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| Author: | Foley, T. Kloprogge, P. |
| Title: | How channel planning tools can deliver ROI |
| Journal: | Admap
2004 : VOL. 39:3, p. 25-27 |
| Index terms: | Accountability Communication Creativity Data analysis Return on investment |
| Language: | eng |
| Abstract: | This article explores how the Dutch government uses data and systems for its communications plans and how it encourages creativity at the same time. It discusses how the Dutch public body has faced the design challenges and how they have succeeded to create integrated channel planning system that provides a structure for planners to evaluate complete channel mixes in terms of their total effect. |
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