Which key performance indicators (KPIs) are used to measure IMC effectiveness?

The effectiveness of Integrated Marketing Communication (IMC) is best measured by awareness and engagement rates because these indicators provide a comprehensive view of how well the communication strategies resonate with the target audience. Awareness reflects the extent to which target consumers recognize or recall the brand and its messages, while engagement rates indicate how well those consumers interact with the content and the brand itself. These metrics help marketers understand not just if their message is being seen, but also if it is prompting a response or fostering a relationship with the audience.

In contrast, focusing solely on sales volume does not provide insights into the effectiveness of the communication efforts since it reflects final purchase behavior, which may be influenced by numerous factors beyond just marketing communication. Social media likes, while indicative of some level of engagement, do not capture the depth of the interaction or the overall impact of the IMC strategy. Furthermore, television ratings are useful for measuring viewership of specific programs, but they do not effectively gauge how the audience engages with or is influenced by the advertising content within those programs. Thus, the combination of awareness and engagement rates gives a more holistic assessment of IMC performance.