Advertising is an art of creating and managing perceptions about - TopicsExpress

Advertising is an art of creating and managing perceptions about any product or service in the mind of the customer...this perception or brand is what drives the customer to scout-explore-experience-purchase...there can never be any short term sales linked ROI to adjudge the ad spend....something which new advertisers are completely ignorant about....and this ignorance leads to deterioration of their relationship with the agency and to their fledgeling brand being sired by many fathers. This ignorance creates a glass ceiling for their brand....to remain small. Any adman who has had the objectivity and guts to educate his/her client is true to the trade, eg. Piyush Pandey and Fevicol of Pidilite Grp

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