ABSTRACT
The brand strategic communication plan has been developed. It is now being executed in the marketplace. Now, how do we know if it worked? It's a question that has plagued advertisers for years.
Media measurement, part of the broader campaign measurement, seeks to answer the questions, did the plan reach its intended audience? And did the plan have an impact? Campaign measurement, on the other hand, seeks to answer the question, what was the attitudinal or behavior impact of the plan on the audience? Let's examine each of these areas across the paid, earned, and owned media framework of the brand strategic communication plan.
