Chapter Overview

Getting marketing communications messages—of any kind, in any medium—noticed and understood is no easy task. Many ads and other communication attempts simply don’t meet their objectives. Following the guidelines in this chapter will mitigate this risk.
A clear understanding of one’s target market is essential for planning and implementing an effective promotional program. Without such an understanding, money is likely to be wasted.
Many marketing communications efforts are not easy to evaluate. Setting clear and measurable objectives up front facilitates doing so.
New media, including the Internet, e-mail, and mobile telephones, are predicted to revolutionize ad spending, because their results—like those for direct marketing programs—can often be directly measured.

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