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Most Effective Media

Media Effectiveness Index

• MEI ranges from 1 to 100

Media Effectiveness Study 31 October 2010 Page 1 Confidential & Proprietary


Copyright © 2009 The Nielsen Company
Most Effective Media…contd.

Type of Media Promotion that influences


customer to purchase any
product/service

Source of Seen/Heard Ad

Base: 2,000

TV is the most effective Media

Media Effectiveness Study 31 October 2010 Page 2 Confidential & Proprietary


Copyright © 2009 The Nielsen Company
Recalled Brand Ad – All Media Considered
(Ref A.4a)

Recalled Ad (Brand wise) Sources of Seen /Heard Ad

Recalled Ad (Brand Wise)
31.2

18.7

5.7
4.1 3.1 2.3

%
Banglalink GP Unilever Lux Aktel Sun silk

Banglalink GP Unilever Lux Aktel Sun silk

Media Effectiveness Study 31 October 2010 Page 3 Confidential & Proprietary


Copyright © 2009 The Nielsen Company
Reasons behind liking the ad of particular media

BILLBOARD TVC RDC PRESS

Base: 606 1,922 97 781


The color of the ad was good 66.3 N/A N/A 60.9

The models were good 51.5 74.5 N/A 43.1

The message of the ad was clear 31.4 54.2 77.3 62.5

The ad was clearly visible 28.5 N/A N/A N/A

The placement of the ad was good 30.9 N/A N/A N/A

The Storyline of the ad was good N/A 41.1 28.9 N/A

The Ad Does not Take Much time to understand N/A 35.4 20.6 43.7

The Jingle of the ad was good N/A 31.6 39.2 N/A

The Ad Was Realistic N/A N/A 41.2 28.4 %

For Billboard ‘the color of the ad was identified most’, for TVC ‘models’ were
recognized most, for RDC & Press ‘clear message of the ad’ was selected mostly.

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Copyright © 2009 The Nielsen Company
Perception about each media

• Large Size of the billboard impresses the


viewers
• Those who have less time to watch TV,
billboard can work as a replacement media
• Stimulate interest and easily attract people
“Billboard is for informing people. For example when
while they are on the move people on the move see a billboard they become
attracted to the sheer size of the advertisement. They
think the company who sponsors such a big
advertisement must market quality product” -SEC A & B
Chittagong

• Involves both audio and visual sensory organs

• Majority people around the country watch TV

because of its high penetration rate

• The content can be explained properly


“In TV the product can be seen”-SEC A & B Chittagong

Media Effectiveness Study 31 October 2010 Page 5 Confidential & Proprietary


Copyright © 2009 The Nielsen Company
Perception about Each Media...contd.

• People listen to radio whenever and wherever

they like.

• FM channels are getting popular day by day

• ‘RJs’, ‘Song dedications’, ‘Updated NEWS’,

‘Traffic Update’ etc. are now popular terms

• Print Media ad is documented


• More believable because it contains
maximum and detail information
• Print Media advertisement can be
viewed at one’s own ease

Media Effectiveness Study 31 October 2010 Page 6 Confidential & Proprietary


Copyright © 2009 The Nielsen Company
Top billboard locations

31 October 2010 Confidential & Proprietary


Copyright © 2009 The Nielsen Company
Few suggestions about Billboard advertisement

The Product:
• Products should conform the quality and appearance depicted in the billboard.
• Billboard should be updated in order to reflect any change in the product offer
• Brief description of the products and it’s features should be stated clearly

Presentations:
• Popular celebrities should be used as models
• Creative idea
• Should contain decent picture and information (i.e. price information)
• Use of attractive colour

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Copyright © 2009 The Nielsen Company
Few Suggestions about Billboard advertisement…contd.

Size and Placement:


• Should be big enough
• Should be placed in a place with maximum visibility
• Should be placed in rural areas also

Technology:
• Electronic billboards are much more attractive

Message Clarity:
• Can easily associate and should be helpful to recall the brand
• Understandable to everyone.

31 October 2010 Confidential & Proprietary


Copyright © 2009 The Nielsen Company
Few Suggestions about TV advertisement

Television:

• Advertise in terrestrial TV because of its high reach

• Should have beautiful model, good jingles (background music: Natural and realistic)

• Should be compatible with culture and product

• Should give clear messages

• Demonstrate the use of product

• Use audio visuals instead of plain writing

• Should not have irrelevance between the product and the storyline of the

advertisement

Media Effectiveness Study 31 October 2010 Page 10 Confidential & Proprietary


Copyright © 2009 The Nielsen Company
Few Suggestions about Radio and Print advertisement

Radio:
• Small and simple advertisement to communicate the message
• Not repetitive
• Good voice quality
• Should tell about quality of product

Newspaper/Magazine:
• Small but detailed information
• Most people read the first and last pages of Print Media so advertisements
should be placed in such pages
• Big, colourful and popular face
• Attractive and clear message

Media Effectiveness Study 31 October 2010 Page 11 Confidential & Proprietary


Copyright © 2009 The Nielsen Company