Agencies have to be paid. And on time. The only question is, how? In the initial years, as the advertising business evolved, newspaper owners paid a commission of 15% to advertising agents who bought ad space in their publications. Slowly the individual ‘agents’ grew into advertising agencies with the expertise

Long ago, advertising students were taught to imagine a single member of the target audience, and talk to that person when creating communication. This is a rather nifty technique, but something that takes a bit of skill and practice to perfect. But once students figure it out, it can be

Perhaps that should be rephrased as “Do celebs sell products?” Almost every brand which can afford communication today seems to have a celebrity endorsee or brand ambassador. Celebrity endorsement is an advertising strategy which involves celebrities or a well-known person using their social status or their fame to help promote

Let’s imagine that you are an SME. You have a product or service that has be launched or revamped. You have figured out that you need the services of a competent communications agency. And you’ve managed to find a good young agency. Now how do you brief the agency? Note:

Later on, illustrations, and then photographs, were added to make the advertisements more attractive. The copy evolved. Various theories came up as to how shorter headlines and pithy body copy made it easier for the reader to absorb the sales pitch. But even then, expert admen wrote, and made a

In today’s world, even the term ‘advertising agency’ is no longer strictly correct Advertising Agencies today are called upon to plan and execute much more than advertising for their clients. In response, many agencies are re-branding themselves as brand communications agencies. The in-vogue term nowadays is Strategic Brand Consultancy. Agencies