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کمپین ارتباطاتی
Its communication campaign literally provides a textbook example about planning and evaluating the effectiveness of its work.
Typically, a brand communication campaign has multiple objectives; for example, one (attitu- dinal) objective may be to change brand perceptions, and another (behavioral) objective may be to make people engage in some way with the brand.
Because campaigns often have multiple objectives and because there are so many ways of measurement avail- able in the IMC tool kit, there are multiple ways to assess the effectiveness of marketing communication campaigns.
A final complication in evaluating the synergy of programs is the need to consider other messages and contact points beyond the brand communication campaign.
Brand experiences, such as those involved with customer service and word of mouth, may be even more important than the planned communication campaign.
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