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RESEARCH FOR ADVERTISING PLANNING






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Demerits of personal interview

There are some demerits of personal interview

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Merits of personal interview

There are some merits of personal interview

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Personal Interview

In this method the enumerator makes personal contacts with the informants directly or indirectly.

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Demerits of Telephone Interviews

There are some demerits of telephone interviews

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Merits of Telephone Interviews

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Telephone Interviews

Survey conducted with the help of telephone is yet another personal interview method. Contacts with the respondents are mad over the phone.

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Demerits of questionnaire method

There are some demerits of questionnaire method

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Merits of questionnaire method

There are merits of questionnaire method

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Questionnaire Method

Formulating a questionnaire and testing questions to ensure that they are properly understood sometimes take a great deal of time and effort.

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Method to get responses form the sample group

Following methods are generally employed to get the results in advertising research:

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Advantages of Employing an Agency

There are some Advantages of Employing an Agency

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All waste in advertising must be avoided

We have seen proper planning is essential for the success of any advertising campaign. Expenditure on advertising without proper planning is likely to prove a waste. All the various considerations must be taken into account.

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Credit and Discredit to be Shared equally

As the advertising programme is framed in complete coordination with productions, sales and finance departments, the salesmen know how much they have to sell, the factory knows how much to produce and the advertising department knows how much it can spend.

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Coordination with other Departments

Every manufacturing concert has specific production policy, sales policy and advertising policy. All these three policies are interrelated. The production policy should be to manufacture such goods as are exactly necessary to satisfy the public wants.

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On the Basis of Price to be Charged to Distributors

Another method is to analyze the price to be charged to distributors and allocate a part of it for advertising.

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On the Basis of anticipated Future Sales of advertising cost

Another method of fixing the allocation is to anticipate sales an to deter min a certain percentage of profits as the economically sound figure for advertising expenditure.

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On the Basis of Competitors Spending of advertising cost

The amount of advertising cost may be arrived at after inquiring as to how much our Competitors are spending on advertising and ow much we should in response to their activities.

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Advertising Cost

The most responsible task is the fixing of the amount of expenditure for the execution of the publicity programme.

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Management of Advertising Research

The need of the advertising research is the responsibility of manager. But it is the top management who should decide after this decision what amount is to be spent for it and who will do it. The advertising a manger must spent 1 percent of the advertising budget.

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How Research Contributes to Business Success

The Research showed that people felt large concerns for old, impersonal and sensitive things. This posed a tough communication challenge.

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