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CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT ON SALES

PREPARED BY: ZUBAIDA KHAN MBA (FINAL)

TABLE OF CONTENTS
Purpose of study Literature cited Research Design Data Analysis Result findings Appendix Reference

CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES

INTRODUCTION
Mobile advertising is a form of advertising that targets users of handheld wireless devices such as
 

Mobile Phones and Personal Digital Assistants (PDAs)


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CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES

CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES

CONTI
CHANNEL Mobile web Downloadable application Mobile messaging ADVERTISING OPPORTUNITIES Good for: Direct sales, Branding etc Good for: Branding/CRM Good for: Driving users to a mobile Web site. Click to call Branding/CRM Interactive dialogue (e.g., voting, polling) Good for: Branding/CRM Driving users to a Mobile web site. Click to call.
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Mobile video

CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES

PROBLEM STATEMENT

Critical analysis of mobile


advertising impact of sales in case of consumer goods.

CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES

HYPOTHESIS
H0: There is a relationship exist between mobile advertising and sales. HA: There is positive relationship between mobile advertising and sales.
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THEORETICAL FRAMEWORK

CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES

RESEARCH METHODOLOGY
Research method
Survey method

Research design
Exploratory research method

Survey method
Questionnaire
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SAMPLING TECHNIQUES
SAMPLING DESIGN: Random Sampling

SAMPLING TECHNIQUE: Probability Sampling


TARGET POPULATION:

SAMPLING UNITS: Interested to elicit from their response SAMPLING SIZE: 100 respondents from different area of Karachi
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Mobile Users who are above 18 years

SAMPLING FRAME: Individuals

CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES

DATA COLLECTION METHODS


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SECONDARY DATA
Newspapers Internet

PRIMARY DATA
Questionnaires Random sampling
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES

DATA ANALYSIS
Checking and logging the data Developing a database structure Data coding Data transformation Multiple R R square Adjusted R Square Standard Error Observation

DESCRIPTIVE STATISTICS
Mean, median, mode Standard deviation, variance Kurtosis Skewness

DATA PREPARATION

INFERENTIAL STATISTICS

CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES

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INFERENCES ELICIT FROM QUESTIONNAIRES


GENDER

Male respondents 55 Female respondents 45

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Conti
MOBILE AS A NEED

99% of the respondents think mobile phone as a need today

CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES

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Conti
MOBILE ADVERTISING IDEA:

CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES

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Conti
MOBILE ADVERTISEMENTS INFORMATION

6% to great extent 64% to some extent 19% not to much extend 11% not at all

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Conti
CONVENIENT TO READ MOBILE ADS

Majority of the sample believes that it is convenient to read mobile advertisements; the message gives the clear knowledge about a particular product which is being advertised.

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Conti
INCREASE BRAND AWARENESS:
38% of the total respondents agree that it will help in increasing brand awareness of the product, 32% are strongly agree with this, 12 are those respondents who are disagree 20% are those respondents who gives neutral answer
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Conti
SAVES TIME
25% are strongly agree, 49% are agree with it, 19% are those respondents who give neutral answer, 6% respondents are disagree with it, 1% are those respondents who are strongly disagree with this point

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Conti
REDUCE ADVERTISING COST
12% of the respondents believe that it always reduce the advertising cost, 43% which represent the majority believes that most of the time mobile advertising reduce the cost of advertising, 37% of the total respondents says that it sometimes reduces the advertising cost, 8 % are those respondents who mobile advertising can never reduce the cost of advertising.
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Conti
HELPS TO REACH WIDE AUDIENCE
40% respondents says that they are strongly agree with it, 48% of them says that they are agree with it, 8% are neutral, 3% are disagree, Respondents who are strongly disagree in believing that mobile advertising helps in reaching wide audience are also 3%
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Conti
DELIVER REAL TIME INFORMATION
9% says that it always deliver real time information, 39% says that most of the times mobile advertising helps to deliver real time information, 48% says that sometimes it deliver real time information, 4% believes that mobile advertising never helps to deliver real time information.
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Conti
PERCEIVED EFFORTS OF CUSTOMERS
10% says that it enhance the perceived efforts of customers to great extent, 69% which represents the majority to some extent mobile advertising enhance the perceived efforts of customer, 16% says not much 5% respondents says that mobile advertising cannot enhance the perceived efforts of customer at all
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Conti
TRUST THE INFORMATION:
6% says that to great extent they trust it, 52% says that to some extent they trust the information, 35% says that not much 7% are those respondents who says that they do not trust the information received from mobile advertisements at al

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Conti
SWITCH TO COMPETITORS
5% says that it always force them to switch to competitors brand, 15% says that mostly they switch to other brand, 57% tells that sometimes it happens, 23% are those respondents who never switch to competitors brand due to mobile advertisements.

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Conti
PERCEPTION ABOUT THE BRAND
70% respondents says that mobile advertisement can change their perception about a particular brand,

30% are those respondents who says that it cannot change their perception.

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DESCRIPTIVE STATISTICS
MOBILE ADVERTISING Mean Standard Error Median Mode Standard Deviation Sample Variance Kurtosis Skewness Range Minimum Maximum Sum Count Confidence Level(95.0%)
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES

1.516545455 0.022256232 1.5 1.7 0.222562316 0.049533984 2.298249864 -0.815360272 1.4 0.6 2 151.6545455 100 0.044161191
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INFERENCE FROM REGRESSION STATISTICS


FROM REGRESSION
REGRESSION STATISTICS

Multiple R

0.978

R square Adjusted R Square

0.956

0.946

Standard Error

0.414

Observations

100

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INFERENCE FROM ANOVA


ANOVA
ANOVA INTERPRETATION

Df

df = Degrees of Freedom

Number of independent variables in the model. It can Regression 1 also be written as df(reg).

Number of observations number of independent variables in the model 1. We can also write it as Residual 99 df(residual).

Number of observations 1. It can be written in other Total 100 way as df(total) = df(reg) + df(residual)

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Conti
ANOVA df Regressi on Residual Total 1 99 100 375.2343 16.98793 392.2222 SS Regression = SS Reg SS Residual = SS Error OR SSE SS Total = SST = SS Regression + SS Residual SS INTERPRETATION SS = Sum of Squares

ANOVA df Regressio n Residual 99 3 392.222 Total 100 2 5 1 3 16.9879 3 0.17159 SS 375.234 MS 375.234

INTERPRETATION MS=Mean Square MS Regression = SS Regression / df Regression = 375.2343/1 =375.2343 MS Residual = SS Residual / df Residual = 16.98793/99 = 0.171 MS Total = MST = MS Regression + MS Residual

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HYPOTHESIS PROVED

Null hypothesis (Accepted) Alternative hypothesis (Rejected)


The value of P is smaller than F (2186.741) and F is greater than the significant F (7.97281e-69)
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CONCLUSION
There is a positive relationship exists between mobile advertising and sales. The consumers attitude towards mobile advertising are strongly related to the content and the frequency of the advertising message sent via mobile devices
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RECOMMENDATION
Messages should be short and to the point. Have got consumers permission in advance, Consumer must be able to stop receiving further messages, Informative about new products, Changes in products price, and discounts.
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CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES