Alokananda Chakraborty

IMRB's Impact Multiplier study to be released on September 8

An Indian Newspaper Society initiative, the study, which was conducted by research agency IMRB, delves into the impact multiplier theory in great detail

On September 8, 2003, the Indian Newspaper Society (INS) along with research agency IMRB will release the findings of the Impact Multiplier, a study commissioned by the newspaper body to measure how print and television work on the basis of the Impact Multiplier theory.

The theory assumes that when two media are taken into account, the combined impact is more than the sum total of the individual impacts of the two. "This study has been done earlier in various parts of the world including India. However, the difference between this study and the rest is that for the first time it has been done in actual market conditions and not in a controlled environment," says Bharat Kapadia, editor and publisher, Chitralekha, who initiated Project Press at the INS two years ago of which the Impact Multiplier is a constituent.

Apart from the study, Project Press also set the ball rolling for the Think Print Awards, which is given away every year at the Abbies in Mumbai.

A target audience as well as a pair of markets, one of them being Mumbai and Delhi, was identified, and, IMRB was commissioned a year ago to monitor the advertising of six brands, the exposure and impact thereof, at a cost of over Rs 50 lakh. "Brands selected were from different product categories, of which the FMCG category was an important one," says Kapadia.

Two brands considered for the study included Sundrop and Active Wheel and representatives of the companies that market the two brands, namely Agro Tech Foods (a subsidiary of global food major ConAgra) and HLL respectively, will be speakers on the panel next Monday. These two companies will be represented by Sachidanand Madan, vice-president, Agrotech, and BV Pradeep, head of CMI (Consumer & Market Insight) and regional leader, CMI HPC Asia, HLL. Andre Nair, CEO, South Asia, WPP Marketing Communications, will indicate the way forward at the presentation.

Incidentally, Impact Multiplier has been selected as one of the studies to be presented at the World Readership Symposium in Cambridge, Massachusetts, in October this year. Of the 111 entries received a select few have been shortlisted to be presented at the three-day seminar. © 2003 agencyfaqs!

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