Advertising Highlights
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Percept H wins the creative mandate for Carlsberg The agency won the business following a multi-agency pitch; the account size is pegged at around Rs 25 crore. After a pitch that was called earlier this...
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Advertising 
The forth M - Media and fifth M Measurement of Advertising
The forth M - Media and fifth M Measurement of Advertising
The next is fifth M of Advertising ...
MEASUREMENT Fifth M of Advertising
Evaluating the effectiveness of the Advertisement Program is very important as it helps prevent further wastage of money and helps make corrections that are important for further advertisement campaigns. Researching the effectiveness of the advertisement is the most used method of evaluating the effectiveness of the Advertisement Program. Research can be in the form of:
- Communication-Effect Research
- Sales-Effect Research
There are two ways of measuring advertising effectiveness.
They are:
Pre-testing
It is the assessment of an advertisement for its effectiveness before it is actually used. It is done through
- Concept testing
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