8/3/2019 IMC- Strategic Advertising Tool
1/26
Strategic Advertising Tool
Presented by-
Aayush saxena
Sandeep singh
Vikrant dagar
8/3/2019 IMC- Strategic Advertising Tool
2/26
The Research Process
Define the Problem and Research Objective.
Check Secondary Source.
Carry out Primary Research.
8/3/2019 IMC- Strategic Advertising Tool
3/26
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 ?
8/3/2019 IMC- Strategic Advertising Tool
4/26
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?
8/3/2019 IMC- Strategic Advertising Tool
5/26
Secondary Source
Information that already exist.
Quicker and cheaper than Primary research.
Some sources of secondary research-
Client Record
Trade publication
Government publication
8/3/2019 IMC- Strategic Advertising Tool
6/26
Cont..
Commercial sources
Agency research
Website, magazines and general publications
8/3/2019 IMC- Strategic Advertising Tool
7/26
Primary Research
A) Researchapproaches
B) Contactmethods
C) Samplingprocedure
D) Researchinstruments
Primaryresearch
8/3/2019 IMC- Strategic Advertising Tool
8/26
Research Approach
Firsthand
Experience
Focus
group
survey
observation Experim-
ent
8/3/2019 IMC- Strategic Advertising Tool
9/26
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.
8/3/2019 IMC- Strategic Advertising Tool
10/26
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.
8/3/2019 IMC- Strategic Advertising Tool
11/26
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
8/3/2019 IMC- Strategic Advertising Tool
12/26
Telephone :- Gather information speedily.
Respondents clarify difficult questions. Cost per respondent is high
Chances of interviewer bias
Interviewer cheat and fill questionnaire undertime pressure.
8/3/2019 IMC- Strategic Advertising Tool
13/26
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
8/3/2019 IMC- Strategic Advertising Tool
14/26
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.
8/3/2019 IMC- Strategic Advertising Tool
15/26
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.
8/3/2019 IMC- Strategic Advertising Tool
16/26
Common Sampling Methods
Probability
sample
Simple random
sample
Stratifiedrandomsample
Non-probability
sample
Conveniencesample
Judgmentsample
8/3/2019 IMC- Strategic Advertising Tool
17/26
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.
8/3/2019 IMC- Strategic Advertising Tool
18/26
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.
8/3/2019 IMC- Strategic Advertising Tool
19/26
TypesofResearch Instruments
Questionnaire Tools
Psychological Tools
Mechanical Tools
Projective Tools
8/3/2019 IMC- Strategic Advertising Tool
20/26
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.
8/3/2019 IMC- Strategic Advertising Tool
21/26
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
8/3/2019 IMC- Strategic Advertising Tool
22/26
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.
8/3/2019 IMC- Strategic Advertising Tool
23/26
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
8/3/2019 IMC- Strategic Advertising Tool
24/26
Some mechanical tools
Psycho galvanometer
Tachitoscope
People meter
8/3/2019 IMC- Strategic Advertising Tool
25/26
Interpret the Result
Reduces Uncertainty
Helps focus decision making
8/3/2019 IMC- Strategic Advertising Tool
26/26
Thank You.