On Evaluation of Costume Brand Communication

DOI

10.2991/emcs-16.2016.515How to use a DOI?

Keywords

Costume brand; Communication effect; Effect evaluation; Mode

Abstract

This essay aims to explore how to evaluate the effect of costume brand communication. The author concludes that evaluating the effect of brands communication through three aspects--the market environment, brands performance and consumers’ mindset-- is a relatively passive mode. The pro-active concept is to evaluate the communication effect before and while the plan is carried out in order to adjust and improve the communication plan dynamically. The effective evaluation of communication should be result-oriented, but this doesn’t mean to cater to consumers like water. On the contrary, to measure consumers is to shape them more effectively.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jie Yang
PY  - 2016/01
DA  - 2016/01
TI  - On Evaluation of Costume Brand Communication
BT  - Proceedings of the 2016 International Conference on Education, Management, Computer and Society
PB  - Atlantis Press
SP  - 2049
EP  - 2053
SN  - 2352-538X
UR  - https://doi.org/10.2991/emcs-16.2016.515
DO  - 10.2991/emcs-16.2016.515
ID  - Yang2016/01
ER  -