imc- strategic advertising tool

8/3/2019 IMC- Strategic Advertising Tool

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Strategic Advertising Tool

Presented by-

Aayush saxena

Sandeep singh

Vikrant dagar


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The Research Process

Define the Problem and Research Objective.

Check Secondary Source.

Carry out Primary Research.


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Define the problem and Research

Objective Problem should not be defined too Broadly or

too narrowly.

Need to focus on-

What is to be researched ?

Why is to be researched ?


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Types of research

Exploratory Research Descriptive Research Causal Research

(Unaware of Problem) (Aware of Problem) (Problem Clearly Defined)

Our sales are declining and What kind of people are buying Will buyers purchase more of

we dont know why. our product? Who buys our our products in a new

package? competitors product?

Would people be interested Which of two advertising

in our new product idea? What features do buyers prefer campaigns is more effective?

in our product?


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Secondary Source

Information that already exist.

Quicker and cheaper than Primary research.

Some sources of secondary research-

Client Record

Trade publication

Government publication


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Cont..

Commercial sources

Agency research

Website, magazines and general publications


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Primary Research

A) Researchapproaches

B) Contactmethods

C) Samplingprocedure

D) Researchinstruments

Primaryresearch


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Research Approach

Firsthand

Experience

Focus

group

survey

observation Experim-

ent


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Firsthand Experience - Advertiser must touch,

taste, smell, hear, see, experience a productbefore conducting a research.

Observation - Customers actual purchase

reflect true actions and are often more

dependable than statements make to

researcher.

Survey what cannot be observed can be

surveyed with a help of questionnaire.


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Experiment - They are good for capturing

cause and effect relationships.

Focus group - Inviting six to ten people to

spend time discussing the clients product. It is

conducted by trained moderator.

Psychological / psychographic approach This

approach probes deeper into a prospects

beliefs, feelings, attitude, motivation.


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Mail :- Useful for survey based research. Questionnaires mailed to respondents via post.

Less changes of interviewer bias results based onthe interviewer asked questions.

Less costly method as compared to all the contactmethods.

Drawbacks are unambiguosly worded questions

have no opportunity to clarify doubts. Mail surveys takes long time tocomplete and low

response rate .

ContactMethods


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Telephone :- Gather information speedily.

Respondents clarify difficult questions. Cost per respondent is high

Chances of interviewer bias

Interviewer cheat and fill questionnaire undertime pressure.


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Personal: Personal interviews could be

individual or group interviews. Most flexible of all contact methods with the

opportunity to probe,clarify,modify and delete

questions.

Trained interviewers have a greater control on

the respondent.

Both individual or group interviews observe

reactions and behaviours.

Time and cost factor are higher


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Computer: Respondents read questions and

type the answer on the computer. Touch screen computers, fancy graphics make

answering questions fun.

Companies using online spying methods likecapturing data to learn consumer behaviour.


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Sampling Plan

Sample is a segment of the population selected forresearch represents population as a whole.

Decisions made for selection of a sample :-

Sampling unit:- Ideal sample should berepresentative of the large population.

Sample size:-Larger sample give reliable results. Ifsample are chosen with scientific proceduresmaller sample give reliable result.

Sampling procedure:- Researcher have a choice ofprobabilistic or non-probabilistic samplingmethods.


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Common Sampling Methods

Probability

sample

Simple random

sample

Stratifiedrandomsample

Non-probability

sample

Conveniencesample

Judgmentsample


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Probability sample-

Simple random Each member in the population

has equal chance of being selected.

Stratified random - the population is divided into a

specified set of strata such that the members

within each stratum have similar attributes but

the members between strata have dissimilar

attributes.


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Non-probability sample-

Convenience sample The researcher select the

population member that are most convenient to

access.

Judgment sample The researcher uses his

judgment to determine which prospect are likely

to give accurate information.


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TypesofResearch Instruments

Questionnaire Tools

Psychological Tools

Mechanical Tools

Projective Tools


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Questionnaire A questionnaire consists of a set ofquestion presented to the respondents. It is popularly used to

collect primary data. Questionnaire are two tpyes.

Closed & Open ended question

Closed ended question- closed ended question are thosethat include all the possible answers and respondents choose

one or more relevant answers from among the choices given.

Open ended question- open ended questions do notfurnish respondents with choices and allow them to answer in

their own words.


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Psychological tools psychological tools are used forpsychological research to probe deeper into a prospects

beliefs, feelings, attitudes and motivations. A popularpsychological instruments is the Zaltman MetaphoricElicitation Technique {ZMET}.psychological tools are costly andtime-consuming compared to their instruments.

Mechanical tools mechanical or laboratory tools areobservations devices that are not very prominently ued inindia, but in many weatern countries. A few tools are used inmechanical tools these are:-

Eyemovement camera

Audiometers

peoplemeter


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Eyemovement camera- The eye movement cameratracks the movement of the eye over an

advertisement where the eyes focus first,how longthey linger on a given item and so on.

Audiometers a audiometers is a device that isattached to t.v sets in selected homes and records

when the t.v set is on and to which channel it is tuned. Peoplemetrs a peoplemetrs is also a devices that is

attached to t.v sets in a panel of participating homesand records which family member watches what

program. It then measure the size and demographicscomposition of audiences for various televisionchannels and programs.


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Projective tools Projective tools include

techniques like word association; sentence-,picture or story-completion: thematic

apperception tests,etc.. Projective techniques

require a lot of time , effort, and money


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Some mechanical tools

Psycho galvanometer

Tachitoscope

People meter


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Interpret the Result

Reduces Uncertainty

Helps focus decision making


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Thank You.

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