Abstract
There is much ignorance even among advertising professionals as to how an ad creates or fails to create a favourable selling climate for the product advertised. Two Calcutta-based samples, one of 100 advertising executives and the other of 160 graduate students, were utilized to identify 10 drafts of an ad that may contribute most to its effectiveness. Based on these drafts, a flowchart for assessing the potential effectiveness of an ad is developed.
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