill-board ads?a)    Yesa)    Yesb)    Nob)    No

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7. Where did you first come to know about Daily Star? a)  Friends

b)      Familyc)      Promotional activitiesd)      News outlets. 

8. Why did you subscribe to Daily Star?a)      Friends recommendationb)      Family recommendationc)      Promotional activitiesd)      News quality

9.  Before subscribing to Daily Star which newspaper did you subscribe to?a)    Any other English dailyb)    Any other Bangla dailyc)    I’ve always been reading Daily Star.

Why Daily Star?

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Focus on Billboards

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12.       Do you remember their bill-board advertisements?

a)      Yes

b)      No

 

13.       Do you remember the message of those advertisements?

a)      Yes

b)      No

Time Lapse Between Subscription & Billboards

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6. For how long have you been subscribing/ reading to Daily Star?a)      4 monthsb)      6 monthsc)      within 1 year.d) More than 1 year.

15. When did you see the Daily Star billboard ad? a)      4 monthsb)      6 monthsc)      within 1 year.d) More than 1 year. 5

Data Analysis

Frequency DistributionFrequency Distribution

Cross tabulation Cross tabulation

Chi square statisticChi square statistic

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ResultsResults Socio Demographic ProfileSocio Demographic Profile

MaleMale 56%56%

15-2515-25 42%42%

StudentStudent 38%38%

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Pertinent QuestionsPertinent Questions Where did you first come to know about Daily StarWhere did you first come to know about Daily Star

FrequencyFrequencyPercenPercen

ttValid Valid PercentPercent

FriendsFriends 7171 71.071.0 71.071.0

FamilyFamily 2323 23.023.0 23.023.0

news news outletoutlet 66 6.06.0 6.06.0

TotalTotal 100100 100.0100.0 100.0100.0

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Pertinent questionsPertinent questions Why did you subscribe or started reading Daily Star?Why did you subscribe or started reading Daily Star?

FrequencyFrequency PercentPercent Valid PercentValid Percent

ValidValid FriendsFriendsRecommendationRecommendation 4343 43.043.0 43.043.0

FamilyFamilyRecommendationRecommendation 1818 18.018.0 18.018.0

Bill Board AdBill Board Ad66 6.06.0 6.06.0

News qualityNews quality3333 33.033.0 33.033.0

TotalTotal 100100 100.0100.0 100.0100.0

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Before subscribing to Daily star, which newspaper did you Before subscribing to Daily star, which newspaper did you

subscribe tosubscribe to??

Frequency PercentValid

PercentCumulative Percent

Any other English Daily 36 36 36 36Any other Bangla Daily 12 12 12 48I have always been reading Daily star 52 52 52 100Total 100 100 100

Valid

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If you have answered (a) then why did you switch to If you have answered (a) then why did you switch to Daily Star?Daily Star?

Frequency PercentValid

PercentCumulative Percent

news quality 13 13 36.1 36.1recommendation of others 23 23 63.9 100Total 36 36 100

Missing System 64 64 100 100

Valid

Total

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If you have answered (b) in question (9) then why did you switch If you have answered (b) in question (9) then why did you switch to Daily Star?to Daily Star?

   Frequency PercentValid

PercentCumulative Percent

to learn English 11 11 50 50news quality 2 2 9.1 59.1recommendation of others 3 3 13.6 72.7billboard advertisements 6 6 27.3 100Total 22 22 100

Missing System 78 78 100 100

Valid

Total

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Do you remember their bill board AdDo you remember their bill board Ad

Frequency PercentValid

PercentCumulative Percent

yes

71 71 71 71no 29 29 29 100Total 100 100 100

Valid

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If yes, than do you remember the message?If yes, than do you remember the message?

Frequency PercentValid

PercentCumulative Percent

yes 65 65 65 65no 35 35 35 100Total 100 100 100

Valid

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Timing of Subscription and Seeing the AdvertisementTiming of Subscription and Seeing the Advertisement

When did you first see bill board advertise?

Frequency PercentValid

PercentCumulative Percent

4 months 36 36 36 366 months 58 58 58 941 year 6 6 6 100Total 100 100 100

Valid

How long have you been subscribing to Daily star?

Frequency PercentValid

PercentCumulative Percent

4 months 3 3 3 36 months 8 8 8 111year 21 21 21 32more than 1year 68 68 68 100Total 100 100 100

Valid

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Hypothesis testingHypothesis testing

Ho: There is no effect of bill board in the circulation of Daily starHo: There is no effect of bill board in the circulation of Daily star H1: There is effect of bill board advertisement in the circulation of H1: There is effect of bill board advertisement in the circulation of

Daily StarDaily Star

We will be assuming a significance level of 0.05.

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Cross tabulationCross tabulation

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Chi-Square TestsChi-Square Tests

Since 0.001<0.05,Ho is not rejectedSince 0.001<0.05,Ho is not rejected

Value DF

Asymp. Sig. (2-sided)

Pearson Chi-Square 2.607(b) 1 0.001Continuity Correction(a) 1.324 1 0.25Likelihood Ratio 4.264 1 0.039Fisher's Exact Test Linear-by-Linear Association 2.581 1 0.108N of Valid Cases 100

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Proving Hypothesis 2Proving Hypothesis 2 Ho: Bill advertisements did not attract Ho: Bill advertisements did not attract

other daily news paper readersother daily news paper readers H1: Bill advertisements attracted other H1: Bill advertisements attracted other

daily news paper readersdaily news paper readers

We will be assuming a significance level of 0.05.

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Cross TabulationCross Tabulation

yes noOther Daily News Paper 13 35 48I have always been reading 52 0 52

Total 65 35 100

If yes, than do you remember the

message

Total Before subscribing to Daily star, which newspaper did you subscribe to?

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Chi square TestingChi square Testing

Value df

Asymp. Sig. (2-sided)

Pearson Chi-Square 58.333(b) 1 0Continuity Correction(a) 55.172 1 0Likelihood Ratio 73.417 1 0.001Fisher's Exact Test Linear-by-Linear Association 57.75 1 0.138N of Valid Cases 100

Since 0.000<05,Ho is not rejectedSince 0.000<05,Ho is not rejected

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Over all FindingsOver all Findings

Both Hypothesis got RejectedBoth Hypothesis got Rejected

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RecommendationRecommendation

Focus on Focus on Customer Relationship marketing Customer Relationship marketing News QualityNews Quality

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