'Measuring Media Effectiveness in Bangladesh Essay\r'

'The media consists mainly of television, radio, press, net and cinema. This huge amount of money is spent on advertising primarily to create:Advertising/ radical dent Aw beness: Consumer has been introduced to or reminded close the marque station Familiarity: Consumer recognizes specific brand names shuffling imagination: Consumer agrees with positive attri alonees specific to individual brands corrupt smell: Consumer intends to purchase the brand So, as a big amount of money is associated to the media, the vendors strive o know how useful these media leave alone be in achieving these goals. Marketers have become increasingly aware of the implications of a changing media landscape. For example, continuing media fragmentation means that a more(prenominal) complex array of media plans are possible. stipulation that some media plans will be much more successful than others at engaging with consumers and delivering marketing profitability, marketers fatality to know how to increase the odds of finding the optimal media mix to achieve marketing success. 1. 1 motivating and Rationale of study\r\nPeople from different demographic groups are exposed to media in different ways. And similarly not e veryone is exposed to all the media. So it is very important for the marketer to know which media will be appropriate to go on his target market and when and how that media should be used. The marketer has to know how effective will a media be to achieve the marketing goals. There are several Medias like television, press, radio, internet and cinema and therefrom the marketer needs to know which media will contain out the best outcome from his advertisements.\r\nBecause if the marketer cannot reach the target market with the selected media, the allocated budget will be wasted and the marketing goals will not be achieved This research paper has tried to solve these problems of the marketer by giving an idea about the media background of Bangladesh. This r esearch explains how useful the television, radio, print and internet media will be in creating:Advertising/Total Brand Awareness: Consumer has been introduced to or reminded about the brand Brand Familiarity: Consumer recognizes specific brand names\r\nBrand Im advancery: Consumer agrees with positive attributes specific to individual brands Purchase Intent: Consumer intends to purchase the brand 1. 2 Method of Study The method used for this research was Personal in home survey where the researcher personally visited the respondents with the questionnaire and asked and explained the questions to the respondents. So the respondent understands the questions very clearly and can gestate before they answer. A sample size of coulomb was selected through convenient sampling method but also special care has been taken about maintaining a fair mix of different age groups and genders to get an unbiased result.\r\nAs this research except attempts to measure the media intensity level, so the following 2 assumptions/ surmise are made:1. All media are evenly expensive 2. All advertisements are of equal feature These two assumptions are made to eliminate the errors in measuring the media effectiveness. Because if these two assumptions are accepted accordingly the success of the advertisement will solely be on which media was used. 1. 3 Overall Objective The boilers suit objective of this research paper is to measure the effectiveness of media in Bangladesh by finding out the bow of each media on achieving the marketing goals.\r\n'