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. The second important dimension is promotional weighting by campaign objective. Early launch investment should focus on generating awareness and trial while later investment should focus on increasing usage among existing customers The final factor is the level of investment over time. We invest more early in product lifecycles so we can extract more with less effort later in the lifecycle

Knowledge Test