Communications planning

■ developing sustainable brand positioning

■ message design and content

■ development of the creative proposition

■ developing effective multimedia communications strategies

■ post-testing ads, e.g. awareness, comprehension, recall, attitude shifts, brand-switching effects

■ advertising weight-of-expenditure tests

■ media planning: evaluation, selection and scheduling

■ advertising effectiveness

■ public relations and publicity effects on awareness/attitude

■ sponsorship effectiveness

■ exhibition effectiveness research

■ direct marketing effectiveness research

■ assessing the impact of integration

■ developing the optimum communications mix. Sales force planning

■ determining sales areas

■ testing alternative selling techniques and messages

■ setting sales targets

■ evaluating sales performance

■ evaluating sales compensation system

■ making selling operations more productive.

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