Three primary variables of a media campaign

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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Posted by Jeff on Nov 29 2011. Filed under Featured Article. You can follow any responses to this entry through the RSS 2.0. You can leave a response or trackback to this entry