The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership

CHAPTER THIRTY-ONE

MEASURING MARKETING COMMUNICATION

Lin Grensing-Pophal

For too long, marketing communicators have convinced themselves—and sometimes their superiors—that it is too difficult, if not impossible, to measure the results of their communications activities. Nothing could be further from the truth. Even in strong economic times, companies are concerned about controlling costs and increasing revenues. Effective marketing communications can achieve both of these goals.

Businesspeople know that you cannot manage what you cannot measure. Evaluation is an important part of any communications initiatives, and its initiation needs to occur during the planning phase. Evaluation should be built into any communications plan from the outset. ...