Financial Daily from THE HINDU group of publications
Sunday, Feb 08, 2004
Financial Daily from THE HINDU group of publications Sunday, Feb 08, 2004 |
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Industry & Economy
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Newspapers & Publishing Planners overlooking print media advantages Our Bureau
(From left) Mr Praveen Tripathi of Zenith Media, Mr Hemant Mehta of IMRB, Mr Bharat Kapadia of Chitralekha and Mr R. Balaji of Agrotech at the Impact Multiplier Theory presentation in Chennai organised by the Indian Newspaper Society and the Advertising Club of Madras on Friday. - - Bijoy Ghosh
Chennai , Feb. 7 ARE newspapers losing advertisements to the new media? Does print still work? If so, how? These are some of the questions the Impact Multiplier Theory attempts to answer. The Impact Multiplier Research Initiative is a study that was conducted by the Indian Newspaper Society (INS) in partnership with IMRB International. Mr Bharat Kapadia, Editor and Associate Publisher, Chitralekha Group and Chief Mentor, Project Press Committee, speaking at a function organised by the Advertising Club Madras, said that one round of finding proved that the `fast moving consumer goods' segment was moving from print to television. The INS believed that planners, brand managers and creative personnel are "in awe of the new media" and have overlooked the core advantages of print over other media. He said that the INS had undertaken two major steps in this regard, the Impact Multiplier Research Initiative, and since 2001 the Think Print Award in association with the Advertising Club Bombay. The Think Print Award is an individual award given to a creative team, which develops the best print campaign for an identified FMCG brand. The winner gets a fully-paid trip to Cannes. Mr Kapadia said that the difference between the previous studies, both internationally and in India, is that they were conducted in laboratory conditions. This study was conducted in live market conditions. The participating brands fine-tuned their media mix and brought in all the market players. The focus was on the effectiveness of advertising with measures to understand how the Multiplier works. Mr Hemant Mehta, Vice-President and Country Manager, IMRB International, said that the study took 20 months and six brands — Sundrop Nutrilite, Whisper Maxi, Limca, Himalaya Fairness Cream, Aquaguard and Active Wheel participated in this exercise. The sample size of the study was 14,300, he said. The study revealed that even in real market conditions the combination of print and television created a greater impact on the consumer. In five of the six participating brands (except Limca), the synergy was evident and there was spontaneous recall. In the case of Limca, the effect was not visible because the print and the television ads were not the same, Mr Mehta said. The research also proved that there is a threshold level for television beyond which adding print to television results in added efficiency in reaching target audiences and an opportunity to reach even some "hard-to-get" targets.
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