Page 255 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 14: Measurement of Advertising Effectiveness

The attached electronic meters record the television viewing by panel members to ascertain Notes
whether they saw the commercial, when they saw it and how often they saw it.
There seems to be a growing belief among many advertisers that single-source measures will
change the way research is conducted. This technique offers the advantages of controlling copy;
determining the impact of promotions, try different media schedules or frequency of advertising
and the ability of measuring the effects of advertising on sales.

Example: Some major corporations and ad agencies are now employing this method,
such as Pepsi-Cola, P & G, Nestle, Colgate-Palmolive, Leo Burnett and J. Walter Thompson.

Task Make a print ad of any product on your own and carryout the pre-testing
and post-testing. Assume that your colleagues and family members are
your target audience.

Case Study Panorid Pain Balm

anorid was more than eighty-year old pain balm, and a market leader. It was meant
for external application to relieve headache, muscular pain, and colds. The product
Pprimarily catered to the needs of people having faith in traditional remedies. There
were several competing products available in the market, both in the traditional and
modern categories of pain remedies. The manufacturer asked the ad agency to come up
with new campaign that should sustain the interest of existing users, and arouse the
interest of potential users. After the campaign was pre-tested, the findings were presented
to the client for campaign approval.
The head office of the company manufacturing Panorid was at Hyderabad. The main
business of the company was in traditional Ayurvedic medicines, and Panorid was the
leading product in its portfolio. More than half of the company's total turnover was
accounted by this single product. Of the major three indications, headaches, muscular
pains, and colds, a very large proportion of usage was for headaches. A number of other
well-known remedies, including allopathic formulation, such as analgesics, as well as
pain balms were available. Vicks was a brand leader amongst cold remedies and Relieve
was dominating the muscular pain remedies category.
Market segment for Panorid was well defined. It appealed to all individuals and families
who had a faith in traditional values. As much as 80 per cent of Panorid usage could be
attributed to people with the above background seeking relief from headaches, and these
people had no preference for analgesics. Though Panorid was undoubtedly the leader, no
specific data was available regarding the market share.
The major advertising objective was to ensure that the existing users of Panorid would go
in for repeat purchases. Advertising should also be able to arouse the interest of those in
this segment (people with faith in traditional values), who may not have used Panorid
earlier, or might not be regular users.
The agency people deliberated at length on the matter and came up with a number of
creative ideas. The roughs were accordingly prepared, and those considered with the
Contd...

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