Criteria for Judging Communications Strategy

Once a communication strategy has been developed, companies need a way to judge and test their strategy. CIM has shared a 4C model where each element of the media mix can be judged by the following 4C criteria

1. Cost: It involves looking at the following elements:
   • comparison of campaign costs overall and across media,
   • wastage involved with respect to investment made, and
   • evaluation of costs related to reaching out to specific segments/individuals.
2. Clout: It looks at the campaign’s reach quality in terms of the number of people it can impact, the campaigns that are either selective or involve mass media, and the extent of personalization provided.
3. Credibility: It includes the trust factor of any specific type of promotion, both in terms of the content and the medium through which the message is shared.
4. Control: It involves the kind of control marketers have to target audiences with specific needs and ability to adjust messages to suit individuals as the campaign progresses.

Apart from the elements mentioned earlier, the key criteria of success of a campaign involves measuring it in line with ‘Marketing RoI Analysis’ as discussed in the last section and analyzing metrics set and achieved across the funnel stages for the target audience the marketer has specified.