Effectiveness is the ability to achieve an objective through the development of an action.
From the Latin efficacĭa , effectiveness is the ability to achieve the expected or desired effect after performing an action . This concept should not be confused with efficiency (from the Latin efficientĭa ), which refers to the rational use of means to achieve a predetermined objective (that is, meeting an objective with the minimum of available resources and time).
For example: a person wants to break a compact disc that contains confidential information. To do this, you can scratch the surface of the disk with a wrench (a measure that will be effective and efficient) or shoot it with a machine gun (an effective decision, since it will destroy the disk, but not very efficient, since it uses disproportionate resources).
Differences between effectiveness and efficiency
That is to say, therefore, we could establish that the main difference between efficiency and effectiveness is that the former would be what is achieved when the same objectives are achieved but using the smallest possible number of resources. Or also when many more objectives are achieved with the same number of resources.
Another example would be given by a subject who wants to copy the content of a 200-page book. If you do this task by hand , you may be successful and efficient because sooner or later you will finish copying it. However, it would be more efficient for you to photocopy such material, as it will take much less time.
Of course, there are actions that are neither effective nor efficient . An individual who wants to lose weight and, to do so, decides to eat only fried foods and hamburgers, will not have made any favorable decision that will allow him to achieve his goal.
Achieving a goal is a reflection of effectiveness.
In general, the combination of effectiveness and efficiency is the ideal way to meet an objective or goal . Not only will the desired effect be achieved, but the least amount of resources possible will have been invested to achieve the achievement.
Throughout history, and specifically in the corporate and business field, there are many important figures who have established their own criteria about what effectiveness means in that field. Thus, for many it is simply the achievement of the set objectives while for others the aforementioned is doing things well, as they should know in order to achieve the planned goals.
Name of awards and companies
In addition to all of the above, we cannot ignore the fact that there are some awards that are precisely named after the term that concerns us now. These are the Efficiency Awards, which are awarded by the Spanish Association of Advertisers and the Consulting Group (GC) to entities that stand out in terms of effectiveness in the field of commercial communication.
Companies such as ONCE, Nestlé, Campofrío, Heineken or Mercedes-Benz have been recognized in recent years with this highly prestigious award within the business and commercial sector.
Likewise, we must not forget that in Colombia there is a company called Eficacia that is responsible for offering its clients services and solutions in terms of outsourcing, that is, in what is known as the outsourcing or subcontracting process.