Question

Once an IMC campaign is underway, how do you evaluate success or failure? Increased or decreased sales doesn't tell you enough. Need to understand if your message is working. Evaluate message effectiveness for:

Answer 1

To evaluate the success or failure of an IMC campaign, you need to assess the effectiveness of the campaign's message. This can be done through evaluating message recall and recognition, message comprehension, and message resonance.

Step-by-step explanation:

To evaluate the success or failure of an IMC (Integrated Marketing Communications) campaign, it is important to go beyond just looking at increased or decreased sales. In order to understand if the message is working, you need to evaluate the effectiveness of the campaign's message. There are a few ways to do this:

1. Message recall and recognition: One way to evaluate message effectiveness is by measuring how well the target audience remembers and recognizes the campaign's message. This can be done through surveys or focus groups where participants are asked questions about the campaign's message.
2. Message comprehension: Another way to evaluate the effectiveness of the message is by assessing how well the target audience understands the message. This can be done by analyzing feedback from the target audience, such as reviews, comments, or customer inquiries, to gauge their understanding of the message.
3. Message resonance: Lastly, evaluating message resonance involves assessing the emotional impact and connection the message creates with the target audience. This can be measured through sentiment analysis of online conversations or through feedback from customers.