Marketing Communications

Download free eBooks at bookboon.com

Marketing Communications
Advertising Research

LIMITATIONS:

1. Non-telephone homes are excluded and rural homes do not get adequate representation


2. The total size of the audience is hard to estimate accurately.


3. Only certain hours in the morning can be measured


4. Respondents often try to indicate that they are watching socially acceptable programmes.

PERSONAL INTERVIEw RECALL METHOD: involves in-home interviews with a sample of
respondents shortly after the time period of interest. A list of the shows by quarter hour is presented to
the respondent to aid recall and the respondent is asked to indicate which shows were watched.

Limitation: respondent’s poor memory and untruthfulness plus the expense of personal interview are
the biggest limitations of this method.

RADIO AUDIENCES: the spread of radio audience everywhere makes its measurement difficult but
researchers use (1) Diary method to gather data – during the selected seven day period in which ratings
are taken – the sample members are called twice to make sure they understand the required task and are
reminded to complete and return the diary. Some researchers use the telephone coincidental method,
using a panel.

COPY TESTING:

Research issues related to the effectiveness of each advertisement; this research can be called the
MESSAGE RESEARCH – copy testing is about written parts of print advertisements. In practice, copy
testing refers to all aspects – colour graphics, pictures, action and so on, of advertisement appearing in
all media. Copy testing services are provided by marketing research firms or advertising agencies.