A marketing communication plan is not complete until its effectiveness has been

Question

A marketing communication plan is not complete until its effectiveness has been evaluated! If there is no proof a campaign worked, why would companies continue to spend money on brand communication?

Read about the campaign from non-profit LiveWell Colorado to promote healthy behavior changes on pp. 559 - 560 of the textbook and It’s a Wrap on pp. 581 – 582 and respond to the following questions:

1. Explain what is meant by saying the point of this campaign is to build a brand relationship.

2. How did this campaign succeed in that objective?

3. How was effectiveness determined?

4. If you were on the marketing team and were asked to develop a broader set of evaluation tools, what would you recommend and why?

Explanation / Answer

Branding is a strategic decision taken by the organization.Branding is extremely important for success of an organization.The brand relationship construction is quite complex.As per the American Marketing Association (AMA): “A brand is a name, term, sign,symbol, or design, or combination of them, intended to identify the goods and services of one seller or group of seller and differentiate them from those of competition”. Another definition of brand given by Mr.David Ogilvy is “A Brand is the consumer's idea of a product”.There is arelationship between customer and the brand.There are different types of brand relationships.Development of brand is the methodology though which attachment of customer with the brand is established. The campaign objectives were decided keeping in mind that goals/targets will be met.Objectives were 'SMART'. Specific-Objectives are clear and understandable Measurable objectives Achieable objectives Realistic-availability of adequate rsources Time bound or specific time frame for achieving the specified targets It is important during planning stage to establish how to measure the campaing performance and to evaluate them. Phone call,email,customer enquiries,customer voice Stakeholders comments or views Comments of customers in different media Data collected or reviews from websites Broader set of evaluation tools are depicted below Thorough analysis of email markets for understanding customers vews Online assessment of campaign.In present days thsi is avery powerful tool. Following social networking sites

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