Evaluation of any process is the analysis of ongoing activity to determine the effectiveness and efficiency. The Integrated Marketing communication (IMC) can be evaluated through:
• Message Evaluation Techniques - In this technique the objectives of the program are matched with the analysis which is done before and after implementation of the program. The analysis could be short term, long term, and corporate level, product specific, affective, conative or cognitive. It is to analyze whether the message that has been conveyed in the market is understood by the target audience correctly and the way they are perceiving it.
• Online evaluation - In this technique, the program is evaluated on the basis of dwell rate, length of engagement of the potential customer, response rate, sales, and click through which are the primary measurements. This evaluation do have difficulties in evaluating as it is influenced through many other factors, impact of advertising is delayed, and consumers at any moment can change their minds.
• Respondent Behavioral Evaluation - The behavioral evaluation is done through competitive responses, scanner data, market share, profitability, social responsibility. The special promotion should be introduced in test area. The counter marketing campaign also help in evaluating the effectiveness and efficiency of the program. Through scanner data, the company can test the results of the test market which is establish at the starting of the project.