Successful industrial advertising campaigns

The correlation of seven hypothesized factors are studied to determine their relationship to the success of industrial advertising campaigns. The seven hypotheses studied are: product characteristics, influence of competition, resources of the advertiser, client-agency relationship, market research efforts, messaging position and creativity, and media selection. The success of an advertising campaign is based on awareness, attitude and sales. These objectives are best met when their importance is ranked as part of the initial goals and objectives.