Marketing Communications
Prior to beginning work on this discussion forum, review Chapter 15 of your textbook, Integrated Advertising, Promotion, and Marketing Communications.
Part A
There are three main categories of evaluation tools used to assess IMC systems:
- Message evaluation techniques
- Online evaluation metrics
- Respondent behavior evaluations
Select one metric or technique from each category and explain how it helps marketers evaluate an IMC campaign.
Part B
Review the section Social Media Metrics (within the section Online Evaluation Metrics) and Figure 15.6 on page 403.
- Imagine you are a marketing intern for Visit South Walton and have been asked to evaluate its social media campaign efforts (refer to the Facebook post Visit South Walton shown in the Social Media Metrics section of the chapter 15, page 404 in your textbook). Identify
- the TWO most important volume metrics,
- the TWO most important engagement metrics, and
- the TWO most important conversion metrics.
- Justify why you selected the metrics you did.
Requirements: clear
Answer preview to Marketing Communications
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