chapter 19 imc evaluation

Evaluating IMC Effectiveness

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a. Role of objectives in measurement of campaign success

b. Key ways to evaluate campaigns

c. Challenges in evaluating campaigns

Healthiest states?

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Checking Obesity

a. Situation analysis

b. Key strategic campaign decisions

c. Message strategy

d. Media and marcom strategy

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IMC Evaluation

a. What makes and IMC campaign effective

b. Variety of goals

a. Example: non-profit, hotel, product

b. Not sales alone but contributes

c. Avis campaign

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IMC Evaluation

a. What makes and IMC campaign effective

b. Campaign objectives

c. Campaign purpose (Avis example)

d. Why evaluation matters

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Evaluating IMC Effectiveness

a. Post-campaign measures

b. When campaigns don’t work (God of War example)

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Evaluating the IMC Message

a. Example effectiveness research questions

– Which ads do you remember seeing?

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Evaluating the IMC Message

a. Example effectiveness research questions

– Which ads do you remember seeing?

– What stood out in the ad?

– How did it make you feel?

– What brand is being advertised in this ad?

– What is the brand image? What does it symbolize or stand for?

a. Experts in message evaluation

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Message Evaluation Techniques

a. Tracking studies

b. Scanner analysis

c. Memory tests

d. Inquiry tests

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Evaluating the Performance of Various IMC Tools

a. Advertising

b. Public relations

a. Example outputs--number of press releases, number of media outlets receiving PR products

b. Example outcomes—awareness of message, intent to buy

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Evaluating the Performance of Various IMC Tools

a. Direct marketing

b. Digital IMC Components

a. web traffic, banner ads, conversion rate

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IMC Campaign Evaluation Challenges

a. Measuring ROI

b. The Synergy Problem

c. Digital Challenges

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IMC Campaign Evaluation

a. Connecting the dots

b. Putting it all together

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