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How to get Maximum Advertising ROI?

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  There is a well-known saying, “ Half the money I spend on advertising is wasted; the trouble is I don't know which half .” - John Wanamaker (1838-1922). This famous quote is known to all MBAs and in our opinion, much like the quote itself, is only half true - the trouble is they don't know which half. In our experience, every penny spent is assured to get you 1:1 Advertising ROI. In that sense, no money is wasted. But the goal is not to get 1:1, but 1:10, or even 1:100 ROI. Therefore, it could be argued that 50% of the money spent gives great ROI and the trouble is we don't know which half. That is the half which is true in the above quote. The pursuit & thrill of the chase to create that elusive viral campaign, that can elevate a brand to success & multi-fold Advertising ROI, is what makes advertising glamourous. It gives a similar feeling of elation that one gets from giving a hit film and is just as rare. It is what draws many to the industry. The eco...
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How creative is a creative agency?

Traditionally, advertising agencies had departments such Research, Client Servicing, Design, Production and Media. These departments commanded a varying degree of respect with the Creative ‘team’ being most respected. They were treated as the ‘heroes’ and ‘heroines’ of the agency – just as in the film industry. They could flout all rules, as long as they met deadlines. The creative director commanded respect – to the point of veneration. Whereas, before the age of the internet, agencies relied on the ‘blackbook’ for inspiration and standards to emulate, today, the entire creative ‘blackbook’ is available for everyone. With the explosion of digital tools at the disposal of every creative person, the niche of the ‘creative team’ dropped a notch or two. This prompted many ‘creative people’ to start their own agency, just to provide creative services like, copywriting, design artwork, music, animation, photography, videos, and today have extended it to digital world and included websit...
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