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Internet & Online Association to undertake study on effectiveness of advertising, marketing & e-commerce

18-February-2005
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Internet & Online Association to undertake study on effectiveness of advertising, marketing & e-commerce

The Internet & Online Association has announced a research study, which will provide extensive data to prove the effectiveness of advertising, marketing & e-commerce using Internet & mobile as mediums. The research has been awarded to IMRB leading marketing information provider.

Backed by this customised primary research IMRB will be helping the IOA to develop, extend and promote integrated business strategies across online and emerging channels thus helping its members and industry address challenges as they arise, delivering insight to succeed in this dynamic economy. The research is to be conducted in two phases: 1) Pre-Research Study, which will help us garner what the industry requires as research in the online advertising, e-commerce and mobile advertising sectors. Before the baseline study is embarked on, a senior management research will be conducted to determine what exactly the market wants and that's distilled in this study. The pre-research study is slated to be a qualitative study delivered by 1-1 in-depth dialogs with the senior management of marketers, advertising agencies and service providers.

Based on the pre-research assessment the final baseline research will be commenced in 24-36 cities and towns. The Indian Internet Consumer & Cross Media Research Study aims at delivering a quantitative and a qualitative study which will cover demographics details across multiple audience groups across 26 cities and media consumption vis a viz television and press.

Preeti Desai, President, Internet & Online Association states, "In today's economy there is no greater imperative than to maximize marketing monies online. It is crucial that the Internet & Online Association give the right data tools to marketers, media planners, buyers and businesses which will unequivocally help them make educated decisions and thus increasingly cater to the connected Indians whether online or mobile. The pre-research will provide an in-depth view of market needs across all sectors and categories and hence enable us to customize research as required by the industry."

Meanwhile Mohan Krishnan, VP & Country Manager, eTechnology, Group@IMRB says, "The growing impact of digital media is revolutionizing the media industry worldwide and in the context of the ever evolving global village, India will feel the impact much earlier than what most of us are willing to wager. The study we are conducting for IOA assumes significance in this context, as it will arm players in this industry with sophisticated and unbiased tools to monitor and evaluate their respective roles. "

IOA considers the result of this research to be extremely valuable to its members and the industry at large; as it will demonstrate that the Internet can dramatically improve a marketing & sales ROI if it is a significant part of the Overall media mix.

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