Measuring Media Effectiveness in Bangladesh

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ABSTRACT
The research paper has studied the effectiveness of different Medias in Bangladesh and measured it. There are several Medias like television, press, radio, internet and cinema and hence the marketer needs to know which media will bring out the best outcome from his advertisements. Variables like age and gender are taken into account so that the marketer can more easily select the appropriate media according to the target market. The method used for this research was Personal in-home survey so the respondent understands the questions very clearly and can think before they answer. The researcher selected a sample size of 100 through convenient sampling method but also cared about maintaining a fair mix of different age groups and genders to get an unbiased result. Television is the most effective media in terms of creating Brand awareness, Brand familiarity, Brand Imagery, Exposure and Purchase intent. Press is second most effective media judging by the same criteria. Radio and internet are consecutively in the 3rd and in the 4th position. Internet is more effective than Radio in case of exposure.. The best results are achieved when a combination of media is used.

chapter 1.0: INTRODUCTION
In modern market driven economy any corporate business spends a huge amount of money for advertisements and promotional activities in media. In Bangladesh the media scenario is a bit different than the western countries because of the economic, geographic and demographic differences. So the corporate giants cannot follow the same media strategy and use the same media mix in Bangladesh as they do in any other developed countries. The media consists mainly of television, radio, press, internet and cinema. This huge amount of money is spent on advertising primarily to create: Advertising/Total Brand Awareness: Consumer has been introduced to or reminded about the brand Brand Familiarity: Consumer recognizes specific brand names

Brand Imagery: Consumer agrees with positive attributes specific to individual brands Purchase Intent: Consumer intends to purchase the brand
So, as a big amount of money is associated to the media, the marketers strive to know how useful these media will be in achieving these goals. Marketers have become increasingly aware of the implications of a changing media landscape. For example, continuing media fragmentation means that a more complex array of media plans are possible. Given that some media plans will be much more successful than others at engaging with consumers and delivering marketing profitability, marketers want to know how to increase the odds of finding the optimal media mix to achieve marketing success. 1.1 Motivation and Rationale of Study

People from different demographic groups are exposed to media in different ways. And also not everyone is exposed to all the media. So it is very important for the marketer to know which media will be appropriate to reach his target market and when and how that media should be used. The marketer has to know how effective will a media be to achieve the marketing goals. There are several Medias like television, press, radio, internet and cinema and hence the marketer needs to know which media will bring out the best outcome from his advertisements. Because if the marketer cannot reach the target market with the selected media, the allocated budget will be wasted and the marketing goals will not be achieved This research paper has tried to solve these problems of the marketer by giving an idea about the media context of Bangladesh. This research explains how useful the television, radio, print and internet media will be in creating: Advertising/Total Brand Awareness: Consumer has been introduced to or reminded about the brand Brand Familiarity: Consumer recognizes specific brand names

Brand Imagery: Consumer agrees with positive attributes specific to individual brands Purchase Intent: Consumer intends to purchase the brand

1.2 Method of Study...
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