THE C.O.S.M.O.S. METHOD: A FRAMEWORK FOR MARKETING CAMPAIGN EVALUATION

This paper presents C.O.S.M.O.S. (Clarify, Observe, Shape, Materialize, Orchestrate, Survey), a comprehensive methodology for designing, executing, and evaluating marketing campaigns. Drawing on established theories in brand management, consumer behavior, integrated marketing communications (IMC), and neuromarketing, the method balances strategic rigor with creative storytelling. A core feature is the C.O.S.M.O.S. Score, a two-stage (pre-launch and post-launch) numerical system assessing each campaign phase. Preliminary case examples illustrate its application; further empirical studies are recommended to solidify external validity. While C.O.S.M.O.S. offers structured guidance, success ultimately relies on thorough data collection, honest self-assessment, and alignment with theoretical principles outlined in this paper. The paper concludes with potential research questions that invite further academic exploration of C.O.S.M.O.S.’ efficacy across diverse industries and contexts.