Measuring Media Effectiveness in Bangladesh Essay

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 o 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 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.