Evaluación de la eficacia de una política de acción comunicativa a través del modelo EPAC Affinity®

Abstract

Main topic subject: Advertising effectiveness or a way to measure the results of a communication campaign. Usually, results are understood as the repercussion or impact on a target audience. In other words, a campaign will be effective as long as it meets the objectives for which it was designed. The objectives are not always easy to determine and, consequently, to measure. In general, effectiveness is understood as the contribution to the development of the brand identity, the positioning of the product or service, differentiation in its competitive context and creating demand. The difficulty is to have a holistic measure that asseses all these aspects. Logical development of the subject: A communication or campaign strategy cannot be limited to seeking superiority in indicators of a rational type such as contact and remembrance, with more or less level of knowledge (transmitting). This implies the risk that customers leave the brand if one day a competitor company surpasses said brand in the product or in the points of contact. It is advisable to move in the field of credibility and, to do so, campaigns must seek “authenticity” if they want to produce an effect or positive change in attitude and behavior towards what is said in it. The authenticity of a campaign is achieved when, in addition to being remembered and rationally associated with the brand or property, emotional ties are generated in the sense of connectivity. Authors’ point of view and contributions: Communication Actions should seek more than just rational, static, one-way messages. They must seek a dialogue with the consumer to mark and create a series of emotional links that involve them with what they are seeing or feeling. When this occurs, it can be said that “the Action” is generating behavioral and prescription value. Only by being hyperconnected to the public, listening and speaking to them, is created a space of value and differential consumption against possible competition. In this case we will have overcome the value of use and transmitted the value that activates the decision of purchase and acquisition, predisposing to positive consumption experiences. Implication and conclusions: If all of this occurs (to a greater or lesser degree), we will be able to say that the planned action has been effective. In this study, we present an empirical model for measuring authenticity in order to determine the level of effectiveness of a communication campaign or action.