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RAB Research Archive

Determinants of Campaign Success



When it comes down to it, three primary variables determine the effectiveness of a media campaign:

  • The appropriateness of the station or programs
  • The schedule (impact, domination and frequency)
  • The message (compelling copy/presentation that sells)
If the station or program does not reach a desired potential clientele, chances are the schedule or message will not matter. If the schedule is not designed for impact, domination and frequency, the message will not be heard enough to make a meaningful difference.

And finally, if the commercial message does not influence buying behavior, the campaign will not succeed.

Source: Michael Guld, president of The Guld Resource Group





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