Communication Research

Support in the design, execution and evaluation of communication actions

 
Five most common errors in Marketing Communication

“I think what we need is one good advertising campaign!” said the CEO, entering the office in the morning. As befits a man with an exceptional idea, he was oozing relaxed self-confidence mixed with a hint of exuberance as he tossed his briefcase onto the table. A document fluttered off the table as he did so (the 2007 annual plan).

“Yesterday,” he continues, “I saw this ad. One ad. This is how it went …” and launches into a lively retelling of the thirty second spot. As he concludes, he looks around his captive audience, satisfied that they are ready for action and command, “… and that’s how it’s done! Jean, get me Stan. He mentioned the other day that he can get me a really great ad!”

That’s how it starts. And then all the way to the bitter end and muttered comments like, “Why haven’t my sales increased?” Or, in more deluded scenarios, anguished soul-searching remarks ensue: “Damn, we had a great ad. Too bad people just don’t get it.”

Does this sound excessive? Yes and no. Sometimes such stories even have happy endings. But mostly they don’t. That’s why Valicon can help clients avoid similar situations. To this end we offer a wide variety of services to help with the design, execution and evaluation of communication actions.

Preparations
In this phase we help our clients with analytic and consulting services, such as:

• an analysis of the identity and position of the brand or company, 

• insights into the target group, 

• and insights into the brand, competition and product category.

Plan for Action

During the design phase we help our clients with internal workships for:

• goal hierarchy determination, 

• communication strategy design, 

• preparation of media strategies, 

• preparation of agency briefs, 

• evaluation of agency recommendations (“fit-to-brief”) and agency selection.

Testing
Testing the messages we intend to communicate beforehand can save a lot of money and time, as well as drawing attention to potential problems:

• testing of the concept, sketch or design, 

• story-board testing,
  

• cretive lab – testing slogans with creative input, 

• testing produced adverts, 

• quick tests, 

• and real-time sequential perception analysis.

Effects Monitoring
There are several modules and indicators that can be usded to monitor the communication effects and we choose them based on the characteristics of the action being monitored:

• Advertising monitor, 

• Billboard monitor,
  

• Web monitor, 

• Quick effects measurement,
  

• Long-term effects measurement.

 
Evaluating Effects
Evaluating effects is a learning period – we can find out what worked, what didn’t, what would happen if or if not … and not least, what we’ve learnt during the project:

• Return on investment (ROI), 

• Effect on sales, 

• Sponsorship evaluation.

Want to find out more?