Close on the heals of Think Print Awards, INS has initiated another important effort- ‘Media Multiplier’ study to provide real life data on efficacy and performance of Print medium, especially in conjunction with television.
The research project titled as ‘Media Multiplier‘ study will have three modules; Live Controlled Experiment, Advance Tracking Programme (ATP) and Data Diffusion. Live controlled experiment will be conducted in two pairs of cities – Mumbai & Delhi as well as Vijaywada & Madurai. Consumers in one city in each pair would be exposed to only Television campaigns of select participating brands, while their counterparts in the other city would be exposed to both TV and Print. For each brand, two waves – a Pre Campaign & Post Campaign research will be conducted. Shift or variations, in the estimates of certain parameters such as Brand Awareness, between the pre and post campaigns across the two markets will be analysed to demonstrate the Multiplier effect.
In ATP, the research will focus on correlating Media Deliveries (by medium) with Brand Performance parameter (like Brand Salience) and Ad Effectiveness parameters (Ad Awareness Take out etc.)
The third module would attempt to provide directions on the kind of media mix and the ratios of Print: TV Exposures required by each target segment. This will be attempted by fusion of the data of three databases NRS, TAM and MarketPulse – IMRB’s Consumer Purchase Panel. The data provided in this module would give guidelines on the user segments / audience profiles of consumers which responded at different levels to the Test Campaign.
The research project has emerged as an important industry initiative with participations from senior media functionaries and key marketers such as HLL, P&G and Pepsi. The research team, drawn from IMRB and M:IDEAS Media, has been holding discussions with media directors and marketers in Mumbai and Delhi and sharing the study objective and research design with them. This ‘open-approach’ is expected to improve the research methodology and it’s ultimate acceptance.
With fieldwork starting this month, INS expects early results with in next six months. To know how they read and affect your media plans, keep tuned in!