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Loading...To reach higher levels of integrated campaign proficiency, we must maximize efficiency and exploit synergies. These goals require the consistent measurement of marketing outcomes followed by the application of related insights.
(1 votes, average: 5.00 out of 5)Loading...The first level of integrated campaign proficiency is choosing the right tool for each job. To do this, we begin by assessing our campaign objectives. Promotional campaign objectives help guide our selection of promotional vehicles. There are four main campaign objectives: Raising awareness, generating trial, increasing usage and building loyalty. Each objective has specific requirements that relate to exposure quality, location, precision and cost. By ranking promotional vehicles on each of these requirements, we are able to identify the ones that best support each objective.
(1 votes, average: 5.00 out of 5)Loading...The second level of integrated campaign proficiency relates to maximizing efficiency. The first important dimension of campaign efficiency is cost effectiveness. To succeed here, we must group like vehicles together and compare the extent of audience overlap with our target customers.
(1 votes, average: 5.00 out of 5)Loading...The third level of campaign proficiency relates to achieving synergy. Research suggests that there six proven ways for achieving synergy: By leveraging familiarity, relevance, content type, timing, channel affinity and tactical coordination.
(1 votes, average: 5.00 out of 5)Loading...There are three common methods for measuring marketing outcomes: Test versus control analysis, regression analysis and probability analysis. Test versus control analysis is the gold standard because it provides the most accurate assessment of promotional impact. Regression analysis can be a useful tool for identifying promotional relationships but results should be interpreted with caution since correlation does not imply causation. Finally, probability analysis can be useful for estimating the promotional impact of programs that have yet to be implemented.
(1 votes, average: 5.00 out of 5)Loading...There are three common methods for measuring marketing outcomes: Test versus control analysis, regression analysis and probability analysis. Test versus control analysis is the gold standard because it provides the most accurate assessment of promotional impact. Regression analysis can be a useful tool for identifying promotional relationships but results should be interpreted with caution since correlation does not imply causation. Finally, probability analysis can be useful for estimating the promotional impact of programs that have yet to be implemented.