Measuring the Effectiveness of Other IMC Program Elements

Last Updated on Mon, 26 Dec 2022 | Marketing Communications

Many of the organizations mentioned in this chapter offer research services to measure the effectiveness of specific promotional program elements. As we noted at the outset of this chapter, the increased use of integrated marketing communications programs has led to more interest in determining the synergistic effects of all program elements. A review of the Ogilvy Award winners from 1993 to date demonstrates the increased integration of additional media (as opposed to specifically the best advertising campaign)

1. Narrowly define objectives with specifics.

2. Establish solid strategies against which programming will be benchmarked and measure your programming and effectiveness against the benchmark.

3. Set measurable and realistic goals; make sure everything you do supports them.

4. Enhance, rather than just change, other marketing variables.

5. Don't pull Marketing Plan 101 off the shelf. Programming should be crafted to reflect the particulars of your company's constituencies and target audiences.

6. Define the scope of your involvement. Will it involve multiple areas within the company? Who internally and externally comprises the team?

7. Think "long term." It takes time to build brand equity. Also, think of leveraging your sponsorship through programming for as long as possible, before and after the event.

8. Build evaluation and a related budget into your overall sponsoring program. Include items such as pre- and post-event attitude surveys, media analysis, and sales results.

Figure 19-21 Eight steps to measuring event sponsorship

Figure 19-21 Eight steps to measuring event sponsorship

Effective Imc

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Continue reading here: How Many Truly Global Brands Are There

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Readers' Questions

  • fre-weini
    How to measure the effectiveness of integrated communication mix?
    1 year ago
    • The effectiveness of integrated communication mix can be measured by tracking customer responses, sales numbers, website clicks, and engagement metrics. Other metrics that can be used to measure the effectiveness of integrated communication mix include brand awareness, brand loyalty, customer service ratings, customer acquisition cost, customer retention rate, customer lifetime value, customer satisfaction, and purchase intent.
    • costante
      What is efectivness of imc program?
      1 year ago
      • The effectiveness of an IMC program depends on a variety of factors, including the type of program, the resources available, the target audience, and the message being delivered. IMC programs can be effective if they are able to reach the target audience, clearly communicate the desired message, and generate desired outcomes. There is no one-size-fits-all formula for the effectiveness of an IMC program; it all depends on the resources and methods used.
      • reeta gallen-kallela
        How to test the effectiveness of imc elements?
        1 year ago
        1. Monitor Reach: Evaluate the number of people who have been exposed to the IMC elements, such as the number of times a digital ad has been seen, the number of people who are served the ad, or the number of people who have interacted with a direct mail piece.
        2. Monitor Engagement: Measure how many people have interacted with the IMC elements, such as the number of clicks on a digital ad, the number of people who have opened a direct mail piece, or the number of people who have responded to a survey.
        3. Evaluate Brand Perception: Identify changes in brand recognition and perception through surveys, focus groups, and other qualitative research techniques.
        4. Check Sales Performance: Keep track of sales before and after the IMC campaign to analyze the effect of the elements on sales performance.
        5. Compare to Market Share: Compare the market share of the product or service before and after the IMC campaign to identify any changes in market share.