Evaluation of a particular medium for inclusion in a campaign rests upon what it contributes to the cumulative effect. Any medium comprises of 4 elements.

Deciding to include advertising in the communication mix process is a relatively easy decision compared to deciding which media and media vehicle (for example which magazine or which cancel on…

Amongst the sea of communication channels hitting the consumer constantly, the actual message usually gets lost. Many a times, the possibility of the right message reaching the right target is…

Innovative media focuses on alternative platforms of   which open up new avenues for advertisers. As technological breakthroughs facilitate better modes of communication, the emergence of new media has enhanced reach…

Everybody runs contests. But are these contests really effective? How many people do they reach? How many people respond? How many people actually remember to fill up a postcard, or…

One of the challenges faced by marketers in markets is inadequate awareness about brands, product and its usage. It is observed that low awareness level leads to