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PREPARED BY:ZUBAIDA KHAN
MBA (FINAL)
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT ON SALES
TABLE OF CONTENTS
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 2
Purpose of study Literature cited Research Design Data Analysis Result findings Appendix Reference
INTRODUCTION
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 3
Mobile advertising is a form of advertising that targets users of handheld wireless devices such as
Mobile Phones and Personal Digital Assistants (PDAs)
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 4
CONTI…
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 5
CHANNEL ADVERTISING OPPORTUNITIES
Mobile web Good for: Direct sales, Branding etc
Downloadable application Good for:Branding/CRM
Mobile messaging Good for: Driving users to a mobile Web site. Click to callBranding/CRMInteractive dialogue (e.g., voting, polling)
Mobile video Good for: Branding/CRM Driving users to a Mobile web site. Click to call.
PROBLEM STATEMENT
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 6
“Critical analysis of mobile advertising impact of sales
in case of consumer goods.”
HYPOTHESIS
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 7
H0: There is a relationship exist between mobile advertising and sales.
HA: There is positive relationship between mobile advertising and sales.
THEORETICAL FRAMEWORK
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 8
DEPENDENT VARIABLE:
SALE VOLUME
INTERVENING VARIABLE:
BRAND AWARENESS
INDEPENDENT VARIABLE:
MOBILE ADVERTISING
RESEARCH METHODOLOGY
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 9
Research method
• Survey method
Research design
• Exploratory research method
Survey method
• Questionnaire
SAMPLING TECHNIQUES
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 10
SAMPLING DESIGN: Random Sampling
SAMPLING TECHNIQUE: Probability Sampling
TARGET POPULATION: Mobile Users who are above 18 years
SAMPLING FRAME:
Individuals
SAMPLING UNITS: Interested to elicit from
their responseSAMPLING SIZE: 100 respondents from
different area of Karachi
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES
11
DATA COLLECTION METHODS
SECONDARY DATA
• Newspapers
• Internet
PRIMARY DATA
• Questionnaires
• Random sampling
DATA ANALYSIS
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 12
• Checking and logging the data• Developing a database structure• Data coding• Data transformation
DATA PREPARATION
INFERENCES ELICIT FROM QUESTIONNAIRES
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 13
GENDER
Male respondents
55
Female respondents
45
Conti…
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 14
MOBILE AS A NEED
99% of the respondent
s’ think mobile
phone as a need today
Conti…
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 15
MOBILE ADVERTISING IDEA:
Conti…
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 16
MOBILE ADVERTISEMENTS INFORMATION
6% to great extent64% to some
extent19% not to much
extend 11% not at all
Conti…
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 17
CONVENIENT TO READ MOBILE ADS
Majority of the sample believes that
it is convenient to read mobile
advertisements; the message gives the clear knowledge
about a particular product which is being advertised.
Conti…
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 18
INCREASE BRAND AWARENESS:38% of the total respondents agree that it will help in increasing brand awareness of the product,
32% are strongly agree with this,
12 are those respondents who are disagree
20% are those respondents who gives neutral answer
Conti…
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 19
SAVES TIME 25% are strongly agree,
49% are agree with it,
19% are those respondents who give
neutral answer,
6% respondents are disagree with it,
1% are those respondents who are strongly disagree with
this point
Conti…
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 20
REDUCE ADVERTISING COST12% of the respondents believe that it always
reduce the advertising cost,
43% which represent the majority believes that most
of the time mobile advertising reduce the cost
of advertising,
37% of the total respondents says that it sometimes reduces the
advertising cost,
8 % are those respondents who mobile advertising can
never reduce the cost of advertising.
Conti…
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 21
HELPS TO REACH WIDE AUDIENCE40% respondents says that they are strongly agree with it,
48% of them says that they are agree with it,
8% are neutral,
3% are disagree,
Respondents who are strongly disagree in believing that mobile advertising helps in reaching wide audience are also 3%
Conti…
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 22
DELIVER REAL TIME INFORMATION9% says that it always deliver real time
information,
39% says that most of the times mobile advertising helps to deliver real time
information,
48% says that sometimes it deliver real time
information,
4% believes that mobile advertising never helps to
deliver real time information.
Conti…
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 23
PERCEIVED EFFORTS OF CUSTOMERS 10% says that it enhance
the perceived efforts of customers to great extent,
69% which represents the majority to some extent
mobile advertising enhance the perceived efforts of
customer,
16% says not much
5% respondents says that mobile advertising cannot
enhance the perceived efforts of customer at all
Conti…
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 24
TRUST THE INFORMATION:
6% says that to great extent they trust it,
52% says that to some extent they trust the
information, 35% says that not much
7% are those respondents who says that they do not
trust the information received from mobile advertisements at al
Conti…
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 25
SWITCH TO COMPETITORS5% says that it always force them to switch to competitors brand,
15% says that mostly they switch to other brand,
57% tells that sometimes it happens,
23% are those respondents who never switch to competitors brand due to mobile advertisements.
Conti…
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 26
PERCEPTION ABOUT THE BRAND
70% respondents says that mobile advertisement can change their perception
about a particular brand,
30% are those respondents who says that it cannot change their perception.
DESCRIPTIVE STATISTICS
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 27
MOBILE ADVERTISING
Mean 1.516545455Standard Error 0.022256232
Median 1.5Mode 1.7
Standard Deviation 0.222562316Sample Variance 0.049533984
Kurtosis 2.298249864Skewness -0.815360272
Range 1.4Minimum 0.6Maximum 2
Sum 151.6545455Count 100
Confidence Level(95.0%) 0.044161191
INFERENCE FROM REGRESSION STATISTICS
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 28
FROM REGRESSION
REGRESSION STATISTICS
Multiple R 0.978
R square 0.956
Adjusted R Square0.946
Standard Error 0.414
Observations 100
INFERENCE FROM ANOVA
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 29
ANOVAANOVA INTERPRETATION
Df df = Degrees of Freedom
Regression 1
Number of independent variables in the model. It can
also be written as df(reg).
Residual
99
Number of observations – number of independent
variables in the model – 1. We can also write it as
df(residual).
Total
100
Number of observations – 1. It can be written in other
way as df(total) = df(reg) + df(residual)
Conti…
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 30
ANOVA INTERPRETATION
df SS SS = Sum of Squares
Regressi
on 1 375.2343 SS Regression = SS Reg
Residual 99 16.98793 SS Residual = SS Error OR SSE
Total 100 392.2222 SS Total = SST = SS Regression + SS Residual
ANOVA INTERPRETATION
df SS MS MS=Mean Square
Regressio
n 1
375.234
3
375.234
3
MS Regression = SS Regression / df
Regression = 375.2343/1 =375.2343
Residual 9916.9879
3
0.17159
5
MS Residual = SS Residual / df Residual =
16.98793/99 = 0.171
Total 100
392.222
2
MS Total = MST = MS Regression + MS
Residual
HYPOTHESIS PROVED
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 31
Null hypothesis (Accepted)
Alternative hypothesis (Rejected)
The value of P is smaller than F (2186.741) and F is greater than the significant F
(7.97281e-69)
The P-value is 2.66 E-69
CONCLUSION
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 32
There is a positive relationship exists between mobile advertising and sales.
The consumers’ attitude towards mobile advertising are strongly related to the content and the frequency of the advertising message sent via mobile devices
RECOMMENDATION
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES 33
Messages should be short and to the point.
Have got consumer’s permission in advance,
Consumer must be able to stop receiving further messages,
Informative about new products, Changes in products’ price, and
discounts.
CRITICAL ANALYSIS OF MOBILE ADVERTISING IMPACT OF SALES
THANK
YOU