NewspaperCommunication Messages

By:-Avadhut KaluskarIndraneel MukherjeeShashank VyasKumar VikasUrmimala Tah

Agenda

• Qualitative Research

• Research Findings

• Communication Messages

Qualitative Research

• Technique : Laddering

• Product : Newspaper

• Number of Respondents : 10

Age group 40-50 : 4 (occupation : service [3], housewife[1] ) Age group 20-25 : 6 (students)

f

Loves reading

Better decision making

Reliving moments

Better informed

At par with peers

Good habit

Intellectual pursuit

Develops rationale

Holistic knowledge

Better analyzed info.

Helps in interview

Easy access to info.

Learn language

Networking

Language proficiency

Accuracy in forecast

Better writer/speaker

ConfidenceKnowledgeable person

Express oneself/communication

Social esteemSuccess

Self-satisfaction Erudite

Responsible citizen

Hierarchy Value Map

Means-End Chain Concrete (Loves reading, Easy access to information)• Attributes Abstract ( Good habit) Functional (Better decision-making, Develops rationale)• Benefits Psycho-social (Confidence, Re-living moments, Intellectual pursuit)

• Values Responsible citizen, Success

Relevance of Newspaper Reading

• Situational Self Relevant – Helps in interview, Re-living moments, Accuracy in forecast

• Intrinsically Self Relevant – Confidence, Express oneself/communication

Communication Messages

• Attribute based

• A-C-V based

• Value based

Inculcate Good Habits

Be Informed. Make smart decisions. Be a responsible citizen.

Information is Power.Be Equipped.

Be Confident.

Thank You!