Journey For Hope

John Wannamaker (one of the parents of the modern publicity) said in century XIX that, of all the money that invested in publicity, he knew that he threw 50%, but did not know what 50% were. It is probable that many companies can have the same sensation, and think that one leaves important from the resources that dedicate to the Communication goes directly to the sweepings. I am not of that opinion. Although I can agree in which, sometimes, the result of the publicity cannot be measured to the penny (we will speak more on this subject in another one post), this does not mean, far from it, that we did not prune to have a quite clear idea than we have obtained. From my point of view, this frustration takes place, more than by a lack of control on the results (that also), by errors at the time of writing up Means Plans that do not finish reaching the objectives that they persecute. If you want situarte between which they do not throw his money when they realise a publicity campaign, asegrate of which you do not commit the following errors: 1. – Not to have clear objectives from the first moment. This is what the Anglo-Saxons call to have " SMART Objectives" (Intelligent Objectives).

SMART is an acronym that means: S (Specific) specific, Ms (Measurable) measurable, A (Achievable) attainable, R (Relevant) excellent and T (Time Bound) subject to a term of time. It is complicated that any initiative obtains the tempting result if clear objectives have not been defined one. 2. – Sufficiently not to know the market which I go. In order to avoid that this only happens you have hacerte the suitable questions: 2.a. – How they are my consumers? Pregntate by their age, sex, to what social class belongs, in what type of habitat lives, what education has received, where they are, etc.