Evaluating Advertising Effectiveness
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…
Author: Drypen
Communication Objective in Advertising
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…
Developing an Integrated marketing Communication Plan – IMC
The process of developing an integrated marketing communications plan REVIEW OF THE MARKETING PLAN Examine the overall marketing plan and objectives Role of Advertising and Promotions Competitive analysis Assess environmental…
Four Types of Advertising Agencies
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…
What Is an Advertising Agency
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…
Resistance to Integrated Marketing Communication – IMC
While the logic of IMC appeals to most marketing practitioners, there are many who resist integrating their communications efforts. The first and foremost reason for resistance is inertia or refusal…
Integrated Marketing Communication in Practice – IMC
McCann Erickson India has used IMC for General Motors and the launch of Virgin Atlantic. FCB Ulka went the integrated way for launching the new TATA Indigo. Percept has implemented…
Integrated marketing communications – IMC
For many years, the promotional function in most companies was dominated by mass media advertising. Companies relied primarily on their ad agencies for guidance in nearly all areas of marketing…
Consumer Advertising – Customer Orientation
These are basically nothing but product or service advertisements directed towards the consumer or the customer as such. Such advertisements can be in the form of national or local advertisements…
Chosing Advertising Message
Advertising campaigns vary in their creativity. The creativity factor can be more important than the number of rupees spent. Only after gaining the attention can a commercial help to increase…