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Planning is Key to Accountability in Advertising Campaigns
This article is new this week in The Business Journal's small business how-to section. To see what else is new, click here or click on the "how-to" tab at the top of The Daily Business Journal Online home page.CAMP HILL, Pa. -- To significantly improve the efficiency and effectiveness of any advertising or public relations campaign, strategy must be driven by clearly researched goals and performance outcome evaluation throughout the campaign process, says communications consultant Victoria Radabaugh. "You have to build in accountability as you go," she says. By implementing an "accountability plans process," agencies and communication managers can more easily establish measurable benchmarks and, as a result, advertising and public relations campaigns will generally perform more efficiently and effectively. "The purpose is to get efficient and effective -- and that means maximum use of budget dollars to generate maximum measurable strategic results," Radabaugh says. "More bang for the buck -- that's what we mean when we talk about accountability." <more>"