Evaluation of a Radio Commercial Targeted at Russian Tourists Case: The Finnish Science Center Heureka
Roos, Selina (2011)
Roos, Selina
HAAGA-HELIA ammattikorkeakoulu
2011
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014111815924
https://urn.fi/URN:NBN:fi:amk-2014111815924
Tiivistelmä
The objective of this thesis was to evaluate the success and effectiveness of the Finnish Science Center Heureka’s 2014 Mars-exhibition radio commercial targeted at Russian tourists. The aim was to highlight areas in need of improvement and change within marketing communication involving the target population.
The theoretical section of this study examines Russian culture and communication styles, as well as the relationship and position of Heureka with the Russian tourist segment. This section also goes over Heureka’s own marketing communication. It also discusses the general usage of traditional marketing today and how digitalization has influenced this.
The empirical section illustrates the research method and implementation of the study. This research utilized quantitative research methods in the form of a questionnaire conducted face-to-face with Russian customers at the Finnish Science Center Heureka during Spring 2014. The research consisted of 28 randomly selected Russian participants.
The results suggest that the radio commercial was, as far as content goes, well produced, and received a positive Likert scale evaluation on most levels. However, 55% of the participants saw the utilisation of such a radio commercial for an organization like Heureka to be ineffective. Radio commercials offer no visual appeal, are limited in terms of information and require the listener to access other platforms to gather all necessary information.
Even though the majority of the target group travel to Finland by car, only one participant recalled hearing or gathering information about Heureka from the radio. On the other hand, 82.1% of participants had utilized the Internet and 64.2% the social media. One of the main suggestions made by participants was for Heureka to have a stronger online presence.
According to these results, Heureka should alter their marketing communication by continuing to have print as their main marketing medium, but replacing radio as a supporting marketing platform with the social media network Vkontakte, which is used by 60% of the Russian tourist population. It is risky to invest in new and expensive marketing communications during the recent economic and political fluctuations in Russia, which have had an impact on foreign travel. Marketing online allows Heureka to stay visible to the target group without a large investment.
The theoretical section of this study examines Russian culture and communication styles, as well as the relationship and position of Heureka with the Russian tourist segment. This section also goes over Heureka’s own marketing communication. It also discusses the general usage of traditional marketing today and how digitalization has influenced this.
The empirical section illustrates the research method and implementation of the study. This research utilized quantitative research methods in the form of a questionnaire conducted face-to-face with Russian customers at the Finnish Science Center Heureka during Spring 2014. The research consisted of 28 randomly selected Russian participants.
The results suggest that the radio commercial was, as far as content goes, well produced, and received a positive Likert scale evaluation on most levels. However, 55% of the participants saw the utilisation of such a radio commercial for an organization like Heureka to be ineffective. Radio commercials offer no visual appeal, are limited in terms of information and require the listener to access other platforms to gather all necessary information.
Even though the majority of the target group travel to Finland by car, only one participant recalled hearing or gathering information about Heureka from the radio. On the other hand, 82.1% of participants had utilized the Internet and 64.2% the social media. One of the main suggestions made by participants was for Heureka to have a stronger online presence.
According to these results, Heureka should alter their marketing communication by continuing to have print as their main marketing medium, but replacing radio as a supporting marketing platform with the social media network Vkontakte, which is used by 60% of the Russian tourist population. It is risky to invest in new and expensive marketing communications during the recent economic and political fluctuations in Russia, which have had an impact on foreign travel. Marketing online allows Heureka to stay visible to the target group without a large investment.