This document discusses evaluating integrated marketing communication (IMC) effectiveness. It covers: 1) The role objectives play in measuring campaign success and key ways to evaluate campaigns. Challenges include measuring campaigns. 2) Examples of evaluating campaign message strategies through questions about brand awareness, image, and memory of ads. 3) Techniques for message evaluation include tracking studies, scanner analysis, memory tests, and inquiry tests to understand campaign performance across different IMC tools like advertising, public relations, direct marketing and digital components.

1. Evaluating IMC Effectiveness
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2. 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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4. Checking Obesity
a. Situation analysis
b. Key strategic campaign decisions
c. Message strategy
d. Media and marcom strategy
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5. 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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7. 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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8. Evaluating IMC Effectiveness
a. Post-campaign measures
b. When campaigns don’t work (God of War
example)
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10. Evaluating the IMC Message
a. Example effectiveness research questions
– Which ads do you remember seeing?
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13. 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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15. Message Evaluation Techniques
a. Tracking studies
b. Scanner analysis
c. Memory tests
d. Inquiry tests
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16. 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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17. 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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18. IMC Campaign Evaluation Challenges
a. Measuring ROI
b. The Synergy Problem
c. Digital Challenges
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19. IMC Campaign Evaluation
a. Connecting the dots
b. Putting it all together
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