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Methodology STEP 4: Once the relative importance of the unconscious decision-making factors has been determined on a representative scale, the company can rely on a tool which allows them to give detailed briefs to communication agencies on the key factors they should take into account to achieve adequate and maximal impact. Once the concepts are available, it is then possible to pre-test, simply and at low cost, any communication tool before it is implemented, amongst an indicative sample of decision-makers: a new visual identity, a newsletter, a new corporate brochure, a new advertising or direct marketing campaign. And this methodology does not only allow the most effective concept to be chosen, but also to combine it with some elements from other concepts which had nevertheless good scores on some aspects.
Learn more about: What is RIC? Benefits Methodology Founders Would you like the RIC model applied to your company? |
In the example below, creative concept B was chosen due to its superior global impact on the majority of the key decision making criteria : in this case: “radiates credibility”, “I want to know more about RIC”, “allows to prove ROI for communication spend”, “allows coherence of communication”, etc. Experience shows that the use of this method avoids lengthy discussions regarding the choice between communication concepts, be it with communication agencies, which recognize the scientific foundation of such a feed-back from the relevant market actors, or be it internally.
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The RIC Guide |
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The guide to return on integrated communication is a short publication which presents how to measure, manage and maximise the effectiveness of communication... |
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