Professional Documents
Culture Documents
Presently Mr.Tuhin and Mr.George are into evaluating the experience of the last project and to learn and
improve their communication program for the next project. Tuhin Sen, was wondering if the outreach
strategy was appropriate and how it would have been better.
Challenges
GDN here is tasked with the distribution and extent its outreach for policy papers to different target
audience across vast geographies which are different in many aspects. This creates a unique problem of
devising a strategy of targeting such diverse audience different areas around the globe. This also becomes
a greater challenge due to the nature of product in question, i.e. Credence good. Credence goods are those
whos utility or impact cannot be directly measured by the consumer and their goodwill is often measured
by the price point or an expert recommendation. Thus, the primary challenge here is to establish the
credibility of their offering, i.e. research papers published by GDN, among the audience. Also the mix of
target audience is very niche and unique in their own-self, creating further challenge in designing the
communication mix. The challenge in communication comes in the form of selection of tool, nature of
message and vehicles.
Communication
Medium
Budget
Allocated
(USD)
CPI
( USD)1
No.of
impressions
CTR
No. of Clicks
Foreign Policy
10,000
800,000
0.03
24,000
CNN
10,000
0.012
5
0.023
4,19,294
0.24
1,00,615
2. From Exhibit 3, we understand that he CTR of iPAD is sufficiently high (0.45) as compared to
display banners (300 X 250) (CTR: 0.15). GDN can reallocate the budget by decreasing the no. of
Impressions for Display Banners and Increasing the same for iPAD Banners.
3. To further increase the outreach among tertiary and influencer target audiences GDN should go for
both print and digital magazines. These channels should focus on agricultural institutes and
departments.
4. Assuming that there exists a database of Target Audience, GDN can leverage it for
direct marketing. The country teams of GDN should involve in specific activities of sending emails
and following up with the target audience.
5. The research output is a Credence Good. Its impact is difficult or impossible for the