Dear students,
I found this article worth reading. It tells you so much about how well you can evaluate an IMC campaign & expose the shortcomings or strengths within it. Revert back with your observation(s), & if possible try to implement this article in evaluating the reason for failure of any IMC campaign.

Evaluating IMC campaigns:

Today’s business world is dominated by uncertainty and challenges. On the one hand customers have become increasingly demanding and critical regarding companies and products. They expect instant gratification, innovative products, special offers and perks, while at the same time demanding ethics, responsibility, impeccable reputation and brand value. On the other hand the global economy in going through rough times, putting a lot of financial pressures on companies and shifting business focus on accountability and control. Improving marketing communications management becomes an imperative in this context. The efficiency of the marketing management process is determined by a systematic approach to planning and evaluating outcomes. Measuring the results of integrated communication campaigns, especially initiatives aimed at determining behavioral changes, raises a unique challenge to marketers.
Increasing downward cost pressures have determined marketers to move their budgets away from the expensive mass media advertising and to explore new, more targeted and innovative territories. At the same time, the explosive development of media over the last few decades opened up a whole new perspective and countless possibilities for organizations to reach and connect to their audience. This fragmentation of the media landscape has been accompanied by a significant trend of market demystification. Not in the least, the technological advancements of the last decade have completely revolutionized the field of marketing, writing new