The Big Idea - Testing The Way To Success

Constantine Karvonides and Lewis M. Smith Jr.

Our agency specializes in direct response advertising. In print media, our ads are the ones accompanied by a coupon or a bound-in reply card; in both print and broadcast, the advertising message is always geared to generating a direct transaction between the consumer and the advertiser. In all cases, effectiveness is measurable.

Since we can count actual returns, and evaluate them, we conduct tests of all kinds – usually on a split-run or regional basis – in daily newspapers, in magazines and in newspaper supplements.

Systematic testing has enabled us – quickly and effectively – to find the Big Idea – to develop the ideal creative approach that makes it possible for us to use both print and broadcast advertising to sell a large number of sucscriptions for our client, The National Observer.