#M/PR: Юлія Мусаковська: "The Power of Integrated Marketing Communications"Forge Events
презентація Юлії Мусаковської на Форумі #M/PR на тему "The Power of Integrated Marketing Communications"
Юлія Мусаковська, керівник відділу маркетингу ELEKS
Юлія має 12 років досвіду у сфері маркетингу та комунікацій в міжнародних компаніях (попередні - The IKEA Industry Group, Nexia DK, SoftServe), з них 9 років - у галузі інформаційних технологій. Розкаже про побудову моделі інтегрованих комунікацій у маркетингу.
Деталі:
https://www.facebook.com/events/1760044307552228/
http://forgevents.com/
Here are four clear paths for winning over—and retaining—customers in the digital era. For more from s+b, see: http://www.strategy-business.com/marketing_media_sales.
#M/PR: Юлія Мусаковська: "The Power of Integrated Marketing Communications"Forge Events
презентація Юлії Мусаковської на Форумі #M/PR на тему "The Power of Integrated Marketing Communications"
Юлія Мусаковська, керівник відділу маркетингу ELEKS
Юлія має 12 років досвіду у сфері маркетингу та комунікацій в міжнародних компаніях (попередні - The IKEA Industry Group, Nexia DK, SoftServe), з них 9 років - у галузі інформаційних технологій. Розкаже про побудову моделі інтегрованих комунікацій у маркетингу.
Деталі:
https://www.facebook.com/events/1760044307552228/
http://forgevents.com/
Here are four clear paths for winning over—and retaining—customers in the digital era. For more from s+b, see: http://www.strategy-business.com/marketing_media_sales.
This presentation is an introduction to the role of IMC in marketing.
Want more FREE resources? Checkout the B2B Whiteboard youtube channel:
www.youtube.com/b2bwhiteboard
Or join us on Facebook today: www.facebook.com/b2bwhiteboard
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
Identify the major social criticisms of marketing
Define consumerism and environmentalism and explain how they affect marketing strategies
Describe the principles of socially responsible marketing
Explain the role of ethics in marketing
Live Communication as value added factor in marketingDagobert Hartmann
Uniplan Live Trends 2008, German marketing managers on the trends and strategies of personal communication — results of a survey of 405 companies conducted by Uniplan and the HHL-Leipzig Graduate School of Management
This presentation is an introduction to the role of IMC in marketing.
Want more FREE resources? Checkout the B2B Whiteboard youtube channel:
www.youtube.com/b2bwhiteboard
Or join us on Facebook today: www.facebook.com/b2bwhiteboard
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
Identify the major social criticisms of marketing
Define consumerism and environmentalism and explain how they affect marketing strategies
Describe the principles of socially responsible marketing
Explain the role of ethics in marketing
Live Communication as value added factor in marketingDagobert Hartmann
Uniplan Live Trends 2008, German marketing managers on the trends and strategies of personal communication — results of a survey of 405 companies conducted by Uniplan and the HHL-Leipzig Graduate School of Management
Study: The Future of VR, AR and Self-Driving CarsLinkedIn
We asked LinkedIn members worldwide about their levels of interest in the latest wave of technology: whether they’re using wearables, and whether they intend to buy self-driving cars and VR headsets as they become available. We asked them too about their attitudes to technology and to the growing role of Artificial Intelligence (AI) in the devices that they use. The answers were fascinating – and in many cases, surprising.
This SlideShare explores the full results of this study, including detailed market-by-market breakdowns of intention levels for each technology – and how attitudes change with age, location and seniority level. If you’re marketing a tech brand – or planning to use VR and wearables to reach a professional audience – then these are insights you won’t want to miss.
RTMNU 4th sem MBA
Subject - Retail Sales Management & Services Marketing [ Marketing ]
Module 5
INTEGRATED SERVICES MARKETING
BY Jayanti R Pande
MBA free notes pdf download
JRP MBA notes
Free RTMNU Marketing notes by Jayanti Pande
Company reputation is built over years but it just
takes seconds to lose it because of unethical
promotions or inability to deliver to your customers. Therefore creating an effective marketing
communication mix through a well-researched strategy
will not only help your reach out to your customers but
also help you adapt to the ever-changing marketing
environment.
Dr. Atul Thakare shared practitioner's experience in marketing & communications with the management students of Lexicon Management Institute of Leadership and Excellence.
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The Good the Bad and The Ugly of Marketing MeasurementNapierPR
We explore how B2B marketers can impress the board by measuring their PR and marketing campaigns successfully, and explore 5 metrics that will get you promoted, and 3 that will get your fired.
We cover:
-Meaningless marketing metrics
-The difference between attribution and incrementality
-The importance of the customer journey
-Why you should care about prospects that are in market
-Measuring the unmeasurable
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
2. 2
Promotional Strategy
MKT4230
2
The Modern World of Marketing
In the past, the only advertising avenues
were television, radio, billboards, and
printed media. Ads in these media
promoted the product or service for sale.
Textbook
Pages 4 - 5
Rapidly changing media environment:
Mass media losing viewers, readers, listeners
Digital media targets narrow audience
Consumers not content to be passive message recipients
Information now obtained from a myriad of sources
Today, traditional media are used more and
more to drive customers to online sites,
where the information can be more detail,
colorful, and interactive.
3. 3
Promotional Strategy
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3
Volkswagen Strategy
The Volkswagen Punch Dub campaign shows how companies are now using integrated
marketing communications (IMC) to reach their target audiences.
Textbook
Page 5
Integrated
Marketing
Strategy
Traditional
Mass
Media
Social
Media
Sports Team
Sponsor
Point-of-
Sale Kits
4. 4
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4
Punch Dub
This is the Punch Dub game
that was presented via the
Volkswagen website.
It was designed to be an
entertaining and interactive
experience.
Textbook
Pages 3 - 5
Entertaining, Interactive Information
5. 5
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The Growth of Advertising and Promotion
Advertising and promotion have become an integral part of our social and economic systems.
It has grown six-fold in the past 30 years.
Textbook
Pages 5 - 6
Integral Part of Social and Economic
Systems
Carefully prepared messages delivered
to carefully targeted audiences
Six-fold increase between 1980 and 2010
New Marketing Channels
Internet ads
(banner ads, videos, webisodes)
Social media
Mobile marketing
6. 6
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The Role of Marketing
There are for-profit and non-profit uses of marketing.
Textbook
Pages 6 - 7
Advertising and Promotion
Inform customers of a product or
service
Convince them of its ability to
satisfy their wants or needs
Help develop and sustain
relationships
Nonprofit Organizations
Solicit donations
Offer intangible social and
psychological satisfactions
7. 7
Promotional Strategy
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7
What is Marketing?
This is the revised definition of Marketing developed by the American Marketing Association
in 2007. This revised definition is viewed as being more reflective of the role of non-
marketers to the marketing process.
Textbook
Page 7
The activity, set of institutions, and processes for…
creating, communicating, delivering, and exchanging offerings that have…
value for customers, clients, partners, and society at large
8. 8
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What is Valued?
There is value in a product, service, and benefits a consumer may experience.
Textbook
Page 7
Customer’s perception of all the benefits of a product or
service weighed against costs of acquiring and
consuming it.
Benefits can be…
• Functional
• Experiential
• Psychological
10. 10
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Contemporary IMC Approach
The contemporary approach to advertising and promotion began in the 1980s. This approach
coordinates the various promotional elements and marketing activities that communicate
with a firm’s customers.
Textbook
Pages 8 - 9
Point of
Purchase
Publicity
Interactive
Marketing
Public
Relations
Direct
Marketing
Special
Events
Packaging
Sales
Promotion
Direct
Response
Mass
Media
Advertising
11. 11
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Growing Importance of IMC
Here is the value behind an IMC program, as well as the trends that caused companies to
adopt the IMC approach.
Textbook
Pages 10 - 12
Value of IMC
Avoids duplication of marketing efforts
Synergy among promotional tools
More efficient and effective marketing
Rapidly Changing Environment
Consumer behavior
Technology
Media consumption behavior
Proliferation of media
12. 12
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The Marketing Revolution
Here are some of the driving forces behind today’s marketing revolution.
Textbook
Pages 13 - 15
Shift from traditional media ads to other forms of
promotion/nontraditional media
Internet and social media changing how companies interact with
consumers
Power shift: Manufacturers to retailers
Database marketing
Greater ad agency accountability
Changes in how ad agencies are compensated
13. 13
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The Role of IMC in Branding
With more and more products and services available to consumers, developing and maintaining brand
identity is becoming increasingly important. Well-known brands have a major competitive advantage in
today’s marketplace. A well-defined and coordinated IMC plan contributes to overall brand identity and
equity.
Textbook
Pages 15 - 16
Brand
Identity
Image or
Associations
Performance
Name Packaging
Logo Design
Symbols
14. 14
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Building Brands in a Recession
Here are the effects that a recession has on consumers.
Textbook
Pages 15 - 17
Consumers
Spend less money
Carefully scrutinize purchases
Rethink brand loyalties
Willing to trade off or down
More price sensitive
More value conscious
15. 15
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Building Brands in a Recession
Here are the effects that a recession has on companies.
Textbook
Pages 15 - 17
Companies
Reduce advertising budgets
Balance discounts/promos w/brand image
Must overcome consumer distrust
Change product marketing focus
Increase online social presence
Look for new ways to remain relevant
16. 16
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Test Your Knowledge
Why are marketers decreasing the use of mass media advertising and increasing the use of
integrated marketing communications?
A. The mass market has become fragmented
B. New technologies gave consumers greater control over the communication process
C. Use of the Internet and electronic commerce is growing
D. Explosive growth in social networking
E. All of the above
17. 17
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The Promotional Mix
Here are the basic tools used to accomplish an organization’s communication objectives.
Textbook
Pages 17 - 25
Interactive/
Internet
Marketing
Advertising
Direct
Marketing
Personal Selling
Sales
Promotion
Publicity/
Public Relations
18. 18
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18
Advertising
This is the definition of “advertising.”
Textbook
Pages 18 - 19
Paid, non-personal communication...
• About an organization, product,
service, or idea
• With an identified sponsor
• No immediate feedback from audience
21. 21
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Forms of Direct Marketing
Here are various forms of marketing through which direct sales take place.
Textbook
Pages 19 - 21
Direct Response
Ads
Direct
Mail
Catalogs
Database
Management
Telemarketing
Direct
Selling
Internet
Sales
Shopping
Channels
23. 23
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Direct Response Advertising
Major tools of direct marketing, as well as the forces behind the shift to direct marketing.
Textbook
Page 21
Major Tools
Direct Mail
Television
Magazines
Internet
Forces for Change
Changing Lifestyles
Credit Cards
Toll-free Numbers
Rapid Internet Growth
25. 25
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25
Interactive Marketing
Ways in which the Internet can be used as a marketing tool.
Textbook
Pages 22 - 23
Internet Activities
Advertise products and services
Link ads and websites to search engines
Offer coupons, contests, sweepstakes
Conduct direct marketing
Do personal selling
Conduct public relations activities
Measure advertising and promotions
28. 28
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Publicity
Definition of publicity, as well as its advantages and disadvantages.
Textbook
Page 24 - 25
High credibility and low cost
Not always under company
control
Is sometimes unfavorable
A news story, editorial, or
announcement to a mass
audience
Not directly paid for
or run under
identified sponsor
29. 29
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29
Public Relations
Definition of public relations and its primary objective.
Textbook
Page 25
Management function
Evaluates public attitudes
Identifies items of public interest
Executes a program of action to earn public understanding and acceptance
Primary objectives
Establish and maintain a positive image of the company among various publics
30. 30
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Public Relations
This ad is part of the American Honda Motor Company’s “Value to America” campaign.
Uses publicity and other tools
• Special publications
• Community activities
• Fund-raising events
• Sponsorships
• Public affairs activities
Textbook
Page 25 / Exhibit 1 - 12
31. 31
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Public Relations
The final element or an organization’s promotional mix… personal selling.
Textbook
Page 25
Person-to-Person Communication
A seller attempts to assist and/or persuade prospective buyers to make a purchase
or act on an idea
34. 34
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34
IMC Planning Model
Textbook
Page 28 / Figure 1 - 7
Advertising
Sales
promotion
PR/
publicity
Personal
selling
Direct
marketing
Advertising
objectives
Sales
promotion
objectives
PR/
publicity
objectives
Personal
selling
objectives
Direct
marketing
objectives
Message
strategy
Sales
promotion
strategy
PR/
publicity
strategy
Personal
selling
strategy
Direct
marketing
strategy
Integrate and implement marketing communications strategies
Monitor, evaluate and control IMC Program
Internet/
interactive
Internet/
interactive
objectives
Internet/
interactive
strategy
Promotional program situation analysis
Analysis of the communications process
Budget determination
Develop integrated marketing communications programs
Review of marketing plan
35. 35
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35
Elements of a Marketing Plan
The five basic elements included in most marketing plans.
Textbook
Page 29
Detailed situation analysis
Marketing strategy and program
Specific marketing objectives
Program for implementing the strategy
Process for monitoring & evaluating performance
36. 36
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Promotional Program Situational Analysis
A list of things that must be analyzed prior to initiating a promotional program.
Textbook
Pages 29 - 33
Internal
Firm’s promotional
organization/capabilities
Review of previous programs and
results
Assess firm/brand image
Assess strengths and weaknesses
of product or service
External
Customer analysis
Competitive analysis
Environmental analysis
37. 37
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37
Analysis of Communications Process
The basic communication decisions that must be made.
Textbook
Pages 33 - 34
Communication Decisions
Source and message
Communication channels
Media mix
Costs
Marketing goals
Communication objectives
39. 39
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Developing the IMC Program
The two important aspects of the advertising program: The creative strategy and the media
strategy.
Textbook
Pages 34 - 35
IMC Strategies
Creative Media
40. 40
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Monitoring, Evaluation, Control
The final stage of the IMC planning process.
Textbook
Page 35
Basic Goals
Determine how well the program
is doing, and why
Problem correction
Continual management feedback
Input for future promotions/strategies
