Sales orientation those who see sales as the only valid measure of effectiveness level this criticism. The sole purpose of advertising is to generate sales. So as the completion of communications tasks may not result in purchases, the only, measure…

Russell Colley (1961) developed a model for setting advertising objectives and measuring the results. This model was entitled ‘Defining Advertising Goals for Measured Advertising Results- DAGMAR.’

Among advertising theories, the hierarchy-of-effects model is predominant. It shows clear steps of how advertising works.Hierarchy of effects Model can be explained with the help of a pyramid. First the lower level objectives such as awareness, knowledge or comprehension are…

An advertising agency may be a full-service agency or part-service agency. Each has a different outlook and advertising activities. The selection of advertising agencies depends on whether one wants a full-service agency or a part-time agency. The selection is also…

Two school of thoughts Role of objectives Many organizations, including advertising agencies, fail to set realistic promotional objectives. There are several explanations for this behaviour, but one of the common factors is that managers are unable to differentiate between the…

What do advertisers mean by strategy?   There are several considerations in an advertising strategy. Advertising messages aren’t created on a whim or by a quick flash of inspiration. Advertising is a disciplined art and involves a lot of strategic…

Hall (1992) and O’ Malley (1991) have suggested that there are four main advertising frameworks. The sales framework This framework is based on the premise that the level of sales is the only factor that is worth considering when  measuring…

This represents another model of the advertising and persuasion process wherein the various processes that can occur after consumers are exposed to an advertisement.

Burst Campaigns: Often associated with the awareness objective, the burst campaign compacts media activities into a series of relatively short time frames, with relatively long periods of absence from media activity in between. This pattern may be used when a…