IMPACT: A management judgment tool to predict the effectiveness of corporate advertising campaigns

This paper develops a management judgment tool to predict the effectiveness of a corporate advertising campaign (CAC). With this instrument, IMPACT, the effectiveness of CACs can be predicted by obtaining the reactions of internal stakeholders of a company towards the campaign. Using the instrument, CACs will be assessed on three criteria: creativity, professionalism and consistency. The exploratory empirical studies show that in order to educate stakeholders, CACs should score high on professionalism. For changing attitudes, creativity is important. Finally, to change behaviour both the professionalism and the consistency of the campaign are important. Future research should validate the exploratory findings reported in this paper.