FUNDAMENTAL TASKS FUNDAMENTAL TASKS IN ADVERTISINGIN ADVERTISING

ASST PROF. JONLEN DESAASST PROF. JONLEN DESA

RESEARCHRESEARCH Research is the process of searching or finding

information for a particular purpose. It is a comprehensive concept. Research is used on a large scale by advertisers &

marketers in order to study consumer tastes, wants, needs, preferences, buying motives, consumption habits etc.

No business can survive without adequate research. Research is a fundamental task in advertising. The information & facts obtained through research is

very important to any advertiser.

RESEARCHRESEARCH Based upon the results of the research, marketers

can go ahead with product development and advertising campaigns.

How is research conducted???

R & D department of a firm.

Interdependence of various departments of a company.

RESEARCH AS A TOOL FOR RESEARCH AS A TOOL FOR EFFECTIVE ADVERTISINGEFFECTIVE ADVERTISING

ADVERTISING RESEARCHADVERTISING RESEARCH Advertising research is a branch of marketing research. It deals with problems relating to advertising. It discusses the behavior pattern of people under

different circumstances Areas covered under advertising research include;

advertising budget, advertising copy, media planning and testing the effectiveness of advertising.

In advertising research information is collected, analyzed, interpreted and conclusion is drawn.

The different aspects of advertising are interdependent and interrelated.

ADVERTISING RESEARCHADVERTISING RESEARCH Advertising research aims at making company’s

products popular and encourages consumers to buy them regularly.

It helps in solving problems pertaining to advertising. It plays an important role in raising the effectiveness of

advertising. Advertising research help companies decide on: target audience, media mix, advertising budget,

advertising plan, advertising budget, advertising agency etc.

MARKETING RESEARCHMARKETING RESEARCH Marketing Research is a branch of marketing management. It investigates the different marketing problems. Marketing problems are identified, studied, conclusions

drawn and recommendations made to solve the problem. It focuses on marketing areas like product, consumer,

market, promotion, competition etc. It suggests solutions on marketing problems. Marketing research is treated as the SOUL of marketing. It is a systematic and continuous process. It is rightly considered as the beginning and end of

marketing management.

PRODUCT RESEARCHPRODUCT RESEARCH Product Research is a major area of marketing research. It covers different aspects of the product like its design,

development, features, quality etc. Product design, development, testing & modification are

included within the scope of product research. The main aim of product research is to develop a product

that meets the needs of customers. Research is necessary during the product planning stage. Marketing & sales are very easy and quick when

products are manaufactured according to the needs and expectations of consumers.

PRODUCT RESEARCHPRODUCT RESEARCH Different components of a product are studied in

product research. These include: shape, size, features, design, merits etc. It also includes product development, modification,

testing etc. 2 main aspects of Product Research are: Research relating to technical aspects of a product. Research relating to marketing aspects of a product.

PRODUCT RESEARCH SCOPEPRODUCT RESEARCH SCOPE Product Development Product Introduction Product Modification Product Packaging Product Branding Product Line Product Pricing Product Positioning Product Life Cycle

MEDIA RESEARCHMEDIA RESEARCH

Media refers to the different tools in advertising. An advertiser has a wide variety of media channels to

choose from in order to advertise for his product. Each media is effective in its own way, having their own

pros & cons. An advertiser should find out which is the best

advertising media suitable for advertising his product. For this a research is required, which is termed as

advertising research.

MEDIA RESEARCHMEDIA RESEARCH Media research refers to the coverage, depth, impact,

frequency and effectiveness of different advertising media.

Media research is called as advertising research. It provides information as regards to popularity,

effectiveness, comparative cost position and benefits for each advertising media.

Sometimes, one single advertising media cannot reach all the target audience, hence a combination of media will be required.

Media research studies both target audience & media options.

MEDIA RESEARCHMEDIA RESEARCH Thus, the basic purpose of media advertising is to find

out the best advertising media that a company can use in order to advertise for its products and gain maximum customers.

Some Media Organizations that conduct media research are ABC, ORG, PT, INS, MARG, IMRB, MRAS etc

CONSUMER RESEARCHCONSUMER RESEARCH Consumer Research focuses solely on the customer. The consumer is a king, a business cannot survive

without consumers. Business firms should understand consumer behavior,

their psychology, needs and wants, tastes and preferences.

Based on this information, companies should manufacture products to meet their needs.

Companies are now more customer oriented than product oriented.

They provide superior quality products combined with good after sales services.

CONSUMER RESEARCHCONSUMER RESEARCH Consumer research is devoted to establishing direct

contact between the manufacturer and the consumer. Consumers are not always fully knowledgeable about the

product they buy. Every manufacturer should aim at getting consumer

patronage and loyalty. Consumer research is important as it gives information

about consumer’s likes, dislikes, tastes, preferences, needs, reaction etc.

IMPORTANCE OF RESEARCH IMPORTANCE OF RESEARCH IN ADVERTISINGIN ADVERTISING An advertiser can bring out a product of real merit. Helps solving marketing related problems. Selling function would be much easier. Selling of goods as per customers expectations. Helps both advertisers and consumers. Increase in sales, income & profit for the company. Facilitates planned production. Removes wasteful expenditure and reduces cost. Helps understand consumer behavior.

ADVERTISING BUDGET Advertising is a paid form of non-personal communication

due to which it costs money. Budget is prepared at the beginning of every year by the

company, showing its planned expenditure for different purposes.

Advertising budget shows how much money, a company has kept aside for spending only for advertising purpose, through different advertising media.

A company’s expenditure on advertising for its products differs during its entire life cycle.

Advertising budget is normally prepared on yearly basis.

FACTORS INFLUENCING FACTORS INFLUENCING ADVERTISING BUDGETADVERTISING BUDGET

Organizational Objectives Degree of Market Competition (Aggressive & Defensive Approach)

Stage in the Product Life Cycle Size of the Market Type of the Product Availability of Finance Media Used

FACTORS INFLUENCING FACTORS INFLUENCING ADVERTISING BUDGETADVERTISING BUDGET

Size of the CompanyExpenditure of the Previous YearFrequency of AdvertisementsImportance of MiddlemenFeature of Target AudienceQuality of Advertising Campaign

METHODS FOR PREPARING METHODS FOR PREPARING ADVERTISING BUDGETADVERTISING BUDGET

MEDIA PLANNINGMEDIA PLANNING Media planning is deciding in advance about the media

type and the promotional message to the potential buyers. It also involves deciding the correct media mix. Media planning is necessary in order to deliver

advertising message effectively, to the largest target audience at the lowest possible cost.

Media planners attempt to find out the right combination of different media.

It is lengthy and time consuming activity. Its main purpose is to select the right media to reach the

right audience so as to have desired performance.

IMPORTANCE OF MEDIA IMPORTANCE OF MEDIA PLANNINGPLANNING

Growth of media Selection of media Promotion of sales Providing supplements Suitability Avoiding waste Advising client

MEDIA SCHEDULINGMEDIA SCHEDULING

Media scheduling is important for all advertisers. It deals with finding the right schedule for a company’s

advertisement. Advertisers can test their ads to determine consumer

response on different days of the week or different seasons of the year.

Advertisers can also test whether frequent ads are more effective than occasional ones.

Advertisers should ensure that their ads have been noted by the target audience.

IMPORTANCE OF MEDIA SCHEDULINGIMPORTANCE OF MEDIA SCHEDULING

Use of Computers Use of 5 Ms Considers uncontrollable variables Provides market friendly services