The phenomenal growth of rural market's during the last decade presents an exciting opportunity. Spending on packaged consumer goods by rural consumers is increasing at a rate of over Rs 300 crores per annum. The total size of the rural market for packaged consumer goods is estimated at around Rs. 2,100 crores today. This in turn is estimated to be [...]
As we know that whether it is product or service or a concept, communication play a very important role to increase the marketing effectiveness. This is equally applicable for profit as well as for non-profit organisations. Advertising play a very important role in political marketing i.e. marketing for a political candidate. Persuasiveness is the key word in political advertising. Political [...]
This article guides you about how to measure the effectiveness of advertising. Following tests (fig. 22.1) are desired to test the effectiveness of advertising. Advertising effectiveness can be tested before the advertisement run (called as pretesting) and after the advertisement run (called as post testing). Most measurement of advertising effectiveness is of an applied nature dealing with specific ads and [...]