Marketing Management, 16th Edition

Setting the Communication Benchmarks

In addition to defining the focus of the communication campaign, a company must set clear benchmarks that define the magnitude of the desired impact and the time frame within which a particular outcome—awareness, preference, or action—must be achieved. Without such well-articulated benchmarks, a company will find it challenging to design an effective communication campaign that is aligned with its strategic goals.

Broadly speaking, there are two types of communication benchmarks: quantitative and temporal. Quantitative benchmarks quantify a particular objective. For example, quantitative benchmarks might determine the level of awareness that the communication campaign must achieve, the desired strength of ...