MEASURING MEDIA EFFECTIVENESS IN BANGLADESH

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

May 8, 2011 The Coordinator Internship and Placement Committee Business Administration Discipline Khulna University, Khulna. Subject: Submission of Internship Report. Sir, It is my pleasure to submit my Internship Report titled Measuring Media Effectiveness in Bangladesh that is the mandatory part for the fulfilment of the Internship Program. I am grateful to you that you have kindly accepted my report proposal on this topic. In connection with this report, I worked with some professionals who gave me insights and directions for working on this report. All these helped for successful completion of this report. Therefore, I would like to request you to accept my report and oblige me thereby. It would be a pleasure for me to clarify if you feel anything need clarification.

Thank you. Sincerely yours,

Omar Sayed Tanvir ID No. 050335 BBA Program

Supervised by

Prof. Md. Mizanur Rahman Supervisor Business Administration Discipline Management and Business Administration School Khulna University, Khulna.

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.

Table of Contents ABSTRACT CHAPTER 1.0: INTRODUCTION 1.1 Motivation and Rationale of Study 1.2 Method of Study 1.3 Overall Objective 1.4 Research Question/Hypothesis 1.5 Limitations of the Study CHAPTER 2.0: Literature Review CHAPTER 3.0: research design and methods 3.1 Overview 3.2 Population and Study Sample 3.3 Sample Size and Selection of Sample 3.4 Sources of Data 3.5 Collection of Data 3.6 Data Analysis Strategies CHAPTER 4.0: ANALYSIS CHAPTER 5.0: FINDINGS CHAPTER 6.0: CONCLUSION & RECOMMENDATION References Appendices Appendix1: Questionnaire Appendix2: Calculations Pg. No. 1 2 2 3 4 4 4 5 8 8 8 8 8 8 8 10 17 24 25 26 26 30

List of Tables Table 1: Cumulative effect of different media Table2 Reach of different Media Table3: Reach and Frequency through Local Media: Table4: Gender wise effectiveness of different media: Table5: Effectiveness of different media on people under 25 years of age: Table6: Effectiveness of different media on people over 25 years of age: Table7: Media duplicity Among TV, Radio, Press and Internet(Actual number of respondents) Table 8: comparative reach of year 2002 and 2011 Table 9: Cumulative effect of different media (percentage) Table 10: Reach and Frequency through Local Media Table11: Gender wise effectiveness of different media (percentage): Table 12: Effectiveness of different media on people below and above 25 years of age Table 13: Media duplicity Among TV, Radio, Press and Internet (percentage) Table 14: Media reach of 2002 and 2011 10 11 12 13 14 14 15 16 17 19 20 21 22 23

List of Figures Figure1: cumulative effect of different media Figure 2: Reach of different Media Figure3: Reach and Frequency through Local Media: Figure4: Gender wise effectiveness of different media (percentage) Figure5: Effectiveness of different media on people below and above 25 years of age Figure 6: media reach of 2002 and 2011 17 18 19 20 21 23

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 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.. The best results are achieved when a combination of media is used.

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.

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 the media 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.

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 Brand awareness Brand awareness Brand awareness Brand awareness Brand familiarity Brand familiarity Brand familiarity Brand familiarity Brand imagery Brand imagery Brand imagery Brand imagery Exposure Exposure Exposure Exposure Purchase intent Purchase intent Purchase intent Purchase intent Grand Total Media Internet Press Radio Television Internet Press Radio Television Internet Press Radio Television Internet Press Radio Television Internet Press Radio Television points 236 364 274 414 148 250 180 326 564 620 598 636 1098 1474 810 1596 438 518 458 578 11580 Out of 960 960 960 960 960 960 960 960 960 960 960 960 1824 1824 1824 1824 864 864 864 864 22272 Percentage 24.58% 37.92% 28.54% 43.13% 15.42% 26.04% 18.75% 33.96% 58.75% 64.58% 62.29% 66.25% 60.20% 80.81% 44.41% 87.50% 50.69% 59.95% 53.01% 66.90% 51.99%

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

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). All the data derived from calculations of Analysis 2 are summarized in the following table Table2 Reach of different Media
Media Internet Ans No. of Response Percentage 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%

*See Appendix for the calculation (page 34-page35) 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:

Possible answers Never Once in a week 3 times in a week Everyday Never Once in a week Twice in a week Everyday Never Once in a week 3 times in a week Everyday Never Once in a week Twice in a week 3 times in a week Everyday Never Once in a week Twice in a week 3 times in a week Everyday Number of respondents 60 16 2 18 10 34 4 48 40 6 2 48 2 16 4 4 70 12 0 0 4 80 84 87.50% 94 97.92% 56 58.33% 86 89.58% Number of positive response 36 Percent age 37.50%

Question FM Radio FM Radio FM Radio FM Radio Magazines Magazines Magazines Magazines Bangladeshi websites Bangladeshi websites Bangladeshi websites Bangladeshi websites Bangladeshi TV channels Bangladeshi TV channels Bangladeshi TV channels Bangladeshi TV channels Bangladeshi TV channels Newspapers Newspapers Newspapers Newspapers Newspapers

*See Appendix for the calculation (page 35-page36) 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 All the data derived from calculations of Analysis 4 are summarized in the following table Table4: Gender wise effectiveness of different media:
Respondent gender F M Press F M Radio F M Televisio n F M Points gained for each section 433 2051 595 2631 420 1900 661 2889 Total points for each section 986 4582 986 4582 986 4582 986 4582 43.91 % 44.76 % 60.34 % 57.42 % 42.60 % 41.47 % 67.04 % 63.05 %

Media Internet

*See Appendix for the calculation (page 37-page38)

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%

*See Appendix for the calculation (page 38-page39)

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 All the data derived from calculations of Analysis 6 are summarized in the following table Table7: Media duplicity Among TV, Radio, Press and Internet (Actual number of respondents)
Media duplicity Tv Press Radio internet 96 84 36 60 84 84 26 56 36 26 36 12 60 56 12 60

Tv Press Radio Internet

*See Appendix for the calculation (page 40-page41)

Analysis 7: Process: National media survey2002 shows, the reach of television was 83% in the urban areas. 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 83% 24.10% 40.00% 2011 Increase 17% 100% 37.50% 13.40% 87.50% 47.50%

TV Radio Press

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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 Brand awareness Brand familiarity Brand imagery Exposure Purchase intent Internet 24.58% 15.42% 58.75% 60.20% 50.69% Press 37.92% 26.04% 64.58% 80.81% 59.95% Radio 28.54% 18.75% 62.29% 44.41% 53.01% Television 43.13% 33.96% 66.25% 87.50% 66.90%

Table9 can be represented through the following figure

Figure1: Cumulative effect of different media (percentage)

100.00% 80.00% 60.00% 40.00% 20.00% 0.00% Internet Press Radio Television Brand awareness Brand familiarity Brand imagery Exposure Purchase intent

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
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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

120.00% 100.00% 100.00% 80.00% 62.50% 60.00% 40.00% 20.00% 0.00% Internet Radio Television Newspapers 37.50% 87.50%

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.

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Finding3: Table 10 can be reproduced from analysis3 table3 Table 10: Reach and Frequency through Local Media
FM Radio Magazine Bangladeshi s websites 16 34 0 4 2 18 0 48 Bangladeshi TV channels 6 0 2 48 Newspaper s 16 0 4 0 4 70 4 80

Frequency Once in a week Twice in a week 3 times in a week Everyday

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

100 90 80 70 60 50 40 30 20 10 0 FM Radio Magazines Bangladeshi Bangladeshi Newspapers websites TV channels Everyday 3 times in a week Twice in a week Once in a week

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.
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Finding4: Table 11 can be reproduced from analysis 4 Table4 Table11: Gender wise effectiveness of different media (percentage):
Respondent gender F M Internet Press Radio Television 43.91% 60.34% 42.60% 67.04% 44.76% 57.42% 41.47% 63.05%

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

80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Internet Press Female Male Radio Television 43.91% 44.76% 67.04% 60.34% 57.42% 42.60% 41.47% 63.05%

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.

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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
Age group below 25 Age group over 25 65.20% 62.25% 57.04% 58.88% 46.34% 36.79% 41.91% 47.43%

Media Television Press Radio Internet

The data in table 12 can be represented through the following figure

70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Television Press Age group below 25 Radio Age group over 25 Internet 65.20%

62.25%

57.04% 58.88% 46.34% 36.79% 47.43% 41.91%

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:
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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)
Media duplicity tv press radio internet 100.00% 87.50% 37.50% 62.50% 100.00% 100.00% 30.95% 66.67% 100.00% 72.22% 100.00% 33.33% 100.00% 93.33% 20.00% 100.00%

tv press radio internet

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 83% 24.10% 40.00% 2011 100% 37.50% 87.50%

TV Radio Press

The data in table 14 can be represented through the following figure

120% 100% 100% 83% 80% 60% 40% 24.10% 20% 0% TV 2002 Radio 2011 Press 37.50% 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.

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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 younger consumers 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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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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APPENDICES
Appendix 1: Questionnaire
Name: Age: Gender:

Questions Sl 1 1 2 Do you have television at home? If yes, do you watch television? If yes, How often do you watch television? Do you watch Bangladeshi channels? if yes, do you watch bangladeshi TV commercials? Can you recall the TV commercials? Can you recall any product commercial that you watched only on television? Can you recall the brands/specific product names from the TV commercials? if yes, please name 5 brands/ specific products from the TV commercials Do you think the brands/ products from the TV commercials are good? No No Never 2 Yes Yes

points distribution

Once in a week Once in a week Once in a week can recall 1 can recall 1

Twice in a week Twice in a week Twice in a week can recall 2 can recall 2

Never

Never Not at all

5 6

3 times in a week 3 times in a week 3 times in a week can recall 3 can recall 3

Everyday

Everyday

Everyday can recall 4 can recall 4

Not at all

Not at all

can recall 1

can recall 2

can recall 3

can recall 4

Strongly disagree

Disagree

No comments

agree

strongly agree

10 24

11

12

13 14 15

Do you believe the claims made about the brand/product in the TV commercial Do the TV commercials make you want to buy the product? Do you actually buy any products because you were impressed by the TV commercial? Do you keep newspapers at home? If yes, do you read news papers? If yes, How often do you read newspapers? Do you read magazines?

Strongly disagree Strongly disagree

Disagree

No comments No comments

agree

strongly agree strongly agree

Disagree

agree

Never

once in while Yes Yes Once in a week Once in a week Once in a week can recall 1 can recall 1

very often

always

No No Never

16

Twice in a week Twice in a week Twice in a week can recall 2 can recall 2

Never

17 if yes, how often do you read magazines? Never Not at all

18

Can you recall the Print 19 media ads? Can you recall any product ad that you watched only on 20 Newspaper/magazine? Can you recall the brands/specific product names from the Print 21 media ads? if yes, please name 5 brands/ specific products from the Print 22 media ads Do you think the brands/ products from the Print media ads are 23 good? Do you believe the claims made about the brand/product in the 24 Print media ads Do the Print media ads make you want to buy the product? 25

3 times in a week 3 times in a week 3 times in a week can recall 3 can recall 3

Everyday

Everyday

Everyday can recall 4 can recall 4

Not at all

Not at all

can recall 1

can recall 2

can recall 3

can recall 4

Strongly disagree

Disagree

No comments

agree

strongly agree

Strongly disagree

Disagree

No comments

agree

strongly agree

Strongly disagree

Disagree

No comments

agree

strongly agree 25

Do you actually buy any products because you were impressed by the 26 Print media ads? Do you have radio at 27 home? If yes, do you listen to 28 radio? If yes, How often do you listen to radio? Do you listen to FM channels?

Never

once in while Yes Yes Once in a week

very often

always

No No Never

29

Twice in a week

3 times in a week 3 times in a week 3 times in a week can recall 3 can recall 3

Everyday

Never 30 if yes, do you listen to the radio commercials? Never Not at all

Once in a week

Twice in a week

Everyday

31

Once in a week can recall 1 can recall 1

Twice in a week can recall 2 can recall 2

Everyday can recall 4 can recall 4

Can you recall the radio 32 commercials? Can you recall any product commercial that youlistened to on the 33 radio? Can you recall the brands/specific product names from the Radio 34 commercials? if yes, please name 5 brands/ specific products from the Radio 35 commercials Do you think the brands/ products from the Radio commercials 36 are good? Do you believe the claims made about the brand/product in the 37 Radio commercial Do the Radio commercials make you want to buy the 38 product? Do you actually buy any products because you were impressed by the Radio commercial? 39

Not at all

Not at all

can recall 1

can recall 2

can recall 3

can recall 4

Strongly disagree

Disagree

No comments

agree

strongly agree

Strongly disagree

Disagree

No comments

agree

strongly agree

Strongly disagree

Disagree

No comments

agree

strongly agree

Never

once in while

very often

always

26

Do you have Internet 40 connection at home? If yes, do you browse the 41 internet? If yes, How often do you browse the internet? Do you Visit bangladeshi web pages? if yes, do you watch bangladeshi online ads?

No No Never

Yes Yes Once in a week Once in a week Once in a week can recall 1 can recall 1 can recall 1 Twice in a week Twice in a week Twice in a week can recall 2 can recall 2 can recall 2 3 times in a week 3 times in a week 3 times in a week can recall 3 can recall 3 can recall 3 Everyday

42

Never

Everyday

43

Never Not at all Not at all

Everyday can recall 4 can recall 4 can recall 4

44

Can you recall the 45 online ads? Can you recall any product ad that you saw 46 only on the internet? Can you recall the brands/specific product names from the online 47 ads? if yes, please name 5 brands/ specific products from the online 48 ads Do you think the brands/ products from 49 the online ads are good? Do you believe the claims made about the brand/product in the 50 online ads Do the online ads make you want to buy the 51 product? Do you actually buy any products because you were impressed by the 52 online ads?

Not at all

Strongly disagree Strongly disagree Strongly disagree

Disagree

No comments No comments No comments

agree

strongly agree strongly agree strongly agree

Disagree

agree

Disagree

agree

Never

once in while

very often

always

27

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

28

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

29

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

30

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

31

From the answers given by the respondents, total points for purchase intent for television add up to be 578. (578X100)/864=66.90% Calculation of Analysis 2: 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: Number of respondents who answered No= 60 (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 Number of respondents who answered Yes= 96 (96X100)/96=100% Newspapers at home: Number of respondents who answered No= 12
32

(12X100)/96=12.50% Number of respondents who answered Yes= 84 (84X100)/96=87.50% Calculation of Analysis 3: 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: Number of respondents who answered Never= 10 Number of respondents who answered Once in a week=34 Number of respondents who answered Twice in a week= 4 Number of respondents who answered 3 times in a week=0 Number of respondents who answered Everyday=48 Number of positive answers=34+4+0+48=86 (86X100)/96=89.58%
33

Visits Bangladeshi websites: Number of respondents who answered Never= 40 Number of respondents who answered Once in a week=6 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=48 Number of positive answers=6+0+2+48=56 (56X100)/96=58.33% Watches Bangladeshi TV channels: Number of respondents who answered Never= 2 Number of respondents who answered Once in a week=16 Number of respondents who answered Twice in a week= 4 Number of respondents who answered 3 times in a week=4 Number of respondents who answered Everyday=70 Number of positive answers=16+4+4+70=94 (94X100)/96=97.92% Reads newspapers: Number of respondents who answered Never= 12 Number of respondents who answered Once in a week=0 Number of respondents who answered Twice in a week= 0
34

Number of respondents who answered 3 times in a week=4 Number of respondents who answered Everyday=80 Number of positive answers=0+0+4+80=84 (84X100)/96=87.50% Calculation of Analysis 4: Females: Number of Female respondents=17 Internet: points attained=433 Total points 58X17=986 Percentage=(433X100)/986=43.91% Press: points attained=595 Total points 58X17=986 Percentage=(595X100)/986=60.34% Radio: points attained=420 Total points 58X17=986 Percentage=(420X100)/986=42.60% Television: points attained=661 Total points 58X17=986 Percentage=(661X100)/986=67.04%

35

Males: Number of male respondents=79 Internet: points attained=2051 Total points 58X79=4582 Percentage=(2051X100)/4582=44.76% Press: points attained=2631 Total points 58X79=4582 Percentage=(2631X100)/4582=57.42% Radio: points attained=1900 Total points 58X79=4582 Percentage=(1900X100)/4582=41.47% Television: points attained=2889 Total points 58X79=4582 Percentage=(2889X100)/4582=63.05% Calculation of Analysis 5: Respondents below 25 years: Number of respondents=49 Internet: points attained=1191 Total points 58X49=2842 Percentage=(1191X100)/2842=41.91%
36

Press: points attained=1621 Total points 58X49=2842 Percentage=(1621X100)/2842=57.04% Radio: points attained=1317 Total points 58X49=2842 Percentage=(1317X100)/2842=46.34% Television: points attained=1853 Total points 58X49=2842 Percentage=(1853X100)/2842=65.20% Respondents above 25 years: Number of male respondents=47 Internet: points attained=1293 Total points 58X47=2726 Percentage=(1293X100)/2726=62.25% Press: points attained=1605 Total points 58X47=2726 Percentage=(1605X100)/2726=58.88% Radio: points attained=1003 Total points 58X47=2726 Percentage=(1003X100)/2726=36.79%
37

Television: points attained=1697 Total points 58X47=2726 Percentage=(1697X100)/2726=62.25% Calculation of Analysis 6: Internet access at home: Number of respondents who answered Yes=60 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 answered Yes=36 Number of respondents who also answered Yes for press=26 Percentage of press=(26X100)/36=72.22% Number of respondents who also answered Yes for internet=12 Percentage of internet=(12X100)/36=33.33% Number of respondents who also answered Yes for Television=36 Percentage of television=(36X100)/36=100%
38

Newspapers at home: Number of respondents who answered Yes=84 Number of respondents who also answered Yes for internet=56 Percentage of internet=(56X100)/84=66.67% Number of respondents who also answered Yes for radio=26 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: Number of respondents who answered Yes=96 Number of respondents who also answered Yes for press=84 Percentage of press=(84X100)/96=87.50% Number of respondents who also answered Yes for radio=36 Percentage of radio=(36X100)/96=37.50% Number of respondents who also answered Yes for internet=60 Percentage of internet=(60X100)/96=62.50%

39