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Campaign objectives are considered and evaluated, secondary messages and alternative objectives and measurements are established. Analysis of online media environments: The ability of the web environments to support the brand by relevancy and suitability of the campaign message V audience is assessed, plus aesthetic considerations of the campaign and competitor activity. Online Media Research: Analysis of web site traffic, media environment and previous campaign successes are considered against published supplied research and independent online reports. Market Analysis: Suitability of the client’s product as well as message content and product strengths are assessed and also benchmarked against competitor activity and strategy. Offline Media Integration: Opportunities for synergies with offline media strategies are considered, as well as creative and message congruency. Traffic flow and fulfilment between online and offline campaign activity is evaluated, as well as monitoring and measurement techniques.
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