rand image, possible publicity, etc., would be irrational. (Grossack, 1963) More so, a consumers exposure to an ad in no way indicates the effects of that media exposure.
             In making an effective advertising campaign, an ad company may want to first analyze market information, social influences, and competitor information.
             To the advertiser, it is the fundamentals that make a good ad (White,2000):
             1. It is on strategy (product, imagery and ad all aligned, and appeals to its target market)
             2. It is a real idea (enhances and expands the brand)
             3. It is new and original (creativity is a key part of any campaign)
             Additionally, in order to effectively measure a major campaign, it is essential that a big advertiser spend the money to do the pre-test and post-test research and analysis (Bergvist, 2000). An exam
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