RELATIONSHIP BETWEEN SOCIAL FACTORS AND THE FACTORS AFFECTING EFFECTIVENESS OF ADVERTISEMENTS IN PRINT AND ELECTRONIC MEDIA – AN ANALYTICAL STUDY

Advertisement is a communication whose purpose is to inform potential customers about products and services and how to use and obtain them. Every major medium is used to deliver these messages including: television, radio, movies, magazines, newspapers and internet. It is often placed by an advertising agency on behalf of a company. Advertisements influence our lives in many unsuspecting ways because of rapid changes in the macro environment. These days advertising is regarded as a paid form of non-personal presentation of ideas, goods and services by an identified sponsor testing or evaluation of advertising effectiveness refers to the managerial exercise aimed at relating the advertising results to the established standards of performance and objectives so as to assess the real value of the advertising performance.