A RESEARCH ON A RESEARCH ON THE IMPACT OF THE IMPACT OF

ADVERTISEMENTS ADVERTISEMENTS ON CONSUMERSON CONSUMERS

INTRODUCTIONINTRODUCTION

Advertising research isAdvertising research is the the systematic gathering and analysis of systematic gathering and analysis of information to help develop or evaluate information to help develop or evaluate advertising strategies, ads and advertising strategies, ads and commercials, and media campaigns. A commercials, and media campaigns. A subset of marketing research. subset of marketing research.

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

TYPES OF ADVERTISING TYPES OF ADVERTISING MEDIAMEDIA

Print AdvertisingPrint Advertising The print media The print media

have always been a have always been a popular advertising popular advertising medium.medium.

Advertising Advertising products via products via newspapers, newspapers, magazines, magazines, brochures and fliers.brochures and fliers.

Outdoor AdvertisingOutdoor Advertising

Attract the Attract the customers outdoors.customers outdoors.

Examples of outdoor Examples of outdoor advertising are advertising are billboards, kiosks.billboards, kiosks.

Several events and Several events and tradeshows tradeshows organized by the organized by the company.company.

Broadcast advertisingBroadcast advertising

Broadcast Broadcast advertising is a advertising is a very popular very popular advertising advertising medium that medium that constitutes of constitutes of several branches several branches like television, like television, radio or the radio or the Internet.Internet.

Public Service AdvertisingPublic Service Advertising

To convey socially To convey socially relevant messaged relevant messaged about important about important matters and social matters and social welfare causes like welfare causes like AIDS, energy AIDS, energy conservation, conservation, political integrity, political integrity, deforestation, deforestation, illiteracy, poverty illiteracy, poverty and so.and so.

Celebrity AdvertisingCelebrity Advertising

Majority of Majority of advertisements advertisements still bank upon still bank upon celebrities and celebrities and their popularity for their popularity for advertising their advertising their products.products.

Covert AdvertisingCovert Advertising Unique kind of advertising in which a product Unique kind of advertising in which a product

or a particular brand is incorporated in some or a particular brand is incorporated in some entertainment and media channels like entertainment and media channels like movies, television shows or sports.movies, television shows or sports.

Surrogate AdvertisingSurrogate Advertising Surrogate advertising is prominently seen in Surrogate advertising is prominently seen in

cases where advertising a particular product cases where advertising a particular product is banned by law. is banned by law.

Common examples include Fosters and Common examples include Fosters and Kingfisher beer.Kingfisher beer.

RESEARCH DESIGNRESEARCH DESIGN

Advertising AttitudesAdvertising Attitudes Copy testingCopy testing Selection of mediaSelection of media

Advertising AttitudesAdvertising Attitudes

Attitude maintenance or shiftAttitude maintenance or shift as a as a measure of advertising effectiveness measure of advertising effectiveness

has grown in importancehas grown in importance Attitude of the individuals depends Attitude of the individuals depends

On the product attributes On the product attributes On their perceptions of the extent to which different On their perceptions of the extent to which different

brands posses the desired attributesbrands posses the desired attributes

Measuring the attitudes of target Measuring the attitudes of target audiences toward products and then audiences toward products and then attempting to determine the effect of attempting to determine the effect of advertising on those attitudesadvertising on those attitudes

Cont…Cont…

Advertisers must evaluate attitudes Advertisers must evaluate attitudes towards towards Their product’s salient characteristicsTheir product’s salient characteristics Those of competing brands Those of competing brands

Assumption- Attitudes are predictors Assumption- Attitudes are predictors of behaviorof behavior

Goal of Advertising- Attempting to Goal of Advertising- Attempting to alter the attitudes of consumers alter the attitudes of consumers toward a specific brandtoward a specific brand

Copy TestingCopy Testing Copy testingCopy testing:- Evaluation of alternative :- Evaluation of alternative

ways for ways for advertisers to present advertisers to present their their messages.messages.

““Copy”Copy” refers to an entire refers to an entire advertisement, including the verbal advertisement, including the verbal message, pictures, colors, and message, pictures, colors, and dramatizations, whether the dramatizations, whether the advertisement appears in print, on radio advertisement appears in print, on radio or television, or some other medium.or television, or some other medium.

Copy TestingCopy Testing

Two types:Two types:““Before” testsBefore” tests (made before the copy is (made before the copy is

released released on a full run basis)on a full run basis)

The objective is to make improvements The objective is to make improvements in the in the advertising copy prior to full run advertising copy prior to full run release of the release of the advertising.advertising.

““After” testsAfter” tests (applied after the copy is (applied after the copy is run)run)

Copy Testing / “Before” Copy Testing / “Before” teststests

Consumer Jury.Consumer Jury. Rating Scales.Rating Scales. Portfolio Tests.Portfolio Tests. Psychological Tests.Psychological Tests. Physiological Tests.Physiological Tests. Inquiries.Inquiries. Sales Tests.Sales Tests. Day-after recall Tests.Day-after recall Tests.

Copy Testing / “After” Copy Testing / “After” teststests

After testsAfter tests Once the ad is run, it’s impossible to Once the ad is run, it’s impossible to

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

Recall testRecall test

Recognition testRecognition test

Media selectionMedia selection

The goal of the advertiser is to select The goal of the advertiser is to select a media schedule from among many a media schedule from among many available alternatives which will available alternatives which will maximize some combination of maximize some combination of number of people reached and number of people reached and frequency with which they are frequency with which they are reached.reached.

Problems in media Problems in media selectionselection

It’s not sufficient to select the major It’s not sufficient to select the major media, you also need to make media, you also need to make specific selections within these specific selections within these general types of media.general types of media.

Character of media has to be Character of media has to be considered before selecting it as it considered before selecting it as it has great influence on effectiveness has great influence on effectiveness of the advertisement.of the advertisement.

Problem of audience Problem of audience measurementmeasurement

Variation in composition and sizes of Variation in composition and sizes of audience of given media vehicle.audience of given media vehicle.

Variation due to geographyVariation due to geography Variation due to rate at which different Variation due to rate at which different

vehicles accumulate audiencesvehicles accumulate audiences Difficulty of estimating value of different Difficulty of estimating value of different

sizes of message units within and between sizes of message units within and between media.media.

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

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 Also continuous advertising may add to

unnecessary expenditure.unnecessary expenditure. Increase in advertising weight produces Increase in advertising weight produces

sharp rise in sales, which declines even sharp rise in sales, which declines even though advertising is maintained over a though advertising is maintained over a period of time.period of time.

Measurement of Measurement of AudienceAudience

1.Coincidental Method1.Coincidental Method

2.Roster Call2.Roster Call-This is a technique which consists of aided recall -This is a technique which consists of aided recall via personal interview.via personal interview.

3.Audimeter3.Audimeter-Meter attached to the T.V sets-Meter attached to the T.V sets-Records to what station it is tuned to.-Records to what station it is tuned to.

4.Diary Method4.Diary Method

-Respondents record in a -Respondents record in a specially specially

designed diary their radio or T.Vdesigned diary their radio or T.V

listening.listening.

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

CONCLUSIONCONCLUSION

The Advertising industry evolved through time. The Advertising industry evolved through time. From simple print ads to intricate ads for From simple print ads to intricate ads for consumers. Through time the advertisement consumers. Through time the advertisement have evolved to cope with the times.have evolved to cope with the times.

It also has to cope with what the consumers It also has to cope with what the consumers want to see in their ads.want to see in their ads.

In advertising, there is no boundaries in which In advertising, there is no boundaries in which you can do but they are limitations, specifically you can do but they are limitations, specifically credibility and integrity of your company credibility and integrity of your company because it is the viewers who make your because it is the viewers who make your network gain popularity and high profits.network gain popularity and high profits.