Ogilvy & Mather Project Presentation
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Transcript of Ogilvy & Mather Project Presentation
Scope of social issue campaigns by Indian english dailies
Presented by: Tanmoy Porel, LIBA
OBJECTIVES
Objectives
• To assess the impact and effect of social issue campaigns by Indian english newspapers
• To find the parameters or attributes for an effective social campaign
• To gauge the scope of a particular campaign in the context of print media
Why?
Why?
Why?
Why?
• Television remains the most popular source of information*• 22 per cent for news and current affairs• 63 per cent read newspapers to gather news and information
on current event
• Highest newspaper circulation• Numerous Social Issue Campaigns
* WALL STREET JOURNAL http://blogs.wsj.com/indiarealtime/2010/11/15/do-young-indians-read-not-as-much-as-they-watch-tv/
The Research
DEMOGRAPHICS
Gender Ratio*
* Age Group :20-29 Years
Female 45 30%
Male 105 70%
OccupationProfessional 57 38%
Student 90 60%
Businessman 2 1%
Housewife/Househusband
1 1%
Newspaper HabitsRegularly (Everyday)
92 61%
Sometimes (Once or twice a week)
49 33%
Occasionally (Once or twice a month)
7 5%
Rarely (newspapers are less visible to me)
1 1%
Seldom 1 1%
Newspaper HabitsI just go through the headlines
19 13%
5-10 minutes 71 47%
About an hour 55 37%
More 5 3%
MediumPrint (nothing beats morning tea/coffee and newspaper)
48 32%
Newspaper websites 51 34%
Apps on my smartphone 34 23%
Facebook Groups/Pages 11 7%
Other 6 4%
Newspaper Preference
Times of India 90 40%
Hindustan Times 11 5%
The Hindu 91 41%
The Deccan Herald 3 1%
Other 28 13%
Newspaper SourceNewsboy 63 42%
Subscription 30 20%
College/Hostel subscription
31 21%
News stand 2 1%
Office 13 9%
Other 10 7%
PurposeTo be up-to-date 114 34%
To talk sense in my social circle
56 17%
Entertainment is all I need
14 4%
Authentic and Unbiased news
29 9%
To know about happenings in and around the city
101 30%
Movie listings and horoscope
15 4%
Other 6 2%
The Analysis
STATISTICAL ANALYSIS
Campaigns
Variable Reliability Test
• Variables• Social Issue Addressed• Innovation• Effectiveness• Relevance• Impact
• Cronbach’s Alpha (α) = 0.662 (Fair to good)• Unidimensionality of the scale
Aman Ki Asha
• Descriptive Statistics• Close Means
• KMO Coefficient• 0.83
• Scree Plot• 59% variance explained by one component
• Component Matrix• Relevance of the topic
Behave Yourself India
• Descriptive Statistics• Social Issue Addressed
• KMO Coefficient• 0.644
• Scree Plot• 62.7 % variance explained by two components
• Component Matrix• Component 1: Social Issue Addressed, Innovation,
Relevance• Component2 : Effectiveness, Impact
It’s My Life
• Descriptive Statistics• Close Means
• KMO Coefficient• 0.894
• Scree Plot• 73% variance is explained by one component
• Component Matrix• All factors are important in the component
Lead India
• Descriptive Statistics• Close Means
• KMO Coefficient• 0.751
• Scree Plot• 55.74% variance explained by one component
• Component Matrix• Impact of the campaign
Mumbai For Women
• Descriptive Statistics• Close Means
• KMO Coefficient• 0.796
• Scree Plot• 64% variance explained by one component
• Component Matrix• Effectiveness
Teach India• Descriptive Statistics• Social Issue Addressed
• KMO Coefficient• 0.644
• Scree Plot• 62.7% variance explained by two components
• Component Matrix• Component 1 : Social Issue Addressed, Innovation,
Relevance• Component 2 : Effectiveness, Impact
Act Against Corruption
• Descriptive Statistics• Social Issue Addressed
• KMO Coefficient• 0.805
• Scree Plot• 59% variance is explained by one component
• Component Matrix• Effectiveness
Success Attributes
Attributes
• Implementation• Importance• Effect• Brand Name• Marketing
Factor Analysis
• Descriptive Statistics• Close Means with Brand Name being the most important
• KMO Coefficient• 0.827
• Scree Plot• 65% variance is explained by one component
• Component Matrix• Implementation
PERCENTAGE ANALYSIS
Attributes
Implementation/Execution
Strongly Agree
73 49%
Agree 32 21%
Neutral 20 13%
Disagree 13 9%
Strongly Disagree
12 8%
Importance of the social issue
Strongly Agree
55 37%
Agree 48 32%
Neutral 18 12%
Disagree 10 7%
Strongly Disagree
19 13%
Results or Effect of the Campaign
Strongly Agree
53 35%
Agree 39 26%
Neutral 27 18%
Disagree 20 13%
Strongly Disagree
11 7%
Brand Name associated with the
campaign
Strongly Agree
17 11%
Agree 42 28%
Neutral 42 28%
Disagree 33 22%
Strongly Disagree
16 11%
Marketing of the campaign
Strongly Agree
52 35%
Agree 44 29%
Neutral 17 11%
Disagree 17 11%
Strongly Disagree
20 13%
Effect
Increase in social awareness
Strongly Agree
31 21%
Agree 78 52%
Neutral 32 21%
Disagree 7 5%
Strongly Disagree
2 1%
Importance of social media presence
Strongly Agree
54 36%
Agree 77 51%
Neutral 12 8%
Disagree 6 4%
Strongly Disagree
1 1%
Actionable Influence
Strongly Agree
18 12%
Agree 45 30%
Neutral 61 41%
Disagree 22 15%
Strongly Disagree
4 3%
Feel good factor
Strongly Agree
8 5%
Agree 49 33%
Neutral 53 35%
Disagree 28 19%
Strongly Disagree
8 5%
Perception
Passive Effect
Exactly like me 7 5%
A lot like me 53 35%
Somewhat like me
52 35%
Not much like me
30 20%
Just my opposite
8 5%
Consciousness
Exactly like me 19 13%
A lot like me 80 53%
Somewhat like me
37 25%
Not much like me
14 9%
Just my opposite
0 0%
Respect for newspaper
Exactly like me 20 13%
A lot like me 43 29%
Somewhat like me
41 27%
Not much like me
44 29%
Just my opposite
2 1%
Futility
Exactly like me 8 5%
A lot like me 15 10%
Somewhat like me
43 29%
Not much like me
63 42%
Just my opposite
21 14%
Active Effect
Exactly like me 16 11%
A lot like me 39 26%
Somewhat like me
64 43%
Not much like me
29 19%
Just my opposite
2 1%
Influence
Exactly like me 7 5%
A lot like me 34 23%
Somewhat like me
57 38%
Not much like me
43 29%
Just my opposite
9 6%
Campaigns considered as
Weapons
Exactly like me 23 15%
A lot like me 64 43%
Somewhat like me
45 30%
Not much like me
16 11%
Just my opposite
2 1%
Awareness
Exactly like me 32 21%
A lot like me 61 41%
Somewhat like me
40 27%
Not much like me
14 9%
Just my opposite
3 2%
Interest in politics
Exactly like me 29 19%
A lot like me 30 20%
Somewhat like me
36 24%
Not much like me
32 21%
Just my opposite
23 15%
Preferences
Newspaper preference
Times of India 96 42%
The Hindu 108
48%
Hindustan Times
15 7%
Deccan Herald
2 1%
Other 5 2%
Social Campaigns
Stray Dogs Adoption 35 4%
Welfare for slum dwellers 40 5%
Child Labour 57 7%
Trafficking of children 59 7%
Primary Education 43 5%
Women Empowerment 37 5%
Save Water 57 7%
Indian Democracy and its problems
38 5%
The Rise of Aam Aadmi 23 3%
Petrol Adulteration 39 5%
Garbage Disposal/Recycling 55 7%
Quit Smoking 45 6%
Casteism 42 5%
Rape Laws 48 6%
Gender Equality 30 4%
Female Genocide 34 4%
Save Petrol 36 4%
Save Paper 39 5%
Public Conveyance 45 6%
Other 12 1%
Social Campaigns
The most number of response came for “NO
SMOKING” Campaign in ‘Other’ category
RESULT
Findings• Previous campaigns succeeded due to the following
factors• Social Issue Addressed• Relevance of the issue• Impact
• Attributes essential for a successful campaign• Implementation• Importance of the issue addressed• Brand Name• Marketing
Findings
• Campaigns to be considered• Child Labour• Trafficking of Children• Save Water• Garbage Disposal/Recycling• No Smoking
SECONDARY RESEARCH
http://mashable.com/2010/09/30/creative-social-good-campaigns/
RECOMMENDATIONS
Social Marketing
“the design, implementation, and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution, and marketing research”
Philip Kotler and Gerald Zaltman
Model*• Selecting Behaviour• Identifying Barriers and Benefits• Developing Strategies• Commitment• Social Norms : Community Support• Social Diffusion• Prompts• Communication• Incentives• Convenience
• Piloting• Broad Scale Implementation and Evaluation
*Fostering Sustainable Behavior – Doug McKenzie – Mohr, New Society Publishers
Diffusion of Ideas*
*Wikipedia
Conclusion