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‘Success of a communication campaign is gauged by its accessibility’

02-October-2009
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‘Success of a communication campaign is gauged by its accessibility’

“The success of a communication campaign is gauged by its accessibility, viewership, relevance, and understanding by the target audience. In designing a communication, an accurate media vehicle not only helps us connect to a specific group of audience, but also helps us in identifying the gap between the present lifestyle and the aspirational life space of the target audience, while an impressive creative helps us bridge this gap,” says Sanjay Tripathy, Executive VP & Head – Marketing, HDFC Standard Life Insurance. More

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