ABSTRACT
The first criterion for effectiveness is that sufficient numbers of the target audience should get to see or hear the ad. This is not as obvious as it sounds: there is a great deal of debate about how much the respondent needs to see before desire and action are stimulated. Some ads are intended for immediate impact, others are intended to remind consumers and take more viewings for effect. It is primarily media research which determines whether TV or radio or press goes on a media buyer’s schedule. This is largely concerned with measuring the efficiency of the campaign. Market and advertising research seeks to isolate and measure the effectiveness of advertising messages on consumers and how far the goals of the campaign have been attained to provide a guide for future action.
