term these "functional outcomes," and include such things as synergy between the communication-mix elements of the campaign (Linton and Morley 1995) and improved ability to employ a wider and more appropriate range of communication tools resulting predominantly from the application of "zero based" planning principles (Duncan and Moriarty 1997). The success of campaigns can potentially be measured using an economic analysis of return on campaign investment through direct behavioral objectives and, on a more subjective basis, on managers’ perceptions of success relative to competitors' campaigns.