Integrative Framework for Effective Communication (IFEC)
Mike Hall, Giep Franzen & Bas van den Putte
The Integrative Framework for Effective Communication (IFEC) integrates communication strategies with socio-psychological behaviour theories. It can be used to identify the most effective communication strategy, considering both consumer needs and brand development stages. It is based on Hall (1992), was extended by Franzen (1999), and has been further developed by Van den Putte (in press).
IFEC defines three conditions for a successful advertising campaign:
It should support and possibly increase brand awareness;
Consumers should evaluate the campaign and the brand positively;...