Which of the following is a common metric used to evaluate IMC effectiveness?

Brand awareness and engagement rates are indeed common metrics used to evaluate the effectiveness of Integrated Marketing Communication (IMC) strategies. These metrics provide insight into how well a brand is resonating with its target audience and how effectively it is communicating its messages.

Monitoring brand awareness helps marketers understand how familiar consumers are with the brand, while engagement rates indicate how actively consumers are interacting with the brand's content across various platforms. High levels of awareness and engagement are associated with successful IMC efforts, as they demonstrate that the messages are not only reaching consumers but also capturing their interest and prompting them to respond. This kind of engagement is crucial for building customer loyalty and driving sales over time.

The other options, while they may provide valuable information in a broader marketing context, do not directly measure the effectiveness of IMC strategies in the way that brand awareness and engagement rates do. For instance, market share percentage reflects sales relative to competitors but does not directly indicate how IMC initiatives are impacting consumer perceptions or activities. Sales trends focus on sales data over time, which is useful but does not assess the qualitative aspects of communication effectiveness. Lastly, product price points are related to positioning and market strategy but do not reflect the communication aspects inherent to IMC work.