Papers > Miscellaneous > Integrated Global Communications Campaigns The Efficacy Issue
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Integrated Global Communications Campaigns The Efficacy Issue
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The effective integrated communications campaign exhibits a number of elements that each determines whether the message reaches the right audience, and at how high a cost. A campaign’s efficacy is evaluated ex post, i. ... ’ Along these lines, it is not exactly straightforward just how do we define efficacy versus ineffectiveness. ...
This kept in mind, we are now faced with the particularly challenging issue: Exactly how do we measure the campaigns efficacy vis-à-vis the subtler and longer-term effects? ... Odds are quite against that, because marketing campaigns are run by managers who are concerned with living up to tangible benchmarks and tend to overlook the finer layers of effect, albeit a critical part of the companies long-term edge.
What is it that makes an integrated communication campaign a success, anyway? ... Finally, what makes the Nescafe campaign a truly global initiative is its uniform design: it manages to largely bypass local idiosyncrasies and to convey a message that would fit younger audiences worldwide, as supposedly the more unified segment (increasingly exposed to same informational sources like the Internet). ... A global campaign should capitalize on standardization without over assuming its limits. ... com/campaigns/colwork. ... Campaign Planner for Promotion and Integrated Marketing Communications, 2nd ed. ... Strategic Brand Communication Campaigns, 5th ed.
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Paper Information
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Title: Integrated Global Communications Campaigns The Efficacy Issue
Words: 1042
Rating: None
Pages: 4.2
submitted by: caericks
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