MKTG 1041 Marketing Communication

MKTG 1041 Marketing Communication
To make certain that IMC campaigns are working, campaigns must be tracked and monitored by research. Companies that do not track their IMC campaigns have a nasty shock awaiting them, and usually the shock arrives too late to take corrective action. It is important to find out how a campaign is working during the campaign and not just after it has finished; again, this would be too late to take corrective action. 8.1 Outline Evaluation / Tracking Techniques Groups need to clearly outline why campaign tracking is important, explain what metrics should be tracked, how you propose to track those performance measures and show a clear understanding of the importance of corrective action. Briefly outline the evaluation / tracking techniques that will be used – i.e. customer tracking surveys etc.  What do you plan to track? How often and when during the campaign? i.e. you track reach and frequency of exposure; track communication objective performance (category need, brand awareness, brand image / attitude / preference, brand purchase / action intention); track sales and profit.To make certain that IMC campaigns are working, campaigns must be tracked and monitored by research. Companies that do not track their IMC campaigns have a nasty shock awaiting them, and usually the shock arrives too late to take corrective action. It is important to find out how a campaign is working during the campaign and not just after it has finished; again, this would be too late to take corrective action. 8.1 Outline Evaluation / Tracking Techniques Groups need to clearly outline why campaign tracking is important, explain what metrics should be tracked, how you propose to track those performance measures and show a clear understanding of the importance of corrective action.  Briefly outline the evaluation / tracking techniques that will be used – i.e. customer tracking surveys etc.  What do you plan to track? How often and when during the campaign? i.e. you track reach and frequency of exposure; track communication objective performance (category need, brand awareness, brand image / attitude / preference, brand purchase / action intention); track sales and profit.
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