effectiveness of advertisement
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approach which is obviously sensible and correct. However, it is by no
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means a comprehensive statement of the role of advertising effectiveness research. The really important point to grasp here is that an advertising campaign is a complex phenomenon made up of many parts: and that the separate effectiveness of each of the parts is of as much interest to advertisers and their agents as the effectiveness of the campaign in Toto. To put the point another way; an advertising campaign may be regarded as having four major decision-areas, namely-1.Size of expenditure (appropriation policy). 2. Media selection (Press, TV, etc.) .3. Exposure frequency (number and distribution of advertisements). 4. Creative treatment (content and form of advertisements) .There are two points to be made here. First, it should be realized that these four decision-areas are
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