IMC: Corporate Image and Brand Management Chapter 2 with Duane Weaver.
Chapter 19 imc evaluation
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Transcript of Chapter 19 imc evaluation
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Evaluating IMC Effectiveness
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a. Role of objectives in measurement of campaign success
b. Key ways to evaluate campaigns
c. Challenges in evaluating campaigns
Healthiest states?
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Checking Obesity
a. Situation analysis
b. Key strategic campaign decisions
c. Message strategy
d. Media and marcom strategy
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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
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IMC Evaluation
a. What makes and IMC campaign effective
b. Campaign objectives
c. Campaign purpose (Avis example)
d. Why evaluation matters
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Evaluating IMC Effectiveness
a. Post-campaign measures
b. When campaigns don’t work (God of War example)
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Evaluating the IMC Message
a. Example effectiveness research questions
– Which ads do you remember seeing?
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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
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Message Evaluation Techniques
a. Tracking studies
b. Scanner analysis
c. Memory tests
d. Inquiry tests
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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
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Evaluating the Performance of Various IMC Tools
a. Direct marketing
b. Digital IMC Components
a. web traffic, banner ads, conversion rate
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IMC Campaign Evaluation Challenges
a. Measuring ROI
b. The Synergy Problem
c. Digital Challenges
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IMC Campaign Evaluation
a. Connecting the dots
b. Putting it all together
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