effectiveness of advertisement
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The ads must have punch; make the reader stop from turning the page or the viewer stop from changing the channel. They must break the “boredom barrier.” In short, good
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advertising must have impact. It’s a fundamental precept of all advertising.
The need was felt to investigate the issues and clutter in advertisement, print and electronic media.” This is a robust and practical approach to the problem which will have a good deal of appeal to many people. It is also an approach which is obviously sensible and correct. However, it is by no 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
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