reports

Measuring Communications Effectiveness

How to Measure the Effectiveness of Outdoor Recreation Marketing Communications — Outdoor recreation companies are demanding that their marketing communications become more accountable. This report describes the steps in the marketing communications effectiveness measurement process. It discusses the strengths and weaknesses of the four key approaches to measuring marketing communications effectiveness. The report contains sections that describe special challenges and opportunities associated with measuring the following types of communications used by outdoor recreation marketers:

• Magazine/Newspaper Advertising
• Television Advertising
• Radio Advertising
• Out-Of-Home Media
• Special Media Opportunities
• Direct Mail Advertising
• Database Marketing Communications
• Point-of-Purchase Materials
• Brochures and Other Literature
• Catalogues
• Videos
• Web sites
• Web Banner Advertising
• E-mail Communications
• Trade Show/Exhibit Marketing
• Sales Promotions
• Telemarketing

Taking The Final Strategic Step: Evaluation of Public Relations Programs in the Outdoor Recreation Industry — Most outdoor recreation companies understand the value of a good public relations program designed to generate favorable editorial coverage. Unfortunately, many companies fail to evaluate the success of their public relations programs. This report discusses evaluation criteria and techniques along with third-party evaluation tools and services. It provides a step-by-step approach to setting up a publicity results tracking system and offers samples of reports prepared by Swanson Russell.