Good planning and control of advertising depends on measures of advertising effectiveness. Most of the money is spent by agencies on pre-testing ads, and much less is spent on evaluating their effectiveness. Most advertisers try to measure the communication effect…

A mediocre advertising message properly directed stands more chance of success than the most professionally developed ad campaign directed at the wrong audience or using unsuitable message appeals. Advertising creates its most powerful impact when it is used to solve…

Here are basically four types of ad agencies. They are: In-house agencies Creative boutiques Media buying agencies Full service agencies In- house agencies  Some companies, in an effort to reduce costs and maintain greater control over agency activities, have set…

An advertising agency is: An independent business organisation Composed of creative and business people Who develop, prepare and place advertising on advertising media For sellers seeking to find customers for their goods and services. –American Advertising Agency Association (AAAA)