effectiveness of audio video print advertising[1]

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Research Methodology Effectiveness of AVP Advertising

Effectiveness of Audio Video PrintAdvertising(Studying the response for Audio visual print ad among Magazine readers)

Report Submitted By:

Team Titans

Ami Shah Roll no 99 Aditi Hegdekar Roll no 42

Balaji Iyer Roll no 45

Croyden Pereira Roll no 81

Garima Lodha Roll no 58

Jyoti Ahuja Roll no 04

Lynn D`souza Roll no 28

Naqqash Contractor Roll no 21

Saurabh Khurana Roll no 54

Sian Ferreira Roll no 31

Suraj Karvi Roll no 51

Date: 06th May 2009

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Introduction

Audio Visual Print advertising is an innovation within Print

Advertising, which is a combination of audio powered with highly

appealing visual. This concept is similar to a musical greeting card

where the jingle can be embedded and will play on the page where

the ad of the brand appears. Currently this concept of advertising

is being made commercial available by one of the publisher; but asof now has not been able to fetch a good response by the

advertisers- National or Local. Hence did a research to measure the

effectiveness of Audio Video Print Advertising among the magazine

reading audience

We conducted a survey with a random sample of 60 individuals

across an age group ranging from 17 to 65 yrs of age. We introduced

the audience to this new advertising concept and let them have the

first hand experience of the same with the help of the dummy ad of

diamond jewelry. Post which we conducted the questionnaire

research to test their immediate reaction. This report cover a

details on the audience response & preferences and other details in

the subsequent pages

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Executive Summary

A new concept has been introduced in print advertising called theAudio Visual Print Advertising. The audio feature is enabled withthe help of a prerecorded chip. The chip is embedded in the page insuch a way that when the reader comes to the page, the audio willstart playing and will stop only when the page is turned. It willcreate correlation between the television, radio and print mediaand up the recall of the brand. The concept can be replicated innewspapers, trade magazines and inhouse journals, too. A differentkind of thick paper is used for the concept, in order to hide the chip

and maintain the pull of the page. The music/audio can be replayedabout 500 times.

A survey was conducted to find out the effectiveness of thismedium in the category of Print Media and the brand of magazine itwould be used in. The survey was carried out amongst 60respondents between the age of 17yrs - 65yrs to check theiracceptability and response to such an innovation. 10 questions werestrategically formulated to derive the desired result.

An actual magazine was made using this concept and was presentedto the respondents. Along with the personal interview method itwas an ideal platform to get first hand information from therespondents with regards to likes and dislikes for such a concept.The respondents were given enough time to answer the questionsand examine the magazine to get genuine responses. We realizedthat this was an apt way of understanding the shortcomings of thisconcept.

The data was then gathered and correctly coded in order tointerpret the data. Various techniques were used to arrive at adefinite conclusion. Various correlations were found between thevariables such as sex, age, occupation etc with this topic to give awider perspective to our research objective. These correlationshelped us on giving various recommendations to improve thismedium of advertising.

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The survey did help us conclude that this medium of advertising willbe popular amongst the readers but with some modifications to thebasic idea. Some limitations of the concept also came across from

the reaction of the respondents.

The survey results also serve as a memo for potential advertiserswho would be open to using innovation in their communication. Intodays remote control equipped world, advertisers are always onthe lookout for such innovations to help grab attention.

The assessment thus helped to test the waters for audio visual printadvertisements which could be the next big thing and an interestinginnovation to standard print advertising.

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Problem Statement

Is Audio Visual Print advertising the next big thing in Printadvertising to grab quick eyeballs?

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Research Objectives

The objective of an AVP ad is to grab attention, make the reader

stop and take notice. Hence the research objective here is to

understand audience response, preferences, attitude and likeability

towards such a concept thus translating into a viable advertising

opportunity for the advertiser.

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MethodologyThe Methodology adopted to achieve the research objective was of

the Survey Technique for collecting the required information. We

conducted a survey with a random sample of 60 individuals across

an age group ranging from 17 to 65 yrs of age.

Since magazines are read by all age groups depending on the genre

of magazines, there was no definite age group for the sample. The

age group was between 17-65 years. The target audience included a

mix of students, housewives, professionals and entrepreneurs who

read any genre of magazines this sample selection was done through

Non-Probability technique.

A questionnaire containing 10 questions was created to get the

desired responses from the sample audience. These 10 question

were framed in such a manner that; the responses to the question

will facilitate in finding the audience reaction, attitude & likeability

towards such a concept of advertising. We created a sample of the

audio visual ad in a magazine which was shown to each of the

respondents to give them a clearer picture of the research concept.

The responses were collected via direct personal interview with the

respondents.

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Data Collection

A Pre Testing, using a small sub-sample of 10 respondents was done

to gauge the responses and likeability towards the concept of Audio

Visual Print Advertising.

Based on the Pre-testing the actual study was done with 60

respondents and data was collected in order to test whether the

results were in line with the Pre-testing. Data was collected among

the individuals across age group but the one who shared the

common interest of reading magazine of different genre. Also care

was taken that the responses were collected only when the

respondents had ample of time at their disposal in order to get

unbiased and uninfluenced responses.

Some of the key composition of our sample audience is as follows

1) The Sample was slightly inclined toward female audience with

a 52% composition.

2) 48% of our research audience belongs to the 25-35 age group,

while 25% of the audience belong to the 15-24 age group.

3) 73% of our research audience belongs to the working class,

while 20% of the audiences were self employed.

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Data analysis

The raw data collected was then tabulated into more user-friendly

format and the responses were coded so as so ease the process of

analyzing the data.

1. Questions & the responses were coded

2. Since the age of the respondents interviewed varied due to

non-probability sampling, age of the respondent was then

grouped within specific age brackets, which clearly bifurcated

the different generation

a. 15yrs -24 yrs

b. 25yrs 34yrs

c. 35yrs 44yrs

d. 44yrs +

3. Immediate direct analysis of the data helped in finding out

the popularity quotient of the musical ad among the

respondent

4. Also the Analysis included in finding out the attitude of the

respondent towards such a advertising concept

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5. Further the analysis was done to understand the relationship

between the responses and other demographic & economic

parameters of each individual

a. Eg: To test whether there was any relationship between

the positive response towards the ad and the age of the

individuals

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Results Of The Questionnaire

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Q3. Do you prefer more than one ad in one magazine

Responses

# of

Responses

Yes 14No 32May Be 14Grand Total 60

From the above Table the Mode is the highest value 32, which is against the responseNO

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Q.9 Will you pay the premium for such an innovation?

Before conducting the survey it was estimated that 30% of the audience will agree to pay

premium,

The Z test is conducted to verify the same

P0 = 30% or 0.3

P = No. Of People agreeing to pay the premiumSample Size

P = 10 = 0.16760

Q0 = 1 P0

= 1 0.3

= 0.70

P=0.3

P=0.3 ; H1 : P < 0.3

Now for Z Test,

Z = P -P0(P0*Q0) / n)

Z = 0.167 - 0.60(0.30*0.70/ 60)

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ResponsesGender Yes No

MayBe Total

Female 6 13 12 31Male 4 20 5 29Grand Total 10 33 17 60


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= -2.25

Since Z Value is negative rejecting H0 and concluding that less than 30% of the targetaudiences are willing to pay the premium for such a innovation

Finding Association- Through Creamers V

Q.9. Will you pay premium for such an innovation

Observed Table

The Above is the Observed Table of the individuals responses based on their sex.Hence the expected table will be (R x C)/N.... R=rows Total; C= Column total

Expected TableResponsesGender Yes No

MayBe

GrandTotal


Now,X

2 (Chi) = (o-e)2/e.......O= observed Value & e= Expected Value

Therefore X2= 4.71

Cramers V= X2

N (K 1)

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ResponsesGender Yes No

MayBe Total



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Cramers V= 4.71

60(2 1)

Cramers V= 0.279

Since the values of Observed Table and Expected table are not equal, Sex of Individual &their responses are not independent of each other. Also since the value of V is less than0.3; there is a weak association between the two variables.

Observations & Findings

Some of the key finding of the research done post data collection

and analysis are as follows

1. 77% of the audience who thought the jingle caught their

attention, are the ones who rated the innovation very

good/good

2. 56% of the audience who prefer a single ad per issue dislike

3. More than 50% of working class , 25 yrs + agreed to

subscribing to the magazine with an AVP ad

4. Females are more inclined towards the idea of paying a

premium for the innovation

5. 48% of the audience who rated the innovation as very

good/ good, disagree that AVP will take over regular print

advertising

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6. 70% of self employed respondents agreed to subscribing of

such a magazine, while 90% of respondents who found the

innovation bad disagreed with subscription

Limitations

The study conducted to test the audience response attitude and

likability towards the AVP advertising helped in understanding

certain limitations that this medium of advertising possessed with

respect to advertiser, publishers and end consumer.

1. Cost Component: Since most of the research audience were

highly reluctant in paying the premium for magazine carrying

AVP ad the extra cost component will have to be borne by

either publishers or advertiser, in most likely case the

publisher will always pass on the extra cost to advertiser

2. Single ad: The research revealed that the audience disliked

the thickness of the magazine due to inclusion of AVP Ad.

Thus at a time A publisher can afford to include only single ad

causing the least discomfort to the reader

3. Not applicable for all the product category - AVP Advertising

will not lend itself very well to all the product categories,Especially when the advertising communication is topical in

nature or for the product category which dont use jingles

4. Opportunity of advertising limited: Since audience did not

have positive take on more than one ad in single issue of the

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magazine, it limits the advertising opportunity for the

publishers

Recommendations

1. An AVP ad is more suited to Lifestyle and Fashion magazines

which lend itself very well for such an innovation as the

reader of this magazine is more involved and has a decent

amount at his disposal

2. Innovation of such kinds creates higher impact when placed in

the initial pages (eg. Opening Cover/ First Page), and doesnt

distract the reader while reading the articles. Hence Planning

such an ad in initial pages of magazine is important rather

than in later pages

3. Since the AVP Ad would make the magazine bulky, a

publishers should take care that not more than one ad is being

made the part of single issue

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Appendix

Composition of our research AudienceAge Group Wise

Age Group# of

Audience15 yrs - 24 yrs 1525 yrs - 34 Yrs 2935 yrs - 44 Yrs 1045 Yrs + 6Total 60

Gender Profile

Gender# of

Audience

Females 31males 29Total 60

Broad Profession Classification

Gender# of

AudienceService 44Self Employed 12Student 3

House wife 1Total 60

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Bibliography

effectiveness of audio video print advertising[1]

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