Measuring Media Effectiveness in Bangladesh

8/4/2019 Measuring Media Effectiveness in Bangladesh

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MEASURING MEDIA EFFECTIVENESS IN

BANGLADESH


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MEASURING MEDIA EFFECTIVENESS IN

BANGLADESH

Internship Report

Submitted in partial fulfilment of the requirements of BBA program

Submitted By

Omar Sayed Tanvir: BBA 050335

Supervised By:

Prof. Md. Mizanur Rahman

Business Administration Discipline

Khulna University

Business Administration Discipline

BBA Program

Date of Submission:

8 May, 2011


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ACKNOWLEGEMENT

At first, I convey my gratitude to the Almighty for successfully completing the report. In

preparing this report, it is nearly impossible to recognize all those who have contributed. Yet, I

want to offer my thanks to some special people who have helped me prepare this report through

their encouragement, intense analysis and support.

First, I would like to appreciate and thank my Supervisor, Prof. Md. Mizanur Rahman, Business

Administration Discipline, whose guidance & co-operation during the study phase and comments

helped me greatly to complete the study and prepare the report.

I never would complete my report without the incredible amount of support I received from my

research assistant Mostofa Kamal who helped me in conducting the survey.


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Table of Contents

Pg. No.

ABSTRACT 1

CHAPTER 1.0: INTRODUCTION 2

1.1 Motivation and Rationale of Study 2

1.2 Method of Study 3

1.3 Overall Objective 4

1.4 Research Question/Hypothesis 4

1.5 Limitations of the Study 4

CHAPTER 2.0: Literature Review 5CHAPTER 3.0: research design and methods 8

3.1 Overview 8

3.2 Population and Study Sample 8

3.3 Sample Size and Selection of Sample 8

3.4 Sources of Data 8

3.5 Collection of Data 8

3.6 Data Analysis Strategies 8

CHAPTER 4.0: ANALYSIS 10CHAPTER 5.0: FINDINGS 17

CHAPTER 6.0: CONCLUSION & RECOMMENDATION 24

References 25

Appendices 26

Appendix1: Questionnaire 26

Appendix2: Calculations 30


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List of Tables

Table 1: Cumulative effect of different media 10

Table2 Reach of different Media 11

Table3: Reach and Frequency through Local Media: 12

Table4: Gender wise effectiveness of different media: 13

Table5: Effectiveness of different media on people under 25 years of age: 14

Table6: Effectiveness of different media on people over 25 years of age: 14

Table7: Media duplicity Among TV, Radio, Press and Internet(Actual

number of respondents) 15

Table 8: comparative reach of year 2002 and 2011 16Table 9: Cumulative effect of different media (percentage) 17

Table 10: Reach and Frequency through Local Media 19

Table11: Gender wise effectiveness of different media (percentage): 20

Table 12: Effectiveness of different media on people below and above 25

years of age 21

Table 13: Media duplicity Among TV, Radio, Press and Internet

(percentage) 22

Table 14: Media reach of 2002 and 2011 23


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List of Figures

Figure1: cumulative effect of different media 17

Figure 2: Reach of different Media 18

Figure3: Reach and Frequency through Local Media: 19

Figure4: Gender wise effectiveness of different media (percentage) 20

Figure5: Effectiveness of different media on people below and above 25

years of age 21

Figure 6: media reach of 2002 and 2011 23


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ABSTRACT

The research paper has studied the effectiveness of different Medias in Bangladesh and measured

it. There are several Medias like television, press, radio, internet and cinema and hence the

marketer needs to know which media will bring out the best outcome from his advertisements.

Variables like age and gender are taken into account so that the marketer can more easily select

the appropriate media according to the target market. The method used for this research was

Personal in-home survey so the respondent understands the questions very clearly and can think

before they answer. The researcher selected a sample size of 100 through convenient sampling

method but also cared about maintaining a fair mix of different age groups and genders to get an

unbiased result. Television is the most effective media in terms of creating Brand awareness,

Brand familiarity, Brand Imagery, Exposure and Purchase intent. Press is second most effectivemedia judging by the same criteria. Radio and internet are consecutively in the 3 rd and in the 4th

position. Internet is more effective than Radio in case of exposure.. The best results are achieved

when a combination of media is used.


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CHAPTER 1.0: INTRODUCTION

In modern market driven economy any corporate business spends a huge amount of money for

advertisements and promotional activities in media. In Bangladesh the media scenario is a bit

different than the western countries because of the economic, geographic and demographic

differences. So the corporate giants cannot follow the same media strategy and use the same

media mix in Bangladesh as they do in any other developed countries. The media consists mainly

of television, radio, press, internet and cinema. This huge amount of money is spent on

advertising primarily to create:

Advertising/Total Brand Awareness: Consumer has been introduced to or reminded about the

brand

Brand Familiarity: Consumer recognizes specific brand names

Brand Imagery: Consumer agrees with positive attributes specific to individual brands

Purchase Intent: Consumer intends to purchase the brand

So, as a big amount of money is associated to the media, the marketers strive to know how useful

these media will be in achieving these goals. Marketers have become increasingly aware of the

implications of a changing media landscape. For example, continuing media fragmentation

means that a more complex array of media plans are possible. Given that some media plans will

be much more successful than others at engaging with consumers and delivering marketing

profitability, marketers want to know how to increase the odds of finding the optimal media mix

to achieve marketing success.

1.1 Motivation and Rationale of Study

People from different demographic groups are exposed to media in different ways. And also not

everyone is exposed to all the media. So it is very important for the marketer to know which

media will be appropriate to reach his target market and when and how that media should be

used. The marketer has to know how effective will a media be to achieve the marketing goals.There are several Medias like television, press, radio, internet and cinema and hence the

marketer needs to know which media will bring out the best outcome from his advertisements.

Because if the marketer cannot reach the target market with the selected media, the allocated

budget will be wasted and the marketing goals will not be achieved


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This research paper has tried to solve these problems of the marketer by giving an idea about the

media context of Bangladesh. This research explains how useful the television, radio, print and

internet media will be in creating:

Advertising/Total Brand Awareness: Consumer has been introduced to or reminded about the

brand

Brand Familiarity: Consumer recognizes specific brand names

Brand Imagery: Consumer agrees with positive attributes specific to individual brands

Purchase Intent: Consumer intends to purchase the brand

1.2 Method of Study

The method used for this research was personal in home survey where the researcher personally

visited the respondents with the questionnaire and asked and explained the questions to the

respondents. So the respondent understands the questions very clearly and can think before they

answer. A sample size of 100 was selected through convenient sampling method but also special

care has been taken about maintaining a fair mix of different age groups and genders to get an

unbiased result.

As this research only attempts to measure the media effectiveness, so the following 2

assumptions/hypothesis are made:

1. All media are equally expensive

2. All advertisements are of equal quality

These two assumptions are made to eliminate the errors in measuring the media effectiveness.

Because if these two assumptions are accepted then the success of the advertisement will solely

depend on which media was used.

1.3 Overall Objective

The overall objective of this research paper is to measure the effectiveness of media in

Bangladesh by finding out the influence of each media on achieving the marketing goals. This

paper is also useful to find out which media is best to reach which gender and age group. It also

tries to find out media reach, media duplicity and media darkness(if any)


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1.4 Research Question/Hypothesis

1. How effective are the media in Bangladesh?

2. How much of the market can be reached through each of the media?

3. How influential is each media on achieving the marketing goals?

4. Which media is best to reach which gender?

5. Which media is best to reach which age group?

6. What are the media duplicity rates?

7. Is there any media darkness in Bangladesh? If there is then what is the percentage of

media darkness?

1.5 Limitations of the Study

The survey is conducted only in Dhaka city so it does not represent the media scenario of

the whole country.

All the respondents were well educated and from mid and high social class. So this

research will not represent all social class.


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CHAPTER 2.0: LITERATURE REVIEW

In Bangladesh National media survey is conducted with an interval of every 3/4 years. National

Media Survey (NMS) 2010 was the fifth national survey of its kind undertaken in Bangladesh.

But the results of National Media Survey 2010 are only available commercially. Only large

agencies and corporate businesses can afford to buy and use the information gathered from the

National Media Survey 2010. The first media survey was conducted in 1995 and the second

national survey was conducted in 1998 and the third media survey was conducted in 2002. The

information gathered from National Media Survey 2002 is publicly available. Bangladesh Centre

for Communication Programs (BCCP) and Social Marketing Company (SMC) had jointly

sponsored this study. Importance of media in communicating messages to generate awareness

about various issues related to health, family planning, gender issues, women's empowerment

and other important national and international events is beyond debate (BCCP, SMC 2002).

According to the National Media Survey 2002 (BCCP, SMC 2002) 30.4% of the respondents had

radio exposures. The reach of radio was shown declining trend in those years (36% in 1995, 39%

in 1998, 30.4% in 2002; in urban areas, the number of people with radio exposure decreased

from 42% to 24.1% from 1998 to 2002). These trends were attributed to the rapid increase in

opportunities for watching television. Television: persistent increase from 31% in 1995 to 42%

in 1998 and 61% in 2002. TV viewership among 15-49 age group was quite high. 83% of people

in urban areas watched TV; 50% of those in rural areas were watchers. Print Media: only 25.8%

of the population read newspapers, but overall readership was increasing. Among those who read

newspapers, 18.7% were from rural areas and 40% were from urban areas. Overall readership

increased from 12% in 1995 to 15% in 1998 to 25.8% in 2002.

The importance of media research in order to determine the reach of various media vehicles and

gauge media habits among different target segments of population is well established by now in

the fields of communication and marketing (Wesly & Milward, 2008). The media plan, which

includes decisions concerning the relative importance to be given to the various target audiences,

the type of programs and type of media to be used, and the time an advertisement should be aired


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etc., is essential in developing communication and marketing strategies (Wesly & Milward,

2008). Organizations working on health and family planning also need media data to develop

strategic plans to communicate health and family planning messages to different target

populations (BCCP, SMC 2002). While the reach of the mass media with the availability of

wider options is increasing, the need for valid and reliable data is becoming more important in

designing focused communication campaigns. The more communication professionals use media

data in their decision-making, the greater is the need felt for updating them at regular intervals

(ME & MPA, 2009).

The 1995 National Media Survey conducted by Mitra and Associates and sponsored by Johns

Hopkins University/Center for Communication Programs, SMC and UNICEF was the first

national survey undertaken in Bangladesh. The survey was primarily focused on ascertaining themedia reach among the four sub-groups of the population-rural women, rural men, urban women,

and urban men. This survey also provided in-depth information regarding access to various

media and pattern of exposure in relation to demographic, social and cultural characteristics,

religious affiliations, and so on. The 1998 National Media Survey conducted by ORG-MARG

QUEST Ltd. and sponsored by UNICEF, JHU/CCP, BCCP and SMC also collected in-depth

information regarding access to various media and viewing patterns in relation to demographic,

social and cultural characteristics of subgroups of population. Additionally, the 1998 National

Media Survey was able to track changes in the media habits of the targeted population over time.

Media habit changes with time, especially due to technological changes and emergence of new

ideas and concepts as well as the needs of customers (ME & MPA, 2009). New initiatives are

being launched all the time, while new target groups keep emerging for whom very little or no

media information is available. Which media should be used to target certain profiles, on which

days and /or at what times should an advertisement be aired or an insertion be placed, what type

of program should be sponsored and in what media, etc are a few of the many media decisions

that program managers are required to make all the time. Because of the limited resources and

fierce competition, the decision to oft for the right media is critical in maintaining a competitive

advantage (ME & MPA, 2008). Therefore, information from this study will help update the

knowledge of communication professionals and assist in analyzing media habits of target

audiences and developing strategic plans for their communication campaigns.


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CHAPTER 3.0: RESEARCH DESIGN AND METHODS

3.1 Overview

The method used for this research was Personal in home survey where the researcher personally

visited the respondents with the questionnaire and asked and explained the questions to the

respondents. So the respondent understands the questions very clearly and can think before they

answer. A sample size of 100 was selected through convenient sampling method but also special

care has been taken about maintaining a fair mix of different age groups and genders to get an

unbiased result.

3.2 Population and Study Sample

The population size for the study is all the people in Bangladesh. The study sample is 100

people.

3.3 Sample Size and Selection of Sample

The sample size is 100 and this sample is collected by convenient sampling method

3.4 Sources of Data

The sources of data are basically primary and some secondary data have also been used.

3.5 Collection of Data

The primary data has been collected through Personal survey. The secondary data has been

collected from the previous media research papers both home and abroad.

3.6 Data Analysis Strategies

The questionnaire contains 4 sets of questions for television, press, radio and internet.

Each of these sets has 13 questions.

Each of these sets is again divided into 5 parts to measure the exposure, brand awareness,

brand familiarity, brand imagery and the purchase intent.

First 5 questions of each section are about exposure. They contain 19 points in total.

The next 2 questions are about Brand Awareness. They contain 10 points.

The next 2 questions are about Brand Familiarity. They contain 10 points.


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Next 2 questions are about Brand imagery. They contain 10 points in total.

And last 2 questions are to measure Purchase intent they contain 9 points.

Quantitative techniques will be utilized on the answers of Likert scale questions. Each

answer is given a point based on the strength of the response.

The points are totalled for each set for each individual to measure the effect of each

media on that person.

Again the points are separately calculated for males and females to measure the effects of

media on these two groups.


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CHAPTER 4.0: ANALYSIS

To derive information the following database has been produced from the survey

Analysis1:

Process: Here the points attained by all respondents have been calculated and expressed as a

percentage of total points.

All the data derived from calculations of Analysis 1 are summarized in the following table

Table 1: Cumulative effect of different media

question type Media points Out of Percentage

Brand awareness Internet 236 960 24.58%

Brand awareness Press 364 960 37.92%

Brand awareness Radio 274 960 28.54%

Brand awareness Television 414 960 43.13%

Brand familiarity Internet 148 960 15.42%

Brand familiarity Press 250 960 26.04%

Brand familiarity Radio 180 960 18.75%

Brand familiarity Television 326 960 33.96%

Brand imagery Internet 564 960 58.75%

Brand imagery Press 620 960 64.58%

Brand imagery Radio 598 960 62.29%

Brand imagery Television 636 960 66.25%

Exposure Internet 1098 1824 60.20%

Exposure Press 1474 1824 80.81%

Exposure Radio 810 1824 44.41%

Exposure Television 1596 1824 87.50%

Purchase intent Internet 438 864 50.69%

Purchase intent Press 518 864 59.95%

Purchase intent Radio 458 864 53.01%

Purchase intent Television 578 864 66.90%

Grand Total 11580 22272 51.99%

*See Appendix for the calculation (page 30-page33)


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Analysis 2:

Process: Here only question number 1, 14, 27 and 40 have been considered to see how many

people has access to which media. To do so, the answers that were Yes and also the

numbers that were No have been counted. So it basically gives the number of respondents

who have access to those media.

The number of respondents who have access to a certain media is then expressed as a

percentage the total number of respondents (96).


Table2 Reach of different Media

Media Ans No. of Response Percentage

Internet No 36 37.50%

Yes 60 62.50%

Radio No 60 62.50%

Yes 36 37.50%

Television yes 96 100.00%

Newspapers No 12 12.50%

Yes 84 87.50%


Analysis 3:

Process: Here only question number 4, 16, 18, 30 and 43 have been considered to see how

many people can be reached through our local TV channels, FM radios, Newspapers,

Magazines and Bangladeshi websites. And what frequency can be achieved through these

media. To do so, the answers that were Never, Once in a week, Twice in a week, 3

times in a week and Everyday have been counted. So it basically gives the number of

respondents who have access to those media. Then the numbers of all answer is added

together except for the answer Never.

The added number is then expressed as a percentage of the total number of respondents (96).


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Table3: Reach and Frequency through Local Media:

Question

Possible

answers

Number of

respondents

Number of positive

response

Percent

age

FM Radio Never 60 36 37.50%

FM Radio Once in a week 16

FM Radio

3 times in a

week 2

FM Radio Everyday 18

Magazines Never 10 86 89.58%

Magazines Once in a week 34

Magazines

Twice in a

week 4

Magazines Everyday 48

Bangladeshi

websites Never 40 56 58.33%Bangladeshi

websites Once in a week 6

Bangladeshi

websites

3 times in a

week 2

Bangladeshi

websites Everyday 48

Bangladeshi TV

channels Never 2 94 97.92%

Bangladeshi TV

channels Once in a week 16

Bangladeshi TV

channels

Twice in a

week 4

Bangladeshi TV

channels

3 times in a

week 4

Bangladeshi TV

channels Everyday 70

Newspapers Never 12 84 87.50%

Newspapers Once in a week 0

Newspapers

Twice in a

week 0

Newspapers

3 times in a

week 4

Newspapers Everyday 80


Analysis 4:


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Process: Here all questions have been considered to see how each of the media affects Males

and females. To do so, the points attained by all males and all females have been calculated

separately for each media.

And then the attained points are expressed as a percentage of the total points of that media


Table4: Gender wise effectiveness of different media:

Media

Respondent

gender

Points gained for each

section

Total points for each

section

Internet F 433 98643.91

%

M 2051 458244.76

%

Press F 595 986

60.34

%

M 2631 4582

57.42

%

Radio F 420 986

42.60

%

M 1900 4582

41.47

%

Televisio

n F 661 986

67.04

%

M 2889 458263.05

%


Analysis 5:


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Process: Here all questions have been considered to see how each of the media effect

respondents below and above 25 years. To do so the points attained by all respondents who

are below 25 years and all respondents who are above 25 years have been calculated

separately for each media.

And then the attained points are expressed as a percentage of the total points of that media

All the data derived from calculations of Analysis 5 are summarized in the following 2 tables

Table5: Effectiveness of different media on people under 25 years of age:

Age group up to 25

Media Points gained for each section Total points for each section Percentage

Television 1853 2842 65.20%Press 1621 2842 57.04%

Radio 1317 2842 46.34%

Internet 1191 2842 41.91%

Table6: Effectiveness of different media on people over 25 years of age:

Age group over 25

Media Points gained for each section Total points for each section Percentage

Television 1697 2726 62.25%

Press 1605 2726 58.88%

Internet 1293 2726 47.43%

Radio 1003 2726 36.79%


Analysis 6:

Process: Here only question number 1, 14, 27 and 40 have been considered to see how many

people has access to which media. To do so the answers those were Yes have been

counted. So it basically gives the number of respondents who have access to those media.


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Then the duplicated reach has been counted for every 2 media at a time by counting the

respondents who answered Yes for both of those 2 media.

Then the duplication is expressed as percentage of one another


Table7: Media duplicity Among TV, Radio, Press and Internet (Actual number of respondents)

Media

duplicity

Tv Press Radio internet

Tv 96 84 36 60

Press 84 84 26 56

Radio 36 26 36 12

Internet 60 56 12 60


Analysis 7:

Process: National media survey2002 shows, the reach of television was 83% in the urbanareas. Reach of radio was 24.10% in the urban areas and reach of press was 40% in the urban

areas. And table 2 shows, at present the reach of television is 100% in the urban areas. Reach

of radio is 24.10% in the urban areas and the reach of press is 87.50% in the urban areas.

These data are shown in the following table for comparison

Table 8: comparative reach of year 2002 and 2011

2002 2011 Increase

TV 83% 100% 17%

Radio 24.10% 37.50% 13.40%

Press 40.00% 87.50% 47.50%


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CHAPTER 5.0: FINDINGS

Finding 1

Table 9 can be reproduced from the Analysis1 table1

Table 9: Cumulative effect of different media (percentage)

question type Internet Press Radio Television

Brand awareness 24.58% 37.92% 28.54% 43.13%

Brand familiarity 15.42% 26.04% 18.75% 33.96%

Brand imagery 58.75% 64.58% 62.29% 66.25%

Exposure 60.20% 80.81% 44.41% 87.50%

Purchase intent 50.69% 59.95% 53.01% 66.90%

Table9 can be represented through the following figure

Figure1: cumulative effect of different media

In general, the findings indicated that Television is more effective than any other Medias in

terms of creating Brand awareness, Brand familiarity, Brand Imagery, Exposure and Purchase

intent. So it can be said that television is the most effective media in Bangladesh. Press is in the

second position in terms of effectiveness because it can be seen that press is in the 2nd ranking in

case of creating Brand awareness, Brand familiarity, Brand Imagery, Exposure and Purchase

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

Internet Press Radio Television

Figure1: Cumulative effect of different

media (percentage)

Brand awareness

Brand familiarity

Brand imagery

Exposure

Purchase intent


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intent. Radio is in the 3rd

position in terms of creating Brand awareness, Brand familiarity, Brand

Imagery and Purchase intent. Internet is in the 4th

and least effective media in terms of creating

Brand awareness, Brand familiarity, Brand Imagery and Purchase intent.

Surprisingly, Internet is more effective than radio in terms of creating Exposure, which was an

unexpected consequence of the visual instruments used on the internet.

Finding2: The data from Analysis2 Table2 can be represented with the following figure

Figure 2: Reach of different Media

The major finding of the investigation was that 100% people have television at home..

62.50% people have internet connection at home. 37.50% people have Radio at home and

87.50% people have newspaper at home.

62.50%

37.50%

100.00%

87.50%

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

120.00%

Internet Radio Television Newspapers


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Finding3:

Table 10 can be reproduced from analysis3 table3

Table 10: Reach and Frequency through Local Media

FrequencyFMRadio

Magazines

Bangladeshiwebsites

Bangladeshi TVchannels

Newspapers

Once in a week 16 34 6 16 0

Twice in a week 0 4 0 4 0

3 times in a

week 2 0 2 4 4

Everyday 18 48 48 70 80

The data in table 10 can be represented through the following figure

Figure3: Reach and Frequency through Local Media:

Only 37.50% people can be reached with FM radio channels. 58.33% people can be reached

through Bangladeshi websites.97.92 percent people can be reached through Bangladeshi

television channels, 89.58% people can be reached with magazines and 87.50% people can be

reached through newspapers.

0

10

20

30

40

50

60

70

80

90

100

FM Radio Magazines Bangladeshi

websites

Bangladeshi

TV channels

Newspapers

Everyday

3 times in a week

Twice in a week

Once in a week


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Finding4:

Table 11 can be reproduced from analysis 4 Table4

Table11: Gender wise effectiveness of different media (percentage):

Respondent gender Internet Press Radio Television

F 43.91% 60.34% 42.60% 67.04%

M 44.76% 57.42% 41.47% 63.05%

The data in Table 11 can be represented through the following Figure

Figure4: Gender wise effectiveness of different media (percentage)

It can be seen that television, press and Radio are more effective on females than they are on

males. But internet is more effective on males than females.

43.91%

60.34%

42.60%

67.04%

44.76%

57.42%

41.47%

63.05%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

Internet Press Radio Television

Female Male


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Finding 5:

Table 12 can be reproduced from Analysis5 table 5 and 6

Table 12: Effectiveness of different media on people below and above 25 years of age

Media

Age group

below 25 Age group over 25

Television 65.20% 62.25%

Press 57.04% 58.88%

Radio 46.34% 36.79%

Internet 41.91% 47.43%


Figure5: Effectiveness of different media on people below and above 25 years of age

Television is more effective on people below 25 than it is on people above 25. Press is more

effective on people above 25 than it is on people below 25. Radio affects younger people more

than it does to older people. Internet effects older people more than it affects younger people.

Finding 6:

65.20%

57.04%

46.34%41.91%

62.25%58.88%

36.79%

47.43%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

Television Press Radio Internet

Age group below 25 Age group over 25


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Table13 can be reproduced from analysis 6 and table 7

Table 13: Media duplicity Among TV, Radio, Press and Internet (percentage)

Mediaduplicity

tv press radio internet

tv 100.00% 87.50% 37.50% 62.50%

press 100.00% 100.00% 30.95% 66.67%

radio 100.00% 72.22% 100.00% 33.33%

internet 100.00% 93.33% 20.00% 100.00%

Media duplication between television and press= 87.50%

Media duplication between television and radio=37.50%

Media duplication between television and internet=62.50%

Media duplication between press and television= 100%

Media duplication between press and radio=30.95%

Media duplication between press and internet=66.67%

Media duplication between radio and television=100%

Media duplication between radio and press=72.22%

Media duplication between radio and internet=33.33%

Media duplication between internet and television=100%

Media duplication between internet and press= 93.33%

Media duplication between internet and radio= 20%

Finding 7:


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Table 14 can be reproduced from analysis7 table 8

Table14: media reach of 2002 and 2011

2002 2011TV 83% 100%

Radio 24.10% 37.50%

Press 40.00% 87.50%


Figure 6: media reach of 2002 and 2011

Reach of television in the urban areas has increased from 83% to 100%. Reach of radio has

increased from 24.1% to 37.50% due to the new FM radio channels. And the growth of press is

astonishingly high. It increased from 40% to 87.5% in last decade.

83%

24.10%

40.00%

100%

37.50%

87.50%

0%

20%

40%

60%

80%

100%

120%

TV Radio Press

2002 2011


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CHAPTER 6.0: CONCLUSION & RECOMMENDATION

In comparison with available results of the last media survey (National media Survey 2002) the

following summary can be made

Reach of television in the urban areas has increased 17%. Reach of radio has increased 13% due

to the new FM radio channels. And the growth of press is astonishingly 47.5% in last decade.

The main conclusion that can be drawn is therefore that television is the most effective media in

terms of creating Brand awareness, Brand familiarity, Brand Imagery, Exposure and Purchase

intent. Press is second most effective media judging by the same criteria. Radio and internet are

consecutively in the 3rd and in the 4th position. Internet is more effective than Radio in case of

exposure.

Maximum reach is possible through television. Press, internet and radio come consecutively after

television.

Internet is more effective on males than females. All other media (TV, press and radio) are more

effective on females than males.

Television and radio is more effective on younger people than they are on older people. Press

and internet is more effective on older people than they are on younger people.

In the light of this, it is recommended that Television and press should be used to get more reach,

Brand awareness, Brand familiarity, Brand Imagery, Exposure and Purchase intent. In the light

of these conclusions, a recommendation can be made that Internet should be used when the focus

is on male consumers. Television and radio should be emphasized when the focus is on youngerconsumers and press and internet should be focused when the focus in on older and professional

consumers

In addition, a wider range research could bring better results to businesses to find out which

category of products are more appropriate for which media.


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23

References

1. Doron Wesly, Millward Brown, Kara Manatt, Dynamic Logic (2008), Measuring the

Effectiveness of Cross Media Campaigns

2. Marketing Evolution, Magazine Publishers of America (2009) Measuring Media

Effectiveness: Comparing Media Contribution Throughout the Purchase Funnel

3. Marketing Evolution, Magazine Publishers of America (2008) Measuring Media

Efficiency: Assessing Media ROI Throughout the Purchase Funnel

4. Bangladesh Centre for Communication Program, Social Marketing Company, Associates

for Community and Population Research (2002) National Media Survey 2002


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24

APPENDICES

Appendix 1: Questionnaire

Name:Age:

Gender:

Sl

Questions points distribution

1 2 3 4 5

1

Do you have television

at home?

No Yes

2

If yes, do you watch

television?No Yes

3

If yes, How often do you

watch television?Never

Once in a

week

Twice in a

week

3 times

in a

week

Everyday

4

Do you watch

Bangladeshi channels?Never

Once in a

week

Twice in a

week

3 times

in a

week

Everyday

5

if yes, do you watch

bangladeshi TV

commercials?

NeverOnce in a

week

Twice in a

week

3 times

in a

week

Everyday

6Can you recall the TVcommercials?

Not at all can recall1

can recall2

canrecall 3

can recall4

7

Can you recall any

product commercial that

you watched only on

television?

Not at allcan recall

1

can recall

2

can

recall 3

can recall

4

8

Can you recall the

brands/specific product

names from the TV

commercials?


1can recall

2can

recall 3can recall

4

9

if yes, please name 5

brands/ specific

products from the TVcommercials

10

Do you think the

brands/ products from

the TV commercials are

good?

Strongly

disagreeDisagree

No

commentsagree

strongly

agree


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25

11

Do you believe the

claims made about the

brand/product in the TVcommercial

Strongly

disagreeDisagree

No

commentsagree

strongly

agree

12

Do the TV commercials

make you want to buy

the product?

Strongly

disagree

DisagreeNo

comments

agreestrongly

agree

13

Do you actually buy any

products because you

were impressed by the

TV commercial?

Neveronce in

whilevery often always

14

Do you keep newspapers

at home?No Yes

15

If yes, do you read news

papers?No Yes

16


read newspapers?Never

Once in a

week

Twice in a

week

3 timesin a

week

Everyday

17Do you read magazines? Never

Once in a

week

Twice in a

week

3 timesin a

week

Everyday

18

if yes, how often do you

read magazines?Never

Once in a

week

Twice in a

week

3 times

in a

week

Everyday

19

Can you recall the Print

media ads?Not at all

can recall

1

can recall

2

can

recall 3

can recall

4

20

Can you recall any

product ad that you

watched only onNewspaper/magazine?


1

can recall

2

can

recall 3

can recall

4

21

Can you recall the


names from the Print

media ads?


1

can recall

2

can

recall 3

can recall

4

22


brands/ specific

products from the Print

media ads

23

Do you think the


the Print media ads are

good?

Strongly

disagreeDisagree

No

commentsagree

strongly

agree

24

Do you believe the


brand/product in the

Print media ads

Stronglydisagree

DisagreeNo

commentsagree

stronglyagree

25

Do the Print media ads

make you want to buy

the product?

Strongly

disagreeDisagree

No

commentsagree

strongly

agree


33/46

26

26

Do you actually buy any

products because you

were impressed by thePrint media ads?

Neveronce in


27

Do you have radio at

home?No Yes

28If yes, do you listen toradio?

No Yes

29


listen to radio?Never

Once in a

week

Twice in a

week

3 timesin a

week

Everyday

30

Do you listen to FM

channels?Never

Once in a

week

Twice in a

week

3 times

in a

week

Everyday

31

if yes, do you listen to

the radio commercials?

NeverOnce in a

week

Twice in a

week

3 times

in a

week

Everyday

32Can you recall the radiocommercials?


1

can recall

2

can

recall 3

can recall

4

33

Can you recall any

product commercial that

youlistened to on the

radio?


1

can recall

2

can

recall 3

can recall

4

34

Can you recall the


names from the Radio

commercials?


1

can recall

2

can

recall 3

can recall

4

35


brands/ specific

products from the Radio

commercials

36

Do you think the


the Radio commercials

are good?

Stronglydisagree

DisagreeNo

commentsagree

stronglyagree

37

Do you believe the



Radio commercial

Strongly

disagreeDisagree

No

commentsagree

strongly

agree

38

Do the Radio

commercials make you

want to buy the

product?

Strongly

disagreeDisagree

No

commentsagree

strongly

agree

39

Do you actually buy anyproducts because you


Radio commercial?

Neveronce in



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40

Do you have Internet

connection at home?No Yes

41

If yes, do you browse the

internet?No Yes

42


browse the internet?

NeverOnce in a

week

Twice in a

week

3 times

in a

week

Everyday

43

Do you Visit

bangladeshi web pages?Never

Once in a

week

Twice in a

week

3 times

in aweek

Everyday

44

if yes, do you watch

bangladeshi online ads?Never

Once in a

week

Twice in a

week

3 times

in a

week

Everyday

45

Can you recall the

online ads?Not at all

can recall

1

can recall

2

can

recall 3

can recall

4

46

Can you recall any

product ad that you saw

only on the internet?


1

can recall

2

can

recall 3

can recall

4

47

Can you recall the


names from the online

ads?


1

can recall

2

can

recall 3

can recall

4

48


brands/ specific

products from the online

ads

49

Do you think the


the online ads are good?

Strongly

disagreeDisagree

No

commentsagree

strongly

agree

50

Do you believe the



online ads

Strongly

disagreeDisagree

No

commentsagree

strongly

agree

51

Do the online ads make

you want to buy the

product?

Strongly

disagreeDisagree

No

commentsagree

strongly

agree

52

Do you actually buy anyproducts because you


online ads?

Neveronce in



35/46

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Appendix 2: Calculations

Calculation of Analysis 1:

The total point for brand awareness is 10. Number of respondents is 96. So,

The cumulative total for brand awareness for internet=10X96=960

From the answers given by the respondents, total points for Brand awareness for internet add

up to be 236.

(236X100)/960=24.58%

The cumulative total for brand awareness for press=10X96=960

From the answers given by the respondents, total points for Brand awareness for Press add up

to be 364.

(364X100)/960=37.92%

The cumulative total for brand awareness for radio=10X96=960

From the answers given by the respondents, total points for Brand awareness for radio add up

to be 274.

(274X100)/960=28.54%

The cumulative total for brand awareness for television=10X96=960

From the answers given by the respondents, total points for Brand awareness for television

add up to be 414.

(414X100)/960=43.13%

The total point for brand familiarity is 10. Number of respondents is 96. So,

The cumulative total for brand familiarity for internet=10X96=960


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From the answers given by the respondents, total points for Brand familiarity for Internet add

up to be 148.

(148X100)/960=15.42%

The cumulative total for brand familiarity for press=10X96=960

From the answers given by the respondents, total points for Brand familiarity for Press add

up to be 250.

(250X100)/960=26.04%

The cumulative total for brand familiarity for radio=10X96=960

From the answers given by the respondents, total points for Brand familiarity for radio add

up to be 180.

(180X100)/960=18.75%

The cumulative total for brand familiarity for television=10X96=960

From the answers given by the respondents, total points for Brand familiarity for television

add up to be 326.

(326X100)/960=33.96%

The total point for brand Imagery is 10. Number of respondents is 96. So,

The cumulative total for brand Imagery for internet=10X96=960

From the answers given by the respondents, total points for Brand Imagery for internet add

up to be 564.

(564X100)/960=58.75%

The cumulative total for brand Imagery for press=10X96=960


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From the answers given by the respondents, total points for Brand Imagery for press add up

to be 620.

(620X100)/960=64.58%

The cumulative total for brand Imagery for radio=10X96=960

From the answers given by the respondents, total points for Brand Imagery for radio add up

to be 598.

(598X100)/960=62.29%

The cumulative total for brand Imagery for television=10X96=960

From the answers given by the respondents, total points for Brand Imagery for television add

up to be 636.

(636X100)/960=66.25%

The total point for exposure is 19. Number of respondents is 96. So,

The cumulative total for exposure for internet=19X96=1824

From the answers given by the respondents, total points for exposure for internet add up to be

1098.

(1098X100)/1824=60.20%

The cumulative total for exposure for press=19X96=1824

From the answers given by the respondents, total points for exposure for press add up to be

1474.

(1474X100)/1824=80.81%

The cumulative total for exposure for radio=19X96=1824


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From the answers given by the respondents, total points for exposure for radio add up to be

810.

(810X100)/1824=44.41%

The cumulative total for exposure for television=19X96=1824

From the answers given by the respondents, total points for exposure for television add up to

be 1596.

(1596X100)/1824=87.50%

The total point for purchase intent is 9. Number of respondents is 96. So,

The cumulative total for purchase intent for internet=9X96=864

From the answers given by the respondents, total points for purchase intent for internet add

up to be 438.

(438X100)/864=50.69%

The cumulative total for purchase intent for press=9X96=864

From the answers given by the respondents, total points for purchase intent for press add up

to be 518.

(518X100)/864=59.95%

The cumulative total for purchase intent for radio=9X96=864

From the answers given by the respondents, total points for purchase intent for radio add up

to be 458.

(458X100)/864=53.01%

The cumulative total for purchase intent for television=9X96=864


39/46

32

From the answers given by the respondents, total points for purchase intent for television add

up to be 578.

(578X100)/864=66.90%


Internet access at home:

Number of respondents who answered No= 36

(36X100)/96=37.50%

Number of respondents who answered Yes=60

(60X100)/96=62.50%

Radio at home:


(60X100)/96=62.50%

Number of respondents who answered Yes= 36

(36X100)/96=37.50%

Televisions at home:

Number of respondents who answered No=0


(96X100)/96=100%

Newspapers at home:



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33

(12X100)/96=12.50%


(84X100)/96=87.50%


Listens to FM radio:

Number of respondents who answered Never= 60

Number of respondents who answered Once in a week=16

Number of respondents who answered Twice in a week= 0

Number of respondents who answered 3 times in a week=2

Number of respondents who answered Everyday=18

Number of positive answers=16+0+2+18=32

(32X100)/96=37.50%

Reads Magazines:







(86X100)/96=89.58%


41/46

34

Visits Bangladeshi websites:







(56X100)/96=58.33%

Watches Bangladeshi TV channels:





Number ofrespondents who answered Everyday=70


(94X100)/96=97.92%

Reads newspapers:





42/46

35




(84X100)/96=87.50%


Females:

Number of Female respondents=17

Internet: points attained=433

Total points 58X17=986

Percentage=(433X100)/986=43.91%

Press: points attained=595


Percentage=(595X100)/986=60.34%

Radio: points attained=420


Percentage=(420X100)/986=42.60%

Television: points attained=661


Percentage=(661X100)/986=67.04%


43/46

36

Males:

Number of male respondents=79



Percentage=(2051X100)/4582=44.76%



Percentage=(2631X100)/4582=57.42%



Percentage=(1900X100)/4582=41.47%



Percentage=(2889X100)/4582=63.05%


Respondents below 25 years:

Number of respondents=49



Percentage=(1191X100)/2842=41.91%


44/46

37



Percentage=(1621X100)/2842=57.04%



Percentage=(1317X100)/2842=46.34%



Percentage=(1853X100)/2842=65.20%

Respondents above 25 years:

Number of male respondents=47



Percentage=(1293X100)/2726=62.25%



Percentage=(1605X100)/2726=58.88%



Percentage=(1003X100)/2726=36.79%


45/46

38



Percentage=(1697X100)/2726=62.25%


Internet access at home:


Number of respondents who also answered Yes for press=56

Percentage of press=(56X100)/60=93.33%

Number of respondents who also answered Yes for radio=12

Percentage of radio=(12X100)/60=20%

Number of respondents who also answered Yes for Television=60

Percentage of Television=(60X100)/60=100%

Radio at home:




Number of respondents who also answered Yes for internet=12

Percentage of internet=(12X100)/36=33.33%

Number ofrespondents who also answered Yes for Television=36

Percentage of television=(36X100)/36=100%


46/46

Newspapers at home:





Percentage of radio=(26X100)/84=30.95%

Number of respondents who also answered Yes for Television=84

Percentage of television=(84X100)/84=100%

Television at home:





Percentage of radio=(36X100)/96=37.50%



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