Measuring Integrated Marketing Communication from Start to Finish
http://www.iabc.com/cwb/archive/2003/1103/integrated.htm

Woods, Julie
Communication World Bulletin
2003

Abstract:

Many companies have taken a limited view of the impact that marketing communication can have on overall corporate objectives, reducing their understanding of the value of marketing communication. One reason for this resistance is that the value of IMC can be complex to measure in a world where marketing usually moves at a dynamic pace and is driven by a changing competitive landscape and seemingly unpredictable shifts in customer attitudes. The potential revenue and customer satisfaction benefits of implementing an IMC program can be so dramatic that companies shouldn't ignore the movement any longer.