Characteristics of a good Advertisement(Click on Image to enlarge)

“Advertising is the principal reason why the business man has come to inherit the earth.” – James Randolph Adams, quoted in John P. Bradley, Leo…

Do celebrity endorsements just improve the ‘shelf life’ of the advertisement, or do they influence the purchase decision directly? Or, in other words, is the…

The uncertainty of the future remains a cause of concern for all agencies, big, medium or small. Developments in the last five to 10 years…

The strategies that worked in the past will need to be revisited to check their relevance in the new environment. Some of the areas where…

Although the agency writes the advertising campaigns, these are also the concern of the advertiser. The advertiser’s contribution concentrates on the important managerial tasks of…

An ad copy is one of the key areas where testing is essential. Since it contains elements like the Headline, Illustrations, Body copy, Logo and…

1. Checklist method: Within this we have certain issues like readability or audibility. It is a simple and a speedy process. You could ask questions…

Where the pre-testing for the broadcasting ads are concerned, we have the following types:1. In-home projection tests: A movie projector screens the ads in the…

This actually gives us an idea about the actual performance of the ad in terms of exposure, perception, communication and sales effect. We can assess…