How we believe sponsor companies can usefully improve their advertising effectiveness as a result of the study we have conducted

In this report we set out a compendium of topics upon which we believe management can take action to improve their advertising efficiency. Eact topic is dealt with on one page of the report: it has been reduced to a set of Issues, Examples and Recommendations. The main points on each topic are shown on the right hand page, while the page opposite either summarises the key points or further illustrates the main conclusions where appropriate. The topics presented here are those that have emerged from the NMC's three year empiric study of advertising and the management of its effectiveness. Many of the topics are condensations of reports that have been previously issued by the MCRC during the course of the study. In the text the use of the words 'product' or 'brand' are all-embracing and refer to any item being advertised, be it a generic product category, indi¬vidual brand, service or public propaganda. We believe the topics raised in this report have a relevance to the management of advertising for all purposes. No summary of this report is given: we commend that each topic-page be read and evaluated in its own right.