Nina DiSesa: Well effective advertising is advertising that changes the behavior of the consumer of that one thing and also effective advertising, is advertising that makes people feel a certain way about a brand mean it’s all about the brand and how people allow that brand to influence their lives, effective advertising is there is a lot of ways to measure advertising these days and we do a lot of testing and we do a lot of marketing research and things like that, but the over view of what makes an add effective is to people remember and they motivated by is it to the …. Does it help them feel a certain way about the product or the brand that you are trying to advertise. It’s really I know I have done that down, but that’s kind of this bottom line what we are trying to do with effective advertising, that’s why it was happening now in the advertising its kind of interesting. How much become a consumer, the content of is so consumer driven its kind of interesting about how you maintain the Stewardship of a brand, when somebody everybody is doing so much of their own kind of advertising.
Recorded on: 2/29/08