Evaluation is about finding ways of measuring effectivenessEVALUATING COORDINATED MARKETING COMMUNICATIONS
To be effective in the long-term, need to evaluate the component parts of comms activities:
- Analysis - how thorough is out context analysis?
- Objectives - are they clearly thought through, based on detailed analysis, how do they relate back to marketing objectives and corporate objectives?
- Planning - logical framework needed to set out how activities will be coordinated (select appropriate strategic options, schedule, implement and evaluate)
- Budgets - how much do we need to (or can afford to) spend to meet our objectives?
- Media - review, search for more effective platforms as seek to differentiate
- Marketing mix - other elements of mix should also be coordinated and consistent
- Customer service - when marketing communications are used to encourage customers to make contact with the organisation, the appropriate mechanisms are in place to facilitate the process (e.g. adverts directing to jammed phone lines)
- Creativity - through whole process e.g. strategy selection, tactics, budgets
- Comms should be measured on a scale with maximises the 4Cs. Perfect situation would be highly credible communications to the whole target audience at minimum cost with maximum control (if only!)
- Occasions where a campaign is from an unexpected opportunity, cost may be higher (production & media buying) but benefits outway (e.g. the sponsor of a football team that's in the final of a major cup competition). Need to be responsive to opportunities.
- Evaluation process happens before, during and after a campaign. Different parts if a campaign are tested beforehand e.g. advertising pre-testing.
- Evaluate the success of the overall impact of a coordinated marketing communications campaign, not purely success of individual components.
Evaluation:
- Has it done what it set out to do?
- Did it do everything that could have been done and was it efficient?
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