By J Vilanilam
This e-book introduces the reader to a quick background of the evolution of ads on this planet and in India, together with: the commercial and social significance of ads; the position of advertisements corporations within the production and dissemination of ads during the media; and exceptionally, the sensible points of customer servicing and duplicate production for various media
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Although the entire increase in sales may not be attributable to advertising, it is reasonable to assume that the campaign is an important ingredient in the total marketing strategy. The effectiveness of testing is maximum in direct mail advertising. The advertiser who sends out letters in an effort to persuade select buyers knows the exact number of prospective consumers (the number of addressees of the letter). Since a reply card or envelope is enclosed along with the letter of request, the number of replies received indicates the success of the direct mail.
Let us now turn to the working of the new advertising agencies. conventional advertising and advertising agencies 43 chapter 3 the new advertising agency— the stress is on client servicing Even the name advertising agency has actually become a misnomer now. Advertising agencies are required to do far more than just advertising for their clients. A pointer to what is required is the fact that many agencies are re-inventing and renaming themselves as brand communications agencies. Strategic brand consultancy is the name of the game these days.
The three Components There are three components in the organization of the business of advertising—the advertiser; the advertising agency; and the mass media. The advertiser spends the money; the agency creates the message and provides other services; the media publish the message. Here publish means bringing the message to the public through various vehicles (units) of the media: newspapers, magazines and other printed materials; radio, television, film, videotapes, etc. Printed materials include wallpapers, posters, placards, paperboards in transit vehicles, flyers, billboards, hoardings and such other small media.
Advertising Basics! (Response Books) by J Vilanilam