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. Advertisement 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. This evaluation exercise is also known as the advertising research. It is a research activity undertaken to measure the worth of the specific elements of an advertisement or the aspects of entire advertising programme. It is an attempt to know whether the message designed properly has reached the greatest number of prospects at the least practical cost.  There are various types of media use for advertising these are: print media, electronic media etc. Of all the media, newspaper is considered as the backbone of advertising programme as it has continued to remain the most powerful message carrier. Of the total space, 45 percent goes to advertisements in form or the other and rest for textual matter.

  Television is the youngest, glamorous and highly specialized as it provides         -1-

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