Applied Business Research

Uncovers the facts about-

1.Pre-test of Advertisement.
2.Post-test of Advertisement.
3.Target audience
4.Media
5.Trends
6.Ideas
 Research Process

1.Defining the problem

•Capturing the need to

undertake the research
In exact words.

•Should not be too broad

nor be too narrow.
2.Setting the research objectives

A. Exploratory objectives.

B. Descriptive objectives.

C. Causal objectives.
3.Check for secondary sources

a. Client Records
b. Trade Publications
c. Government Publications
d. Commercial Publications
e. Website & Social Networks
4. Carry out Primary Research
(Primary research design)

1. Research approaches
a. First hand experience
b. Observation
c. Survey
d. Experiment
e. Focus groups
2. Contact Methods

A. Through Mail

B. Through Personal Interview

C. Through Telephone

D. Through Social networking

3.Sampling Plan

a. Sampling Unit

b. Sample size

c. Sampling Procedure
 Sample
A sample is the true representative
Of the larger population having
Exactly identical properties as of the
Population.

We draw sample since collection of the data from

the total population is not practically possible
a. Sampling unit

In the language of the marketing

the sampling unit is nothing but the

target market of the survey.

i.e. the targeted set of the respondents for the

survey.
b. Sample size

The number of the respondents

to be surveyed.

Generally it is drawn scientifically.

But in a broader sense it is 5 to 10 %

Of the population.
c. Sampling procedure

The methods applied to extract

the samples.

samples are extracted by

1.Probability sampling methods

2.Non-probability sampling methods.

1.Probability sampling

A type of sample where each sample

Has equal probability of getting
selected as respondent sample.

a. Simple random sample.

b. Stratified random sample.

2. Non- Probability samples

A type of sampling technique where

each respondent cannot have equal
chance to get selected as sample.

A. Convenience sample

B. Judgmental samples
4.Research Instruments

a. Questionnaires

b. Psychological Tools

c. Mechanical Devices

d. Projective Tools

e. Qualitative Measures
a.Questionnaire-
A.Open ended questions-
1.Unstructured questionnaire
i. Laddering techniques
ii. Articulate interviews

2. Word association tests

3. Sentence completion test

4. Thematic appreciation tests

5. Brand personification tests

B. Close ended questions

a. Dichotomous

b. MCQs

c. Likert Scale

d. Ranking Scale

e. Semantic Scale
b. Psychological Tools

A. Altman Metaphoric Elicitation Technique

B. Values and Lifestyle analysis

c . Mechanical Tools

i. Galvanic skin response

ii. Tachitoscope

iii. Eye movement camera

iv. Audiometer
c.Projective tools

1. Brand personification tests

2. Thematic appreciation tests

3. Celebrity association tests

4. Sentence completion

5. Word association tests

Big Idea Big Idea
The Theme
The big idea is nothing
but the central theme of
the advertisement.
India’s great and successful big idea campaigns of
advertising-

1.Young, glowing and beautiful

skin from Santoor of Wipro.

2.Feeling of happiness and being

celebrated idea of Cadbury’s.

3.Soothing effects by Cadbury’s

for Halls.

4.Save trees and use mobile from

Idea Cellular.

5.Sansanati Taajgi fromLiril .

There exists a direct relationship between

big idea and brand positioning message of

the ad.
 Advertising Budget

The amount of funds set aside to meet the advertising

expenses of the firm.

Sources of funds for ad. budget

1.For new company-

It is the Capital

2.For the existing company-

It is the sales revenue
Advertising budget is
an investment of the
financial resources
and the returns are
in the multiples
of hundreds.
Techniques of setting the ad. Budget

1.. Affordable technique

2.. Conventional technique

3.. Percentage of sales

technique

4.. Objective based budgeting

technique.
Decision making tools in advertising

1. C.P.T.M.R Tools-
( Cost per thousand in media rate.)

2. D.A.G.M.A.R Tools-
(Defined advertising goals for measured

advertising responses.)
Classification of advertisements

1. Indoor ads and outdoor ads.

2. Broadcasting media ads, print media

ads. and social media ads.

3. Commercial ads. And Non-commercial

ads.

4. National ads. Regional ads. and local

ads.

5. Product ads. And Corporate ads.

6. Co-operative ads.
 Structure of an ad. agency

Creative Director

Core Functions Non-Core functions

Production Marketing HRM

&
Finance
 Core functions of an ad. agency

Core FunctionHead

Account Creative
Manager Copy writer
Sources of Revenues for an ad. agency

1. As a Retainership fee.

2. As a project consultation fee.

3. Commission from Channels.

Types of ad. Agencies

1.Direct Response agencies.

2.Sales Promotion agencies.

3.Public Relation agencies.

4.Event Marketing agencies.

5.Interactive agencies.

6.Collateral agencies.

7.Market Research agencies.

Classification of ad agencies

1. Exclusive/Selective ad. agency.

2. Full line ad. agency.

3. Broadcasting media ad. agency.

4. Print media ad. agency

Big picture in advertising and promotions

Legislations affecting advertising

1.The Indian penal code (IPC)-1860

Sec. under IPC 292 & 293

a. Prohibits any obscene matter being shown in any ad.

b. Article 377 prohibits any sexual act being shown in the ad.
cc. IPC also prohibits the publications

regarding unauthorized lotteries.

d. IPC also prohibits the appeals using national symbols in the

advertising.

e. IPC also prohibits the candidate contesting into an election to

seek votes
By using national symbols.
2.The Drugs & Cosmetics Act-1940

a. This act prohibits the misrepresentation of

the drugs.

b. Also prohibits the imitation of the brand

names, packaging, labeling etc.

c. This act also compels the manufacturer to

state the complete ingredients and their
quantities on the label of the proprietary
medicines.
3.The Drugs & Magic Remedies Act, 1954

This act prohibits the advertising the magic remedial qualities of a drug.

This act also prohibits any mass media advertisement of any drug used for --

a. Miscarriage in women.

b. Improvement of sexual capacity of

human beings.

c. Correction of menstrual disorders in women.

3.The young persons (Harmful Publication)
Act,1956.

Prohibits the publication and / or

distribution of material which will be
harmful to the youths under twenty.
The Indecent Representation of Women
( Prohibition ) Act, 1986.

Prohibits the indecent representation of

Women or a female body through any,

1.Advertisements,
2.Writings,
3.Publications,
4.Paintainings,
5.Photographs,
6.Or through any other Media.

The word indecent representation is

Subjective in nature and is to determined
By the time period and culture of
the place.
This act also prohibits the growing
Commoditization of women or her body.
The Emblems and Names (Prevention
And Improper Use ) Act, 1950.

Prohibits the commercial use of

National emblems and Names such as
National Flag, Govt.seals, coat of arms,
Govt.buildings,and pictorial representation
Of Mahatma Gandhi, Chhatrapati Shivaji,
Present or past President or
Prime Minister of India.

However for certain cases a permission

may be sought before hand.
The Prize chits and Money Circulation
Schemes(Banning) Act, 1992.

Prohibits the promotion or conduction of

Prize chits or Money Circulation schemes

Except for those offered by Government,

Banks and Educational Institutions.

The Infant food Substitute, Feeding Bottles
And Infant Food (Regulation of Production,
Supply and Distribution) Act,1992.

This act bans all,

1.Advertisements of infant milk substitutes

and feeding bottles of any nature.

2.Display of such posters in hospitals and

Health centers.

3.Prohibits picture of an infant or a woman

on the label or the container.
4. The act makes mandatory on each pack
to include in capital letters "MOTHER’S
MILK IS BEST FOR YOUR BABY” OR
“ THERE IS NO SYNTHETIC SUBSTITUTE
TO MOTHER’S MILK” and also should
be inscribe in bold letters that" THE
TINNED FOOD SHOULD BE ONLY USED
BY THE ADVICE OF REGISTERED
MEDICAL PRACTITIONER ONLY.”

5.No impression should be given that such

product are better than breast milk.

6.No words like Humanized or

Materialized are to be used on the tin or
container.

7.This act also prohibits any financial

incentives for promoting such products to
any body by any body.