Agency Relationship Management


Agency Review & Selection   | Agency Compensation/Contract Optimization
Agency Relationship Optimization  | Supplemental Consulting Services

Advertising Measurement and Evaluation

Campaign Evaluation

Blueprint Communications utilizes the Communicus Advertising Campaign Evaluation System because it more precisely measures advertising impact than traditional tracking studies. This methodology provides a precise audit of advertising results, separated from other marketing variables. As a result, Communicus provides a more accurate basis for evaluating advertising agency performance.

Following this blueprint, Blueprint Communications can help you answer the following questions:


  • Does the campaign generate enough awareness to provide for substantial sales impact? If not, why not?
  • How strong is each individual print ad or commercial in its ability to attract attention, identify the brand and communicate the intended message?
  • What impact is the ad campaign having on image and usage among people who are reached by it?


  • Is the advertising delivering the right audience efficiently? How well is the media mix working?
  • What is the relative contribution of each medium to overall campaign results? Should budget be allocated differently?


  • Is the advertising budget right for the brand? What would be the most profitable budget for the brand?
  • How should the advertising budget be allocated among various markets to optimize campaign impact?

Other Factors

  • What inroads are competitive campaigns making? What counter measures should be taken?
  • Has the campaign worn out?

This audit process has resulted in substantial savings to our clients.

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For a free, personal and confidential consultation on agency
compensation and other contract issues, please call Dwight Shelton
at 770-331-8298

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Blueprint Communications, Inc. - 5580 Stapleton Drive - Atlanta, Georgia 30338