Introduction advertising unit Structure

6.0 OBJECTIVES OF THE LESSON
 
After completion of this lesson the student will be able to 
understand: 
Media Research and its importance 
Audit Bureau of Circulation (ABC) 
Television Rating Points (TRPS) 
National Readership Survey (NRS) 
Media Survey 
Syndicated Research Services 
6.1 INTRODUCTION
„Media Research‟ involves the collection of data about the 
various advertising media, surveying consumers on their media 
preferences and habits, and carrying out primary and secondary 
research on effectiveness of each medium for selling particular 
types of products. Few advertising agencies or advertising 
departments in India have „media research departments‟; where 
these exist; it is the department's responsibility to draw up media 
plans and strategies. Most advertising agencies, however, have a 

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„media department or media division‟ which carries out the task of 
media planning. The majority of agencies depend upon outside 
marketing agencies to conduct readership or audience surveys for 
them. 
Media research is concerned with advertising reach, frequency 
and the effectiveness of different media and combination of media 
(media-mix) in reaching target audience. Media research attempts 
to finds out the most suitable media or media-mix that would suit 
the needs of the advertiser. 
6.2 ROLE OF MEDIA RESEARCH 
The role of media research can be stated as follows : 
1. Readers‟ Profile :
Media research helps to understand the 
profile of the readers, listeners and viewers. Readers‟ profile relates 
to the data on the age, income, occupation, buying pattern and 
other demographic and socio economic details. Such profile helps 
to draft effective ad messages to the target audience.