Efficiency of the Process and Maximization of Results from Communication Efforts: Proposition and Test of a Model to Evaluate the Mix of Conventional Media and Interactive Media.

The marketing communication environment has drastically changed in recent years due to the proliferation of interactive technologies and a new consumer attitude in view of publicity. The challenge to evaluate communication effectiveness and efficiency, a relevant issue for both academics and marketing managers, has therefore intensified. The objective of organizations that invest considerable amounts in communication activities is to identify the importance of each media in the process of approach and significance of the brand, creating congruence between the promoted positioning and the brand value recognized by consumers. This article proposes a theoretical model and a quantitative method for supporting decisions to measure effectiveness of the communication mix as well as of the media used to generate results in the context of products of mass consumption, and at the same time understands the relations between the constructs of the proposed model. The proposed model also considers the communication process, including the consumer’s process of understanding the message and sharing meaning with others before taking the decision. So that, it includes the sales force present in the marketing channels and the consumers as receivers and transmitters of information, both considered to be part of the communication process.