Measuring Integrated Marketing Communication from Start to Finish

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.

Woods, Julie. Communication World Bulletin (2003). Articles>Business Communication>Marketing>Assessment

Measuring the Influence of Blogs on Consumers, the Media and Corporate Reputation

According to the report "State of the News Media 2005" from the Project for Excellence in Journalism, "more than a third of Americans, some 36 percent, are regular consumers of four or more different kinds of news outlets—network news, local TV, newspapers, cable, radio, the Internet and magazines."

Woods, Julie. Business Communication World (2005). Articles>Web Design>Audience Analysis>Blogging