In the initial stages of an ad's development either the copy writer or the art director forms a mental image of the ad. The copy writer may use rough sketches to develop the theme and to convey ideas to the artist. The artist will visualize the thought sketch and provide a pictorial representation of it. Visualisation is often confused with [...]
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 [...]