Gartner Research

Campaign Effectiveness Test

Published: 28 October 2015

ID: G00341144

Analyst(s): Marketing Research Team


Two quick and simple tests ensure marcomm campaign ideas are bold enough to break through to consumers but safe enough to avoid backlash. Is It Disruptive Enough? Use a simple checklist that tests if ideas pass the minimum threshold of edginess for breakthrough. Are We Avoiding Unnecessary Risks? Go through prioritized checks to safeguard against concept failure, but avoid over-engineering execution.

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.