Evaluating Integrated Marketing Communications Effectiveness

Textbook (chapter)

Sassenberg, Anne-Marie. 2021. "Evaluating Integrated Marketing Communications Effectiveness." Luck, Edwina, Barker, Nigel, Sassenberg, Anne-Marie, Chitty, Bill, Andrews, J. Craig and Shimp, Terence A. (ed.) Integrated Marketing Communications. Australia. Cengage Learning Australia. pp. 390-420
Chapter Title

Evaluating Integrated Marketing Communications Effectiveness

Book Chapter CategoryTextbook (chapter)
ERA Publisher ID1464
Book TitleIntegrated Marketing Communications
Authors
AuthorSassenberg, Anne-Marie
EditorsLuck, Edwina, Barker, Nigel, Sassenberg, Anne-Marie, Chitty, Bill, Andrews, J. Craig and Shimp, Terence A.
Edition6th Asia-Pacific ed.
Page Range390-420
Chapter Number14
Number of Pages32
Year2021
PublisherCengage Learning Australia
Cengage Learning
Place of PublicationAustralia
ISBN9780170443005
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.

KeywordsEffective evaluation of advertising, testing social media, testing digital media
ANZSRC Field of Research 2020350605. Marketing management (incl. strategy and customer relations)
350604. Marketing communications
350601. Consumer behaviour
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Byline AffiliationsSchool of Business
Institution of OriginUniversity of Southern Queensland
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