Research Methodology

Effectiveness of AVP Advertising

Effectiveness of Audio Video Print Advertising

(Studying the response for Audio visual print ad among Magazine readers)

Report Submitted By: Team Titans

Ami Shah Roll no 99 Aditi Hegdekar Roll no 42 Balaji Iyer Roll no 45 Croyden Pereira Roll no 81 Garima Lodha Roll no 58 Jyoti Ahuja Roll no 04 Lynn D`souza Roll no 28 Naqqash Contractor Roll no 21 Saurabh Khurana Roll no 54 Sian Ferreira Roll no 31 Suraj Karvi Roll no 51

Date: 06th May 2009

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Research Methodology

Effectiveness of AVP Advertising

Introduction
Audio Visual Print advertising is an innovation within Print Advertising, which is a combination of audio powered with highly appealing visual. This concept is similar to a musical greeting card where the jingle can be embedded and will play on the page where the ad of the brand appears. Currently this concept of advertising is being made commercial available by one of the publisher; but as of now has not been able to fetch a good response by the advertisers- National or Local. Hence did a research to measure the effectiveness of Audio Video Print Advertising among the magazine reading audience We conducted a survey with a random sample of 60 individuals across an age group ranging from 17 to 65 yrs of age. We introduced the audience to this new advertising concept and let them have the first hand experience of the same with the help of the dummy ad of diamond jewelry. Post which we conducted the questionnaire research to test their immediate reaction. This report cover a details on the audience response & preferences and other details in the subsequent pages

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Effectiveness of AVP Advertising

Executive Summary
A new concept has been introduced in print advertising called the Audio Visual Print Advertising. The audio feature is enabled with the help of a prerecorded chip. The chip is embedded in the page in such a way that when the reader comes to the page, the audio will start playing and will stop only when the page is turned. It will create correlation between the television, radio and print media and up the recall of the brand. The concept can be replicated in newspapers, trade magazines and inhouse journals, too. A different kind of thick paper is used for the concept, in order to hide the chip and maintain the pull of the page. The music/audio can be replayed about 500 times. A survey was conducted to find out the effectiveness of this medium in the category of Print Media and the brand of magazine it would be used in. The survey was carried out amongst 60 respondents between the age of 17yrs - 65yrs to check their acceptability and response to such an innovation. 10 questions were strategically formulated to derive the desired result. An actual magazine was made using this concept and was presented to the respondents. Along with the personal interview method it was an ideal platform to get first hand information from the respondents with regards to likes and dislikes for such a concept. The respondents were given enough time to answer the questions and examine the magazine to get genuine responses. We realized that this was an apt way of understanding the shortcomings of this concept. The data was then gathered and correctly coded in order to interpret the data. Various techniques were used to arrive at a definite conclusion. Various correlations were found between the variables such as sex, age, occupation etc with this topic to give a wider perspective to our research objective. These correlations helped us on giving various recommendations to improve this medium of advertising.
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Effectiveness of AVP Advertising

The survey did help us conclude that this medium of advertising will be popular amongst the readers but with some modifications to the basic idea. Some limitations of the concept also came across from the reaction of the respondents. The survey results also serve as a memo for potential advertisers who would be open to using innovation in their communication. In todays remote control equipped world, advertisers are always on the lookout for such innovations to help grab attention. The assessment thus helped to test the waters for audio visual print advertisements which could be the next big thing and an interesting innovation to standard print advertising.

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Research Methodology

Effectiveness of AVP Advertising

Problem Statement
Is Audio Visual Print advertising the next big thing in Print advertising to grab quick eyeballs?

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Research Methodology

Effectiveness of AVP Advertising

Research Objectives
The objective of an AVP ad is to grab attention, make the reader stop and take notice. Hence the research objective here is to understand audience response, preferences, attitude and likeability towards such a concept thus translating into a viable advertising opportunity for the advertiser.

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Research Methodology

Effectiveness of AVP Advertising

Methodology
The Methodology adopted to achieve the research objective was of the Survey Technique for collecting the required information. We conducted a survey with a random sample of 60 individuals across an age group ranging from 17 to 65 yrs of age. Since magazines are read by all age groups depending on the genre of magazines, there was no definite age group for the sample. The age group was between 17-65 years. The target audience included a mix of students, housewives, professionals and entrepreneurs who read any genre of magazines this sample selection was done through Non-Probability technique. A questionnaire containing 10 questions was created to get the desired responses from the sample audience. These 10 question were framed in such a manner that; the responses to the question will facilitate in finding the audience reaction, attitude & likeability towards such a concept of advertising. We created a sample of the audio visual ad in a magazine which was shown to each of the respondents to give them a clearer picture of the research concept. The responses were collected via direct personal interview with the respondents.

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Research Methodology

Effectiveness of AVP Advertising

Data Collection
A Pre Testing, using a small sub-sample of 10 respondents was done to gauge the responses and likeability towards the concept of Audio Visual Print Advertising. Based on the Pre-testing the actual study was done with 60 respondents and data was collected in order to test whether the results were in line with the Pre-testing. Data was collected among the individuals across age group but the one who shared the common interest of reading magazine of different genre. Also care was taken that the responses were collected only when the respondents had ample of time at their disposal in order to get unbiased and uninfluenced responses. Some of the key composition of our sample audience is as follows 1) The Sample was slightly inclined toward female audience with a 52% composition. 2) 48% of our research audience belongs to the 25-35 age group, while 25% of the audience belong to the 15-24 age group. 3) 73% of our research audience belongs to the working class, while 20% of the audiences were self employed.

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Effectiveness of AVP Advertising

Data analysis
The raw data collected was then tabulated into more user-friendly format and the responses were coded so as so ease the process of analyzing the data. 1. Questions & the responses were coded 2. Since the age of the respondents interviewed varied due to non-probability sampling, age of the respondent was then grouped within specific age brackets, which clearly bifurcated the different generation a. 15yrs -24 yrs b. 25yrs 34yrs c. 35yrs 44yrs d. 44yrs + 3. Immediate direct analysis of the data helped in finding out the popularity quotient of the musical ad among the respondent 4. Also the Analysis included in finding out the attitude of the respondent towards such a advertising concept

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Effectiveness of AVP Advertising

5. Further the analysis was done to understand the relationship between the responses and other demographic & economic parameters of each individual a. Eg: To test whether there was any relationship between the positive response towards the ad and the age of the individuals

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Effectiveness of AVP Advertising

Results Of The Questionnaire

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Effectiveness of AVP Advertising

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Effectiveness of AVP Advertising

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Research Methodology Q3. Do you prefer more than one ad in one magazine # of Responses 14 32 14 60

Effectiveness of AVP Advertising

Responses Yes No May Be Grand Total

From the above Table the Mode is the highest value 32, which is against the response NO

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Research Methodology Q.9 Will you pay the premium for such an innovation?

Effectiveness of AVP Advertising

Responses Gender Female Male Grand Total

Yes 6 4 10

No 13 20 33

May Be 12 5 17

Total 31 29 60

Before conducting the survey it was estimated that 30% of the audience will agree to pay premium, The Z test is conducted to verify the same P0 = 30% or 0.3 P = No. Of People agreeing to pay the premium Sample Size P= 10 = 0.167 60

Q0 = 1 P0 = 1 0.3 = 0.70 P=0.3 P=0.3 ; H1 : P < 0.3 Now for Z Test, Z = P -P0 (P0*Q0) / n) Z = 0.167 - 0.60 (0.30*0.70/ 60)

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Research Methodology
= -2.25

Effectiveness of AVP Advertising

Since Z Value is negative rejecting H0 and concluding that less than 30% of the target audiences are willing to pay the premium for such a innovation Finding Association- Through Creamers V Q.9. Will you pay premium for such an innovation Observed Table Responses Gender Female Male Grand Total May Be 12 5 17

Yes 6 4 10

No 13 20 33

Total 31 29 60

The Above is the Observed Table of the individuals responses based on their sex. Hence the expected table will be (R x C)/N.... R=rows Total; C= Column total Expected Table Responses Gender Female Male Grand Total Yes 5 5 10 No 17 16 33 May Be 9 8 17 Grand Total 31 29 60

Now, X 2 (Chi) = (o-e)2/e....... O= observed Value & e= Expected Value Therefore X 2 = 4.71 Cramers V=

X2 N (K 1)

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Research Methodology Cramers V=

Effectiveness of AVP Advertising

4.71 60(2 1)
0.279

Cramers V=

Since the values of Observed Table and Expected table are not equal, Sex of Individual & their responses are not independent of each other. Also since the value of V is less than 0.3; there is a weak association between the two variables.

Observations & Findings

Some of the key finding of the research done post data collection and analysis are as follows 1. 77% of the audience who thought the jingle caught their attention, are the ones who rated the innovation very good/good 2. 56% of the audience who prefer a single ad per issue dislike 3. More than 50% of working class , 25 yrs + agreed to subscribing to the magazine with an AVP ad 4. Females are more inclined towards the idea of paying a premium for the innovation 5. 48% of the audience who rated the innovation as very good/ good, disagree that AVP will take over regular print advertising

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Effectiveness of AVP Advertising

6. 70% of self employed respondents agreed to subscribing of such a magazine, while 90% of respondents who found the innovation bad disagreed with subscription

Limitations
The study conducted to test the audience response attitude and likability towards the AVP advertising helped in understanding certain limitations that this medium of advertising possessed with respect to advertiser, publishers and end consumer. 1. Cost Component: Since most of the research audience were highly reluctant in paying the premium for magazine carrying AVP ad the extra cost component will have to be borne by either publishers or advertiser, in most likely case the publisher will always pass on the extra cost to advertiser 2. Single ad: The research revealed that the audience disliked the thickness of the magazine due to inclusion of AVP Ad. Thus at a time A publisher can afford to include only single ad causing the least discomfort to the reader 3. Not applicable for all the product category - AVP Advertising will not lend itself very well to all the product categories, Especially when the advertising communication is topical in nature or for the product category which dont use jingles 4. Opportunity of advertising limited: Since audience did not have positive take on more than one ad in single issue of the
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Effectiveness of AVP Advertising

magazine, it limits the advertising opportunity for the publishers

Recommendations
1. An AVP ad is more suited to Lifestyle and Fashion magazines which lend itself very well for such an innovation as the reader of this magazine is more involved and has a decent amount at his disposal 2. Innovation of such kinds creates higher impact when placed in the initial pages (eg. Opening Cover/ First Page), and doesnt distract the reader while reading the articles. Hence Planning such an ad in initial pages of magazine is important rather than in later pages 3. Since the AVP Ad would make the magazine bulky, a publishers should take care that not more than one ad is being made the part of single issue

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Effectiveness of AVP Advertising

Appendix
Composition of our research Audience Age Group Wise # of Age Group Audience 15 yrs - 24 yrs 15 25 yrs - 34 Yrs 29 35 yrs - 44 Yrs 10 45 Yrs + 6 Total 60 Gender Profile Gender Females males Total # of Audience 31 29 60

Broad Profession Classification # of Gender Audience Service 44 Self Employed 12 Student 3 House wife 1 Total 60

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Bibliography

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