Evaluating Integrated Marketing Communications Effectiveness

Sassenberg, Anne-Marie ORCID: https://orcid.org/0000-0003-3404-3570 (2021) Evaluating Integrated Marketing Communications Effectiveness. In: Integrated Marketing Communications. Cengage Learning Australia, Australia, pp. 390-420. ISBN 9780170443005


Abstract

This chapter begins by discussing the essentials for effective evaluation, followed by a discussion on the evaluation process. The remaining part of the chapter is roughly grouped into two parts. The first part focuses on the evaluation of digital and social media; and the last part of this chapter investigates the more traditional methods of evaluation in marketing communication. This includes the evaluation of the advertising development process, broadcast advertising and print advertising. It is important to note that no single research method will produce perfect results. Instead, marketers generally use multiple methods to provide more valid and reliable insights to ensure more effective IMC campaigns. Before the chapter explores the different methods, the next section focuses on the essentials for effective evaluation.


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Item Type: Book Chapter (Commonwealth Reporting Category B)
Refereed: Yes
Item Status: Live Archive
Additional Information: Files associated with this item cannot be displayed due to copyright restrictions.
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Business (18 Jan 2021 -)
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Business (18 Jan 2021 -)
Date Deposited: 27 May 2022 00:06
Last Modified: 23 Jun 2022 03:54
Uncontrolled Keywords: Effective evaluation of advertising, testing social media, testing digital media
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350605 Marketing management (incl. strategy and customer relations)
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350604 Marketing communications
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350601 Consumer behaviour
Socio-Economic Objectives (2020): 15 ECONOMIC FRAMEWORK > 1503 Management and productivity > 150302 Management
15 ECONOMIC FRAMEWORK > 1503 Management and productivity > 150303 Marketing
22 INFORMATION AND COMMUNICATION SERVICES > 2299 Other information and communication services > 229999 Other information and communication services not elsewhere classified
URI: http://eprints.usq.edu.au/id/eprint/48638

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