Integrated Marketing Communications 8/2 - Assignment Example

IMC plan evaluation Criteria for assessing overall impact of IMC program: Impact of IMC program can be measured by the following ways- Sales: the sales figure of product or service is generally considered as the key factor to measure advertising effectiveness.Store traffic: Total amount of store traffic movement can be considered as a key factor in IMC impact measurement.Behavioral tracks: in addition to the above company can use behavioral methods to track the customer’s willingness to buy and impression of the product.

(Vitale, R. P. 2012). Sales figures are considered as the prime factor of considering the effectiveness of marketing communication. Sales indicate the amount the company is able to sell and it also gives an insight of the effectiveness of IMC program used by the company. High volume sales figures do not indicate profit, but it does indicate the total turnover of the business. But this is also true that change in sales can be caused by factors other than advertising and promotion. (Belch, 2003)Redemption rate is an indirect measure of the income profile of the consumer.

If discounts offered on goods/services are high in amount, then it can be said that the consumers are mostly indifferent to the advertising efforts. Redemption rates of promotions such as coupons, rebates, and premiums can be measured. (Kerr. G & Patti. C. H, N.d)The inventory stored in stock measures advertising effort. Immovable inventory indicates that the integrated marketing efforts do not have significant impact on sales. In addition to sales, companies can use other forms of behavioral evaluations.

Telephone calls and Internet responses can be tracked as the result of an advertisement. From direct mail and other direct response advertising, the number of response cards sent in can be measured. References:Belch. G & Belch. M (2003), Advertising and Promotion. Sixth Edition. Mcgraw- Hill, p.620-630Kerr. G & Patti. C. H. Integrated Marketing Communications (IMC): Where to from here? Available at http://www.researchgate.net/publication/27483098_Integrated_marketing_communications_(IMC)__where_to_from_here/file/5046351c989ed299eb.

pdfVitale, R. P. (2012). FUNDAMENTALS OF AN INTEGRATED MARKETING COMMUNICATION PLANAvailable at http://www.cob.sjsu.edu/vitale_r/Fundamentals%20of%20IMC%20clow_ed5.pdf