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Evaluating IMC Effectiveness 
Slideshare.net/sallyshredder 
1
a. Role of objectives in measurement of 
campaign success 
b. Key ways to evaluate campaigns 
c. Challenges in evaluating ...
3
Checking Obesity 
a. Situation analysis 
b. Key strategic campaign decisions 
c. Message strategy 
d. Media and marcom str...
IMC Evaluation 
a. What makes and IMC campaign effective 
b. Variety of goals 
a. Example: non-profit, hotel, product 
b. ...
6
IMC Evaluation 
a. What makes and IMC campaign effective 
b. Campaign objectives 
c. Campaign purpose (Avis example) 
d. W...
Evaluating IMC Effectiveness 
a. Post-campaign measures 
b. When campaigns don’t work (God of War 
example) 
8
9
Evaluating the IMC Message 
a. Example effectiveness research questions 
– Which ads do you remember seeing? 
10
11
12
Evaluating the IMC Message 
a. Example effectiveness research questions 
– Which ads do you remember seeing? 
– What stood...
14
Message Evaluation Techniques 
a. Tracking studies 
b. Scanner analysis 
c. Memory tests 
d. Inquiry tests 
15
Evaluating the Performance of Various 
IMC Tools 
a. Advertising 
b. Public relations 
a. Example outputs--number of press...
Evaluating the Performance of Various 
IMC Tools 
a. Direct marketing 
b. Digital IMC Components 
a. web traffic, banner a...
IMC Campaign Evaluation Challenges 
a. Measuring ROI 
b. The Synergy Problem 
c. Digital Challenges 
18
IMC Campaign Evaluation 
a. Connecting the dots 
b. Putting it all together 
19
20
21
22
23
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Chapter 19 imc evaluation

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IMC Campaign Evaluation

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Chapter 19 imc evaluation

  1. 1. Evaluating IMC Effectiveness Slideshare.net/sallyshredder 1
  2. 2. a. Role of objectives in measurement of campaign success b. Key ways to evaluate campaigns c. Challenges in evaluating campaigns Healthiest states? 2
  3. 3. 3
  4. 4. Checking Obesity a. Situation analysis b. Key strategic campaign decisions c. Message strategy d. Media and marcom strategy 4
  5. 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 5
  6. 6. 6
  7. 7. IMC Evaluation a. What makes and IMC campaign effective b. Campaign objectives c. Campaign purpose (Avis example) d. Why evaluation matters 7
  8. 8. Evaluating IMC Effectiveness a. Post-campaign measures b. When campaigns don’t work (God of War example) 8
  9. 9. 9
  10. 10. Evaluating the IMC Message a. Example effectiveness research questions – Which ads do you remember seeing? 10
  11. 11. 11
  12. 12. 12
  13. 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 13
  14. 14. 14
  15. 15. Message Evaluation Techniques a. Tracking studies b. Scanner analysis c. Memory tests d. Inquiry tests 15
  16. 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 16
  17. 17. Evaluating the Performance of Various IMC Tools a. Direct marketing b. Digital IMC Components a. web traffic, banner ads, conversion rate 17
  18. 18. IMC Campaign Evaluation Challenges a. Measuring ROI b. The Synergy Problem c. Digital Challenges 18
  19. 19. IMC Campaign Evaluation a. Connecting the dots b. Putting it all together 19
  20. 20. 20
  21. 21. 21
  22. 22. 22
  23. 23. 23

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