Communications evaluation and campaign development

Kim Walker

This article argues that an integrated and holistic approach to research should be used for campaign development and evaluation.

Communications evaluation and campaign development

Kim Walker

The need to prove the return on investment of all brand and communications activity has never been greater than in today's credit-crunch environment of reduced marketing and research budgets. Billions of pounds are spent each year by global and local organisations aiming to create indelible bonds between their brands and the consumer, which subsequently deliver a positive impact on the bottom line. However, the amount of intrinsic evidence linking brand/ad affinity and awareness measures with tangible sales performance improvement is limited; and current research methods often fall short of this final hurdle.

It...

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