Communication policy


The communication policy efficiency analysis helps to select and assess the information channels’ relevance and the signals’ relevance to the actual market situation. The information obtained serves the advertising budget’s optimization. This affects either the communication activity planning or post-testing of the conducted campaigns.

Knowledge of a client’s target audience permits to formulate requirements to the communication policy with regard to the product/service’s familiarity and retention in memory, as well as formation of the customers’ favorable attitudes and stimulation for purchasing.