MEDIA RESERCH

Mytheen Muhammed Click to edit Master subtitle style

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Media Research
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Focuses on media selection and frequency Measures the effectiveness of the ads message and the placement of the ad Can help determine which media mix is most effective

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Media Research Can Tell Us About..

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The effectiveness of the print media sent into the home through Consumer Panels Broadcast media can be researched through Arbitron and Nielsen ratings obtained through diaries and special soft wear Researchers are even developing systems to measure the effectiveness of online advertising

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Media Research I
Focuses on six aspects: 1. Media distribution
Refers to circulation of newspaper/magazine/periodicals or the number of TV/Radio ownership and Internet subscription.

2. Media audience
Number of people exposed to the ad medium in question.

3. Exposure
5/5/12 Number 44 of people actually noting the

Media Research II
Focuses on six aspects... 4. Perception
Number of people having conscious awareness and perception of the advertisement in question. In print advertisements, perception is affected by factors such as size, color, position and language of the media. Typically, perception is less than exposure.

5. Communication
Number of people who comprehend specific things about and aspects of the advertisement. Communication lags perception.
5/5/12 6. Purchase 55

Newspaper as Ad Medium

Major types of information needed are;

Circulation

Generally available from secondary sources in the form of audited circulation figures.

Readership

Data on readership is generally unknown and need to be gathered through sample surveys.

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Often problematic because identifying 66

Television as a Medium I
Objective is to determine the TV audience. Programs watched by more people are preferred by advertisers. Methods of measurement include:

Determining the Program rating

Respondents are provided with a roster of TV programs shown during the past three days and are asked a series of questions to ascertain the programs

Telephone interviewing

Also known as coincidental telephone interview, this method involves telephone interview with a sample of respondents during the broadcasting hour.
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Television as a Medium II

Using audimeter device

Developed by A.C. Nielson Company, this is the most sophisticated method of TV audience measurement. A technical device called audimeter is attached to each of the TV sets of a panel of pre-selected households. The device automatically records the time when the TV set is switched on (and off), the channel watched, duration of watching; and instantly transmits the data to a central computer for processing. However, an audimeter does not record who in the household is/are watching.

Using people meter

A technical device that like audimeter, which is household 5/5/12 activated (and deactivated) by each88

Television as a Medium III

Diary Method

A specially designed diary is given to a panel of households to record the television viewing behavior of the viewer

Radio/Cinema/Internet as media
Number of radio listeners may be measured in the same way as TV audience is measured. Simplest way to measure cinema audience is through sample survey. Internet users may also be identified using Internet-based surveys. 5/5/12 99

THANKS
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