Abstract:

This paper discusses six factors which have been identified as being mainly responsible for determining the short-term response to advertising pressure. Two of these factors - ad efficiency and media planning - are singled out for special attention because they are directly under the control of the agency and brand manager. These two factors are considered in some detail, with special reference to print. The author proposes that when evaluating print campaigns much greater attention should be paid to various dimensions of them than is customary today.