It has a few disadvantages: Often viewers will record programs purely so they can be viewed without the commercial breaks.
May 11, Author: The channels available to the IMC practitioner are numerous, yet should be considered and selected according to the potential for reaching the desired audience and effectively delivering the appropriate message as well as other determining factors i.
As a result, this promotional tactic was not included in the discussion. In Part 2, I will discuss recommended evaluation strategies regarding the effectiveness of an IMC campaign, and Part 3 will revolve around the justification of the value for each component.
Belch and Belch provides examples of evaluation strategies used for advertising and direct marketing such as pretests and posttest which are conducted prior to a campaign being implemented and after an ad has been used.
Examples of specific pretests and posttest include concept tests, consumer juries, recall tests and tracking studies. To measure the overall effects of online advertising, tactics used in digital and Internet marketing, some research firms have initiated traditional advertising effectiveness testing that measure recall, retention, sales and return on investment ROI.
Additionally, Internet-specific measures may be incorporated such as audience measures and commercial effectiveness. Belch and Belch also provides examples of evaluation strategies for other IMC components.
Sales promotions can be measured by Retail Promotion Effectiveness which aids with identifying when products should be included in a sales promotion tactic, and awareness and sales tracking studies to evaluate the effectiveness of tactics such as coupons and sweepstakes.
Sponsorship, a form of PR, can be measured according to the exposure obtained by media coverage as a result of the sponsorship. This strategy measures the quantity and nature of the coverage.
Kerr and Patti provided information on a variety of ways to measure the effective of an IMC campaign. This type of strategy would aid with the measurement of components that affect relationships with customers such as direct marketing, digital and Internet marketing, and PR.
A strategy that measures advertising and the potential to stimulate demand for a product is called the Advertising Opportunity Score AOS. According the Kerr and Pattithis strategy not only measures the effectiveness of advertising on brand demand, but other IMC components such as sales promotions and direct marketing.
Do you think that is a wise decision? Or should all campaigns be measured for effectiveness?? Integrated marketing communications and brand identity development.
Journal for Theory and Practice Management, 63, Unlocking the power of Integrated Marketing Communications: How integrated is your IMC program? Journal of Advertising, 45 3 From abstract concept to marketing management tool. Journal of Marketing Communication, 21 5 Integraed marketing communication capability and brand performance.
Journal of Advertising, 44 1 How can we measure its effectiveness? Journal of Marketing Communications, 18 2 Conceptualizing public relations in integrated marketing communications. International Journal of Integrated Marketing Communications, Overview.
Marketing communications includes advertising, promotions, sales, branding and online promotion. The process allows the public businesses use to know or understand a brand.
Successful branding involves targeting audiences who appreciate the organization's marketing program. The following is Part 1 of a 3-part series providing a basic overview of Integrated Marketing Communications (IMC).
Reinold and Tropp () defined Integrated Marketing Communications (IMC) as “an audience-driven business process of strategically managing stakeholders, content, channels and results of brand communication programs” (p.
). Chapter 1—Overview of Integrated Marketing Communications and the Marcom Process TRUE/FALSE The integrated marketing communication process starts by determining the strengths and weaknesses consumer marketing organizations c.
not-for-profit organizations d. None of these are correct. Integrated Marketing Communications (IMC) The coordination of the promotional mix elements with each other and with other elements of the brand’s marketing mix such that all elements speak with one voice.
Integrated Marketing Communications It is essential for organizations to promote their brands well among the end-users not only to outshine competitors but also survive in the long run.
Brand promotion increases awareness of products and services and eventually increases their sales, yielding high profits and revenue for the organization.
The following is Part 2 of a 3-part series providing a basic overview of Integrated Marketing Communications (IMC).
The channels available to the IMC practitioner are numerous, yet should be considered and selected according to the potential for reaching the desired audience and effectively delivering the appropriate message as well as other determining factors (i.e..