Monitoring Evaluation and Control

The final stage of the promotional planning process is monitoring, evaluating, and controlling the promotional program. It is important to determine how well the promotional program is meeting communications objectives and helping the firm accomplish its overall marketing goals and objectives. The promotional planner wants to know not only how well the promotional program is doing but also why. For example, problems with the advertising program may lie in the nature of the message or in a media plan that does not reach the target market effectively. The manager must know the reasons for the results in order to take the right steps to correct the program.

This final stage of the process is designed to provide managers with continual feedback concerning the effectiveness of the promotional program, which in turn can be used as input into the planning process. As Figure 1-3 shows, information on the results achieved by the promotional program is used in subsequent promotional planning and strategy development.

Perspective and Organization Traditional approaches to teaching advertising, promotional strategy, or marketing communications of This Text courses have often treated the various elements of the promotional mix as separate functions. As a result, many people who work in advertising, sales promotion, direct marketing, or public relations tend to approach marketing communications problems from the perspective of their particular specialty. An advertising person may believe marketing communications objectives are best met through the use of media advertising; a promotional specialist argues for a sales promotion program to motivate consumer response; a public relations person advocates a PR campaign to tackle the problem. These orientations are not surprising, since each person has been trained to view marketing communications problems primarily from one perspective.

In the contemporary business world, however, individuals working in marketing, advertising, and other promotional areas are expected to understand and use a variety of marketing communications tools, not just the one in which they specialize. Ad agencies no longer confine their services to the advertising area. Many are involved in sales promotion, public relations, direct marketing, event sponsorship, and other marketing communications areas. Individuals working on the client or advertiser side of the business, such as brand, product, or promotional managers, are developing marketing programs that use a variety of marketing communications methods.

This text views advertising and promotion from an integrated marketing communications perspective. We will examine all the promotional-mix elements and their roles in an organization's integrated marketing communications efforts. Although media advertising may be the most visible part of the communications program, understanding its role in contemporary marketing requires attention to other promotional areas such as the Internet and interactive marketing, direct marketing, sales promotion, public relations, and personal selling. Not all the promotional-mix areas are under the direct control of the advertising or marketing communications manager. For example, personal selling is typically a specialized marketing function outside the control of the advertising or promotional department. Likewise, publicity/public relations is often assigned to a separate department. All these departments should, however, communicate to coordinate all the organization's marketing communications tools.

The purpose of this book is to provide you with a thorough understanding of the field of advertising and other elements of a firm's promotional mix and show how they are combined to form an integrated marketing communications program. To plan, develop, and implement an effective IMC program, those involved must understand marketing, consumer behavior, and the communications process. The first part of this book is designed to provide this foundation by examining the roles of advertising and other forms of promotion in the marketing process. We examine the process of market segmentation and positioning and consider their part in developing an IMC strategy. We also discuss how firms organize for IMC and make decisions regarding ad agencies and other firms that provide marketing and promotional services.

We then focus on consumer behavior considerations and analyze the communications process. We discuss various communications models of value to promotional planners in developing strategies and establishing goals and objectives for advertising and other forms of promotion. We also consider how firms determine and allocate their marketing communications budget.

After laying the foundation for the development of a promotional program, this text will follow the integrated marketing communications planning model presented in Figure 1-4. We examine each of the promotional-mix variables, beginning with advertising. Our detailed examination of advertising includes a discussion of creative strategy and the process of developing the advertising message, an overview of media strategy, and an evaluation of the various media (print, broadcast, and support media). The discussion then turns to the other areas of the promotional mix: direct marketing, interactive/Internet marketing, sales promotion, public relations/publicity, and personal selling. Our examination of the IMC planning process concludes with a discussion of how the promotional program is monitored, evaluated, and controlled. Particular attention is given to measuring the effectiveness of advertising and other forms of promotion.

The final part of the text examines special topic areas and perspectives that have become increasingly important in contemporary marketing. We will examine the area of international advertising and promotion and the challenges companies face in developing IMC programs for global markets as well as various countries around the world. The text concludes with an examination of the environment in which integrated marketing communications operates, including the regulatory, social, and economic factors that influence, and in turn are influenced by, an organization's advertising and promotional program.

Advertising With Circulars

Advertising With Circulars

Co-op Mailing means that two or more businesses share in the cost and distribution of a direct mail campaign. It's kind of like having you and another non-competing business split the cost of printing, assembling and mailing an advertising flyer to a shared same market base.

Get My Free Ebook


Responses

  • Fern
    How to monitor,evaluate and ontrol promotion programe?
    6 years ago
  • evie murray
    How to monitor marketing communication tools?
    6 years ago
  • christian
    How to Monitor, evaluate and control IMC programme?
    4 years ago
  • Haddas
    Why is evaluation aand control important in the communication process?
    4 years ago
  • gabriel
    How to evaluate public relation of promotion mix?
    4 years ago
  • Felix
    What are the monitoring,evaluation and control in international marketing communicagion campaign?
    4 years ago
  • nicole
    How to evaluate the promotional program in imc?
    4 years ago
  • linda
    How important are sales figures in the evaluation of integrated marketing communications?
    4 years ago
  • raffaello
    How to control marketing communication?
    4 years ago
  • FIYORI AATIFA
    How to momitor evalute and control imc?
    4 years ago
  • marybeth
    Why we should monitor, evaluate, & control international marketing communication?
    4 years ago
  • lucio
    What is the evaluation process in marketing control and monitoring?
    4 years ago
  • rose
    Are sales figures important when evaluating integrated marketing communications?
    2 years ago
  • Mimosa Tunnelly
    Why control is significant in integrated marketing communications ?
    1 year ago
  • william
    What is Monitoring of marketing promotional program?
    1 year ago
  • giselda
    What is monitoring of marketing promotion program?
    1 year ago
  • lily gaukrogers
    What is monitoring and evaluation of promotional progeram?
    1 year ago
  • Sabrina
    What is monitering & evaluation of promotional program?
    1 year ago
  • esa
    What is monitoring and evaluation of promotional program?
    1 year ago
  • otto
    Why is it important to control marketing programs?
    1 year ago
  • Regina
    How to control and monitor integrated marketing communication?
    1 year ago
  • billie
    What are the methods of management control of promotional programme?
    1 year ago
  • Negassi Yemane
    Why should intergrated marketing communication be monitored?
    9 months ago
  • DUNCAN
    How to monitor the implementation of promotional programme?
    7 months ago
  • Olo
    What is monitoring and evaluation the marketing plan?
    4 months ago
  • rasmus
    What is market monitory evaluation?
    3 months ago
  • monika werfel
    What is monitetring evalution and control of imc progeram pdf?
    3 months ago
  • riia
    How to control a imc plan?
    3 months ago

Post a comment