Communications Strategy in the Era of Accountability

This chapter examines the patterns of effectiveness that result from different communications approaches.

Marketing in the Era of Accountability: Identifying the marketing practices and metrics that truly increase profitability – Communications Strategy

Les Binet, DDB Matrix & Peter Field, Marketing Consultant

Contents

  1. Executive Summary, Introduction, Conclusions and References
  2. Briefing
  3. Budget Setting
  4. Communications Strategy
  5. Media Strategy
  6. Measurement
  7. Payback and Remuneration

Part 2has already touched on communications strategy, in so far as objectives sometimes imply certain communications strategies. However, this is less precise than looking at the model of consumer influence used. So in this section, the detailed patterns of effectiveness resulting from the various communications models will be examined to provide guidance...

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