Quantitative or Qualitative Factors responsible for Effectiveness of an ad

Advertisements are not as qualitative as one thinks. Creativity of a campaign is directly proportional to its effectiveness. So, suppose the  objective of your campaign is to grab market share and if it does not fulfill its quantitative purpose, it did not justify itself on the creativity parameter. Similarly, if the purpose of such a campaign is to raise the awareness level of a brand, even then there are quantitative tools to measure the outcome of such campaign. So an ad campaign is as good as itfulfi ls its core purpose. A campaign has be effective first and creative next. This is exactly why the world's best ad agencies are associated with world's best brands or vice-versa.

DENTSU ACQUIRES AEGIS MEDIA

Japanese ad marketing giant Dentsu has surprised the advertising industry by announcing a whopping £ 3.2-billion takeover of the UK media planning firm Aegis. The news comes just a few months after Dentsu ended a long-standing relationship with Publicis. The proposed acquisition will allow Dentsu to create “a new global communications network for the digital age”. The move will also pitchfork the Tokyo-based company at the helm in the Asia-Pacific region and make it the second-largest advertising agency in western Europe. Being the biggest deal ever in the 111-year-long history of the company, it will help Dentsu to make significant gains from Aegis’ fast-growing digital business and its long established European network. From an analytical perspective, by acquiring Aegis which has a good presence in the US market as well, Dentsu will be looking to grow its business in northern America but it will have to contend with American biggies like Omnicom and WPP. As a combined group with a huge potential, Dentsu and Aegis will offer integrated solutions and enhanced quality services to its clients. The combination of Dentsu and Aegis will include at least 71 out of the top 100 marketers as clients on a combined basis.