Social Media Marketing Tricks and Measuring Impact

Abstract

Increasing media clutter and changing media habits makes it important to continuously study the advertising effectiveness of each medium. The objective of this study is to analyse and compare the impact of various media ie Television (TV), Radio, Print and Internet on Advertising Effectiveness in terms of its objectives like cognition, affection and conation and also to understand if media context (editorial environment or program context) has any impact on advertising effectiveness. The use of the Return on Marketing Investment (ROMI), is now widespread, and usually considered while evaluating media impact on Advertising Effectiveness. Two types of responses are gathered for this study, namely responses from general respondents and those from the corporate respondents. The corporate responses are mainly gathered from respondents working as senior managers in companies of FMCG products, Durable products and financial services. A simple random sampling technique was used in this study. Sample size was 1000 respondents. Also 50 Senior Managers were surveyed from various companies Standard deviation for every variable is calculated in pilot study data of 115 respondents. Percentages are used for comparison. Further Arithmetic mean is used to consolidate the numeric information in to a single number. Mean scores of variables are obtained using responses given to sub questions of corresponding variables. Standard deviation is used to understand variation in responses given by respondents. Friedman Test is used for non-parametric data as well. Paired t-tests is applied to compare same variable Under two groups. The study revealed that significant difference in effectiveness according to media types whilst there is no significant difference in Media context. Also, there is difference in effectiveness media type and also in Cognitive, Affective and Conative responses according product category (FMCG, Durable, and Financial services). For purchase decision, social media found to be effective. Impact of advertising on revenue of company and significant difference in revenue according to media type was confirmed.