Advertisements are needed not only to introduce new products but also to boost the sales of the ones already in the market. With limited funds at a customer's disposal, his buying capacity is also limited. He cannot buy everything available to him. And the one thing he decides to buy is available in so many brands that he again finds [...]
This article guides you about how to measure the effectiveness of advertising. Following tests (fig. 22.1) are desired to test the effectiveness of advertising. Advertising effectiveness can be tested before the advertisement run (called as pretesting) and after the advertisement run (called as post testing). Most measurement of advertising effectiveness is of an applied nature dealing with specific ads and [...]
Advertising has become the big business today. Total advertising expenditure has crossed the 6000 crore barrier. There are more than 1000 large and small advertising agencies operating in India with the average of 6 crores. India's top most agencies like HTA, Mudra communications, Ogilvy & Mather Ltd, Ulka advertising have the billing of 116 crores, 57 crores, 47 crores and [...]