Media performance indicators

Date of publication: June 13, 2002


Communication Management is the planning, implementation, control, evaluation and optimisation of marketing communication. It is often viewed by advertisers as vital for optimal results from their marketing communication efforts. This paper describes the kind of research and the tools that are needed for communication management. It shows how effects of a multimedia campaign are measured. In a case study it becomes clear in what ways print media add to the effects of a multi media campaign.

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