Back in the simpler old days, clients came to us for help in understanding how well their TV campaign was working to build their brand, what would be happening to the brand without advertising, and often to determine whether it was a good idea to supplement the TV with 'secondary media' – magazine, radio, billboards, or some combination of these. Back then, we helped clients to figure out how to make their advertising campaigns work harder and better; we made planning next year's campaign easier because we armed our clients with information and insights they could use.
Now, it's not only about traditional advertising media, but also about sponsorships, integrations, social media, viral initiatives, the role of in-store communications, and on and on.
In today's multifaceted marketing communications environment, the questions have gotten more complex, and the need for clarity of insights that span the full range of communications options has become even more urgent.
At Communicus, we've worked hard to adapt our validated and time-tested methods in response to the changing environment, and to the new advertising effectiveness questions posed by our clients.
Today, we are helping clients build better holistic marketing communications campaigns through the insights provided by solid research into what works, what doesn't, and why. With a solid, quantitative consumer feedback loop – and one that evaluates and diagnoses each medium and message in relation to its intended objectives – it becomes far easier to make advertising choices in today's vastly more complicated communications environment.
With all the changes and added complexities in today's communications and media environment, it still all comes down to making it easier to plan for future campaign phases based on a better understanding of how what you're doing now is working.
We welcome your inquiries, questions and comments on the Communicus System, and on our website.
Best regards,
Jeri M. Smith
President
Communicus, Inc.
