Application Of Research
a. Readership and Circulation survey
b. TRP
c. RRP
d. Audience Research
e. Exit Polls
f. Advertising
Consumer Research
READERSHIP
Readership is a calculation
based upon the average number of people who read an individual copy of the
publication. The number is an estimate of how many hands a copy of a newspaper
goes into. The theory is that though a household subscribes to a publication,
it is read by multiple people in that household. For this reason, readership is
always higher than circulation.
CIRCULATION
Circulation is the number
of newspaper/magazine copies distributed on average in a day. Advertisers need
to be aware when deciding which publications to place ads in, because
circulation includes both paid circulation, as well as newspapers that are
distributed free of cost.
Readership and Circulation
help publications, such as newspaper and magazines, decide the cost of
advertising. Advertisers also look at these numbers when they are looking to
improve the visibility of their product or service. However, circulation and
readership are not interchangeable terms and there are differences between the
two.
Readership
Surveys
Readership
vs Circulation - NRS, IRS; ABC
Need
for Readership Surveys: ad rates, ad revenue, circulation, marketing, interests
of public.
Readership
Survey Methods
Masthead
Method - Title and logo shown: Have you seen? Have you Read? Yesterday? Last
Week? Recent Reading Technique (RR Method)
First
Reading Yesterday (FRY Method)
Thro’
the book Method (TTB Method)
Readership
Diary - ‘Frequency’
Magazine
Page Exposure (MPX)
Primary
and Secondary Readers:
Primary
Readers: people who purchase/subscribe the copy of a publication and read it;
the first readers. Secondary (or Pass-on) Readers: readers other than the first
or primary reader.
Readers
per copy: average number of readers exposed to a copy of an average issue of a
publication: Average issue Readers/Circulation
Average
Issue Readers (AIR):
Claimed
Readers: people who claim to have read or looked at a certain specific number
of copies of a publication out of the previous ‘n’ consecutive issues of a
publication.
Maximum
Possible Reach (MPR) or Penetration: the proportion of the population that can
be reached by a publication in a standard time period.
Print
Coverage: the percentage of the target audience exposed to an average issue of
a newspaper or magazine.
Circulation
Audits:
Audit
Bureau of Circulation: an organisation formed by media, advertisers and ad
agencies to certify the circulation statements of its member publications which
have been prepared or audited by recognised professional accounting firms.
Circulation:
the number of copies of an average issue sold or distributed by a publication.
Print
Run: the number of copies printed but not necessarily fully sold or
distributed, of an average issue by a publication.
Controlled
Circulation: the circulation of a publication that is sent free and addressed
to specified individuals or organisations.
Data
Collection Methods
Face
–to- Face interviews,
Computer
Assisted Personal Interviews (CAPI)
Telephone
Interviews, Computer Assisted Telephone Interviews (CATI)
Self-Completion
Methods:
Questionnaires
sent by post
In-page
Questionnaires
Internet
Surveys
Bar
Codes.
TRP / TVR – Television
Ration Points / Target Rating Point: TRP is the percentage of the audience who
has viewed a certain program or timeslot. It is a metric used in marketing and advertising to
compare target audience impressions of a campaign or advertisement through
a communication medium relative to the target audience population
size.
In the particular case
of television, a device is attached to the TV set in a few thousand
viewers' houses to measure impressions. These numbers are treated as a sample
from the overall TV owners in different geographical and demographic sectors.
Using a device, a special code is telecasted during the programme, which
records the time and the programme that a viewer watches on a particular day.
The average is taken for a 30-day period, which gives the viewership status for
the particular channel.
Target rating points construction- Target rating points quantify the gross rated points achieved by an
advertisement or campaign among targeted individuals within a larger
population.
For example, if an advertisement appears more
than once, the entire gross audience, the TRP figure is the sum of each
individual GRP, multiplied by the estimated target audience in the gross
audiences. The TRP and GRP metrics are both critical components for determining
the potential marketing reach of a particular advertisement.
Outside of television, TRPs are calculated
using the denominator as the total target audience, and the numerator as the
total impressions delivered to this audience x 100. (As in 1,000,000
impressions among the target audience / 10,000,000 people in total in the
target audience x 100 = 10 TRPs).
TRPs are often added up by week, and
presented in a flowchart so a marketer can see the amount of impressions
delivered to the target audience from each media channel.
TRPs can also be calculated as 100 x reach x
frequency, where reach is the percent of the target audience with at least one
impression and frequency is the average number of impressions.
Calculating
TRP- In India, two electronic methods are there
for calculating TRP:
People meters device is
installed in some places or set in selected homes to calculate the TRP. In this
way some thousand viewers are surveyed in the form of justice and sampling.
These gadgets record data about the channel or programme watched by the family
members or selected people. Through this meter the information of TV channel or
programme for one minute is carried out by the INTAM a monitoring team i.e.
Indian Television Audience measurement. After analysing the information, the
team decides what is the TRP of the channel or programme. Or we can say that
this data is later analysed by the agency to create a national TRP data of
various TV channels and TV programmes.
Second method is known as
picture matching where the people meter records a small portion of the picture
that is being watched on the TV. This data is collected from a set of homes in
the form of pictures and later on is analysed to calculate the TRPs.
RRP- Recommended Retail Price
Recommended retail price (RRP)
is the price at which the manufacturer suggests the retailers to sell its
product. The RRP generally tells all the manufacturing and selling costs
associated with a product. It is also known as the list price or the sticker price,
or the manufacturer’s suggested retail price (MSRP), or the suggested retail
price (SRP). Its main purpose is to keep the prices the same everywhere.
The recommended retail price usually applies
to branded products or higher-priced goods, such as electronics and appliances.
The RRP is mainly to provide a reference point, manipulating the consumers’
willingness to pay for goods.
Purpose of Recommended Retail Price
The aim of the recommended retail price is to
establish similarity among the selling prices at different retail locations.
The RRP is intended to control deceptive pricing practices and
standardize prices of goods within a trade area of the company’s retail
outlets.
The similarity of prices also seeks to ensure
that basic and main goods are always available at reasonable prices without
denying sellers a fair return on investment. It makes sure that all parties
involved in a deal (manufacturer, wholesaler, retailer) will be able to earn
profits at the end of the final sale. Although the price is called
“recommended,” retailers can sell the products purchased from the manufacturers
at the RRP, as well as below it.
It is good to sell the products below the recommended
retail price when there is excess inventory that needs to be sold out as early
as possible. There can be multiple reasons for clearing out the inventory like
the products becoming obsolete or getting perish. We can also sell below RRP
when we sell huge quantities but we can do that only when the manufacturers of
brands allow us because selling at low prices may destroy brand image and
identity. On the other hand, we can also sell above the recommended retail
price when the availability of certain items in an area is less. For example,
there are very few stores that operate 24/7. They are providing services all
day long, so they might charge a little higher but it is the sole decision of
the owner. When the demand is high and the supply is less, then also we can go
above the recommended retail price. To sum up, there are multiple factors that
affect the recommended retail price (RRP) like market share stabilization,
retail value chain, customers’ bargaining power, product’s demand status,
marketing objectives, production expenses, and competition, etc.
AUDIENCE RESEARCH
Audience
research here refers to two things: firstly, research measuring changing levels
of media consumption amongst target audiences, and secondly, the (often
qualitative) research which seeks to understand the complex, contingent and
context-specific ways in which citizens make use of the media, both within
governance processes and as part of their daily lives.
The main research that all marketers use
before even thinking about the campaign is audience research. Audience research
is designed to establish the size, composition, and characteristics of a group
of individuals who are, or could be, potential customers. It’s important to
note that this research is about the people and individuals who make up your
target audience.
Goal - The goal of all audience research is
to find consumer insights that can help you deliver on your campaign or
business objectives. Because the goal of a digital marketing strategy is to
influence the buyer's journey, marketers need to connect with the audience by
knowing what they think, how they behave, and how they live their lives. You
should know your audience as well as you know your best friend!
Benefits - One of the key benefits to
conducting audience research is the ability to identify obstacles. For example,
are other brands trying to communicate with your audience but not experiencing
much success? Why? By being aware of such obstacles you can then develop
appropriate, personalized content that is more relevant to your audience.
Moreover, you want to find ways to stay ahead of your customers and discover
solutions that anticipate future needs they may have. Audience research allows
you to understand your customers, and ultimately makes you more effective in
delivering your digital marketing strategy by catering to their needs.
To focus efforts, it is common practice to
create a buyer persona. This is a description of your ideal customer in terms
of motivations, demographics, and channels used to access the internet. Buyer
personas help digital marketers choose the channels and messaging that will
resonate with their ideal customer and efficiently deliver on objectives.
Data types: let's look at the data
that you’ll want to gather when you conduct audience research.
We have three types of data:
·
Demographic
·
Psychographics
·
Behavioral
You want to have a good understanding of the
three of these because each of them will give you different insights into your
audience.
Demographics
Demographics are the hard facts about your
audience.
Some examples of facts would be:
·
Whether they are male or female
·
How old they are
·
What their profession is
·
Whether they are married
·
Where they live
·
Whether they go to college
This information is about their social aspect
and relative place within their society. It's not very personal, but it helps
you peel back the first layer of understanding your audience; it gives you an
initial glance at their make-up.
The socio-economic data in demographics
include: gender, age, income level, occupation, marital status, location,
number of children, education, religion, family size, ethnicity, nationality,
social class, industry, number of computers, and generation.
Psychographics
Psychographics are much more detailed and
complex. They can uncover anything that your audience might be interested in:
their beliefs, life goals, or opinions. It's about gaining a deep understanding
of your audience’s aspirations so that, when you talk to them, you are speaking
a language that resonates with what they really want.
Psychographics can include: activities,
interests, opinions, attitudes, values, lifestyle, and loyalty. It's about
their lifestyle, their personality. For instance, maybe you want to reach
someone that's 21 years old and works as an accountant, but also loves
basketball. As there can be many different people types in your audience, you
need to conduct demographic and psychographic research so that you really know
who they are and avoid making any assumptions. This will help you navigate away
from potential pitfalls or running campaigns that target the wrong audience.
Behavioral
data
This is about how people use your product, or
even how they navigate on your website, and how they use the different media
that you want to use as your marketing channels.
What do they do on Facebook? How long do they
stay? Why do they click? Where do they click? All of this is very important
because it will allow you to transform the journey of your audience on your
website and social media and know exactly where you need to target your effort.
This data can tell you a lot about your customer. For example, when are they on
your website? What time are they on Facebook? Maybe it's in the morning, maybe
it's at night, and you don't want to miss those opportunities to engage with
your customer.
By observing what people do, and how they
behave online, using your product or using your competition’s products, you can
understand the limitations of the user experience and perception to improve
your message and overcome obstacles.
Behavioral data can include:
·
Online activities such as social media use
·
Website visits
·
Product and content use
·
Where they click
·
What the usual consumer path is on your site
·
Other relevant buying habits including brand
preferences and product usage
So audience research is really about giving
you all the context and information you need. It is central to any digital
marketing strategy because if you don't have this data, how do you know where
and how you are going to communicate?
EXIT POLLS
OPINION
POLLS
Opinion
polls seek to gather and comprehend public opinion on electoral issues. It
enables candidates contesting polls to understand the voter’s mind and shape
the campaign in such a way as to secure the maximum number of votes. It also
brings into light those issues that are important to the public thereby
ensuring that the interest of the masses is placed on the national agenda and
political parties vie to secure these interests such that irrespective of which
party comes to power, it’s the masses who win.
EXIT
POLLS
Exit
polls are conducted as people exit the election booth after casting their vote.
Exit polls seek to determine for whom people actually vote. Exit polls are
conducted in order to predict the outcome of the election before the votes have
been officially counted and the results declared.
ADVERTISING CONSUMER
RESEARCH
The prevailing paradigm in
consumer research conceives of the consumer as someone who is
information-centered. This model defines the consumer as someone constantly
seeking out and manipulating information in order to make choices between
consumer goods and services.
Much of the model building
rehearsed in consumer behavior texts is designed precisely to give a systematic
account of this information and the manner in which it reaches, and is then
manipulated, by the consumer.
Much of the research
reported in the field uses this paradigm to identify the important questions
and data. In the field of consumer research, an information-based model on the
consumer has become the foundation of inquiry.
