Ad is a powerful tool. It's an indispensable and crucial form of communication seen as an influencing factor on consumers. It attempts to control human and purchasing behavior by appealing to human conscience and emotions. Ad is the soul of any surviving business, an activity engaged intentionally/unintentionally by us all. 1.Measurability: It is only a fool (am not trying to be arrogant, neither am I one), that will embark on a project without first measuring the cost. Before placing an Ad, what you want to achieve must be specified in quantifiable terms as it serves as a benchmark to its attainments. 2.Realistic: Who is the person that talked about building castle in the air? What good is it going to pay an Advertiser for embarking on a WHITE ELEPHANT ad? Setting unattainable Ad objective is like an individual without a plan and also planning to fail. Yours' might be to sustain your goodwill. Or increase sales or may be adding to the numbers of your customers like the Telecomm/ Financial institutions. 3.Time: Among many of the problems face by Advertisers and Ad agencies is wrong timing. Remember that Time is the only thing that takes no holiday. It is wise and advisable to be time cautions on your next advert placement for an hour lost can't be regained. Timing should be strictly adhere to by both the Advertisers and Ad agencies because time is too slow for those who wait; too swift for those who fear; too long for those who grieve and too short for those who rejoice. | 
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