Effectiveness, Objectives, and the EFFIE Awards
研究EFFIE奖项参赛案例的目标设定与评估机制，发现多数目标不可衡量，仅17%有可衡量目标，且多数案例侧重传播效果而非营销效果。
This is a study of how briefs are constructed for the EFFIES award program which showcases effectiveness in advertising. The study investigated the objectives used and the design of the evaluation mechanisms by which the effectiveness was assessed. The study found that most of the objectives were not measurable as stated. Of the cases used in this analysis, only 17 percent stated measurable objectives. Most of the cases (50 percent) were focused on communication objectives, although some were centered primarily on marketing effects (25 percent) with little attempt to assess communication effects; the remaining 25 percent were split between communication and marketing effects. The marketing effects were dominated by sales and share objectives; the communication effects were dominated by persuasive effects that focused on behavior and attitude. In terms of support, the study found that 91 percent of the evidence statements were clearly linked to objectives; however, it also found that few of the cases (10 percent) made a clear causal argument linking the effect to the advertising message.