莫利亚提《广告学：原理与实务（第11版）》moriarty_adv11e_17.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 17Evaluating IMC EffectivenessCopyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 5Principle: IMC and Total Communication Key ObjectivesExplain why it is important to evaluate brand communication effectiveness.Discuss the role campaign objectives play in the measurement of campaign success.Describe the key ways in which campaign evaluation is conducted.List some of the key challenges faced in evaluating IMC effectiveness. Chapter Opener: Adobe Nails down EvaluationWhen Adobe learned that professional mark