- Words: 845
- Length: 3 Pages
- Topic: Business - Advertising
- Paper #: 43708801
Evaluation of Effectiveness of the IMC Campaign:
To evaluate the effectiveness of IBM's integrated marketing communication campaign, one must first understand what IMC truly is. IMC is a marketing concept whereby all aspects of marketing communications are unified. Advertising, sales promotions, public relations, direct marketing all work together towards a singular goal, as opposed to working independently from one another.
Typically, an IMC campaign begins with an assessment of the organization's customers'