Archive for 'Market Management' Category
Evaluating advertising effectiveness
Good planning and control of advertising depend critically on measures of advertising effectiveness. Most advertisers try to measure the communication effect of an ad, that is, its potential effect on awareness, knowledge or performance.
Communication effect reaches seeks to determine whether an ad is communicating effectively. Called copy testing, it can be done before an ad [...]
Deciding on the media
The steps involve in deciding on the media are desired reach, frequency and impact; choosing among major media types; selecting specific media vehicles .
Deciding on reach, frequency and impact:-
Media selection is the problem of finding the most effective media to deliver the desired number of exposures to the [...]
Advertising
Advertising is defined as any paid from on non-personal presentation and promotion of ideas, goods or services by an identified sponsor.
Advertising could be through various media: magazine and newspaper space, radio and television; outdoor displays, direct mail, novelties, catalogs, directories and circulars. And advertising has many purposes, long term buildup of the organizations cooperate image. [...]