Evaluating Integrated Marketing Communications Effectiveness
Textbook (chapter)
Chapter Title | Evaluating Integrated Marketing Communications Effectiveness |
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Book Chapter Category | Textbook (chapter) |
ERA Publisher ID | 1464 |
Book Title | Integrated Marketing Communications |
Authors | |
Author | Sassenberg, Anne-Marie |
Editors | Luck, Edwina, Barker, Nigel, Sassenberg, Anne-Marie, Chitty, Bill, Andrews, J. Craig and Shimp, Terence A. |
Edition | 6th Asia-Pacific ed. |
Page Range | 390-420 |
Chapter Number | 14 |
Number of Pages | 32 |
Year | 2021 |
Publisher | Cengage Learning Australia |
Cengage Learning | |
Place of Publication | Australia |
ISBN | 9780170443005 |
Web Address (URL) | https://au.cengage.com/c/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. |
Keywords | Effective evaluation of advertising, testing social media, testing digital media |
ANZSRC Field of Research 2020 | 350605. Marketing management (incl. strategy and customer relations) |
350604. Marketing communications | |
350601. Consumer behaviour | |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | School of Business |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q75v4/evaluating-integrated-marketing-communications-effectiveness
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