Interpretation Of Campaign Effectiveness

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“How did our interpretation of campaign effectiveness and effects evolved in the past years?”
This is the guiding question of this essay. The purpose of this essay is to present alternative views of several communication theories in respect to the concept of communication campaign effectiveness, a central concern to communication scholars worldwide for the past 50 years. This literature study has been elaborated on the basis of the carefully selected academic articles mentioned as references and is structured in five main parts: reasons why communication campaigns fail, reasons why communication campaigns succeed, effectiveness and effects defined, new technology and approaches in relation to campaign effectiveness. Finally, a conclusion will be drawn and future possibilities (that would provide a better interpretation of effects and effectiveness) will be reviewed.
Public communication campaigns are described as aimed efforts towards changing or influencing the public’s behavior by “means of organized communication activities involving mass and online/interactive media and often complemented by interpersonal support” (Atkin & Rice, 2009).
Campaigns are complex communication tools having different phases and components that come into play over their lifespan. These stages are: the design, evaluation, types of effects (which can be direct or indirect, desired or undesired), messages that need to be transmitted and mediated communication.
Reasons why Communication Campaigns Fail
As previously mentioned, campaign effectiveness was and still is of central concern to communicators. In today’s world campaign effectiveness is to some extent quantifiable, but when this form of communication first started being used, its concepts and ideas...

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...ng that fields such as neuromarketing are being developed. Neuromarketing is “the study of how people’s brains respond to advertising and other brand related messages by monitoring brain activity, eye tracking and skin response” (Rouse, 2009). Such advances in technology would provide tremendous insights into customer preferences. Ariely & Bern (2010) argue that neuromarketing would permit communicators to see if an idea or product would be successful even before it would be introduced.
It can be observed that our understanding of campaign effectiveness and effects is directly proportional with the development of technology that enables us to have a deeper insight into the human mind and behavior. It is safe to conclude that communicators are now slowly moving from a mentality of “what do we think” to a mentality of “what do we know” (McAfee, & Brynjolfsson, 2012).

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