Media Performance indicators

Print effects compared to effects of other media

Arie den Boon
Daphne Communication Management B.V

Communication Management

The amount of money poured into marketing communication is astounding. Even more so, when we consider how little we really know of its effects. What is the return on marketing communication in terms of profit, sales, brand awareness, adverting awareness, media contacts, etc? On most questions we do not have the answer. But what we do know is that doing nothing will erode our brands and profits. Still the questions remain: What are the performances of media and creative? Can we use the same creative for another period of time? Which creative is most effective? How does print add to the effects of television? Is media synergy working for me? The list of questions is almost endless, the list of answers is very limited.