Forecasting and evaluating the impact of marketing communication

Book review of IMC The Next Generation: The book is organized around the authors’ five steps for using IMC, three of which involve measurement. Other chapters cover the background of IMC and its future, guiding principles for implementation, and how to organize a company so it can better integrate and align its functions around customers.

TOP TIP: Calculating ROI

Calculating a return on investment (ROI) for something as intangible as internal communication has long been considered nearly impossible. But the trick to calculating ROI is to focus on small elements of our communications that are directly targeted at changing some measurable behavior.