A comparative test of the effect of communication strategy, media presence, and previous purchase behaviour in the field of fast moving consumer goods

The integrative framework for effective communication (IFEC) describes nine communication strategies. The awareness strategy can be used to increase campaign awareness and brand awareness. The likeability strategy can be used to increase campaign likeability and brand likeability. The IFEC describes seven consumer need strategies, each addressing a different need that can be used to increase purchase intention and purchase behaviour. To test the IFEC, 11.830 consumers were interviewed about forty advertising campaigns. Four campaign effects were measured: campaign awareness, campaign likeability, brand awareness, and purchase intention. It is shown that different communication strategies should be used for different campaign goals.