You know you should be measuring communication, but you have no budget, no time–and no permission to pester your audience with questions. Stop looking at those as barriers and learn to see them as opportunities to find creative ways to gather data on effectiveness.
Many efforts to measure communication question how well messages have been understood and how effective different communication channels are. What we as communicators often forget to ask are the questions that help us connect our communications with the effect they have on behaviorin other words, the effect they have on improvements in the bottom line.
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.